Empowering Sales Teams: The Showpad Journey from Concept to Leading Sales Enablement Platform
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need to streamline the sales process and improve the effectiveness of sales teams. They recognized that disorganized content sharing was a common issue that hindered sales performance, prompting them to create a solution that would centralize and simplify access to sales materials.Problem that their product solves
Showpad solves the problem of disorganized content sharing, which affects sales and marketing teams. The end users are sales representatives who need quick access to the right materials to engage customers effectively. Solving this problem is crucial for improving sales performance and driving better business outcomes.Their unfair advantage
Showpad's unfair advantage lies in its comprehensive platform that integrates various functionalities, including training and coaching, which empowers sellers and enhances overall sales performance.Strategies
Pre-Launch (Product Development & MVP)
Early Customer Engagement
In the early stages of Showpad, PJ and his team focused on engaging potential customers even before the product was fully developed. They had a customer who expressed interest in the product, which allowed them to test their MVP with real users. This proactive approach helped them gather valuable feedback and iterate on their product quickly, ensuring that they were building something that met market needs.
Identifying a Market Problem
In the early days of Showpad, the founders identified a specific problem in the sales enablement space while traveling with a friend who owned an artificial grass business. They noticed the challenges faced by sales teams in accessing the right marketing materials during trade shows. This observation led them to develop a product that would allow sales representatives to easily access and present content on tablet devices, thus addressing a clear market need.
Direct Sales Focus
Initially, Showpad attempted to grow through a network of resellers who would sell their product. However, PJ realized that this indirect sales model was problematic due to the rapid changes in their product, which left customers dissatisfied with the service they received through resellers. After a year of this approach, they decided to buy out the contracts with resellers and shift focus to direct sales, ensuring better customer service and satisfaction.
Launch Stage
Podcast Interviews
Jennifer Elliot hosts a podcast called '48 Minutes Unplugged' where she interviews inspiring leaders. The podcast format includes rapid-fire questions to uncover what makes these leaders stand out. This strategy helps in building a community around the podcast, attracting listeners who are interested in leadership and personal growth. The podcast serves as a platform for leaders to share their stories, thereby enhancing their personal brand and the brand of the podcast itself.
Free Licensing for Early Adopters
To incentivize early adoption, PJ decided to offer unlimited free licenses to their first customer after two years of traction. This strategy not only solidified a strong relationship with their first client but also served as a case study for future sales pitches, showcasing the product's effectiveness and value.
Learn more about Showpad
Louis Jonckheere (Showpad) - About scaling-up, balance and success.
AperoTalk with Pieterjan Bouten, CEO at Showpad
Scaling From $10M-$100M ARR: The Good, The Bad and The Ugly with Showpad Co-Founder Pieterjan Bouten
