Sales Tech Market Map 2025: The $30B Industry Breakdown
After working in the industry as a VP of Product at Apollo.io, plus research with several experts, here's the web's most comprehensive guide on the key players in sales software.
The Sales Tech Market is one of the most important int tech overall:
Over $30B in annual spend
Huge public companies like Salesforce, Hubspot, and ZoomInfo
Really exciting AI companies like 6sense, Gong, Clari, Nooks, and 11x
But there are shockingly few good breakdowns of this huge market!
What you find instead are really outdated market maps that were originally written 10 years ago and updated. Or pay-for-play reports (ahem, Gartner and Forrester).
Having been a VP of Product in the industry, I found these reports shockingly lacking any usefulness.
As a product or growth person, you need to understand at a fundamental level what strategies players are using to yourself think strategically about the space.
That’s where today’s post comes in.
Today’s Post
As a VP of Product in the space, I’ve been in the trenches. I’ve also spent the last 6 months talking to experts in the industry to map out which players really matter, and in what framework. Here are the results of my research:
The Sales Tech Market Map
Key Players by Sub-Industry
How AI is Disrupting Sales Tech
Takeaways on Product Growth Strategies Winning
1. The Sales Tech Market Map
I haven’t gone and mapped all 10,000 companies in the space. Instead, these are the ~300 I think are really worth knowing.
These are the companies that I myself am most tracking at every layer of the stack.
I want to give you a strong mental model for understand the space. So let me walk through how to think about this.
We start at the center, the biggest part of the CRM market. I’ve broken that down into three segments: enterprise platform, growth stage solutions, and modern CRMs.
Then, as we move outwards, we go through the key rings:
Engagement & Intelligence
Revenue Acceleration
Data & Enrichment
Revenue Operations
After that, we have two sets of satellite clusters.
The first is the modern GTM stack: AI-enhanced tools, product-led motion, sales enablement, marketing automation, and conversational GTM
The second is product analytics, customer success, workspace integration, and revenue orchestration.
This is my mental model for what actually matters in sales tech.
2. Key Players by Sub-Industry
Let’s walk step by step through this mental model of the sales tech world so you can build intuition around the strategies these key players are using.
As we explore the key players, pay attention to not just what they're building, but why certain approaches are winning while others stagnate.
The patterns here will inform your product strategy for years to come...
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