2023年第一季度销售与营销报告

Executive Summary Despite economic headwinds, the sales & marketing technology landscapecontinues to expandaschanging consumer behavior, increasing digital adoption, and generative AI drive growth ‒The global marketing technology industry is growing at a19.8% CAGRand is expected toreach$560B by 20261‒The sales & marketing landscape hasgrown over 11%this year with many new companiesemerging leading to increased technology stacks astotal utilization wanes2 •Looking at the broader economic environment, The Federal Reserve now anticipates “a mild recessionstarting later this year” withGDPprojected toincreasejust0.4%in20233. This comes as the FederalReserve continues to tighten monetary policy while also trying to mitigate recentturmoilin thebanking sectorand minimize therisk of contagion ‒After decreasing in 2022, total ad spending is expected to reach$930B in 2023with digitalspendincreasing 10.5%while traditional ad spend remains subdued4‒With nearly30%of major advertisers expected tocut budgetsand75%report budgets beingunder heavy scrutiny, there is a renewed focus on efficiency and optimization4 •Bothcapital raiseandM&Atransaction volume remainlargelysubduedcompared to the peaksexperienced in 2021. In Q1 2023,M&A activity remained steadywhilecapital raise activity decreasedending the previous trend experienced in Q4 20225 ‒There were76 M&Atransactions inQ1 2023compared to76inQ4 2022. Capital raise volumedecreasedwith54transactions inQ1 2023compared to92inQ4 2022 •Looking ahead, we expect thesales & marketing industry to remain below the elevated 2021 levelsasgrowth subsidies and investors seek quality companies at a discounted valuation‒ However, attractive companies with good operating metrics will continue toreceive stronginterestandoutsized valuations 4eMarketer: Total Media Ad Spending Worldwide5Pitchbook and 451 Research; data includes US, Europe, and AsiaCapital Raise Transactions below $1M are not included 1Grand View Research:MartechMarket Size2Chiefmartec.com3The Federal Reserve: Federal Open Market Committee AGENDA Industry Overview 1 2 3 5 Sales & Marketing Industry Drivers & Dynamics Technology Stacks Continue To Expand As Utilization Wanes Sales & Marketing Tech Continues Rapid Innovation and Growth Strong growth is driven by changing consumer behavior, increasing digital adoption, newtechnologies including generative AI as well as marketers’ increasing demand for moresophisticated and complex technologies Despite marketing technology stacks continuing to grow, utilization of existing capabilitieshas decreased as a result of overlapping tools and increasing complexity The Gap Between eCommerce And Retail Is Shrinking Ad Spending Is Expected To Increase Despite Headwinds After decreasing in 2022, ad spending is expected to grow in 2023 reaching $930B withtraditional ad spend still subdued and digital ad spend increasing despite headwinds After a decade of exceptional eCommerce growth, the gap between eCommerce andoverall retail sales growth is expected to shrink with eCommerce sales increasing in 2023 1Grand View Research: Martech Market Size2Chiefmartec: Marketing Software3Gartner: Marketing Survey The Sales & Marketing Landscape Continues to Expand Rapid Expansion In The Sales & Marketing Tech Landscape Maturing Subcategories Are Ripe For Disruption ▪The use of sales & marketing technology has grown rapidly as the primary avenue forcustomer engagement has moved online▪The 2023 Martech Map, curated by Chiefmartec.com, contains a total of 11,038 Sales& Marketing technology companies mapped into 49 distinct categories–The number ofMartechcompanies tracked has grown at an annualized rate of 43%from 2011–2023 ▪The oldest Sales & Marketing subcategory is advertising & promotion–This includes native/content advertising, display and programmatic advertising▪Youngest Sales & Marketing subcategory is social & relationships–This includes UGC, ratings & reviews, influencers, and social media▪The average age of subcategories within Sales & Marketing can be indicative of thelevel of competition and saturation within the industry 1Chiefmartec.com: Marketing Technology LandscapeSupergraphic2Chiefmartec.com: Martech for 2023 AI Popularity Has Exploded Recently As It Becomes UbiquitousGenerative AI Is Poised To Transform Sales & Marketing AI Is Transforming Marketing And Customer Experience3 The recent surge in AI popularity can be seen through the rapidincrease in Google searches as tools like Chat GPT become commonhousehold names and penetrate even non-technical users Time To Reach One Million Users AI Market Poised for Remarkable Growth The rise in demand for solutions that enhance efficiency and productivity as well as theplethora of AI use cases are propelling growth in the global artificial intelligence market AI Marketing Specific Use Cases Personalization:Analyzingaudiencebehaviorandtargeting with tailored content Content Creation:Textandimage generation foremail,