销售与营销技术行业报告2022

Executive Summary •Driven by strong industry tailwinds including technology advancements and expanding digitaladoption by brands and consumers, the Sales & Marketing Technology landscape has experiencedrapid growth over the past three years ‒The number of active Sales & Marketing Technology companies increased 41% from2019 to 20221. As these new companies continue to grow and mature, executives willcontinue to raise capital and pursue M&A to further drive growth •Looking at the broader economic environment, many economists are predicting the US will likelytip into a mild recession in 2023 due to the Federal Reserve raising interest rates and unwindingits balance sheet as a response to high inflation •Although digital ad spending and eCommerce sales growth are expected to slow, the Sales &Marketing industry is forecasted to continue to grow at a 44% CAGR over the next four years2 ‒This is in part, driven by the continued shift in consumer behavior as well as recentadvancement in nascent technologies including AI/ML •While M&A transaction volume has decreased since 2021, capital raise activity increased in 2022with over 755 transactions occurring during the year3 ‒Since 2019, M&A transaction count grew from an average of 54 deals per quarter to 90in 2022, an increase of 67%3 •Looking ahead, we expect that continued macroeconomic uncertainty and rate increases willencourage a short-term flight to quality and a subsequent slowdown in market activity ‒Our long-term industry forecast continues to be bullish, however, as commerce andmarketing continue to shift to more digital forms AGENDA Industry Overview 1 2 5 Sales & Marketing Industry Drivers & Dynamics Sales & Marketing Tech Continues Rapid Innovation and Growth Digital Adoption Rising Across Industries Rapid growth driven by increasing demand for more sophisticated and complextechnologies to meet more customized needs of marketers With consumers accelerating the adoption of digital channels, businesses can no longertreat digital channels as a luxury and must invest in their digital relevancy Digital Ad Spending Slowing DownDigital Ad Spending Slowing Down eCommerce Sales Growth Is Expected To Remain Constant After several years of double-digit increases, total digital ad spending saw slow growth in2022 due to difficulties in ad targeting across social media Pandemic driven eCommerce growth is expected to remain relatively constant in 2023while staying well below 2021’s pandemic-driven growth 1 Emergen Research: Martech Market Size2 McKinsey COVID-19 US Digital Sentiment Survey, Apr 25-28, 20203 eMarketer: Worldwide Ad Spending 2022 The Sales & Marketing Landscape Continues to Expand Rapid Expansion in the Sales & Marketing Tech Landscape Breakdown of Sales & Marketing Tech Growth by Category ▪The use of Sales & Marketing technology has grown rapidly as the primary avenue forcustomer engagement has moved online ▪The overall Sales & Marketing technology landscape has grown by 24% from2020–2022 ▪The 2022 Martech Map, curated by Chiefmartec.com, contains a total of 9,932 Sales &Marketing technology companies mapped into 49 distinct categories ▪This growth is largely attributable to expansion in the number of Content &Experience and Social & Relationship platforms –The number of Martech companies tracked has grown at an annualized rate of 59%from 2011–2022 –COVID-driven increases in the usage of major content and social networkingplatforms such as Tik Tok and Facebook necessitated additional solutions to manageand curate online customer engagement Cascadia’s Sales & Marketing Tech Landscape Sales & Marketing technologies help brands connect with potential customers more effectively, convert those potential customersintopaying customers more efficiently, and retain those customers into perpetuity OmnichannelMarketing Events, Meetings &Webinars Marketing ContentCreation Events, meetings & webinarplatforms facilitate intimate onlineand in-person engagement betweenbrands and customers Marketing content creationtechnology gives brands the abilityto generate and distribute theirmessaging through unique means toincrease customer engagement eCommerce customer experienceplatforms enable easier onlineshopping experiences, drivingrevenue growth for brands andmarketplaces alike Subsectors Subsectors Subsectors Subsectors •Advocacy Loyalty & Referrals•Affiliate Marketing & Management•Channel Partners & LocalMarketing•Community & Reviews•Influencers•Social Media Marketing•Social Media Monitoring •Account Based Marketing•Campaign / Lead Management•Email Marketing•Marketing Automation•Mobile Marketing•Search Advertising & SEO•Social Advertising Sales & Marketing Tech’s Customer Lifecycle Positioning Select Sales & Marketing Tech M&A Transactions Acquisition multiples reflect scale, business models, growth and scarcity value–premium multiples are typically paid for largeplatforms with recurring revenue, strong growth and unique te