销售与营销技术行业报告——2022年10月

Executive Summary •Driven by strong macroeconomic conditions and expanding digital adoption by brands andconsumers alike, the Sales & Marketing Technology industry has experienced rapid growth overthe past three years‒The number of active Sales & Marketing Technology companies increased by 41% from2019–20221•Looking ahead, the industry is forecasted to grow at a similar rate of 44% annually between 2022and 20262•M&A Transactions and Capital Raises have increased in-line with overall industry growth3‒M&A transaction count grew from an average of 54 deals per quarter in 2019 to 105 in2021, an increase of 94%‒Capital raise transaction count peaked in 2021, with over 750 financings occurring duringthe year•Transaction count and capital raise activity has dropped off considerably in H1 2022 compared toprior periods‒Uncertain macro economic conditions, a correction in tech equity values, and theexpected continuation of Federal Reserve rate increases to combat inflation have allcombined to limit transaction activity•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 forms1 Chiefmartec.com2EmergenResearch:MartechMarket Size3 Pitchbook; 451 Research AGENDA 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 72%Digital Adoption, Percent of Digital Access2 Digital Ad Spending Rides the Digital Migration Wave eCommerce Sales Growth is Accelerating Total digital ad spending is expected to increase in the coming years driven primarily bythe continued migration to eCommerce Growth in eCommerce is expected to continue as consumers adapt to a post-COVIDworld and short-term behavioral changes solidify into long-term purchasing habits 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 Events, Meetings &Webinars Subsectors Subsectors Subsectors Subsectors •Advocacy Loyalty & Referrals•Affiliate Marketing & Management•Channel Partners & LocalMarketing•Community & Reviews•Influencers•Social Media Marketing•Social Media Monitoring Sales & Marketing Tech’s Customer Lifecycle Positioning Select Sales & Marketing Tech M&A Transactions Acquisiton multiples reflect scale, business models, growth and scarcity value–premium multiples are typically paid for largeplatforms with recurring revenue, strong growth and unique technology Select Sales & Marketing Tech Capital Raises Top venture capital and growth equity firms have backed Sales & Marketing platforms with established product-market fit, avisionary and execution-focused leadership team and strong growth prospects Investor Dry Powder US investors have more capital to deploy thanever before (USD$ in Billions) Liquidity remains at historical levels with over $749 billionin dry powder available for US private equity investors Additionally, US strategic investors possess almost $2trillion of deployable cash on their balance sheets The combination of record deployable cash between bothprivate equity and strategic investors will power M&Amarkets for the foreseeable future Dry powder not a result of lack of investing Investment activity reached a fever pitch in 2021, asprivate equity investors took advantage of cheap capitaland optimal market conditions to put over $1 trillion towork Overall transacti