About

Founded in 2011 in Ghent and now headquartered in Boston, the company delivers an AI-enabled platform that field sellers use everyday to efficiently manage, discover, and deploy content across the customer sales cycle. Showpad serves over 1,000 customers globally, including a diversified base of enterprise and mid-market organizations.

Insight & Approach

Vector identified a fragmented sales enablement market with clear benefits to scale. Traditional industries with field sales face challenges unifying processes with a substantial value creation opportunity to come from continued adoption of AI, workflow integration, and a system of action to provide the right content for the field seller at the right time. As part of its investment in Bigtincan in April 2025, Vector underwrote a consolidation thesis and subsequently merged with Showpad to create a leader in the category.

The combination brought together complementary product strengths:

• Bigtincan’s AI-driven capabilities and learning management system (including Brainshark)
• Showpad’s best-in-class sales content management and user experience

The merged company now operates under the Showpad brand, with an expanded product suite spanning content management, sales readiness, and AI-driven enablement.

Vector Value Add

Vector has driven value through a focused integration and transformation strategy following the combination of Showpad and Bigtincan:

• Strategic Combination: Executed a highly complementary merger to create a scaled, differentiated global platform
• Product Integration: Unified content management, learning, and AI capabilities into a comprehensive revenue enablement suite
• Operational Efficiency: Realized meaningful synergies across functions
• Management Transformation: Installed a new leadership team to drive execution, integration, and long-term strategy
• Go-to-Market Optimization: Repositioning the combined platform to drive cross-sell, upsell, and enterprise expansion
• AI Enablement: Accelerating product innovation through deeper integration of AI across content delivery, training, and analytics