News & Content: Member Blog

ITA Spotlight: Showpad

Monday, December 9, 2019   (0 Comments)
Posted by: Abbey Kwiat
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Meghan Spork, Global Communications Manager, Showpad


In 25 words or less, what is Showpad all about?

Showpad is the most complete and flexible sales enablement platform that aligns sales and marketing to drive revenue growth faster.


What problem do you solve and how do you solve it better than the competition?

We help sales and marketing teams align to deliver better buyer experiences. Today’s B2B buyers have high expectations and most B2B sellers, unfortunately, aren’t meeting them. 

More specifically, Showpad
 makes it easy for salespeople to find and share the right content to engage buyers and deliver sales onboarding, training and coaching to maximize their productivity. And for marketing, we deliver bottom of funnel insights so that they can invest more in the content that engages buyers and drives revenue. 


How did you get started? 

Showpad actually has a very interesting origin story. The company was founded in 2011 in Ghent, Belgium by Pieterjan (PJ) Bouten, Louis Jonckheere, and Peter Minne, who became close friends while working together at Netlog (the European version of Facebook before Facebook became available in Europe). After founding and growing In The Pocket, an agency focused on developing mobile apps, PJ, Louis, and Peter uncovered a large market need for organized mobile content distribution backed by credible tracking and analytics. Since then, they’ve grown the platform into the robust sales enablement platform it is today and grown the company to more than 450 employees globally.


Are you headquartered in Chicago? What made you choose Chicago?

Chicago is home to Showpad’s North American headquarters and was an optimal choice for a number of reasons. However, the biggest reason we chose Chicago is because of the thriving technology community. Not only is Chicago known for becoming a welcome home to B2B tech companies, but the caliber of talent we’ve been able to add to our team is incredible. 


What are the growth and scaling opportunities within Showpad’s industry?

The sales enablement industry is exploding right now, so there is no shortage of opportunity - within the market or here at Showpad. While many people may not have heard of the term “sales enablement” 5 years ago, sales enablement is now starting to become more defined as a function and more organizations are recognizing the importance of equipping their sales teams with the right content, training and coaching.  

To put this in perspective, look at the growth of sales enablement roles – the number of LinkedIn users with “sales enablement” in their titles has grown 92% in just two and a half years.


How has your company culture evolved as Showpad has grown?

Showpad has grown a lot in the past few years - from 200 employees to more than 450 in 8 global offices. As we’ve grown, our culture has grown and adapted as well - but what we’re most proud of is what has stayed the same. As our teams have gotten bigger and more dispersed, we remain committed to achieving maximum impact while striving for authenticity. 

What was the ‘aha’ moment when you realized Showpad made it?

There have been lots of moments that have validated us on this journey - from our 100th hire to our $70M Series D funding round in June. But one of the most memorable moments for our journey in Chicago was this past September when we brought home an ITA CityLIGHTS award. Having opened our Chicago office in late 2017, it was incredible recognition from such a prominent organization in the Chicago technology community. 


What do you do to encourage constant growth and change for your employees?

As a high-growth company, it’s in our DNA. We’re constantly asking questions, listening to our customers and trying to see the world from their perspective so we can continue to help solve their problems. 

We also have a strong culture of learning and development here at Showpad. That manifests in everything from lunch and learns and to Showpad University, where we “drink our own champagne” and use our training and coaching platform to equip our teams with different skills and trainings.  


What are the top reasons employees would say they love working for Showpad?

As we’ve mentioned before, it’s an exciting time to be in sales enablement. But the biggest reason why people enjoy working at Showpad is our commitment to authenticity. We like to think of ourselves as a bunch of good-natured, authentic ass-kickers. 

What makes Showpad stand out? 

As a European-based company that’s made a home in Chicago, Showpad offers a truly global experience. In just about every role in our organization, there’s an opportunity to collaborate with and learn from colleagues around the world. We believe this diversity of voices and perspectives gives us a richer, more rewarding experience. 

Get in touch

222 N. Merchandise Mart Plaza, Suite 1212
Chicago, IL 60654

PH: 1.312.435.2805