Engaging with prospective buyers on the channels they live in, efficiently, effectively and at scale with the perception of a one-to-one front end dialogue, while actually being a one-to-many software- enabled back-end process is the core focus of solutions in this theme. We’ve seen a number of vendors addressing different parts of this conundrum with intelligent solutions that tech-enable the workflow of a seller to compete and standout in today’s market environment. Platforms supporting outreach efficiency – automating tedious or repetitive tasks across email and other outreach modalities to free up rep time to focus on higher level undertakings – are quickly establishing a new status quo for how to approach a discussion with a prospective buyer in today’s market with great resonance, improved efficiency and increased efficacy. We believe some of these tools are prime candidates for acquisition by broader incumbent vendors with comprehensive platforms, however, the outcomes-based positioning of the category and clear ROI the solutions are delivering justifies the standalone persistence of several sub-competencies within this theme in our view. Product-Led Enablement As sales processes have shifted from primarily encompassing physical meetings and largely siloed conversations to examination of technical platform merits and digital-first solution collaboration, the constituents involved in the process, as well as the primary focus of the process itself have evolved. Whether selling a high-velocity, inexpensive self-service platform in a wholly PLG motion or a more complex, expensive solution sell, buyers now expect to be able to evaluate products in a much more granular, hands-on way. They expect information transparency and having the opportunity to see, feel and understand the platform they are considering. Effective sales motions today are cohesive, cross-functional and product-centric, and as the platform being evaluated has continued to rise in prominence (versus the seller trying to sell it), the role of the pre-sales function has become more and more strategic. The sales engineering, solutions consulting, pre-sales orchestration function – whatever nomenclature your organization uses to describe the part technical, part sales-oriented team involved in configuring and delivering a demo experience, answering - 4 -