“The ones who are crazy enough to think they can change the world are the ones who do.” - Steve Jobs.

It's one of the most often used quotes from Steve, and no doubt it proved true in the Apple story. But for me, one of his more profound messages is this one from 2014: “That's been one of my mantras— focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains.”

As we look back at 2021, we remember the swings and roundabouts we all experienced in a year that many thought would bring us back to a safer place with vaccines to treat COVID-19 and technology developments that would fast track the ability for us all to embrace new ways of working. And whilst we go into 2022 with some increased uncertainty, the changes in our economy that make us more digital and remote are here to stay.

With that ongoing change, Steve’s message of simplicity and focus rings even more true. To that end, 2021 became the year sales enablement professionals, analysts, and market experts made it clear they expect sales enablement technology to provide end-to-end solutions that help every human prepare for engaging with their customers by combining coaching and training, content delivery, and engagement together in a single platform.

At Bigtincan we believe— as with Steve’s message— that whilst simple is hard, making it simple is the best way to create that future with simplicity and focus at heart. In 2021, the platform approach to sales enablement has delivered to sales enablement professionals millions of insights into how their people work in a unified way— something that would have been incredibly complex to do with a mixed set of multiple tools in previous years.

What does that mean for 2022? Well we expect that 2022 will be about the platform providing simple ways that sales enablement teams can take their platforms they are deploying today and use that platform to solve the next challenge: creating the buying experience of the future for their customers. The focus on the end-to-end platform is the only way to get there without the complexity of adding together multiple siloed point solutions that cause the sales enablement practitioner to become the integrator— that's something that is as clear today for us as it was for the pioneers of information technology in the last century.

Expect that focus on platform infrastructure to enable features that can create the new buying experience for humans across our economy. Look for augmented reality, the Metaverse, and next generation content creation tools like Bigtincan Studio v2 to be used more and more to create new types of content that deliver a buying experience that helps sellers tell the brand story in ways that were just not possible before.

So get ready for what will undoubtedly be a year where the benefits of the platform really shine through and where those benefits flow to the administrators, users, and executive teams who for the first time will now be able to understand their world and create a new buying experience for their customers that drives revenue and builds brands.

And as we close out the year, I'd like to thank the team at Bigtincan who have been amazing in working to create the fastest growing company in sales enablement. We close out the year with over 2,000 customers, over 100M in revenue, and a global business with people in over 21 locations globally. And to our partners who have helped us take our vision of creating the buying experience of the future to the market, we are as committed to your success as ever. And of course the biggest thank you goes to our customers who have helped us learn how to take our core technology and create the leading platform for end-to-end enablement.

We are just so excited to be with you and to do even more together in 2022.


David Keane, CEO Bigtincan (BTH)