In the ever more complex B2B market, sales teams need an edge on their competition. They can get it from better pricing, better prospecting practices, better marketing, and better data.

Better pricing notwithstanding, better data can fuel all of the above practices.

It’s only natural then to adopt a data-first mentality when improving your growth as a business and incorporate this data-driven approach to your sales outreach and marketing campaigns.

A common practice across all businesses regardless of size, is keeping an eye on the competition. Are they growing more quickly? Do they have a new line of services or products?

Well, what about which decision makers are going to buy from them?

We’re exposing this data in the VOIP market and looking at which companies lead the SMB market, Mid-Market and Enterprise spaces.

This is what we found. (See below for the full Infographic)


Who owns the general market?

This is a super-competitive market. Over the total number of intent signals we found towards these vendors, it’s not usual for us to find such an even split.

Overall, 8×8 collected the most intent signals, gaining 31% of the market, followed closely by Five9 with 30.3%.

While 8×8 leads the way, it’s interesting to note that the gap from 1st place to 2nd place is very small. As a comparison, in our Accounting Software Infographic the split was 29.3%.



Company size intent

We were not surprised that SMB market made up a large portion of the intent signals that our team of data scientists found. Usually the split is around 50% of the signals from SMBs, with Enterprise organizations gathering around 15%, and the Mid-Market completes the set.

Again, it’s not uncommon that the data follows the usual trends we see with our clients. Traditionally, LeadSift collects a large amount of data from startups who are growing, venture-backed, or fuelling expansion with aggressive hiring practices.

If anything is a little strange here, it’s that the Enterprise space is quite big considering the vendors we are looking at.

VOIP vendors customarily seek larger contracts, which means longer deal cycles. Enterprise organizations will need a very big contract for their large employee count, meaning there should be more research and decision makers involved in the purchase. This all leads to more Enterprise intent.



Who owns the SMB market?

The SMB market is very tight. As previously mentioned, a lot of the intent signals we found came from the SMB market, so one would expect the stats here to be similar to the general market.

The percentages here are very close, with two vendors – 8×8 and Five9 – mirroring their respective positions in the general market, garnering a 32.5% and 26% share, respectively.



Who owns the Mid-Market?

We’re beginning to see a bigger split in the Mid-Market, with one vendor who did not even crack the top two in the general market or the SMB market emerging to capture a share of the crown.

TalkDesk arrived to pick up 35.1% of the Mid-Market, earning 1st place with the ubiquitous 8×8, who remains a key player. Five9 maintained a similar percentage share of the Mid-Market attention as compared to the SMB market, but the largest drop off is Genesys, who fell to just 5.4% of the Mid-Market share.



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Who owns the Enterprise market?

There are more big changes among Enterprise organizations when compared to the Mid-Market.

Five9 seized the highest percentage share we have seen across all verticals thus far, with 48.4% of the Enterprise market. TalkDesk dropped precipitously from 35.1% to 6.5%, which coincidentally, accounts for much of the ground Five9 gained in this market.

Genesys rebounded back to a healthy 22.6% share and 8×8 fell to an identical 22.6% share, respectively.



Intent signals by seniority

It’s common to see a large portion of the intent signals that our team of data scientists collects come from the C Level and the Management level.

With VOIP vendors, however, nearly 50% of the signals came from Management, but only 10% came from the C Level. The big reveal was that 30% came from the Directors in accounts showing intent to buy from a VOIP vendor.

This is surprising, as traditionally the VP and Director level roles show the lowest intent to buy across all verticals.

If your sales team is targeting these buyers and selling a VOIP solution, this is who you want to engage with to get the best results.



Want to know what your industry truly looks like? Send us an email or book some time on our calendar to better understand your buyers, so you can position yourself and your company correctly in front of the right buyers at the right time.