Pieterjan Bouten and Louis Jonckheere founded Showpad in Ghent, Belgium, in 2011 to bridge the gap between marketing and sales. Their insight was that sales teams were struggling to find, personalise, and deliver the right content at the right moment in the buyer's journey, and marketing teams had no visibility into what happened after content was created.

Showpad's sales enablement platform became a category leader, trusted by enterprise sales organisations across the globe to train reps, manage content, and coach teams through data-driven insights. The company expanded from Belgium into the US and across Europe, building a substantial recurring revenue base. Showpad was acquired by Vector Capital in 2025, validating the strength of the platform and the sales enablement category that Pieterjan and Louis helped to define.