The document discusses trends in enterprise software recruiting. It notes that enterprise software is experiencing massive growth, with $5.7 billion invested in software companies in Q4 2014 alone. Key areas of focus in enterprise software include cloud services, data analytics, mobility, security, big data, storage, and cybersecurity. The document provides an overview of the enterprise technology landscape, including opportunities in infrastructure, data architecture, applications, and security layers. It also lists the top 100 cloud-based enterprise software startups by total funding.

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Recruiting in The
Next Generation of Tech
Sonovate QuickView Series #4
Part One: Enterprise Software

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Recruiting in the
next generation
of enterprise
software
Increasingly shaped by cloud
services, digitalisation, data analytics,
mobility and security, IT is at one of
its most interesting points in time.
Applications have undergone a
massive transformation in the last
few years with the evolution from
packaged and on-premise software
to SaaS-based applications. Big data
has revolutionised the way businesses
acquire, load, process, analyze and
store information and cloud is making
it ever cheaper for businesses to put
their computing and data storage
online.
This coming together of mobilisation, digitisation
and consumerisation is providing fertile ground
for the next generation of iconic enterprise
companies. With investment in software
companies increasing 53% from Q3 to Q4
2014, the enterprise software marketplace is
experiencing massive growth. According to the
MoneyTree Report, a collaborative research
initiative between PricewaterhouseCoopers
and the National Venture Capital 39% of all
investments in Q4, 2014 were in software.
Totalling $5,779,452,500, the 461 deals far
outsripped other IT areas, including computers &
peripherals, IT services and consumer products
& services.
Viewing the current landscape, this QuickView
provides IT recruiters with a framework to help
identify where the most potential is within the
enterprise software marketplace.
Source: MoneyTree Report
$5,779,452,500
of all global investments in Q4 2014
were in software, totalling
Q4
2014

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Data Insights
As highlighted in our previous
QuickView, Big Data is radically
changing how businesses
think and act. With the advent
of Hadoop, data is both less
expensive and actionable.
Cloudera, a revolutionary
enterprise big data platform
provider tops the Mattermark
list of funding received to
March 2015, with $1.2bn -
underlining the importance
of data to businesses and
investors.
Storage
The most significant change
for 2015 is the shift from
disk-based to flash based
storage systems. Businesses
have been using hard disks
for almost 60 years, and both
storage system design and
storage management have
revolved around them. Flash
is truly disruptive - with hard
disks capacity is cheap and
performance is expensive, but
in a flash world, the equation is
flipped - capacity is expensive
and performance is cheap.
Security
As demonstrated by the
Sony hackings, the notion of
cybersecurity changed in 2014
and the importance of securing
data has never been a higher
priority. The never ending cat
and mouse game between
hackers and security protectors
is being played out across all
three areas of enterprise and is
contributing to a cybersecurity
services industry, which is
projected to bring in more than
$48 billion in revenue next
year, up 41 percent from 2012,
according to Gartner Inc.
Key Areas to
Watch in 2015

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Technology
Layers
Applications
Infrastructure
CRM
CustomerSupport
Marketing
Finance
HR
Docs
Email
BusinessInsight
Data Architecture
Data
Transformation
Data
Transport
Data
Exploration/
Organisation
Storage Computing Networking
Private / Public Cloud
On-Premise
SaaS
Security
We view enterprise as a series of layers with
security as the encompassing factor. Using this
framework, we’ve fleshed out the key aspects
within each layer, with the objective of helping
recruiters identify the areas with the most
potential over the coming pages.

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Infrastructure Layer
The bottom layer in the enterprise technology
chart highlights the three building blocks -
storage, computing and networking that are
critical whether the end client/user is building
in-house or in the the cloud.
Storage
As mentioned, storage is moving through a
massive transitional period from disk-based to
flash based storage systems. Leading the pack in
terms of investment is Pure Storage, ranking 7 on
Mattermark’s list. Other key players in the market
include; Solid Fire, SimpliVity, StorTrends, Zetta.
net, Load DynamiX, Nasuni and Ctera Networks.
Computing
This segment represents the computational tasks
which happen at their most basic level - e.g. chips
and servers. In spite of a few companies trying
to redefine the basic computing element, much
of the innovation has been about developing the
computing layer into the cloud.
Networking
The emergence of Software-Defined Networking
(SDN) - which allows network administrators to
manage network services through abstraction
of lower-level functionality is eating into the
established networking companies market share.
The leading disrupter is Big Switch Networks,
who very publicly hired Cisco’s top engineer.
As SDN is a very viable option, bigger companies
are buying out SDN startups rather than
compete. For example:
• VMware acquired Nicira for $1.26 billion
• Juniper acquired Contrail Systems for $176
million
• F5 Networks acquired LineRate Systems for
an undisclosed amount ranging between $50
and $100 million

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Data Architecture
Layer
The middle layer relates to where the data acts
within the enterprise world. Big data represents
the most exciting and fastest growing due to
recent technological changes. Broken into three
areas that lie within the ‘big data repository’ each
area provides massive scope and opportunity.
Big Data Repository
The big data repository is where information
lives. The growing trend is a requirement for
systems to store exponentially more data than
ever before. Depending on how the business
uses, and how often, the data, there are different
types of next generation stores, with Hadoop
garnering the most attention. Much of Hadoop’s
appeal lies in how it is becoming more than just a
data platform and many companies are dabbling
in Hadoop to see what it can do including;
Proctor & Gamble, AutoTrader, Netflix, and Yelp.
Will Hadoop’s growth lead to a skill shortage? Not
so, says Forrester, in a research paper. Anyone
with Java skills will soon become competent in
Hadoop - predicting “the shortage of Hadoop
skills will quickly disappear as enterprises turn to
their existing application development teams to
implement projects such as filling data lakes and
developing MapReduce jobs using Java.”
Data Transport
Data transport relates to how data is moved
around to the right stores for its source - which
are varied - logs, sensors, outputs etc. A complex
task that was historically performed by solutions
like MQseries or TIBCO, this arena is being
transformed by big data capable architectures
like Apache Kafka. As there is a growing number
of applications that require this this data, data
transport will be a big market for sure.
Data Transformation
Data transformation involves transforming the
data-sets into useful formats. The formal name
given to this part of the data lifecycles is Extract,
Transform, Load (ETL). The real opportunity
is, once again, the adaption of data lifecycle
process that has been around for a while into a
big data architecture. Pentaho, is a leader in this
area, with competitors including; Sisense, Zoho,
Looker, Jaspersoft, Belladati and DOMO.
Data Exploration
This part of the big data repository is essentially
about making sense of data to gain insights or
knowledge. Elasticsearch, which makes open
source enterprise search software that lets
companies manage large sets of information,
is making huge headways in this sector and is
providing its users and customers a cost-effective
and massively scalable way of making sense of
their data sets. With 20 million downloads and
customers including Foursquare, Path, GitHub
and SoundCloud, Elasticsearch is the leading
disrupter. Elasticsearch’s main competitor is Solr
- which is built using the same Apache Lucerne
model. A useful comparison between both can
be found at datanami.com.

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Applications Layer
The top layer assesses the applications available
for businesses to use. The shift from on-premise
software to SaaS - a model that delivers on-
demand applications that are hosted and
managed by the service provider and typically
paid for on a subscription basis, has created a
leader in nearly all major software categories.
From Salesforce to NetSuite, Workday and
Marketo - the major verticals have been
disrupted and are highly competitive. As
developers move to cloud based environments,
there is significant opportunity in managing,
performance enhancing, and scaling enterprise
cloud applications.
What is SaaS?
SaaS applications are designed for end-
users, delivered over the web. Some defining
characteristics of SaaS include; software is
managed from a central location and the
software is delivered in a “one to many” model.
According to Montclare SaaS 250, the top 10 SaaS
providers are:

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Security
As enterprises have to deal with an ever-mobile
workforce and customer base, two trends
worth highlighting for 2015 are mobility and
cloudification. As data moves from mobile
devices to the cloud, traditional ‘perimeter’
security methods, will not be as helpful. This shift
is having an effect on hiring and skills required.
According to the 2015 Global Cybersecurity
Status Report, 92% of those hiring cybersecurity
professionals this year say it will be difficult
to find skilled candidates. Within the present
marketplace, the largest companies, such as IBM
are attempting to capitalize on the emerging
technology markets: Cloud, Analytics, Mobile,
Social and Security, which are expected to grow
to $40bn in revenue by 2018.
Lookout, with 50 million consumer subscribers
and millions who pay to use its technology
to secure devices is the leader in the mobile
security space, joining the $1bn valuation club in
2014. Competitors to Lookout include Symantec,
Trend Micro and Kaspersky Lab, which offer their
own mobile programs.
92% of those
hiring cybersecurity
professionals this year
say it will be difficult to
find skilled candidates

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Investment by
Industry
Software
Biotecnology
Media and Entertainment
Computers and Peripherals
IT Services
Consumer Producs and Services
Medical Devices and Equipment
Industrial / Energy
Financial Services
Electronics / Intrumentation
Semiconductors
Networking and Equipment
Business Products and Services
Retailing and Distribution
Telecommunications
Healthcare Services
Other
$0bil
Total Investment Amount
Q4 2014Q3 2014
$1bil $2bil $3bil $4bil $5bil $6bil
Investment by Industry
Source PwC/NVCA Money Tree Report, Data: Thompson Reuters
Q4: $5,779,452,500
39% total
Q3: $3,784,732,900
37% of total
Software ($)Qtr/Qtr 53%
461 deals
429 deals
After years of backing headline-grabbing
consumer internet start-ups, venture capitalists
are turning their attention to enterprise software
startups and backing them in a big way.
During the first half of 2014 the amount of capital
invested in these startups grew to over $5.4bn -
roughly the same amount that enterprise-facing
companies raised in the entire year for 2013,
according to data from CrunchBase.
During the last two quarters of 2014, the amount
of investment increased 53% and totalled a mas-
sive $5.7bn.
The enormity and scale of the investment which
represented 39% of all investments made in Q4,
2014 - outstripping all other IT areas including,
computers & peripherals, IT services and con-
sumer products & services, points to a belief
among investors that there’s a huge change com-
ing in the way that technology affects business.

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Company Total Funding Location State
Cloudera $1.2B Bay Area CA
Dropbox $1.1B Bay Area CA
Palantir Technologies $950.0M Bay Area CA
Pure Storage $534.9M Bay Area CA
Deem $516.9M Bay Area AZ
Nutanix $312.2M Bay Area CA
MongoDB $311.1M New York NY
Mozido $307.2M Austin TX
Good Technology $291.3M Bay Area CA
SimpliVity $276.5M Boston MA
NewVoiceMedia $261.3M Basingstoke Hampshire
Domo $248.7M Salt Lake City UT
Zuora $242.5M Bay Area CA
RagingWire $230.0M Sacramento CA
Avalara $223.6M Seattle WA
Atlassian $210.0M Bay Area CA
Solarflare Communications $209.8M Los Angeles CA
Actifio $207.5M Boston MA
Jasper Technologies $205.3M Bay Area CA
Evernote $205.0M Bay Area CA
DocuSign $200.1M Seattle WA
Powa Technologies $176.7M London UK
Celframe $173.0M New York NY
Apigee $173.0M Bay Area CA
Practice Fusion $157.5M Bay Area CA
Okta $155.0M Bay Area CA
Lithium $151.7M Bay Area CA
SolidFire $150.0M Boulder CO
ikaSystems $147.5M Southborough MA
Joyent $146.0M Bay Area CA
Anaplan $144.4M Bay Area CA
InsideSales.com $143.0M Salt Lake City UT
OSIsoft $139.5M Bay Area CA
QuickPlay Media $138.7M Toronto CAN-ON
Top 100 Cloud-Based Enterprise Software Startups
Ranked by Total Funding, March, 2015
(Source: Mattermark)

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Company Total Funding Location State
Vidyo $136.4M New York NJ
Apptio $136.0M Seattle WA
Tintri $135.0M Bay Area CA
Mulesoft $130.5M Bay Area CA
Virtustream $129.6M Washington D.C. MD
Tradeshift $129.0M London CA
SpiderCloud Wireless $126.0M Bay Area CA
MetricStream $125.0M Bay Area CA
Anaqua $125.0M Boston MA
Bit9 $123.2M Boston MA
ServiceMax $122.0M Bay Area CA
INVIDI Technologies $120.3M New York NY
Slack $120.0M Bay Area CA
Mirantis $120.0M Bay Area CA
Acquia $118.5M Boston VT
BTI Systems $116.3M Ottawa CAN-ON
Couchbase $116.0M Bay Area CA
Yext $115.8M New York NY
Veracode $114.3M Boston VT
Tower Cloud $109.0M Tampa FL
Kaminario $108.0M Boston MA
Xirrus $105.9M Los Angeles CA
United Information Technology Co., Ltd $105.9M Beijing China
AppDirect $105.8M Bay Area CA
Medallia $105.0M Bay Area CA
Gigya $104.8M Bay Area CA
moka5 $104.3M Bay Area CA
SugarCRM $104.1M Bay Area CA
Elasticsearch $104.0M Amsterdam Netherlands
Twilio $103.7M Bay Area CA
Spring Wireless $103.1M Seattle WA
GoodData $101.2M Bay Area CA
Donuts $101.1M Seattle WA
Cleversafe $100.4M Chicago IL
DigitalOcean $100.2M New York NY
REALTIME.CO $100.0M Los Angeles CA
Top 100 Cloud-Based Enterprise Software Startups
Ranked by Total Funding, March, 2015
(Source: Mattermark)

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Company Total Funding Location State
GitHub $100.0M Bay Area CA
Axcient $99.2M Bay Area CA
Blue Jeans Network $98.5M Bay Area CA
Kony Solutions $98.4M Orlando FL
Telogis $95.0M Los Angeles CA
Pluribus Networks $92.8M Bay Area CA
Teneros $92.5M Bay Area CA
DataGravity $92.0M Boston NH
GlassHouse Technologies $91.3M Boston MA
Clarizen $91.0M Bay Area CA
Rapid7 $91.0M Boston MA
Appcelerator $90.9M Bay Area CA
Tanium $90.8M Bay Area CA
Taulia $90.7M Bay Area CA
Clarabridge $90.3M Washington D.C. VA
AvePoint $90.0M New York NJ
AccessData $90.0M Lindon UT
Huddle $89.2M Bay Area CA
Instructure $89.1M Salt Lake City UT
ClearSlide $89.0M Bay Area CA
Coupa Software $89.0M Bay Area CA
Optimizely $88.2M Bay Area CA
Spredfast $88.1M Austin TX
Thinking Phone Networks $87.9M Boston MA
Plex Systems $86.5M Detroit MI
Host Analytics $85.9M Bay Area CA
Digital Signal $85.9M Washington D.C. VA
EMN8 $85.8M San Diego CA
ScienceLogic $84.0M Washington D.C. VA
Zenefits $83.6M Bay Area CA
Top 100 Cloud-Based Enterprise Software Startups
Ranked by Total Funding, March, 2015
(Source: Mattermark)
Reference Shelf
MoneyTree Report
How flash changes the storage equation
Top Fastest Growing Storage Companies in 2014
Cisco Loses Top Engineer to its Competitor Big Switch Networks, a
Rising Startup
Hadoop: the elephant in the computer room
Solr or Elasticsearch–That Is the Question
Montclare SaaS 250
2015 Global Cybersecurity Status Report
Lookout Nabs $1 Billion-Plus Valuation in New Financing
Mattermark