Video Tools Becoming Revenue Software
Lenny Bogdonoff, co-founder and CTO of Milk Video, on the video infrastructure value chain
The winning video products are shifting from editing software into revenue software. Once a tool can tie a webinar clip, a sales follow up video, or a recorded call to pipeline, coaching, and deal outcomes inside systems like Salesforce, it stops being a nice to have utility and becomes part of the operating workflow a team already pays for. That is why call recording spread fastest inside sales platforms, not standalone video editors.
-
Gong shows the pattern. It started with replaying sales calls for coaching, then became a system of record for customer conversations, and by 2024 was estimated at $298M ARR. The product is valuable because managers can inspect real calls, spot patterns, and connect rep behavior to revenue outcomes.
-
Single purpose video utilities are easier to copy and cheaper to bundle. The video stack now has specialized APIs for meeting capture, transcription, translation, summarization, and search, which makes the raw editing and processing layer more modular and more likely to be absorbed into larger suites.
-
The deeper opportunity is an end to end business workflow. In practice that means creating the video, storing it, searching the transcript, sharing clips, embedding them in campaigns or landing pages, and measuring whether they influence opens, meetings, pipeline, or closed revenue. That is much closer to Wistia plus CRM than to a trim and caption tool.
Going forward, more of the value will accrue to products that treat video as business data instead of media files. The category is heading toward bundled creation, storage, analytics, and CRM integration, where video becomes another measurable input into sales and marketing systems, and standalone editing features become table stakes.