Why Outsource SaaS Sales in Europe?

You might be wondering, what are Software as a Service (SaaS) sales and why is it relevant to outsourcing SaaS sales in Europe? Well, to put it simply, SaaS refers to a kind of software hosted, managed, and secured by a single provider, enabling end users to access software applications on the internet. Examples you might be familiar with include Adobe Creative Cloud and Google Workspace, which provide effortless access and enhanced productivity for end users. When referring to selling SaaS in Europe, we’re looking at how you can acquire new customers in the region and build lasting relationships with clients to determine future sales. 

So, let’s consider strategies, outsourcing, and training to refine your B2B SaaS sales process and boost your business’s SaaS sales potential in Europe. 

SaaS Sales in Europe

Europe is a continent. Not a country. That makes SaaS sales in Europe different. Here’s how.

European market SaaS sales

So here's the deal: the European B2B SaaS sales scene is on a roll. We're talking about some serious growth, with a predicted annual growth rate of around 10% from 2023 to 2027. This surge is anticipated to yield a revenue of $86.79 billion by 2027. What's behind this turbo boost? Well, it's down to strategic business partnerships, the seamless integration of SaaS with other tools, and above all, the digital transformation witnessed in the tech sector as a result of the pandemic. 

Jason Lemkin, the founder of SaaStr, one of the world's largest communities in enterprise software, highlights that approximately 20% of a SaaS company's revenue originates from Europe. Large companies such as HubSpot, Asana and Monday derive a significant portion of their revenue from international markets outside of the U.S., highlighting the demand for SaaS products and services. As budgets tighten, you'd be remiss to focus so much on the U.S. that you miss the opportunity of B2B SaaS sales in Europe! 

Regions to launch your SaaS company

Europe offers a sizable playground for launching your B2B SaaS sales. Let's explore some of the top countries where you can thrive. We'll kick off with Germany, holding the impressive 3rd spot, and the U.K. following closely in 4th place for the largest SaaS market revenue on a global scale.It's worth noting that while many entrepreneurs see the U.K. as an excellent starting point for their SaaS ventures (with 71% of SaaS companies placing their first European office in the U.K.), Germany continues to stand out as a leading tech hub for you to launch your B2B SaaS company. Germany places a strong emphasis on tech areas such as digitalization, Internet of Things (IoT), cloud computing, and health IT. 

Alternative regions you might want to consider include Spain, a hotspot for booming e-commerce, smart city projects, and renewable energy growth on the horizon; France, which is another fantastic option, especially if you're into AI, biotech, or greentech; Italy, the place to be if robotics is your thing, and it also boasts some of Europe's finest manufacturing expertise; and last but not least, there's the Nordics, known for their leadership in sustainability initiatives, fintech, and gaming.

Engaging with outsourcing partners can be a strategic move to make your mark in these competitive markets for a smooth SaaS sales process. 

Outsourcing B2B SaaS Sales in Europe

With the growing adoption of tech across the European market, the opportunity for things can get pretty exciting, but also pretty complex. As mentioned, building long lasting partnerships is crucial for successful SaaS sales. Outsourcing B2B SaaS sales as a start-up can be a game-changer for a few reasons:

  1. Expertise: The B2B SaaS sales game requires some serious know-how. When you outsource, you tap into the expertise of professionals who know the ins and outs of the European market. They've got the playbook on how to navigate the sales landscape, target the right clients, and close those deals. Take, for instance, the case of Robb Miller's Livefyre team (acquired by Adobe), which leveraged Sales Force Europe's expertise to launch across Europe. This move catapulted international SaaS sales from a mere 10% to a remarkable 40% of Livefyre's profits in less than three years. A substantial part of their achievement can be attributed to a quicker time-to-market, market know-how, and cost savings facilitated by partnering with an outsourcing firm.
  1. Focus: Managing sales can be a handful, especially in a high-growth market like B2B SaaS in Europe. Outsourcing lets you keep your focus on core business activities while letting the experts handle the sales side of things. It's like having a dedicated team working to bring in those sales while you steer the ship.
  1. Efficiency: Outsourcing B2B SaaS sales means you're plugging into a well-oiled machine. These pros have the tools, processes, and connections to make the sales process smoother and more efficient. From lead generation to follow-ups, they've got it covered.
  1. Flexibility: The market can be unpredictable, and scaling up or down to match demand can be challenging. Outsourcing offers flexibility – you can ramp up your sales efforts during peak times and dial it back when things slow down, all without the hassle of managing an in-house team.

So, if you're eyeing that big piece of the B2B SaaS sales pie in Europe, outsourcing could be your secret weapon. With the market heating up like it is, having a team of pros on your side can give you the edge you need to make the most of this golden opportunity.

Target Areas for B2B SaaS sales in Europe

Having established that selling SaaS in Europe is a goldmine, let's zero in on the sectors that are crushing it in the region:

Telecommunications Sales in Europe

With the rapid adoption of technology and growing connectivity needs in Europe, telecommunication companies (Telcos) are recognizing the importance of integrating digitalized SaaS solutions to maintain their competitiveness in the telecommunications sector. Telco SaaS providers offer essential tools for embracing artificial intelligence (AI) and 5G technologies during their ongoing expansion efforts. As the telecommunications industry undergoes transformation, the ability to adapt and offer flexible SaaS solutions becomes a lucrative opportunity within the Telco market. 

FinTech Sales in Europe

Outsourcing SaaS sales in the European fintech sector is a strategic choice, particularly with the notable presence of fintech leaders like Klarna, Revolut, and checkout.com. Fintech's projected rise to account for 10% of all payment transactions by 2026, coupled with some SaaS companies generating up to 40% of their revenue from fintech partnerships, highlights the immense potential in this market. Outsourcing SaaS sales in Europe will offer access to these influential fintech players, accelerate market entry, customize sales approaches, positioning SaaS companies for success in the flourishing European fintech ecosystem.

Cybersecurity Sales in Europe

As we know, the digital world is changing, and cyberattacks are on the rise. Big international players are shelling out a whopping 140 billion euros on cybersecurity. That's huge! The cybersecurity biz is set to explode, with cyberattacks expected to cost a mind-boggling $10.5 trillion a year by 2025. Yep, you read that right, a 300% increase since 2015. Think about outsourcing your B2B SaaS sales in the cyber world. Target those smaller companies that are like low-hanging fruit for malware and digital attacks. It could be your ticket to boosting your SaaS sales in Europe.

Martech Sales in Europe

Marketing Technology (MarTech) plays a crucial role in connecting with customers in real-time, nurturing both B2C and B2B relationships, making it a potent area for SaaS Selling. European enterprises anticipate a 60% surge in MarTech expenditure and a 57% rise in the adoption of MarTech solutions. SaaS firms offering cutting-edge marketing solutions can capitalize on this growing sector. Opting for outsourced SaaS sales in the Martech field can help you in effectively navigating General Data Protection Regulations (GDPR) compliance.

Greentech Sales in Europe

GreenTech is all the rage in the startup world as the world's eco-consciousness continues to grow. Offering SaaS solutions to GreenTech companies can supercharge their efforts to reach their sustainability targets. It gives them a platform to fine-tune energy use, allocate resources efficiently, manage waste, and, most importantly, cut costs! If you're considering outsourcing SaaS sales in the GreenTech sector, keep an eye on the Nordics and Germany as top regions for B2B SaaS sales in this exciting market!

How to Create a Successful SaaS Sales Strategy

Only a few SaaS brands are big enough to sell on name alone. You need a SaaS sales strategy that doesn’t have you spreading yourself too thin or casting your net too wide, before you land in the continent.

Challenges you could face during the SaaS Sales Process

Before crafting your strategy for successful SaaS sales in Europe, it's vital to acknowledge the challenges of B2B SaaS selling on the continent.

  • Relationship Building: Unlike traditional B2B sales in local markets, you won't always have the luxury of face-to-face interaction with clients. You'll often rely on emails, Zoom calls, and marketing materials to establish connections. Ensuring your marketing is top-notch is essential to stay competitive. 
  • Taxes and VAT: Taxes are a significant consideration. When you begin accepting cross-border payments, you're suddenly responsible for calculating, collecting, and remitting taxes. This underscores the importance of partnering with regional experts who can assist in navigating these complexities.
  • Cultural Differences: Selling in Europe means tailoring your SaaS sales approach to suit the unique characteristics of 27 different countries, each with its own languages, cultures, and economies, all governed by distinct rules and regulations. A deep understanding of market conditions is crucial before selecting a region to operate within.
  • General Data Protection Regulations (GDPR): The EU, especially Germany, enforces strict GDPR rules to safeguard customer data. It's imperative to thoroughly research these regulations and ensure compliance before embarking on SaaS sales.
  • Competitive Market: As we’ve gathered, the SaaS market is expanding, leading to increased competition. Adaptability is key. Continuously monitor market conditions and develop a unique selling proposition (USP) that sets you apart and positions your B2B SaaS sales for success. Once you've got that sorted, enlist a skilled outsourced team who can leverage your USP, and you're ready to roll!

Strategic SaaS selling across Europe

Taking your SaaS sales to Europe needs a savvy plan that fits each market just right. Sales Force Europe can teach you all about crunching the numbers to help you find the perfect customer verticals, roles, and personas. It's all about copying what works in your existing sales processes and metrics to make your mark in new markets. Think of it as a numbers game with clear KPIs and constant watchfulness. Remember, what's golden in one place might not shine everywhere!

In a nutshell, diving into the European B2B SaaS sales scene is a smart move, and outsourcing can be your secret weapon. It brings expertise, focus, efficiency, and flexibility to the table. Targeting hot sectors like Telco, FinTech, Cybersecurity, Martech, and Greentech can supercharge your success.

But, don't forget the challenges, like building relationships from afar, dealing with taxes, cultural quirks, GDPR, and fierce competition. Stay on your toes by watching the market, crafting a unique selling point (USP), and harnessing the power of outsourced experts to stand out.

Keep in mind, every European market is a different game. So, adaptability is your ace in the hole for conquering the European B2B SaaS sales realm.

More News