2024 was a year of recalibration. For northern Europe’s B2B SaaS scene, the era of “growth at all costs” is firmly in the rearview. In our newly released SaaSiest Benchmark Report 2025, we surveyed 156 SaaS companies and 37 investors to uncover what’s driving, and dragging B2B SaaS businesses today.
Here are just a few of the major findings:
- Sustainable growth is the new mantra: Companies averaged 31% ARR growth, but profitability is now front and center.
- Sales-led GTM is winning: Product-led growth (PLG) dropped from 14% to 3.9%. Sales-led strategies now dominate.
- AI is everywhere, but impact is elusive: Nearly 50% report no measurable AI impact yet, though early adopters are seeing big efficiency gains.
- Hiring freezes are here: Workforce growth dropped by half, while operational efficiency climbed.
- Rule of 40 remains elusive: Two-thirds of companies still fall short of balancing growth and profitability.
- Mid-market is the sweet spot: Companies targeting this segment outperform on quota attainment and sales efficiency.
Plus, we dig into the investor mindset, M&A predictions, GTM bottlenecks, pricing trends, gender gaps, and the emerging impact of U.S. protectionism.
This is a must-read for SaaS executives, investors, and operators navigating the evolving terrain of 2025. Download the full report here
