How to sell to Heads of Sales at SaaS companies in Netherlands
Heads of Sales at SaaS companies in the Netherlands are primarily measured on quarterly revenue growth. They respond to outreach that demonstrates a clear understanding of their unique sales cycle challenges, such as managing churn rates and optimizing sales team performance. Highlighting specific strategies that can directly impact their revenue metrics will capture their attention.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 559 saas company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high customer churn rates
- inefficient sales processes
- low demo conversion rates
- team performance issues
The playbook
- 01
Identify churn reduction initiatives
Search for SaaS companies in the Netherlands that recently reported increasing customer churn in their earnings calls or press releases. This indicates a need for solutions that can help them stabilize revenue and improve retention, making them more open to your outreach.
- 02
Analyze recent funding announcements
Filter for SaaS companies in the Netherlands that have secured funding in the last quarter. These companies are likely to be looking to scale their sales efforts quickly and may be more receptive to solutions that can help them drive faster revenue growth.
- 03
Highlight sales process inefficiencies
Research common bottlenecks in the sales processes of SaaS firms, such as long sales cycles or low conversion rates on demos. When reaching out, mention specific pain points like these to show you understand their operational challenges and can offer targeted solutions.
- 04
Leverage industry-specific case studies
Prepare case studies from similar SaaS companies that demonstrate successful strategies for sales optimization. Tailor your messaging to show how these examples are relevant to the prospect's unique context, making it easier for them to see the potential impact.
- 05
Follow up after key events
Set reminders to follow up with prospects after significant industry events, such as SaaStr Annual or local SaaS conferences. These events often lead to new initiatives or changes in strategy, providing a timely reason for your outreach.
Can saas companies even receive your mail?
We measured the DNS of 559 saas companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 16.7% of 1–10-person companies against 80.9% of the largest — 64 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Boost your sales team's efficiency
- Strategies to reduce churn
- Unlock faster revenue growth
Questions
- Why do Heads of Sales at SaaS companies ignore cold outreach?
- Heads of Sales often receive numerous cold outreach attempts, leading to fatigue. Many ignore these messages because they lack relevance or fail to address specific pain points like churn or sales inefficiencies. Tailoring your message to their unique challenges can increase the chances of engagement.
- What metrics do Heads of Sales prioritize?
- Heads of Sales typically prioritize metrics such as monthly recurring revenue (MRR), customer acquisition cost (CAC), and churn rate. They are focused on driving growth while ensuring their sales teams operate efficiently, making these metrics critical for their decision-making.
- How can I demonstrate value to a Head of Sales?
- To demonstrate value, provide insights or data that directly relate to their current challenges, such as improving conversion rates or reducing churn. Specific examples of how your solution has helped similar companies achieve measurable results can also capture their interest.
- What common objections do Heads of Sales have?
- Common objections include concerns about budget constraints, the effectiveness of new tools, and the time required for implementation. Addressing these objections proactively in your outreach by offering clear ROI examples and implementation support can help mitigate their concerns.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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