How to sell to Heads of Sales at SaaS companies in Spain
Heads of Sales in SaaS companies in Spain are primarily measured on quarterly revenue growth. They respond to outreach when it addresses specific challenges in scaling their sales teams effectively. Demonstrating an understanding of their struggle with high churn rates or inefficient lead conversion can capture their attention and prompt a response.
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 turnover in sales teams
- ineffective lead conversion
- challenges in scaling operations
- pressure to meet revenue targets
The playbook
- 01
Identify churn rate spikes
Use tools like Google Analytics to analyze churn rates over the last quarter. Focus on companies that have shown a significant increase in churn, as these are likely feeling pressure to improve retention. Note the specific percentage increase to mention in your outreach.
- 02
Research recent funding rounds
Look for SaaS companies in Spain that have recently secured funding through platforms like Crunchbase. Target those with a mission to scale, as they may be more open to solutions that enhance their sales processes. Make a note of the funding amount and date for your outreach.
- 03
Craft an email about scaling challenges
Compose an email that addresses the common pain of scaling sales teams amidst high churn. Use insights from your research to mention specific companies and their challenges. Highlight your understanding of their market dynamics and reference the funding they received.
- 04
Follow up on engagement metrics
After sending your initial email, track open and response rates using your email platform. If you see engagement, follow up within 3-5 days with additional insights or case studies relevant to their sector. If not, consider adjusting your subject line or message content.
- 05
Leverage LinkedIn for direct outreach
Connect with the Heads of Sales on LinkedIn, referencing your email and any common connections. Use a personalized connection request to mention the challenges they face in scaling their teams. Aim to send this within a week of your initial email to keep the conversation warm.
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
- Improving your sales team's retention
- Strategies for scaling sales efficiently
- Tackling churn in SaaS sales
Questions
- Why do Heads of Sales at SaaS companies often ignore cold outreach?
- Heads of Sales are inundated with sales pitches daily, making them selective about their responses. If outreach doesn't immediately address their specific pain points or offer clear value, it risks being overlooked. Personalization and relevance are crucial to capture their attention.
- What are the common challenges faced by Heads of Sales in SaaS?
- Heads of Sales in SaaS often grapple with high turnover rates, ineffective sales processes, and the need to continuously adapt to market changes. They also face pressure to meet aggressive revenue targets while managing a growing sales team, which can lead to burnout and inefficiencies.
- How can I effectively engage with Heads of Sales in Spain?
- Engaging with Heads of Sales in Spain requires a deep understanding of their unique market challenges. Tailor your outreach to reflect knowledge of local business practices, cultural nuances, and the specific dynamics of the SaaS industry in Spain to foster trust and connection.
- What metrics do Heads of Sales prioritize in their role?
- Heads of Sales typically prioritize metrics such as quarterly revenue growth, lead conversion rates, and customer retention rates. These metrics directly impact their performance evaluations and strategic decision-making, making them critical areas to address in any outreach.
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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