How to sell to Heads of Sales at SaaS companies in Sweden
Heads of Sales in SaaS companies in Sweden are primarily measured on their monthly recurring revenue (MRR). They respond positively to outreach that demonstrates a clear understanding of the challenges they face in scaling their sales teams and optimizing their sales processes. Specificity in addressing their pain points, such as high churn rates or inefficient sales cycles, is crucial for engagement.
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 churn rates
- inefficient sales processes
- underperforming sales teams
The playbook
- 01
Identify churn rate spikes
Use customer success software to analyze churn data. Filter for companies experiencing a spike in churn rates over the last quarter. This indicates a potential need for improved sales strategies and customer retention efforts, making them more likely to engage with your outreach.
- 02
Target teams expanding their salesforce
Look for recent job postings or announcements indicating that a SaaS company is expanding their salesforce. This suggests they are looking to increase revenue and may be open to new tools or strategies to support their growth, making your outreach timely and relevant.
- 03
Address sales process inefficiencies
Research common inefficiencies in sales processes within SaaS companies, such as long sales cycles or low conversion rates. Tailor your messaging to highlight how your solution addresses these specific issues, which are likely to resonate with Heads of Sales looking to optimize performance.
- 04
Leverage industry-specific case studies
Find case studies from similar SaaS companies that have successfully improved their sales metrics. Use these examples in your outreach to demonstrate proven results and relevance to their specific challenges, making it easier for them to see the value in engaging with you.
- 05
Follow up on engagement signals
Monitor for engagement signals such as email opens or LinkedIn interactions. If a prospect has opened your email multiple times or engaged with your content, follow up within a week. Reference their interest to encourage a conversation about their sales challenges and potential solutions.
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 MRR this quarter
- Combat churn with new strategies
- Optimize your sales process
Questions
- Why do Heads of Sales in SaaS ignore outreach about sales tools?
- Heads of Sales often receive numerous outreach messages daily, making it easy for them to overlook generic pitches. They prioritize communications that directly address their specific challenges, such as improving conversion rates or reducing churn, over general sales tool promotions.
- What challenges do Heads of Sales face when scaling teams?
- Scaling sales teams in SaaS can lead to challenges like maintaining team performance, ensuring training is effective, and managing increased operational complexity. Heads of Sales need solutions that not only support growth but also enhance sales effectiveness without overwhelming existing processes.
- How can I demonstrate value to Heads of Sales quickly?
- To quickly demonstrate value, focus on specific metrics that matter to them, such as improving conversion rates or reducing sales cycle time. Use concise, data-driven examples that highlight how your solution has successfully addressed similar issues for other SaaS companies.
- What objections do Heads of Sales commonly have about new sales tools?
- Common objections include concerns about integration with existing systems, the learning curve for their teams, and the potential disruption to current workflows. Addressing these objections upfront with clear solutions can help build trust and facilitate a more productive conversation.
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.
Try it on your site