Welcome to Market Measures

We are on a continual journey to identify what approaches to sales and marketing are most likely to help Kiwi tech companies grow.

What does it take to grow?

Market Measures was founded in 2009 by Concentrate as a national study that benchmarks the sales and marketing activity of New Zealand’s technology companies. Since that time Market Measures has built a strong body of knowledge, confirmed some assumptions, and disproved others.

The aim of this survey is to give Kiwi technology companies useful information for planning their sales and marketing strategies. Since 2011 Swaytech has supported Concentrate in producing Market Measures.


We have seven years’ worth of data on how New Zealand technology companies take their innovations to global markets. Here are some useful benchmarks.

  • 323 companies completed the 2015 survey
  • 14% start-up, 31% early growth, 55% established
  • 67% increasing marketing capability in 2016
  • 5.9 months average lead time
  • 65% sell direct (own sales team)
  • 53% use content marketing
  • 37% Auckland, 31% Canterbury, 19% Wellington
  • 36% employ a Marketing Manager
  • 89% sell B2B
  • 53% of companies sell into the USA
  • 16% HubSpot market share
  • 75% are creating more content than year ago

Annual Benchmarks

Compare yourself against some of these common benchmarks we gather every year in our Market Measures study.

Key indicators

2009 2010 2011 2012 2013 2014 2015

Annual turnover growth

58% 40% 48% 53% 39% 38% 26%

Companies exporting

72% 77% 85% 69% 77% 77% 68%

Using channel partner in export markets

38% 31% 33% 35%

Sales & marketing expenditure

39% 40% 30% 28% 29% 27% 20%

Sales and marketing expenditure (as % of turnover) by company growth stage

Expense Start-up companies Early growth companies Established companies All companies

Expenditure on employed or contracted sales staff

13.3% 14.8% 7.7% 10.6%

Expenditure on employed or contracted marketing staff

4.3% 7.7% 4.9% 5.6%

Expenditure on non-staff related sales & marketing activity

7.3% 5.1% 2.7% 4.2%

Total expenditure on sales and marketing

24.9% 27.7% 15.2% 20.3%

Sponsors of Market Measures 2015

We would like to thank our sponsors Deloitte and Hudson Gavin Martin.


About Deloitte

Deloitte brings together more than 1000 specialists providing New Zealand’s widest range of high quality professional services. We focus on audit, tax, technology and systems, strategy and performance improvements, risk management, corporate finance, business recovery, forensics and accounting services.

Our people are based in Auckland, Hamilton, Rotorua, Wellington, Christchurch and Dunedin, serving clients that range from New Zealand’s largest companies to smaller businesses with ambition to grow.


About Hudson Gavin Martin

Technology is transforming business; every business. Whether you are a disruptor or being disrupted, we understand the opportunities and challenges.

We can help.

Hudson Gavin Martin – your business partner in Technology, IP and Media.

Our Supporters