Market Measures sales survey

Want to lift your tech company sales?

The 2018 Market Measures survey is now live. Complete the survey to see how your sales activity stacks up against other New Zealand tech companies.

Take the survey

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

  • 302 companies completed the 2017 survey
  • 13% start-up, 29% early growth, 58% established
  • 89% sell B2B
  • 72% sell direct (own sales team)
  • 37% Auckland, 33% Canterbury, 15% Wellington
  • 74% of companies export
  • 41% of companies sell into the USA
  • 27% HubSpot market share

Annual Benchmarks

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

Key indicators

  2011 2012 2013 2014 2015 2016 2017

Annual turnover growth

48% 53% 39% 38% 44% 41% 54%

Companies exporting

85% 69% 77% 77% 68% 73% 73%

Using channel partner in export markets

  38% 31% 33% 35% 34% 28%

Sales & marketing expenditure

30% 28% 29% 27% 20% 34% 39%

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

44% 23% 8% 17%

Expenditure on employed or contracted marketing staff

14% 11% 4% 7%

Expenditure on non-staff related sales & marketing activity

28% 16% 12% 15%

Total expenditure on sales and marketing

86% 49% 25% 39%

Sponsor of Market Measures 2018

We would like to thank our sponsor NZTE.

New Zealand Trade and Enterprise


About NZTE

New Zealand Trade and Enterprise is the Government’s international business development agency. Our purpose is to grow companies internationally – bigger, better, faster – for the benefit of New Zealand.

We work to increase New Zealand companies’ international success by helping them boost their global reach and build capability. We use our connections and government influence on behalf of businesses, and apply local knowledge – from the NZTE team and a network of private sector experts – to help them enter and grow in international markets.

We also link businesses with services designed to improve efficiency and operations, spark innovation, refine strategy, enhance leadership, and access capital – building the capability they need to be successful. More successful international businesses will grow our economy to benefit all New Zealanders, by providing jobs and raising our standard of living.

Our Supporters

Our Supporters
Nz Hi Tech Awards
Christchurch NZ
Canterbury Tech Logo
WREDA Wellington Regional Economic Development Agency
Priority 1 Driving Economic Growth
ATEED Auckland Tourism Events And Economic Development
Tech Marketers