Nine growth hacks for Kiwi tech companies

Market Measures 2018 - Insights from top Kiwi and US firms on driving growth through sales and marketing.

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An initiative of

An initiative

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

  • 318 companies completed the 2018 survey
  • 20% high-growth companies
  • 86% sell B2B
  • 50% product software
  • 30% Auckland, 41% Canterbury, 18% Wellington
  • 69% of companies export
  • 66% of exporting companies sell into the USA
  • 32% HubSpot market share

Annual Benchmarks

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

Key indicators

  2012 2013 2014 2015 2016 2017 2018

Annual turnover growth

53% 39% 38% 44% 41% 54% 40%

Companies exporting

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

Using channel partner in export markets

38%  31% 33% 35% 34% 28%  

Sales & marketing expenditure

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

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

Expense       All companies

Expenditure on employed or contracted sales staff


Expenditure on employed or contracted marketing staff


Expenditure on non-staff related sales & marketing activity


Total expenditure on sales and marketing


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