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Catapulting Growth Through Sales & Marketing in Indian SaaS

Catapulting Growth Through Sales & Marketing in Indian SaaS

15 Sep, 2023

Global SaaS: 31% of global SaaS companies have operational efficiency as their top goal for 20231.

Indian SaaS: Only 7% of Indian B2B SaaS companies consider operational efficiency as the topmost strategic priority for 20232.

India Saas

Over the past 18 months, the global SaaS landscape has been riddled with dispirited headlines, ranging from funding winter and plummeting valuations to customer churn and dwindling demand. Amidst these headwinds, a new mantra has emerged within the global SaaS community: Efficiency. Many international SaaS businesses are scrutinizing their expenditures and taking bold decisions to curtail costs, particularly in areas like General & Administrative overheads and Sales & Marketing. However, while international counterparts tighten their belts, Indian B2B SaaS start-ups are embarking on a different trajectory. In India, these companies are adopting a bold and assertive stance, ramping up their Sales & Marketing investments and bolstering their teams. This was corroborated in our recent joint study with Chiratae Ventures, ‘India SaaSonomics: Navigating Growth and Efficiency.

Indian B2B SaaS Supercharging growth through sales & marketing excellence

So, what underpins this audacious mindset?

Intriguingly, the core of this resilience is rooted in the characteristic capital efficiency innate to Indian SaaS start-ups. This translates to companies being able to initiate and expand their operations with far less capital compared to their global peers. While the median efficiency score (derived from Free Cash Flow Margin + Growth) ranges from 35-40% for global SaaS companies, many Indian SaaS businesses maintain an efficiency of 80-100% or even higher, even as they approach USD 100 Mn ARR3.

Another unique efficiency driver for Indian SaaS companies is the multi-product strategy. These companies often develop new products faster and earlier in their journey, capturing additional revenue from the same customer base. The two Indian SaaS pioneers, Zoho and Freshworks, exemplify this approach. Both companies introduced tens of different products early in their growth trajectory, boosting expansion revenues.

This efficiency advantage gives Indian SaaS a streamlined and agile leg up, leaving companies with almost no fat to trim as such.

Now while efficiency takes a back seat for Indian B2B SaaS founders, it is growth that they are primarily focusing on right now. Among the founders we surveyed, a significant 47% cited revenue generation as their topmost priority for 2023 as they confront the daunting hurdles of prolonged sales cycles and funding/cash flow limitations. Hence their focus on revving up their Sales & Marketing engines.

Across stages, companies are chasing ambitious growth targets. Our survey reveals that over 70% of the late-stage start-ups are prioritizing upselling and cross-selling to existing customers to boost their ARR while tackling customer churn. Meanwhile, among seed and early-stage start-ups, more than 50% are directing their energies towards acquiring new customers and expanding geographically. This expansion often includes mature markets like the US and the UK, such as Spotdraft, while others explore emerging regions like APAC and Latin America, much like Wingify and Kapture. Additionally, innovative start-ups like SynctacticAI are elevating their Go-To-Market (GTM) strategies through strategic alliances/channel partnerships.

In one of our interviews, an early-stage start-up founder remarked, “Indian SaaS companies perfect the product before spending a lot on Sales & Marketing, which is great. However, a common tendency of many first-time founders here is that they get so smitten by their product that Sales & Marketing take a back seat. A killer product rocks, and while it will bring in sales up until a certain point, it falls short of scaling. That’s why you’ll spot many Indian founders doubling down on sales right now.”

As these companies hit the pedal on their Sales & Marketing endeavors, they will have to tackle two critical elements – efficiency (team productivity and return on investment) and quality (ensuring superior outcomes and value for customers). In this pursuit, an indispensable catalyst that modern SaaS companies cannot afford to overlook is the fusion of Artificial Intelligence (AI) with Sales & Marketing. Unlike in the past, where efficiency and quality often seemed at crossroads, AI possesses the remarkable ability to enhance both simultaneously.

Projected to contribute a staggering USD 15.7 Tn to the global economy by 20304, AI’s transformative influence is reshaping industries, redefining business workflows, and revitalizing value chains. While SaaS companies are seamlessly weaving AI into their offerings, the potential for immediate impact gleams brightest in their operational core, specifically within Sales & Marketing. With automated processes, hyperpersonalization, and data-driven decision-making, AI stands as the cornerstone of B2B sales transformation. The emergence of Generative AI unfolds even more exciting horizons. In fact, Sales & Marketing and Customer Service Management will witness the highest disruption by Generative AI, amidst all other business functions, with prominent applications like content generation, real-time sales team support, and predictive insights leading the charge.



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As Kashi, Co-founder of Fitbots OKR, aptly puts it, “Generative AI democratizes the landscape, offering start-ups a vital edge. At Fitbots OKR, we employ it to amplify customer intimacy through personalization, while reaping a 30% boost in marketing efficacy. Our strategic investments focus on automating customer engagement workflows through Generative AI. Personalized messaging addressing challenges and solutions is our cornerstone. We anticipated gains such as a 30-45% upsurge in product adoption, a 15% drop in queries, yielding heightened revenues and elevated NPS. We believe this is where all SaaS companies will invest more.”

The Ultimate Puzzle

AI’s staying power is undeniable – presenting B2B sales professionals and marketers with an abundance of options. These solutions traverse the entire sales cycle, addressing a spectrum of challenges, from initial prospecting to post-sales relationship management. However, given the complexities of demand fluctuations and financial constraints that businesses maneuver, it becomes even more vital for these experts to discern and prioritize their objectives. This necessitates them to have an astute and cautious approach in determining where they put their money.

The puzzle becomes more intricate as Indian B2B SaaS companies balance efficiency with growth. Their journey highlights the tremendous potential of AI and that’s where the right use case strategy can make all the difference. It’s a landscape where innovation knows no bounds, where choices are abundant, and where the strategic prioritization of AI use cases within Sales & Marketing becomes the linchpin to unlocking transformative success.

Ready to optimize your SaaS start-up’s growth strategy? Have questions or need guidance on how to leverage Artificial Intelligence and Generative AI within your business strategy? Drop a note at to speak to our experts.


  1. ‘Running a SaaS business in 2022 survey’ by Paddle ↩︎
  2. Chiratae-Zinnov SaaS Founder Survey, March 2023 ↩︎
  3. Research by Bessemer Venture Partners ↩︎
  4. ‘iCET- Forces Shaping Future of Technology: Artificial Intelligence’ Report (March 2023) ↩︎

  • Generative AI
  • Indian SaaS
  • Indian SaaS industry
  • Indian SaaS space
  • SaaS start-ups
  • Start-up ecosystem
Harish Singh, Managing Partner, Zinnov
Sa'ad Kaleem Shaikh, Engagement Manager, Zinnov
Stuti Khanna, Consultant, Zinnov

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