52 Stats, Trends, and Growth Benchmarks for B2B SaaS Companies in 2023

Published on August 29th, 2023

11 min read

Until recently, the global expansion of Software as a Service (SaaS) was swift, driven by companies recognizing its innovative potential for scaling their operations. However, due to recent economic challenges prompting companies to reassess their software investments, the SaaS industry has shifted its focus from growth to sustainability. This article delves into the state of the SaaS landscape in 2023, examining the transformative shifts within the market through pertinent statistics and benchmarks.

Additionally, we will dissect the most formidable challenges currently confronting SaaS enterprises and propose viable solutions for surmounting these obstacles.

Key Statistics

Here are key statistics about the SaaS market:

  1. The global SaaS market reached $261.15 billion in total valuation by the end of 2022.
  1. The North American SaaS market held 44% of the global market share in 2022, valued at $114.91 billion.
  1. The United States leads in SaaS market share globally, with over 17,000 operating companies.
  1. Salesforce is the world’s largest SaaS company, with an enterprise value of $207.475 billion as of August 2023.
  1. In a 2022 survey where SaaS companies were the largest respondent segment, 73% mentioned that their organizations spend too much time manually planning and budgeting. [REMOVE THIS]
  1. Nearly 90% of surveyed IT professionals recognize automation as vital for managing SaaS operations, but 64% need more resources for automation.
  1. Three of four IT professionals surveyed prefer SaaS solutions capable of insights-driven automation.

SaaS Market Growth

In the current landscape, North America dominates in both SaaS market share and customer base. However, the global market is anticipated to expand rapidly in the coming decade.

The following key points underline this trend:

  1. The global SaaS market is projected to experience a year-over-year growth of 28%, reaching an estimated value of $333.03 billion in 2023.
  1. Forecasts indicate the global SaaS market will expand to $819.23 billion by 2030.
  1. Revenue share for software (compared to services) was more than 84% of the SaaS market.
  1. Projections from 2023 to 2030 indicate an expected compound annual growth rate (CAGR) of 13.7% for the global SaaS market.
  1. Notably, the Asia Pacific region is poised to be the fastest-growing area in the next decade, with a projected CAGR of 16.1%.
  1. A survey conducted in 2022 revealed that 86% of respondents expressed plans to increase investments in a hybrid cloud or multi-cloud tools, with 95% acknowledging the pivotal role of these and other SaaS technologies in determining their success.
  1. As of March 2023, the median growth rate for public SaaS companies stands at 22%.
  1. Private SaaS companies’ median growth rate as of March 2023 is 35%.
  1. In B2B private SaaS entities with annual recurring revenue (ARR) below $1 million, the median growth rate is 51% as of March 2023.
  1. Conversely, the largest B2B private SaaS companies, boasting an ARR surpassing $20 million, recorded the lowest median growth rate at 27% as of March 2023.

SaaS Revenue

SaaS holds the distinction of being the most substantial expense among businesses’ cloud services. Given the decelerated growth in the market, companies are taking a prudent approach to managing their SaaS expenditures.

This scenario asks: What implications does this hold for SaaS revenue? The statistics below provide insights into SaaS revenue across both public and private companies:

  1. Large enterprises with over 1,000 employees contributed to over 60% of the global SaaS market revenue in 2022.
  1. Private cloud companies occupied the lion’s share of the global SaaS revenue in 2022, accounting for 43% and emerging as the largest segment in the SaaS market.
  1. Public SaaS companies typically cater to an average of 36,000 customers.
  1. Projections point to end-user SaaS spending reaching $208.08 billion in 2023, constituting approximately 35% of the overall end-user public cloud expenditure.
  1. A 2020 survey revealed that within the realm of SaaS organizations, 39% employ a value-based pricing model to harness the inherent flexibility of SaaS solutions, while 24% mirror their competitors’ pricing strategies.
  1. Among surveyed SaaS companies, a significant 68% apply discounts to their prices in fewer than one-quarter of all deals, with 29% indicating minimal discounting by their sales teams.
  1. Private SaaS companies showcase a median net revenue retention rate of 102%.
  1. The landscape features 175 SaaS companies valued at over $1 billion, collectively amounting to nearly $622 billion in value.
  1. As of 2021, the average annual recurring revenue (ARR) per professional services employee at SaaS companies reached about $160,000, slightly lower than the 2015 figures by approximately $10,000.
  1. Enterprise-level SaaS companies boasting an ARR exceeding $20 million exhibit the highest median ARR per employee at $176,678.
  1. Conversely, SaaS companies with an ARR below $1 million display the lowest median ARR per employee at $30,177.

Churn and Adoption

Amidst a challenging economic landscape prompting customers to tighten their spending, one of the major hurdles confronting SaaS companies in 2023 revolves around churn.

Churn, encompassing revenue and customer accounts, emerges as a crucial KPI for SaaS companies to monitor, particularly within a down-trending market. However, stemming churn becomes incredibly arduous when the sources are unclear.

Let’s delve into pertinent statistics regarding SaaS adoption and ongoing churn rates:

  1. The average yearly churn rate for SaaS companies falls within the range of 5-7%.
  1. A 2022 survey highlights that 54% of respondents witnessed a shift in their organization’s technology perspectives after the COVID-19 pandemic, leading to fresh SaaS software adoptions.
  1. In 2022, companies used an average of 130 SaaS applications, reflecting an 18% surge compared to the previous year.
  1. The growth pace of SaaS applications exhibited a minor deceleration in 2022, as 40% of IT professionals consolidated redundant applications.
  1. According to a 2022 survey, half of the respondents conveyed intentions to augment the count of cloud providers they engage with over the next two years.
  1. In the same 2022 survey, 29% of participants expressed plans to switch to at least one of their existing cloud providers within two years.

Biggest Challenges for SaaS Companies

SaaS enterprises confront substantial and ever-evolving challenges, with the latest being the unpredictability of venture capital funding. Among these challenges, pivotal areas include company and user security, workforce management, and revenue planning.

Let’s delve into an in-depth analysis of these challenges.

Revenue Planning

Adapting to fluctuating costs and economic projections presents a formidable hurdle for companies striving to allocate revenue effectively for the future.

The SaaS model predominantly hinges on recurring revenue, rendering short-term revenue prediction relatively straightforward. However, the uncertainty surrounding customer contract renewals poses a significant challenge.

Here are notable statistics pertaining to SaaS revenue planning:

  1. Venture capital funding for tech firms experienced a 53% decline from Q1 2022 to 2023.
  1. Among surveyed businesses, including SaaS entities, financial data exerts over three times the influence on decision-making compared to customer data.
  1. Sales data holds only half the decision-making influence of financial data, as indicated by businesses surveyed, including 13% from the SaaS sector.
  1. A 2022 survey encompassing business leaders and finance professionals spanning various industries, including SaaS, unveiled that 39% still need to adopt agile planning for future preparedness.
  1. Regarding decision-making influence, 41% of respondents, spanning SaaS and other sectors, reported not leveraging organizational data, with even more disregarding sales, employee, and customer data for the same purpose.
  1. Survey results revealed that 55% of participants, spanning SaaS and other sectors, only employ scenario modeling after making forecasting adjustments.
  1. Approximately 60% of respondents highlighted that finance decision-makers need more representation in strategic planning discussions, with only 28% holding the final decision-making authority.
  1. The median portion of ARR allocated to research and development costs is 22%, marking the highest revenue expenditure.
  1. Other costs as a fraction of ARR, aside from R&D, encompass selling (16%), administration (15%), customer success and support (11%), and marketing (10%).
  1. Equity-backed SaaS companies, on average, allocate 70% more to administrative costs, 61% more to research and development, and 44% more to marketing compared to bootstrapped counterparts.

Amidst a challenging market environment, enhancing budgeting and forecasting efficiency is paramount for SaaS companies to respond agilely to market shifts.

To optimize insights generation, SaaS finance teams should:

  • Utilize agile planning tools, as nearly 40% of businesses neglect agile planning, leaving them susceptible to abrupt shifts in the dynamic business landscape. Agile planning facilitates more frequent forecasting and the adoption of scenario modeling to refine forecasts.
  • Leverage available data comprehensively, as many companies underutilize their data reservoir. Expanding the data scope provides a more intricate depiction, enhancing projections for all stakeholders.
  • Secure a seat at the decision-making table, a critical step for SaaS firms to furnish sales, marketing, and customer success teams with clear visibility into vital metrics such as pipeline, recurring revenue, and churn. Disseminating financial data throughout the organization and empowering finance teams to spearhead discussions about the data aids in identifying challenges and opportunities.


SaaS companies handle sensitive data across various applications, making them vulnerable to malicious actors seeking to exploit or steal this information.

Limited customer knowledge and resources can lead to misconfigured software and vulnerabilities. These vulnerabilities, in turn, can lead to potential harm to SaaS firms’ reputations due to mishandled security incidents.

Highlighted below are key SaaS security statistics influencing how companies approach data security:

  1. Around 63% of organizational security problems are attributed to SaaS misconfigurations.
  1. Approximately 43% of surveyed organizations have linked at least one security issue to a SaaS misconfiguration.
  1. According to 35% of responding companies, the main challenge with SaaS misconfigurations lies in multiple parties’ credentials to modify SaaS security settings.
  1. About 46% of surveyed organizations conduct monthly or less frequent checks for SaaS misconfigurations, with 5% never performing checks.
  1. In the past year, 43% of surveyed IT professionals have implemented a SaaS application that stores sensitive information.
  1. About 42% of surveyed IT professionals need help securing SaaS user activities.5
  2. In a 2022 survey, 59% of respondents identified offboarding employees as a top SaaS concern.
  1. Insider threats, where former employees retain access to SaaS apps, contribute to 22% of security issues.

To enhance security and maintain reputation, SaaS companies should prioritize the following:

  • Strengthen compliance efforts: Adopting new SaaS applications with third-party integrations can expose your business to fresh compliance challenges with each new partner. Strict compliance mitigates security and legal risks and reassures customers of your commitment to their protection.
  • Customer communication: Inform your customer base about security upgrades and their potential impact on their daily operations. Transparency regarding security measures instills confidence in the tools they are using.
  • Enhance authentication measures: IT and security teams should closely monitor access and password policies to safeguard user identity. Evaluating the necessity of granting access to specific information based on department relevance can prevent unauthorized access.

Workforce Planning

Staffing ranks high among SaaS companies’ expenses. The challenge lies in finding the right employee balance while navigating growth and operational efficiency.

SaaS firms that were heavily hired in 2021 now face the impact of an economic slowdown, with over 93,000 tech layoffs in 2022 and 150,000 so far in 2023.

Efficient workforce management for SaaS companies involves:

  • Balancing Efficiency and Growth: Integrated data systems like ERP or HRIS can optimize growth-oriented hiring and operational efficiency.
  • Optimal Hiring Mix: Striking a balance between strategic and operations roles ensures innovation without inefficiencies.
  • Innovative Training: Address language and cultural barriers by hiring for required skills and training for desired ones.

Pushkar Sinha

Pushkar is a Digital Marketing Manager and leads SEO Research at FirstPrinciples Growth Advisory. He has over 12 years of experience in Search Engine Optimization for European, American, and Indian markets, both from the agency and as in-house marketing support.

Over these years, he has helped startups and multinational companies (Finance, NBFC, SaaS, Home Improvement, Health, and Software) grow their organic search visibility & achieve their SEO goals.

He is an innovative, cross-functional marketing leader with a track record of planning and managing exceptional marketing campaigns yielding positive returns.

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