How to Build a Winning B2B Sales Team in Europe
You’ve built a strong SaaS business in the US. Growth is steady, your sales team performs, and now it’s time for the next step: entering Europe.
The opportunity is huge — a market of over 400 million people, diverse industries, and plenty of appetite for innovative SaaS solutions. But here’s the catch: building a B2B sales team overseas is not just about “copying and pasting” your US playbook.
Many US companies underestimate the complexity of building a European sales presence. They hire the wrong people, misunderstand cultural differences, or set up compensation models that don’t fit. The result: lost time, wasted budget, and missed opportunities.
At PeakScale Consulting, led by Elias Crum, we help SaaS and ISV founders avoid these pitfalls and build teams that win in Europe.
The four building blocks of a successful European sales team
Scaling into Europe is exciting, but it requires a clear plan. Based on our experience, four areas are critical to get right: hiring, compensation, training, and culture.
1. Hiring: finding the right first reps in Europe
The first people you hire in Europe are critical. Unlike in the US, where specialization is common (SDRs, AEs, CSMs), your first European sales hires often need to be more full-cycle sellers. They need to handle prospecting, presentations, negotiations, and closing.
Key considerations:
Hire for adaptability and entrepreneurial drive, not just a strong CV.
Look for people with experience selling across multiple European markets.
Don’t underestimate language and local market expertise — selling in Germany is not the same as selling in the UK or the Nordics.
How PeakScale helps: We support US companies in defining the ideal profile, structuring the interview process, and leveraging our European network to find the right talent.
2. Compensation: design a model that works in Europe
Compensation is often where US companies make their first mistake. A straight US-style package (low base, high variable) doesn’t always work in Europe. Many European reps expect a higher fixed base and are less comfortable with aggressive commission-only models.
Best practices:
Adjust base-to-variable ratio (often 60/40 or 70/30 rather than 50/50).
Be transparent about OTE (On Target Earnings) expectations.
Ensure compliance with local labor laws and benefits (healthcare, holidays, pension schemes).
How PeakScale helps: We guide companies in designing compensation models that attract top European talent while still driving performance.
3. Training: don’t assume “US training” will work
Your US playbook is valuable, but it rarely transfers 1:1 to Europe. Market maturity, buying cycles, and customer expectations can be different.
For example:
US buyers may respond well to a direct “challenge” approach. In some European countries (like Germany or the Netherlands), prospects expect more detailed information and careful relationship-building.
Decision-making cycles are often slower, with more stakeholders involved.
How PeakScale helps: We tailor onboarding and training programs so European reps understand both your SaaS value proposition and how to adapt it to local markets.
4. Culture: bridging the transatlantic gap
Perhaps the most underestimated factor: cultural differences. US companies often assume that Europe is “one market,” but in reality it’s 27+ countries with their own norms and business styles.
Examples:
In the UK, humor and informality can build trust.
In Germany, buyers expect thoroughness and precision.
In Southern Europe, relationships and long-term trust matter more than speed.
Even within your team, managing expectations between US HQ and European sales reps requires cultural sensitivity.
How PeakScale helps: We coach both leadership and European hires on cultural alignment, ensuring smoother collaboration, higher retention, and faster market traction.
The risk of going it alone
Without the right hiring, compensation, training, and cultural integration, US companies risk:
burning through their first hires within 12 months;
misunderstanding their first deals as “traction” when it’s just coincidence;
wasting precious budget on strategies that don’t stick in Europe.
We’ve seen it happen — and we’ve also helped companies turn it around by building a foundation that scales.
How PeakScale Consulting supports US SaaS companies and ISVs
At PeakScale Consulting, founded by Elias Crum, we specialize in helping US-based SaaS and ISV founders:
define the right hiring strategy for Europe,
design compensation and incentive models,
build training and onboarding tailored to the European market,
and bridge cultural gaps between US HQ and European teams.
The result? A B2B sales team that doesn’t just exist in Europe, but wins deals consistently.
Ready to build your European sales presence?
Expanding into Europe is one of the biggest growth opportunities for SaaS and ISV companies. But without the right foundation, it’s also one of the biggest risks.
Make it stand out
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👉 If you’re serious about building a winning B2B sales team in Europe, PeakScale can help. Book a consultation with Elias Crum at www.peakscaleconsulting.com/contact.
3 questions to consider before hiring in Europe
Do we know exactly what kind of sales profile we need first?
Is our compensation plan competitive for the European market?
Are we prepared to adapt our US playbook to local buyers and cultures?