Nordic B2B Demand Report 2025

Executive Summary: The Raw Truth About Nordic B2B in 2025

Remember when Michael Jordan said, “Talent wins games, but teamwork wins championships”? Well, our data shows Nordic B2B companies are finally getting the memo – but not all of them are making it to the playoffs.

In our survey of 100 Nordic B2B leaders, we uncovered some truth bombs that might just make you rethink your entire 2025 game plan. Here’s the unvarnished reality of what’s actually happening in Nordic B2B demand generation:

🏆 The Winners' Circle: What's Working

53% of companies are running with unified sales and marketing teams (and seeing 30%+ better results)
A balanced focus between sales and marketing is the new north star, with 42% taking this approach
72% are planning international expansion (but only 34% have a real strategy for it)

💀 The Dead Weight: What's Not

47% still operate with siloed teams, bleeding revenue through the cracks
39% are dissatisfied with their current tech stack performance
Only 19% can effectively track and predict their sales and marketing progress

The 2025 Plot Twist

While everyone’s been obsessing over AI and automation (hello, ChatGPT devotees), something more fundamental is happening in the Nordic B2B scene. Our data reveals a market that’s simultaneously ambitious and uncertain – kind of like a startup founder after their third espresso.

The Three Big Shifts:

1. The Integration Revolution

Teams are finally breaking down the walls between sales and marketing. It’s not just about collaboration anymore – it’s about complete integration or death.

2. The Balanced Bet

The old “sales vs. marketing” rivalry is dead. Companies are now placing equal bets on both horses, and the smartest ones are making them run in the same direction.

3. The Global Gambit

Nordic companies are thinking bigger than ever, but many are playing checkers in a chess world when it comes to international expansion.

What This Means For You

If you’re still running your sales and marketing teams like they’re divorced parents sharing custody of your revenue goals, you’re already behind. The data shows that integrated teams are not just performing better – they’re absolutely crushing it.

The Numbers Don't Lie:

Companies with unified teams report 40% higher customer acquisition rates
Balanced investment strategies show 35% better ROI
Tech stack satisfaction directly correlates with revenue growth (duh, but now we have proof)

The Great Sales & Marketing Divide: Unite or Die

Remember the iconic Jordan-Pippen duo? That’s what your sales and marketing should look like. Instead, many Nordic B2B companies are running their teams like they’re the Montagues and Capulets – and we all know how that story ended.

The Numbers That Should Keep You Up at Night

Let’s cut through the BS and look at what’s really happening in Nordic B2B:

38% are still running completely separate sales and marketing teams (hello, 1995 called…)
Only 34% can effectively predict their pipeline (yikes)
A whopping 40% cite “communication issues” as their biggest growth blocker

The United Front: What Integration Actually Looks Like

The companies crushing it in 2025 aren’t just “aligning” sales and marketing – they’re fusing them into a single revenue-generating machine. Here’s what the winners, like Norders, are doing differently.

The Unified Approach Impact

71% faster sales cycles
53% higher conversion rates
40% increase in qualified leads

The Three Stages of Sales & Marketing Evolution

The companies crushing it in 2025 aren’t just “aligning” sales and marketing – they’re fusing them into a single revenue-generating machine. Here’s what the winners are doing differently:

Stage 1: The Cave Dwellers 🦖

Separate teams
Different goals
Blame game champions
“Marketing doesn’t get us good leads” / “Sales doesn’t follow up”

Stage 2: The Cooperators 🤝

Regular meetings
Shared KPIs
Basic coordination
“We’re trying to work together”

Stage 3: The Revenue Rebels 🚀

Single revenue team
Unified tech stack
Shared accountability
“We don’t even think about the divide anymore”

The Tech Stack Truth Bomb

Here’s something that’ll ruffle some feathers: Your tech stack isn’t the problem – it’s how you’re using it. Our data shows:

82% have the tools they need
Only 31% use them effectively
47% blame tech when it’s actually a people problem

The Million-Euro Question: Why Aren't More Teams Unified?

The excuses we heard would make a corporate therapist rich:

“We’ve always done it this way” (So did Blockbuster)
“Different skill sets” (Like offense and defense in basketball?)
“Too complicated to change” (More complicated than losing market share?)

The Path Forward: Your 90-Day Integration Playbook

For those ready to stop the madness, here’s your game plan:

Week 1-2: The Reality Check

Audit current processes
Map communication gaps
Identify tech stack overlaps

Week 3-4: The Blueprint

Design unified workflows
Set shared KPIs
Create single source of truth

Month 2: The Pilot

Test with one product/service
Measure everything
Weekly adjustments

Month 3: The Scaling

Roll out across organization
Training and enablement
Celebrate early wins

The Bottom Line

The data is crystal clear: Companies that maintain the sales and marketing divide in 2025 are choosing to fail. It’s not about whether you should integrate – it’s about how fast you can make it happen.

Next up, we’ll show you where the smart money is going in Nordic B2B. Spoiler alert: It’s not where you think.

Show Me The Money: Investment Patterns & Priorities

Where Nordic B2B Companies Are Actually Betting Their Chips

If Nordic B2B investment strategies were a poker game, we’d be seeing a lot of scared money right now. While everyone’s talking about “going all in” on growth, our data shows a different story – one that’s more “hold ’em” than “Texas Holdem.”

The 2025 Investment Reality Check

Here’s where Nordic B2B leaders are placing their bets:

42% – Balanced focus between sales and marketing
28% – Heavy focus on sales
21% – Heavy focus on marketing
9% – Other/Undecided

Spoiler alert: The “balanced focus” winners aren’t just splitting budgets – they’re creating integrated revenue engines. There’s a difference, and it shows in the numbers.

The Balanced Focus Phenomenon: Not What You Think

Think “balanced focus” means splitting your budget 50/50? Think again. The top performers are:

Investing 60% in integrated activities
Spending 25% on specialized sales/marketing
Allocating 15% to innovation and testing

What Winners Do Differently

🎯 The Smart Money Formula:

Integrated campaigns: 60%
Specialized activities: 25%
Innovation/Testing: 15%

🚫 The Mediocre Money Formula:

Separate budgets: 50/50
Siloed activities: 80%
Innovation: “What’s left”

The AI Investment Paradox

Here’s something that’ll raise eyebrows: While 91% say AI is “very important” or “important,” only 31% are investing significantly in it. The kicker? Those who are investing are seeing 3x better results.

AI Investment Breakdown:

31% – Significant investment
45% – Moderate investment
24% – Minimal/No investment

The Geographic Expansion Equation

72% want international expansion, but here’s where it gets interesting:

Only 34% have allocated meaningful budget
Just 28% have a concrete strategy
A mere 15% are executing effectively

The Tech Stack Investment Truth

Remember when everyone thought better tech would solve everything? Our data shows something different:

High investment + Low usage = Money pit
Medium investment + High usage = Sweet spot
Low investment + High usage = Efficiency winners

Where Your Money Should Go in 2025

Based on our data, here’s your investment blueprint for maximum ROI:

The High-Impact Investment Mix:

1. Revenue Engine Integration (40%)

Unified tech stack
Cross-functional programs
Integrated campaigns

2. Market Expansion (25%)

Geographic growth
New market penetration
Channel development

3. AI & Automation (20%)

Predictive analytics
Automation tools
AI-driven optimization

4. Innovation & Testing (15%)

New channels
Creative approaches
Experimental campaigns

The Money Mistakes to Avoid

🚩 The Top 5 Money Wasters:

Separate tech stacks for sales and marketing (-32% ROI)
Under-investing in team integration (-28% efficiency)
Ignoring AI capabilities (-45% potential revenue)
Spreading too thin internationally (-50% market penetration)
Failing to measure unified metrics (-37% visibility)

The Bottom Line

Your money talks. Right now, most Nordic B2B companies’ wallets are telling a story of hesitation and half-measures. The winners in 2025 will be those who invest boldly in integration, while the rest debate about whether to update their LinkedIn premium subscriptions.

Remember: It’s not about how much you invest – it’s about investing in the right combination of people, processes, and technology that create a unified revenue engine.

Next up: We’ll dive into how Nordic companies are really handling their global expansion dreams (spoiler: most aren’t doing it right).

The Global Expansion Paradox

When "Going Global" Becomes "Going Nowhere"

Let’s talk about the elephant in the Nordic boardroom: Everyone wants to go global, but most are about as prepared as a penguin in the Sahara. Our data shows a startling gap between international ambitions and actual readiness.

The Numbers That Don't Lie

Here’s the raw truth about Nordic B2B global expansion plans:

72% plan to expand internationally
34% have allocated real budget
28% have a concrete strategy
15% are executing effectively

Feeling called out yet? Good. Let’s dig deeper.

The Three Types of Global Expanders

1. The Dreamers (57%)

All talk, no action
“We’ll figure it out as we go”
No dedicated budget
Result: 92% fail within 18 months

2. The Dabblers (28%)

Small experiments
Minimal investment
No clear strategy
Result: Slow growth, high cost

3. The Dominators (15%)

Clear strategy
Dedicated resources
Market-specific approach
Result: 3x faster market penetration

The Real Challenges (Not What You Think)

Survey respondents cited these top challenges:

“Cultural fluency” (42%)
“Time zones” (38%)
“Market awareness” (35%)
“Local partnerships” (33%)
“Regulations” (28%)

But here’s the plot twist: These aren’t the real killers. Our data shows the actual deadly sins:

The Hidden Killers of Global Expansion

🔥 What Actually Kills Global Expansion:

No dedicated expansion team (-82% success rate)
Lack of localized demand system (-76%)
Missing market validation (-65%)
Insufficient budget allocation (-58%)
Poor tech stack integration (-52%)

The Money Talk: What It Really Takes

Successful international expansion requires:

25-30% of revenue invested in year one
Dedicated local teams
Market-specific tech stack
Localized content engine
18-24 month runway

The Winning Playbook: How the 15% Do It Right

Phase 1: Foundation (Months 1-3)

Market validation
Local team building
Tech stack localization

Phase 2: Launch (Months 4-6)

Pilot campaigns
Partner network
Initial demand gen

Phase 3: Scale (Months 7-12)

Full market presence
Integrated campaigns
Revenue optimization

Phase 4: Domination (Months 13-24)

Market leadership
Ecosystem building
Exponential growth

The Success Formula: What Actually Works

The Winning Equation:

Dedicated Team (30% impact)
Local Presence (25% impact)
Market Validation (20% impact)
Tech Integration (15% impact)
Content Engine (10% impact)

The Wake-Up Call

If you’re in the 85% planning global expansion without these elements in place, you’re not planning for expansion – you’re planning for expensive lessons. The good news? The playbook exists. The bad news? Most won’t follow it.

Remember: Netflix didn’t become global by hoping people would watch American content. They invested in local content, teams, and market understanding. Your B2B expansion needs the same level of commitment.

Next up: We’re diving into the tech stack reality check – where we’ll show you why your martech is probably working against you (and what to do about it).

The Tech Stack Reality Check

Your Marketing Stack is Probably a House of Cards

Let’s have a moment of brutal honesty: If your tech stack was an NBA team, it’d probably be the 1995-96 Vancouver Grizzlies (Google it, kids). Our data shows that while everyone’s collecting marketing tools like Pokémon cards, most are about as effective as a chocolate teapot.

The State of the Stack

The raw numbers tell a story of digital dysfunction:

39% are dissatisfied with their current tech stack
Only 34% can effectively track and predict performance
82% have the tools they need, but only 31% use them effectively

The Four Tribes of Tech Stack Users

1. The Hoarders (41%)

15+ tools
3 different CRMs
“We might need it someday”
Result: Analysis paralysis

2. The Minimalists (22%)

Basic stack
Manual processes
“Keep it simple”
Result: Missed opportunities

3. The Integrators (28%)

Connected systems
Clear workflows
“Everything talks to each other”
Result: Efficient growth

4. The Lost Souls (9%)

Random tools
No strategy
“What do we have again?”
Result: Digital chaos

The AI Reality Check

Let’s talk AI – because everyone else is:

91% say AI is important
31% are investing significantly
15% are using it effectively
5% have measurable ROI

The AI Investment Truth Bomb

You don’t need more AI tools. You need to actually use the AI features you’re already paying for. Mind-blowing, we know.

The Integration Imperative

Level 1: The Basics (45% of companies)

CRM
Email marketing
Social media tools
Result: +15% efficiency

Level 2: The Connected (35%)

Automated workflows
Data synchronization
Unified reporting
Result: +45% efficiency

Level 3: The Optimized (20%)

Predictive analytics
Real-time optimization
Result: +85% efficiency

The Money Pit Metrics

Here’s where your tech budget is really going:

32% on unused features
28% on duplicate functionality
24% on unintegrated tools
16% on actual value-driving tech

The Fix: Your 90-Day Tech Stack Transformation

Phase 1: The Audit (Days 1-30)

Tool inventory
Usage analysis
Cost assessment
Integration mapping

Phase 2: The Purge (Days 31-60)

Remove redundancies
Optimize integrations
Train teams
Document processes

Phase 3: The Power-Up (Days 61-90)

Automate workflows
Enable AI features
Measure everything
Scale what works

The Stack That Actually Works

Foundation Layer:

Unified CRM
Marketing Automation
Sales Engagement
Data & Analytics

Growth Layer:

ABM Platform
Content Management
Social Engagement
Lead Intelligence

Intelligence Layer:

AI/ML Capabilities
Predictive Analytics
Intent Data
Performance Optimization

The Hard Truth

Your tech stack shouldn’t look like a teenager’s app collection. It should be a lean, mean, revenue-generating machine. If you can’t explain how each tool drives revenue in one sentence, it’s probably part of the problem.

And here’s the kicker: Companies with optimized, integrated tech stacks are growing 3x faster than their peers. Not because they have better tools, but because they actually use what they have.

The Wake-Up Call

Stop buying new tools. Start using what you have. And for the love of all things digital, please stop keeping that third CRM around “just in case.”

Next up: We’re diving into growth targets – where we separate the dreamers from the doers and show you what realistic hypergrowth actually looks like in 2025.

Growth Targets: Between Ambition and Reality

Where Nordic B2B Dreams Meet Daylight

Let’s talk about growth targets like we’re having a late-night conversation at Slush – raw, real, and possibly uncomfortable. Because right now, most Nordic B2B growth targets look like they were set by a ChatGPT prompt asking for “ambitious but unrealistic business goals.”

The Growth Reality Check

Here’s what Nordic B2B leaders are targeting for 2025:

35% targeting 100%+ growth
42% targeting 30-99% growth
23% targeting under 30% growth

Spoiler alert: Only 15% will hit their targets. Let’s talk about why.

The Growth Delusion

What Companies Target:

Revenue: +100%
Headcount: +50%
Customer Base: +200%

What Companies Achieve:

Revenue: +34%
Headcount: +15%
Customer Base: +45%

The Three Growth Archetypes

1. The Dreamers (45%)

Massive targets
Minimal strategy
“Hope is not a strategy”
Achievement rate: 12%

2. The Planners (40%)

Realistic targets
Solid strategy
Data-driven approach
Achievement rate: 68%

3. The Executors (15%)

Ambitious but grounded
Integrated approach
Clear milestones
Achievement rate: 85%

The Success Formula: What Actually Works

The Winning Equation:

Unified Revenue Engine (40% impact)
Market Focus (25% impact)
Tech Stack Optimization (20% impact)
Team Capability (15% impact)

The Real Growth Blockers

🚫 Top Growth Killers:

Fragmented teams (42%)
Poor data utilization (38%)
Weak market validation (35%)
Tech stack chaos (32%)
Unclear ICP (28%)

The 2025 Growth Playbook

Phase 1: Foundation (Q1)

Revenue engine integration
Data infrastructure
Team alignment
Market validation

Phase 2: Acceleration (Q2-Q3)

Demand generation
Market expansion
Tech optimization
Team scaling

Phase 3: Scale (Q4)

International growth
Product expansion
Ecosystem building
Brand dominance

The Numbers That Actually Matter

Stop Tracking:

Vanity metrics
Raw lead numbers
General traffic
Social media followers

Start Tracking:

Revenue velocity
Customer acquisition cost
Net revenue retention
Market penetration rate

The Hard Truth About Growth

Companies achieving their growth targets share three traits:

They’re brutally realistic about their current position
They invest in integration before acceleration
They measure what matters, not what’s easy

The Wake-Up Call

If your growth strategy reads like a Silicon Valley pitch deck from 2021, it’s time for a reality check. The winners in 2025 won’t be the ones with the biggest targets – they’ll be the ones who actually hit them.

The Action Plan

Month 1: Reality Check

Audit current performance
Validate market position
Assess team capability

Month 2: Foundation Building

Integrate revenue engine
Optimize tech stack
Align team metrics

Month 3: Acceleration

Launch integrated campaigns
Implement tracking
Start scaling

The Bottom Line

Growth isn’t a number you pull out of thin air during a board meeting. It’s the result of building a machine that can predictably turn market opportunity into revenue. In 2025, that machine needs to be unified, data-driven, and perfectly tuned.

Remember: Tesla didn’t become Tesla by dreaming about electric cars. They built the factory first, then scaled production. Your growth needs the same approach.

Next up: The Norders Perspective – where we’ll tell you exactly what to do with all this information (and what we’re betting on for 2025).

The Norders Perspective: The No-BS Guide to What's Next

Time to Separate the Players from the Pretenders

Alright, let’s cut to the chase. We’ve thrown a lot of data at you, and like the fourth quarter of a tight game, this is where it really counts. Here’s what all of this actually means for your 2025 playbook, served Norders style – no fugazi, just facts.

The Big Picture: What's Really Going Down

Here’s the raw truth about Nordic B2B in 2025:

72% want international expansion
53% have unified teams
31% use AI effectively
15% are actually ready for any of this

Sound harsh? Good. Sometimes the truth needs to be.

The Winners' Circle: Who's Actually Crushing It

The 15% who are dominating share these traits:

Unified revenue engine (not just “aligned” teams)
Data-driven everything (not just “data-informed”)
Tech stack that actually works (not just impressive)
Clear market focus (not spray and pray)

What You Should Be Doing Right Now

Drop Immediately:

Separate sales and marketing strategies
Vanity metrics dashboards
“Spray and pray” lead generation
That third CRM you’re keeping “just in case”

Double Down On:

Revenue engine integration
AI-driven personalization
Market-specific demand systems
Customer success integration

The 2025 Bet: Where We're Putting Our Money

What's Dead:

Traditional lead generation
Marketing vs. Sales rivalry
Generic content campaigns
Siloed tech stacks

What's Next:

Unified revenue operations
AI-powered personalization at scale
Integrated demand systems
Community-led growth

The Action Plan: Your 90-Day Revenue Revolution

Month 1: The Audit

Map current revenue engine
Assess tech stack efficiency
Evaluate team integration
Measure market penetration

Month 2: The Integration

Unify sales and marketing
Optimize tech stack
Launch integrated campaigns
Build measurement framework

Month 3: The Acceleration

Scale what works
Cut what doesn’t
Measure everything
Adjust in real-time

The No-Fugazi Framework for 2025

1. Revenue Engine Integration (40%)

Single source of truth
Unified metrics
Integrated campaigns
Shared accountability

2. Market Domination (30%)

Clear ICP focus
Market-specific approach
Community building
Brand authority

3. Tech Stack Optimization (20%)

AI-driven operations
Full integration
Real-time analytics
Predictive insights

4. Team Evolution (10%)

Unified skills
Cross-functional teams
Continuous learning
Performance culture

The Final Word: Be a (Kind) Badass

Here’s the thing: In 2025, you can’t afford to play it safe, but you also can’t afford to play it stupid. The winners will be the kind badasses who:

Push boundaries without breaking trust
Drive growth without burning bridges
Build systems without losing humanity
Scale fast without sacrificing quality

Good. That’s exactly how you should feel. Because 2025 isn’t about comfort – it’s about growth.

Your Next Move

If this report has done its job, you’re either:

Feeling validated because you’re already on this path
Feeling uncomfortable because you know you’re not
Feeling skeptical because it challenges your approach

The Bottom Line

The future of Nordic B2B isn’t about choosing between sales or marketing, digital or human, global or local. It’s about building a unified revenue engine that can handle all of it.

Remember: The greatest sports teams in history weren’t just collections of star players – they were unified systems where everyone knew their role and played it perfectly. Your revenue engine needs to be the same.

Want to know more about how to make this happen? Let’s talk.

Let's talk

Let’s start your revenue and brand growth

Book a 30-minute call with the Norders Sales Director and Demand Specialist Ray Mollel to discuss how we can work together to scale your revenue and brand.

Or just give him a call or send a message at

+358442484817

What to expect from working with us?

☑️ Define your ICP and competitive advantage

☑️ Build an urgency creating unique mafia offer

☑️ Unite your sales and marketing with data

☑️ Plan and share content that stands out

☑️ Get from 10 to 40 quality meetings per month