How SaaS Is Reshaping Sales in Belgium—and What You Can Learn From It

Introduction

In a rapidly evolving digital landscape, understanding how businesses adopt and integrate cloud technologies is more crucial than ever. This blog post draws on the insights of Danny Santiago Véliz Cárdenas, a marketing strategist and master’s graduate from Ghent University, whose thesis explores the adoption of SaaS technologies in Belgian sales environments.

Danny’s research, titled “SaaS Technologies Adoption in Companies in Belgium: A Perspective from Sales Managers”, offers a rich, qualitative analysis of how sales teams perceive, implement, and benefit from cloud-based tools. You can access the full thesis here.

Whether you’re a sales leader, tech decision-maker, or business owner, this post will help you understand the real-world challenges and opportunities of SaaS adoption—and how to make it work for your organization.

In today’s fast-paced digital economy, the ability to adapt and innovate is no longer optional—it’s essential. For sales leaders and business owners, one of the most impactful shifts is the rise of Software as a Service (SaaS). But while the global SaaS market is booming, many companies still struggle with adoption, especially in traditional industries or smaller markets like Belgium.

A recent master’s thesis from Ghent University sheds light on this very topic, offering a deep dive into how Belgian sales departments are navigating the SaaS landscape. The findings are not only insightful—they’re actionable.

Why SaaS Matters for Sales Teams

SaaS platforms—like cloud-based CRMs, marketing automation tools, and analytics dashboards—are more than just tech upgrades. They’re strategic enablers. When implemented well, SaaS can:

• Streamline sales workflows
• Improve customer relationship management
• Enable real-time data access and reporting
• Reduce IT overhead and upfront costs

But the real magic happens when these tools are aligned with your team’s goals and culture.

What Belgian Sales Managers Are Saying

The study interviewed 20 sales managers and 8 SaaS experts across various industries. Here’s what stood out:

✅ Perceived Usefulness Is High

Sales managers overwhelmingly see SaaS as a valuable asset. From automating follow-ups to improving forecasting accuracy, the benefits are clear. One manager noted, “If SaaS saves each rep two hours a week, that’s a full-time employee’s worth of time saved annually.”

✅ Ease of Use Depends on Training

While most tools are user-friendly, adoption hinges on proper onboarding. Companies that invested in training saw faster uptake and better ROI.

⚠️ Top Management Support Is Critical

In SMEs especially, resistance often comes from the top. Concerns about data privacy, cost, or complexity can stall progress. The solution? Clear communication and choosing providers with strong compliance credentials (think ISO 27001 and GDPR).

⚠️ Too Many Tools Can Backfire

Integration is key. Using five disconnected SaaS tools can create more chaos than clarity. Focus on platforms that play well together and solve real problems.

How to Make SaaS Work for You

Whether you’re just starting or looking to optimize your current stack, here are four takeaways to guide your strategy:

1. Start With the Why

Don’t adopt SaaS just because it’s trendy. Identify the specific pain points in your sales process and choose tools that directly address them.

2. Involve Your Team Early

Salespeople are more likely to embrace new tech if they feel heard. Include them in the selection process and highlight how the tool will make their lives easier.

3. Invest in Onboarding

Even the best tool will fail without proper training. Create internal champions, offer hands-on sessions, and keep the learning ongoing.

4. Measure and Iterate

Track usage, gather feedback, and refine your approach. SaaS adoption isn’t a one-time event—it’s a continuous journey.

Looking Ahead: The Future of Sales Is Hybrid and Human

As remote work and digital collaboration become the norm, SaaS will only grow in importance. But technology alone isn’t the answer. The most successful companies will be those that blend digital tools with human insight—what some are calling the shift from B2B to H2H (Human-to-Human).

If you’re a sales leader, now is the time to rethink your tech stack, empower your team, and embrace the future of selling.