The SaaS Surge: The US and EMEA

How market momentum is reshaping hiring, leadership needs, and GTM expansion in 2026

SaaS continues to dominate the global technology landscape, with both EMEA and the United States experiencing rapid and parallel growth. At Oakstone International, this acceleration is directly reflected in our hiring, leadership searches, and evolving client partnerships across both regions.

SaaS: A Global Growth Engine

According to Grand View Research, the global SaaS market was valued at nearly $399.1 billion in 2024 and is projected to surpass $819 billion by 2030.

Other sector analysts show the same trajectory:

• Business Research Insights reports rapid cloud-native and vertical SaaS adoption across EMEA.

• Expert Market Research highlights strong SaaS growth in compliance-heavy industries such as healthcare, finance and logistics.

• MarketResearch.com notes the U.S. market alone is on track for double-digit growth into the 2030s.

EMEA: A Region Catching Up

Historically slower to adopt cloud than the U.S., EMEA is now seeing rapid acceleration. According to Business Research Insights:

• Digital transformation programmes have moved from optional to essential

• Cloud-native architectures are replacing legacy systems at a pace

• Vertical SaaS is in high demand due to industry-specific compliance needs

• SMEs and mid-market firms are embracing subscription-based models for agility

Where U.S. companies once led the innovation curve, EMEA is now closing the gap, and doing it with speed.

The United States

The U.S. remains the epicentre of global SaaS innovation, investment and talent.

According to Expert Market Research, the U.S. SaaS market was valued at $115.8 billion in 2024, and is forecast to grow at about 13.7% CAGR, surpassing $418 billion by 2034.

MarketResearch.com reinforces this growth, pointing to:

• Large-scale enterprise cloud migration

• Rising demand for vertical SaaS platforms

• Unmatched depth in SaaS commercial and technical talent

• Substantial investment from VC and private equity firms

• For EMEA-founded companies, U.S. expansion is rapidly shifting from a long-term ambition to an early strategic necessity.

What This Means for Hiring in 2026

The combined momentum across EMEA and the U.S. has created one of the most competitive SaaS hiring markets to date. Oakstone’s own experience mirrors what the market data reveals: demand is rising for senior commercial leaders, from VP Sales and CROs to first-on-the-ground operators capable of building and scaling regional go-to-market functions.

Customer Success and Retention leaders are becoming increasingly important as companies focus on maximising net revenue retention. RevOps and Revenue Enablement specialists are also in high demand, reflecting the shift towards more predictable, data-driven revenue motion. Organisations are seeking multidisciplinary leaders who bring commercial, operational and strategic breadth, and many of the most sought-after individuals have deep experience navigating U.S. scaling environments.

This trend is further fuelled by the global rise in hybrid and remote work. As companies increasingly rely on cloud-based collaboration tools and communication platforms, high-quality talent, especially GTM talent, becomes a true competitive advantage.

Oakstone International

At Oakstone, these trends are shaping the work we do every day. Our U.S. hiring activity increased by 39% between 2024 and 2025, directly reflecting the growth in demand for GTM and leadership roles across the Atlantic. Eight of our clients have expanded into the U.S. market during 2025 alone, many of them accelerating their plans due to customer pull, investor expectations, and the competitive advantage of establishing an early footprint.

We have supported clients in hiring VP Sales and regional leadership, building out GTM teams across Sales and Pre-Sales, and strengthening RevOps functions to improve revenue predictability and operational efficiency. As more SaaS companies globalise their operations, the need for leaders who can bridge both EMEA and U.S. markets has never been greater.

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• Why does the US remain the most dominant SaaS market?

  The US benefits from a deep venture capital ecosystem, a large addressable market, and high levels of enterprise cloud adoption. Buyers are generally more comfortable with SaaS purchasing, larger contract values, and faster decision cycles. This makes the US highly attractive for SaaS companies looking to accelerate growth, but it also means competition for customers and talent is elevated, and execution mistakes are costly.

• How does the SaaS market in EMEA differ from the US?

  EMEA is not a single market, but a collection of highly diverse regions, each with its own buying behaviours, regulations, and cultural nuances. Sales cycles are often longer, deal sizes can vary significantly by country, and localisation is critical. EMEA also offers access to high-quality talent, strong technical ecosystems, and increasing demand for SaaS solutions, particularly in regulated industries such as financial services, healthcare, and procurement.

• What are the biggest challenges SaaS companies face when expanding internationally?

  Common challenges include underestimating cultural differences, misaligning go-to-market strategy, and hiring leaders without regional experience. Many companies also struggle with compensation benchmarking, compliance, and adapting messaging to resonate with local buyers. These challenges can slow growth significantly if not addressed early.

• How can SaaS companies attract top GTM talent across the US and EMEA?

  Top SaaS talent looks beyond salary. Leaders want clarity of vision, autonomy, realistic growth targets, and confidence in the product and leadership team. Companies that communicate a clear value proposition, invest in strong onboarding, and demonstrate long-term commitment to a region are far more successful in attracting and retaining high-performing talent.

  For more advice contact Oakstone.