The “marketing team of one” is still the norm, with the majority of respondents reporting no additional marketing support beyond themselves. A meaningful portion have added a single hire or a small team, but larger marketing teams remain rare, reinforcing how lean most SaaS marketing operations continue to be.

Most teams are supplementing in-house efforts with at least some contract help, with the largest share working with one or a small handful of freelancers. Very few are managing large contract teams, suggesting contractors are primarily used for targeted, specialized work rather than as a full replacement for an internal marketing team.

The vast majority of respondents aren’t working with any marketing agencies at all. For those that do, it’s typically a single agency rather than multiple partners, reinforcing a preference for keeping marketing execution in-house or tightly controlled rather than heavily outsourced.

Lead-to-customer conversion rates are more encouraging than top-of-funnel performance, with the majority converting at least 10% of leads into customers. Still, there’s a wide spread, and the meaningful share converting 30%+ shows just how impactful strong qualification, sales process, or product-led motion can be once leads are in the door.

Nearly half of respondents are spending under $1,000 per year on marketing tools, reinforcing just how lean most stacks still are. At the same time, roughly half are investing more meaningfully, with a sizable portion spending between $1k–$100k annually, showing a clear split between scrappy setups and more scaled marketing operations.