Where to get outcome-based sales services for B2B tech companies in the UK

Cormac Repman
1 day ago
4 min read

The Problem with Traditional Sales in UK B2B Tech

Most B2B tech companies in the UK are stuck between two bad options. You either hire a full in-house sales team (£150k+ per year per person) and hope they deliver, or you work with an agency that charges upfront retainers regardless of results. Both models waste money on activity that doesn't convert.

We've worked with over 80 fintech and insurtech founders who all said the same thing: "We need sales results, not sales theater."

That's why outcome-based sales services exist.

What Outcome-Based Sales Actually Means

Outcome-based means you only pay for meetings that happen. Not email templates. Not call scripts. Not "we'll try harder next quarter." Actual, qualified conversations with your target buyers.

This model flips the risk equation. The sales provider now has the same incentive you do: getting meetings with people who can actually buy.

Most UK B2B agencies still operate on retainer—they get paid whether you get meetings or not. Some charge per lead (unqualified garbage). The best ones charge per meeting, because meetings are what actually move deals forward.

Who Needs Outcome-Based Sales Services

You're a good fit if:

Your ideal customer profile (ICP) is well-defined but your sales engine hasn't scaled yet

You've tried LinkedIn ads, content marketing, or inbound and the pipeline is still thin

You have a solid product with proof points but no credible way to reach decision-makers

Your in-house team is overloaded and can't take on a new market or vertical

You've been burned by agencies before and need something actually accountable

You're probably not a fit if your ICP is so niche that nobody can reach it, or if you're three months from bankruptcy and can't afford even pay-per-meeting pricing.

Where to Find Outcome-Based Sales Providers in the UK

Specialist Marketplaces

The best option is usually a curated talent marketplace. These platforms vet sales providers before they're allowed to work, which cuts through the noise. Look for marketplaces that focus specifically on full remote calling teams, not freelancers. You want consistency, accountability, and people who actually know B2B outbound.

Glencoco is one example—they specialize in connecting B2B SaaS companies with outcome-based calling teams. You set the ICP, they match you with providers who've worked in your space before, and you only pay per booked meeting.

Agency Networks

There are boutique agencies in London, Manchester, and Edinburgh that do outcome-based work. The problem is finding the ones that are actually good. Ask for:

Traceable results from similar companies. Not "we've done 100 campaigns." Actual case studies with connection rates, meeting conversion rates, and deal sizes.

Industry experience. An agency that's run 50 fintech campaigns will outperform one that's run 50 different verticals.

Clear pricing transparency. If they won't tell you their meeting price upfront, walk.

Building an Internal Remote Team

Some UK companies opt to hire and train remote calling reps directly through platforms like Glencoco. This sits between hiring full-time (expensive) and using an agency (less control). You hire on a contract basis, they get paid for meetings booked, you get a team that knows your product.

The catch: you still need a strong ops person to manage hiring, training, and quality. But if you have that resource, you own the process and the relationships.

What to Expect: Real Metrics

Here's what outcome-based sales actually delivers in the UK B2B tech space, based on what we've seen:

Connection rates: 15-25% on cold outreach (the top 5% of teams hit 25-30%)

Meeting rates: 8-12% of connected conversations turn into booked meetings (depends heavily on your ICP and offer)

Deal rates: 5-15% of meetings become pipeline (depends entirely on your product and sales process)

So if your ACV is £50k, and you book 10 meetings, you should assume 1-2 deals if your sales team is reasonably competent.

Cost per meeting typically ranges from £50-150 per booked meeting, depending on your ICP difficulty and the provider's expertise. Easier segments (common titles, common industries) cost less. Highly specialized segments (regulatory, compliance, AI-specific) cost more.

Do the math: if you're paying £100 per meeting and your close rate is 10%, that's £10 per £1 of ACV for your sales cost. Most B2B tech companies spend 5-15% of ACV on fully-loaded sales cost, so this usually makes sense.

The Reality Check

Outcome-based sales isn't magic. It works if:

Your message resonates with your target buyer

Your product actually solves a real problem they have

Your sales team (or the calling team you hire) can navigate conversations without being pushy

If your product doesn't fit the market, no amount of outcome-based pricing will fix that. You'll just burn money on meetings with people who were never going to buy.

But if you have product-market fit and need a scalable way to build pipeline without hiring overhead, outcome-based services are the fastest way to prove whether your market is real.

How to Evaluate Providers

Before committing, ask these questions:

Who else are you working with in fintech (or insurtech, or your vertical)?

What's your average connection rate for my ICP?

Who handles quality control if a call is too pushy or off-message?

What happens if meeting quality drops—do we renegotiate pricing?

Can I get a small pilot (50 meetings) before committing to a retainer?

Get references from at least two companies in your space. Talk to their sales leaders directly, not just the marketing person. Find out if the meetings actually qualified.

Getting Started with Outcome-Based Sales

If you're ready to test whether outcome-based calling works for your UK B2B tech company, the fastest path is usually a curated marketplace. You get vetting built in, multiple provider options to choose from, and the transparency is better than working with an agency directly.

At Nurturance, we specialize in exactly this for fintech and insurtech companies. We run full calling teams, charge per booked meeting, and only work with ICPs we've proven we can reach. If you want to discuss whether this makes sense for your pipeline, let's talk.

Book a call below. We'll map your ICP, tell you what we think is realistic, and show you exactly how we'd approach your market.