Offshoring sales and marketing operations deliver far more than cost savings. When done strategically, it helps businesses scale faster, reduce overheads, and access global talent with greater levels of experience, efficiency and quicker time to competence, and at 30% cost of labour arbitrage vs. the UK.  

Scaling under pressure

Businesses are under increasing pressure to grow without overstretching resources. Offshoring offers not just operational efficiency but a structural advantage, particularly for medium-sized companies looking to scale sustainably.  

The Problem: Local Constraints Are Slowing Growth

Mid-sized organisations are facing mounting pressure to grow while staying financially disciplined. Hiring skilled sales and marketing talent locally is increasingly unaffordable, due to wage inflation. These higher costs delay growth and limit access to top-tier talent. 

The Problem: Offshore to Accelerate, Not Cut Corners 

Offshoring reframes the challenge of business growth. It enables businesses to scale capabilities, access global talent and reduce costs without compromise. By building global sales and marketing teams, companies can: 

• Build full SDR teams offshore and reduce costs by 30 - 60%. 

• Let local teams focus on closing deals and nurturing client relationships. 

• Free up local marketers to focus on higher-value strategy and partnerships.   

• Accelerate marketing campaign launches by up to 3x by hiring a larger, experienced team at a lower cost, allowing for faster scaling and higher output.  

• Reinvest savings into technology, automation, and data-driven processes to boost efficiency and scale outreach. 

Client Spotlight: IN-SYNC's Growth Journey

IN-SYNC Group, a financial services firm serving over 55,000 UK clients, faced high attrition rates and recruitment bottlenecks when scaling its UK sales team.

By partnering with Potentiam, they built an offshore team in Cape Town. Within two years:

• The offshore team outgrew the UK team in both size and productivity.
  
  
• Attrition dropped to near zero.
  
  
• Sales performance consistently exceeded targets, enabling faster pipeline growth and improved client acquisition.
  
  
• Team productivity improved company wide.

Beyond Cost: The Real Performance Uplift

Offshoring doesn’t just reduce costs - it accelerates core sales operations and improves core marketing execution, leading to broad improvements in operational efficiency.  
Examples include: 

• Faster outbound prospecting and pipeline development. 

• Offshore analysts regularly maintain CRM data quality and ensure lead accuracy. 

• Large-scale campaigns run by offshore teams that reduce CPA and improve conversion. 

According to Gartner, companies with mature offshore marketing teams are 25% more likely to exceed revenue targets. 

The 10x Growth Model in Action 

One of our client's team of Business Development Managers (BDMs) were spending only 50% of their time on new business due to the burden of managing existing accounts and handling inbound customer queries - tasks better suited for Customer Success (CS) or Account Executives. 

Meanwhile, the existing CS team lacked the capability to support growth, causing frustration among BDMs and limiting overall sales performance. 

The client restructured its team by building a small offshore team of Account Managers in South Africa, at a cost close to the UK CS team but with significantly higher capability.  

Each Account Manager was then paired with a BDM, freeing up approximately 20 hours per week per BDM to focus solely on new business. 

Results 

• 80 hours per week of BDM time redirected to new business efforts—equivalent to adding 2 full-time salespeople without increasing headcount. 

• With each BDM generating £2M annually, the shift unlocked an additional £8M in annual revenue across their team of 4 BDMs. 

• Achieved this impact within their budget by offshoring rather than hiring locally in Ireland.  

Conclusion

Offshoring is more than a cost lever; it’s a long-term strategy that drives performance-led growth.  

By optimizing team structure and leveraging offshore talent, businesses can significantly increase sales and marketing capacity (and ultimately, revenue!) without additional costs by leveraging an offshore model.