Almost all European B2B businesses surveyed are optimistic about revenue growth over the next 12 months. Better integration between existing systems tops their technology plans, with 38% planning to invest in it, compared with 28% planning to adopt or expand AI tools.
Oslo, 20 October 2026 – The European Growth & Technology Outlook 2027, commissioned by SuperOffice, also reveals a marked confidence gap. Among businesses with fully integrated systems, 64% are strongly optimistic about growth, compared with 29% of those whose systems are only partially integrated.
“European businesses have not lost their appetite for growth. However, their next technology move is more likely to be connecting existing systems than expanding AI. The opportunity is to bring the two together: connected customer data gives AI the context to be useful,” says Bjørn Røsten, CEO of SuperOffice.
Connecting existing systems comes first
The survey of 371 B2B decision-makers across five European markets finds that 85% use multiple tools or systems to store or manage customer data. Almost half say their customer-facing tools and core business systems are fully integrated, while a similar share report only partial integration.
Better integration is the most frequently selected technology change for the next 12 months, ahead of adopting or expanding AI tools at 28% and investing in a new CRM or customer data platform at 20%.
Norwegian businesses are the most likely to select better integration, at 47%, followed by Sweden at 44%, the Netherlands at 39%, Germany at 36% and Denmark at 26%.
“European businesses do not lack technology. The challenge is getting technology, data and people to work together. When customer information is scattered across disconnected systems, employees spend time finding and piecing it together that they could spend helping customers and developing the business,” says Røsten.
A confidence gap that extends beyond growth
The gap extends beyond growth confidence. Among businesses with fully integrated systems, 67% are very confident that their approach to managing customer data is fully GDPR-compliant, compared with 34% of those with partially integrated systems.
Similarly, 63% report full visibility into how employees use company or customer data with external AI tools, compared with 26%.
Together, these findings suggest that connected systems are associated with greater confidence across growth, compliance and AI oversight.
AI makes the case for connected data more pressing
Across the survey, 46% of respondents say their businesses are experimenting with AI in customer-facing, sales or marketing workflows, while 39% report using more advanced AI tools and achieving measurable results.
For Røsten, the ambition to get more value from AI adds urgency to connecting existing systems.
“AI increases the importance of connecting customer data. To support useful decisions, it needs access to relevant information and the context behind it. That makes integration an important part of a company’s AI plans,” says Røsten.
European technology providers are preferred
The findings also show that where technology comes from matters. Across the five markets surveyed, 70% of respondents express either a strong or slight preference for customer data technology providers headquartered in Europe, with 56% expressing a strong preference.
The preference is widespread, reaching 74% in the Netherlands, 72% in Germany, 71% in Sweden, 67% in Denmark and 60% in Norway.
“Businesses want to innovate while remaining in control of their customer data. Where their provider is headquartered, where their data is stored and which jurisdiction governs it are part of that conversation. This creates an opportunity for European technology companies to combine innovation with trust and local expertise,” says Røsten.
Key findings from the European Growth & Technology Outlook 2027
- 46% are strongly optimistic about revenue growth over the next 12 months; a further 49% are cautiously optimistic.
- 38% select better system integration as their most likely technology change, ahead of adopting or expanding AI tools at 28%.
- 64% of fully integrated businesses are strongly optimistic about growth, compared with 29% of partially integrated businesses.
- 67% of fully integrated businesses are very confident in their GDPR compliance, compared with 34% of partially integrated businesses.
- 63% of fully integrated businesses report full visibility into employees’ use of company or customer data with external AI tools, compared with 26% of partially integrated businesses.
- 70% prefer customer data technology providers headquartered in Europe, including 56% with a strong preference.
Read the European Growth & Technology Outlook 2027. Journalists seeking further information or direct access to the full report are welcome to contact our press team.
About the survey
The European Growth & Technology Outlook 2027 is based on a 20-question survey of 371 decision-makers at B2B companies with 30–300 full-time employees in Norway, Sweden, Denmark, Germany and the Netherlands. The survey was designed by Datalily and conducted between 16 June and 8 July 2026 through market research provider Centiment.
Respondents have decision-making authority or responsibility for business technology, customer data management, CRM systems or AI tools. Industries represented include manufacturing, professional services, IT and technology, wholesale and distribution, construction and engineering, financial and consulting services, and business services.
The findings reflect respondents’ reported practices and expectations. Associations between integration, growth confidence and AI oversight do not establish causation.
About SuperOffice
SuperOffice is a leading European customer relationship management (CRM) platform with the ambition to become Europe’s preferred CRM solution. The company helps small and medium-sized businesses build strong, long-term customer relationships through scalable solutions that connect sales, marketing and customer service.
Founded in Oslo in 1990, SuperOffice today has offices in Norway, Sweden, Denmark, Germany, the Netherlands and Switzerland, as well as a support centre in Lithuania. The company also has an extensive partner network across Europe and North America.
Learn more at www.superoffice.com.
For more information
Bjørn Røsten
CEO SuperOffice
Phone: +47 90 96 86 10
Email: bjorn.rosten@superoffice.com
Tish Gilbert
Head of Communications & Brand, SuperOffice
Phone: +47 92 06 40 64
Email: tish.gilbert@superoffice.com
