Saxevent GmbH

What Saxevent GmbH does

Saxevent GmbH is a privately held German full-service sales, marketing, and events agency founded in 2003 by Mark Heuse and Pierre Stitterich, headquartered in Markranstädt near Leipzig. The company provides trained field sales representatives, product promoters, trainers, merchandisers, and event staff to consumer electronics brands for point-of-sale execution across Germany and Austria. Its core client roster spans premium audio manufacturers (Bose, Sony, Marshall, Bang & Olufsen, Bowers & Wilkins, Denon, Marantz), smartphone and telecommunications brands (Xiaomi, OPPO, Huawei), drones (DJI), musical instruments (Yamaha), retail (MediaMarkt), and cable (PYUR).

The company's technology backbone is SaxCube, a proprietary SaaS platform developed in-house since 2020 for real-time field marketing analytics. SaxCube tracks sell-in and sell-out data, visitation frequency, campaign cost efficiency, and provides route planning, territory assignment, and commission tracking. The platform has expanded into a product ecosystem that includes the SaxCube App (mobile companion for iOS/Android, launched 2025), SaxEvent CRM (customer relationship management), SaxEvent LMS (learning management), and a custom route planning system. SaxCube is available as a standalone license (purchase or rental) independent of agency services, with white-label and Power BI integration capabilities. The company holds ISO 27001 certification.

Saxevent's revenue model combines professional services revenue (personnel placement and management), managed services for field operations, event management fees, and recurring SaaS revenue from SaxCube licensing. Pricing varies by role: promoter day rates of €80 plus €40 reporting bonus and commission, freelancer rates of €19/hour, and full-time positions at €45K-€50K annually. The go-to-market is direct enterprise sales targeting consumer electronics brands, with deployment at retail POS locations such as MediaMarkt/Saturn. The company remains entirely founder-owned with no external investment or institutional backing evidenced.

Name

Saxevent GmbH

Legal name

SaxEvent GmbH

Website

https://saxevent.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Saxevent GmbH is a German full-service agency providing field sales representatives, promoters, trainers, and merchandisers to consumer electronics brands, supported by its proprietary SaxCube SaaS reporting platform for POS performance analytics.

Ownership category

akta.pro rank

Headquarters

HQ city

Leipzig

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Personnel Services (Field Sales, Promoters, Trainers, Merchandisers): Core revenue stream from providing trained field sales representatives, product promoters, trainers, and merchandisers to consumer electronics brands at point of sale. Services include sales execution, training, events, and merchandising support.
2. SaxCube Software Licensing: Revenue from licensing the proprietary SaxCube online reporting tool. Available for purchase or rental independently of agency services. Includes white-label options for enterprise clients.
3. Field Service Operations: Managed field service operations including route planning, deployment tracking, and performance reporting for brands.
4. Event Management Services: Planning and execution of trade fairs, exhibitions, and brand events including staff provision (hostesses, consultants).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Saxevent GmbH is a full-service agency that supplies trained field sales representatives, promoters, trainers, and merchandisers to consumer electronics brands at the point of sale. The company complements its personnel services with SaxCube, a proprietary SaaS platform for real-time POS performance tracking, Sell-In/Sell-Out analytics, and field team reporting. It also delivers event management services for trade fairs, exhibitions, and brand activations.

Product overview

Saxevent GmbH is a full-service sales, marketing, and events agency founded in 2003, specializing in personnel services for field marketing and retail execution. The company operates a unified platform architecture anchored by SaxCube — an independent SaaS platform for field marketing execution that encompasses several integrated modules: SaxCube (core reporting and analytics), SaxCube App (mobile companion for iOS/Android), SaxEvent LMS (learning management), and SaxEvent CRM (customer relationship management). These are complemented by a custom route planning system and a suite of professional services including Promoter Services, Merchandiser Services, Trainer Services, Field Sales Services, Field Service personnel, and Events management. The products work together as an ecosystem: SaxCube provides the data infrastructure and analytics backbone, while the professional services deliver the human execution at point of sale, with all activities reportable through SaxCube's reporting tools.

Differentiator

Problem solved

Functional benefit

Brands

• SaxCube: Independent online reporting software solution for field marketing and retail execution, tracking sales data, field visit frequency, and campaign cost efficiency. Available for purchase or rental independently of agency services.
• SaxCube App

Products and services

• SaxCube Independent SaaS platform for field marketing execution and retail analytics, delivering real-time POS sales tracking, field visit frequency analysis, Sell-In/Sell-Out monitoring, campaign cost reporting, and performance benchmarking for enterprise clients. Available for purchase or rental independently of agency services.
• SaxCube App Mobile companion application for SaxCube that enables field teams and Brand Ambassadors to document store visits, capture before/after images, complete offline questionnaires, track time and location, create repair tickets, and receive real-time notifications.
• SaxEvent LMS Online Learning Management System for delivering educational courses, training, and development programs. Fully customizable to match company branding for visual and functional alignment.
• SaxEvent CRM Proprietary CRM system for real-time client needs management. Analyzes daily sell-in/sell-out data, tracks field visit frequencies, and provides transparency on operational costs.
• Promoter Services High-energy customer engagement specialists for point-of-sale and event activations. Well-trained promoters provide competent advice, product demonstrations, and brand representation for consumer electronics clients.
• Merchandiser Services Expert merchandisers ensuring optimal product presentation and in-store placement at POS. They bridge marketing and sales, strengthening brand identity for consumer electronics brands.
• Trainer Services Expert product trainers delivering deep product knowledge to sales teams at POS. Trainers tell product stories, create excitement, and empower teams with sell-out facts for revenue growth.
• Field Sales Services Sales specialists and product agents for point-of-sale marketing and motivation. Includes strategic territory planning, product presentations, promotion coordination, inventory management, and competitor monitoring.
• Field Service Field service personnel including promoters, merchandisers, trainers, and field sales staff supporting companies and brands in driving sales at point of sale.
• Events Event creation and management for trade fairs, exhibitions, and brand events. Focus on emotional, immersive brand moments through experiential marketing, with provision of hostesses and consultants.
• Route Planning System Custom-developed routing system supporting employees in cost- and time-efficient appointment planning across field operations.

Quantifiable outcome

• 65+ projects completed annually across Germany
• +3 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature12 records

Partnerships

One partnership is on record.

• IU International University of Applied SciencesminorStrategic or Co-development Partner · 19 January 2026SaxEvent is an official practice partner of IU International University, supporting students in dual study programs with real-world work experience. IU is Germany's largest state-recognised university, system-accredited by FIBAA.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AFS AG: AFS AG is a Germany-based field services and retail execution company providing merchandising, in-store service, and data capture for major brands — a comparable field-services peer operating in the same market and serving similar brand clients.
• GMS Growth Marketing Services: GMS is a German field marketing agency providing promoters, merchandising, and retail activation services to consumer brands, operating with a comparable service portfolio and similar enterprise brand clients in the German market.
• Repsly: Repsly is a SaaS platform for field execution, retail audits, and merchandising data collection, and is the closest direct software analogue to SaxCube — both target the same workflow of tracking store visits, sell-in/sell-out, and team performance.
• CPM Germany: CPM is a large international field marketing and sales activation group with a substantial German operation providing brand activation, retail execution, and promoter services to consumer brands — directly comparable to SaxEvent's agency model.
• FieldAgent: FieldAgent is a SaaS platform providing retail execution, field audits, and in-store data capture, overlapping directly with SaxCube's POS tracking and field visit functionality for consumer goods and electronics brands.
• BBS Brand Activation Services: BBS is a German field marketing and brand activation agency offering promoters, merchandising, and POS services to consumer brands — a direct service-line competitor to SaxEvent's promoter, merchandiser, and field sales offerings.

Broad incumbents

• NielsenIQ (NIQ): NIQ is a global retail measurement and consumer intelligence company with adjacent retail execution and shelf-insights services; it competes broadly with the data layer of SaxCube and serves overlapping consumer electronics and brand clients.
• Markant Group: Markant is a broader DACH retail services and trade marketing group whose services overlap with SaxEvent's retail execution, merchandising, and category management work for brand manufacturers, though at a larger scale and wider scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SaxEvent
• LinkedInlinkedin.com/company/saxevent

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Saxevent GmbH