SaaS Nordic: Recent Episodes

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In this episode, we sit down with Daniel Thulfaut, Head of Product at saas.group, one of Europe's most active SaaS acquirers. With 24 companies in the portfolio and more than €100M in ARR, Daniel has a unique perspective on how product organizations are evolving in the age of AI.

We discuss why many product managers have spent the last decade acting as backlog managers rather than true product leaders, and why AI is now forcing a return to the fundamentals of product management: customer understanding, strategic thinking, prioritization, and decision-making.

We also explore why "good enough" products are becoming easier than ever to build, why that raises the bar for SaaS companies, and what legacy SaaS businesses must do to stay competitive against a new generation of AI-native startups.

Topics we cover include:

• Why the traditional product manager role is changing rapidly
• The difference between backlog management and real product leadership
• Why AI makes customer discovery more important, not less
• Why legacy SaaS companies struggle to realize the promised 10x AI productivity gains
• The rise of the "product engineer" and what it means for teams
• How feature flags, experimentation, and faster feedback loops change product development
• Why shipping more features is not the same as creating more value
• What CEOs and CPOs should do right now to prepare their product organizations for the future
• Why understanding customer problems remains the most valuable skill in product management

One of the most interesting takeaways from the conversation is that AI is not replacing product thinking. If anything, it's making it more valuable. When building becomes easier, deciding what to build becomes the real competitive advantage.

If you're a founder, CEO, CPO, product leader, or anyone trying to navigate the future of SaaS, this episode is packed with practical insights and plenty of food for thought.

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In this episode we sit down with Artti Aurasmaa, CEO of Staria, to discuss how the CFO role is evolving from financial reporting to strategic leadership.

Artti has spent more than 25 years helping companies scale internationally and today leads Staria, a €60M+ business serving growth companies across 50 countries. In this conversation, he shares why the future CFO must become a business partner, data steward, and forecasting expert rather than simply the person closing the books.

We discuss why forecasting accuracy may be the most important KPI for a modern CFO, how AI is changing finance teams, why strong data foundations matter more than the latest AI tools, and what separates companies that scale successfully from those that struggle.

You will also hear Artti's perspective on international expansion, the increasing complexity of global business, and why the best CFOs are moving from the back office to the front row.

Topics covered:

• Why the CFO role is becoming increasingly strategic
• The shift from historical reporting to future forecasting
• Why forecasting accuracy is a critical KPI
• How AI is changing the finance function
• Building the data foundation before deploying AI
• The future structure of finance teams
• International expansion and global compliance
• Why CFOs need stronger technical and data capabilities
• The rise of the "rockstar CFO"
• What growth companies need to scale successfully

Whether you're a CFO, founder, CEO, finance leader, or SaaS operator, this episode offers a practical look at how the finance function is changing and what it takes to stay ahead.

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In this episode, we’re joined by George Storm, CRO at N.rich, for a conversation about why traditional B2B SaaS forecasting is no longer good enough in today’s market. George shares how N.rich, the European ABM platform, helps sales-led companies influence complex buying committees, warm up priority accounts, and progress accounts before sales ever reaches out.

We spoke with George about why forecasting can’t be treated as a static quarterly exercise anymore, why revenue leaders need to account for macro signals like layoffs, budget freezes, acquisitions, interest rates, and market turbulence, and how to move from fixed-number forecasting to ranges, probabilities, and continuous forecast loops. He explains why CROs should think in “regimes” like calm, turbulent, and stormy markets, and how that changes the way you model win rates, sales cycles, ACV, and pipeline coverage.

Here are some of the key questions we address:

• Why is traditional SaaS forecasting broken?
• Why should forecasts be modeled as ranges instead of fixed numbers?
• How do macro signals like layoffs, acquisitions, and budget freezes impact pipeline confidence?
• Why can historical win rates be misleading in today’s market?
• What does it mean to forecast in calm, turbulent, or stormy weather?
• How can CROs build a continuous forecasting loop instead of relying on quarterly updates?
• What should revenue leaders monitor weekly to avoid surprise misses?

🎧 Tune in to hear how George thinks CROs can build more realistic, adaptive forecasting models in a market where hope is definitely not a strategy.

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In this episode, we’re joined by Massimo Arrigoni, CEO of Beefree, the content creation platform behind thousands of SaaS products and one of the companies with a uniquely broad view of what’s actually happening across the software landscape. With customers embedding Beefree into products across industries, Massimo sees the SaaS market from the inside out.

And his take is clear: SaaS is not dead. But parts of the model are being challenged, valuations are being reset, and AI is forcing every company to rethink where real value lives. This is a conversation about what is actually changing, what is not, and why the future likely belongs to companies that understand the difference.

We spoke with Massimo about why people often mix up SaaS valuations, SaaS delivery, and SaaS business models when they talk about “the death of SaaS.” He explains why software sold to non-technical businesses is far less vulnerable than some people think, why “just build it yourself” is often a misleading argument, and why the real opportunity with AI is not replacing humans, but giving them back a better version of their jobs.

Here are some of the key questions we address:

• Is SaaS actually dying, or are we just seeing a market correction?
• Why are people confusing valuation resets with a broken business model?
• What parts of SaaS are most exposed to change, and which parts remain highly defensible?
• Why is “companies will just build it themselves” often the wrong assumption?
• What do you learn about the future of software when your product is embedded in thousands of SaaS applications?
• How are SaaS companies actually approaching AI right now: innovating, reacting, or just sprinkling it on?
• What kinds of products and use cases are most likely to stay sticky in an AI-first world?
• Why should leaders think of AI as something that may take your job and give you back a better one?
• What happens to entry-level jobs, and what should the next generation prepare for?

🎧 Tune in to hear Massimo’s thoughtful and grounded take on the future of software: SaaS isn’t disappearing, but the rules are changing fast. The winners will be the companies that understand where the real headaches still are, where humans still matter, and where AI can genuinely create leverage instead of just noise.

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In this episode, we’re joined by Jens Levin, Founder & CEO of Sitoo, the retail SaaS platform powering in-store experiences for leading brands across the world. Today, Sitoo has 20M Euro in ARR, 40%+ growth, 300+ retailers, and deployments across 40+ countries.

But this is not a story about overnight success. Jens shares the reality behind building a company over 22 years, including 10 years of work before finding the real breakthrough. It’s a conversation about longevity, resilience, and why SaaS is not a sprint, but a long-distance team sport where focus and trust increase your chances of success.

We spoke with Jens about what changed when Sitoo found its “Holy Grail,” why saying no became more important than saying yes, and how the company evolved from founder-led hustle into a scalable global SaaS business.

Here are some of the key questions we address:

• Why did it take 10 years for Sitoo to find true product-market fit?
• What changed when the company went all-in on one product and one focus area?
• Why does saying yes to everything keep you local, while focus helps you scale globally?
• How do you build a strong partner ecosystem without becoming a competitor?
• What happens when you scale from 3 people to 135+ employees?
• Why do so many SaaS companies hit a major shift around 80–100 employees?
• How do you move from founder-driven heroics to a scalable operating model?
• How do you keep motivation, culture, and momentum alive over two decades of building?

🎧 Tune in to hear Jens’ honest take on what it really takes to build something lasting: there is no overnight success, only years of iteration, the right people around you, and the discipline to stay focused long enough for the flywheel to start turning.

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In this episode, we’re joined by Elena Verna, growth expert and currently leading growth at Lovable, one of the fastest-growing companies in tech. Elena shares why the old growth playbooks are breaking down, what growth means in an AI-native world, and why companies can no longer rely on features alone as their competitive advantage.

We talk about how growth has shifted from pure funnel optimization to trust, speed, and human connection. Elena breaks down the difference between growth loops and funnels, why Lovable products need to feel alive and constantly evolving, and what companies in crowded categories must do if they want to stay relevant when software is easier than ever to copy or rebuild.

Here are some of the key questions we address:

• What does growth actually mean in an AI-native company like Lovable?
• Why are traditional growth playbooks becoming less effective in today’s market?
• Why can features no longer be your only competitive advantage?
• How should companies think about retention, expansion, and resurrecting users in this new environment?
• What can B2B SaaS companies in crowded categories do to become more lovable and trusted?
• Why does speed to market matter more than perfection right now?
• How do you build teams that can operate in a world where AI changes customer expectations every month?
• What does Elena look for when hiring people into a fast-moving AI company?

🎧 Tune in to hear Elena’s take on modern growth, why trust and humanity matter more than ever, and how companies can rethink distribution, retention, and defensibility in a world where software is no longer hard to build.

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In this episode, we’re joined by Lisen Zethraeus, CMO at Stratsys, to talk about how B2B SaaS companies can turn internal expertise into thought leadership that builds trust and creates demand. Stratsys has grown to 30M+ Euro in ARR, serves 600+ customers across and has built a strong position in areas like compliance, risk management, ESG, and governance.

We discuss how Stratsys puts real subject-matter experts at the center of its go-to-market strategy instead of relying on generic brand messaging. Lisen shares how they use expert-led webinars and studio events, how marketing works closely with sales and product, and why thought leadership only works when the whole company is committed to it.

Here are some of the key questions we address:

• What does thought leadership actually mean, beyond just publishing content?
• How do you identify the right internal experts to become trusted external voices?
• Why do people follow people more than brands, and how do you use that without “building personal brands” at the expense of the company?
• How does Stratsys use studio-style webinars and events to create authority and reach the right audience?
• How should marketing, sales, and product collaborate to create thought leadership that actually resonates?
• What metrics matter most when you want to know whether thought leadership is working?
• How do you keep subject-matter experts visible and relevant between the big event moments?
• How can AI help accelerate thought leadership production without losing authenticity?

🎧 Tune in to hear how Lisen and the Stratsys team have built a repeatable thought leadership engine, one that combines expertise, consistency, and strong collaboration to become a trusted voice in a complex B2B market.

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In this episode, we’re joined by Adam Dorrell, CEO & Co-Founder of CustomerGaige, for a candid conversation about one of the hardest founder transitions: when, and how, to step out of the sales seat without losing the magic that makes founder-led selling so effective.

Adam shares the real story behind building CustomerGaige over 16 years, growing it into a recognized international player with a lean global team.

We dig into:

• Why founders often try to hire a sales leader too early, and what confidence has to do with it
• The painful lessons of cycling through sales leaders who took over the process too aggressively, and what it cost
• The unsexy truth: you can’t scale sales before you’ve truly nailed ICP + story + value prop
• How Adam and his co-founder ultimately found the right model:
• Where a Co-founder adds the most value to the salesprocess at this phase of the business

If you’re a founder trying to scale sales, or a sales leader working with founders, this is a practical and honest take on where founders should stay involved, and where they absolutely shouldn’t.

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In this episode, we sit down with Rahul Yadav, CEO of Paligo, for a practical conversation on leadership alignment - and how to run executive offsites that drive real clarity, trust, and follow-through.

Rahul is only a few months into the role, but he’s already implemented a strong leadership rhythm: quarterly leadership offsites, annual full-company gatherings, and a surprisingly effective habit, daily 15-minute C-suite standups to keep priorities aligned and momentum high.

If you’ve ever left an offsite feeling energized, just to watch that energy fade in two weeks, this episode is for you.

We cover:

• Why most offsites fail: turning them into a “backlog dump” of unresolved operational issues
• Rahul’s simple offsite structure: Champagne goals → Risks → Commitments
• How to keep the agenda light to guarantee openness
• The “parking lot” technique to prevent rat-holing while still honoring important topics
• The rule-of-thumb cadence: Quarterly = strategic, Monthly = operational, Weekly = tactical
• How to create real candor with a new leadership team
• Why psychological safety is built through daily reps, not big speeches
• Rahul’s approach to transparency: sharing offsite outcomes immediately in all-hands + weekly CEO reflections
• A smart meeting role: introducing a Yoda who calls out time, airtime, and when the team is drifting off track

Rahul also shares how he thinks about leadership environments: fewer laptops, more reflection, more walking time, and more room to breathe because offsites aren’t just about decisions, they’re about building the trust that makes decisions stick.

🎧 Tune in for a tactical blueprint on how to run executive offsites that create alignment and action that will move your business forward.

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In this episode, we’re joined by Roeland Delrue, Co-founder of Aikido Security, the fast-growing application security platform that just became a unicorn in under 4 years.

Roeland shares what it really takes to scale a company at breakneck speed, from going 5× year-over-year, to balancing startups and enterprise in one GTM motion, to raising a Series B with a single goal: becoming “unignorable.” We unpack how Aikido uses product-led growth, brutal revenue focus, and buyer-first sales mentality to win in one of the most competitive markets in SaaS.

We spoke with Roeland about building for continuous wins, why revenue clarity beats buzzwords, and how Aikido joins the buyer’s journey instead of forcing rigid sales methodologies.

Here are some of the key questions we address:

• How did Aikido grow from $5M to $20M+ ARR in one year?
• What does it mean to build an unignorable company?
• Why brutal focus on revenue simplifies product, hiring, and prioritization decisions
• Why joining the buyer’s journey beats forcing MEDDICC-style sales processes
• How product-led trials reduce churn and increase win rates
• What it takes to scale from unicorn to decacorn (and why $100M ARR is the next real milestone)

🎧 Tune in to hear how Roeland is building one of Europe’s fastest-scaling security companies and why speed, product, and revenue discipline beat category buzzwords every time.

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In this episode, we’re joined by Madhav Bhandari, VP Marketing at Storylane, the demo automation platform helping B2B teams show their product before prospects ever talk to sales. Storylane is a profitable, fully remote SaaS with 50 employees, and a clear path toward $20M+.

Madhav shares how Storylane broke out of the “race to average” in an insanely crowded martech and sales tech market, not by spending more, but by building a repeatable system for pattern interruption. We unpack how they used unconventional SEO, brand plays, and GTM experiments to grow brand searches from 1,500 to 12,000 per month, drive massive inbound, and turn marketing into a true growth engine.

We spoke with Madhav about why great products aren’t enough anymore, how to become the first vendor prospects discover, and how to build a marketing portfolio that consistently produces breakout ideas instead of chasing one-hit wonders.

Here are some of the key questions we address:

• Why visibility, not budget, is the real advantage in crowded SaaS markets
• What pattern interruption actually means and how to systematize it
• How Storylane grew brand searches 8x and created an unfair inbound advantage
• Why traditional SEO and blog strategies are too slow, and what replaced them
• How to build a marketing portfolio instead of chasing viral one-offs
• Where pattern interruption should live and why leadership must own it

🎧 Tune in to hear how Madhav turned differentiation into a repeatable muscle and why, in a world where products are easy to copy, GTM creativity is the real moat.

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In this episode, we’re joined by Kate Sygrove, Director of Customer Success at Mouseflow, the SaaS platform for website behavioral analytics. Mouseflow is a $10M+ ARR business with 3,500 customers, 51 employees, and a CS org balancing enterprise white-glove with digital CS at scale.

Kate shares a practical playbook for one of the biggest CS challenges in SaaS right now: getting heard at the exec table. We unpack what it actually means to “speak the language of the CFO,” how to turn CS insight into predictive numbers the business can plan around, and why CS leaders need to pair hard data + soft data to drive decisions on churn, retention, and roadmap priorities.

Here are some of the key questions we address:

• What does it mean to “speak CFO” as a CS leader and, why does prediction matter so much?
• How do you convert customer sentiment into a forecast model that the exec team can use?
• Why is hard data + soft data the only reliable way to judge account health?
• How do you reframe CS initiatives into business outcomes like revenue protected, time-to-value, and scalability?
• What should CS leaders demand from Sales/Marketing/Product to make collaboration actually work?
• What changes when you transition from CSM → CS leader, and how do you prepare for the jump?

🎧 Tune in to hear Kate’s concrete frameworks for making CS visible, measurable, and influential and how to show up in leadership meetings with a clearer business case than ever.

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In this episode, we’re joined by Youssef Hounat, product leader, ex-auditor, and (unexpectedly) freestyle-rap-ready builder of tools for accountants. He went from training at Ernst & Young to helping scale DataSnipper into one of the Netherlands’ unicorns, and now he’s building again as Head of Product at ComplianceWise.

We unpack what’s actually changing inside product teams: AI stops being a rewrite/search tool and becomes a teammate that takes real work off your plate. Youssef shares how the best teams reduce context switching, turn customer research into a habit, and use agentic workflows + MCPs to connect tools like email, Jira, Figma, and docs without becoming a “fleshy meat puppet” copy-pasting between 10 tabs.

Here are some of the key questions we address:

• Why do 99% of teams still use AI wrong, and what mindset shift fixes it?
• How do you turn customer research into a continuous habit using transcripts + automated pipelines?
• What’s a real example of AI helping product push back on “build this to close the deal” and finding the true request underneath?
• How do top teams use MCP + coding agents to move from idea → PRD → Jira tickets without leaving the terminal?
• What’s the difference between a prototype you build to learn vs a product you build to earn — and why vibe-coded output can’t go straight to production?
• How do you avoid reinventing the wheel and start with small weekly automations that compound?
• What’s the real risk behind shadow AI usage and how do you get IT onside instead of blocked?

🎧 Tune in to hear Youssef’s practical playbook for building an AI-enabled product org—where humans do the high-leverage thinking, and the machines handle the busywork. Plus: a freestyle rap that might be the strongest case for accounting tech you’ve ever heard.

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In this episode, we’re joined by Jeppe Schytte-Hansen, CEO and Co-founder of Omnidocs, a SaaS company that’s moving fast: €22M+ in revenue, 1,500 customers, 155 employees, and four acquisitions in the last 18 months after bringing in private equity for the first time. Jeppe breaks down what it really takes to turn a steady, profitable SaaS into a buy-and-build platform, from product alignment and enablement to the emotional reality of killing someone’s “version 2.0” and managing the slowdown that almost everyone underestimates.

We spoke with Jeppe about choosing PE over VC, building a 14-point M&A framework, and why one plus one rarely equals two in the first year. He explains the “integration foxtrot” (quick–slow–quick–slow), how to preserve culture across six offices and four countries, and why Omnidocs is betting big on the shift from traditional documents to “fluid formats” in the coming years.

Here are some of the key questions we address:

• What is the 14-criteria M&A evaluation framework, and what are the two instant disqualifiers?
• Why does every buy-and-build strategy start with a slowdown, and how do you shorten it?
• What makes product alignment the hardest part of M&A, and how do you decide when to kill a nearly-finished product?
• How do you structure integration squads and seven integration tracks across acquired companies?
• What does it take to enable sales teams to manage multiple products without slowing down new logo acquisition?
• How do you avoid overestimating cross-sell potential, especially in the first 12–18 months?
• Which are key roles and people to drive a successful pre, during and post-acquisition process?

🎧 Tune in to hear how Jeppe is transforming Omnidocs from a steady SaaS into a multi-product, pan-European platform proving that buy-and-build is far more than a financial strategy; it’s an operational discipline.

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In this episode, we sit down with Fabian Veit, CEO of Make.com, to talk about what it really takes to scale not just one but two hyperscale SaaS companies - first in a classic enterprise sales-led motion, and now in a PLG + AI/automation world.

Fabian shares how Make has 15x’d revenue and grown from ~50 to nearly 400 people, while racing past 100k+ paying customers and aiming for €100M+ ARR, and why that requires a fundamentally different mindset than selling multi-million euro deals into the Fortune 2000. He contrasts the “one deal can make your quarter” reality of enterprise sales with the high-volume, product-first, self-serve motion of Make, where thousands of users sign up every month and the product has to carry the weight.

We also dig into what it means to build in the middle of the AI & agentic wave when your platform is literally how people wire AI into their business processes. Fabian explains why most AI projects are actually 80–90% integrations & automation, where AI is the smart layer inside the flow, not the whole show, and how Make is evolving from classic “if-this-then-that” workflows into visual AI agents that power real operations.

You’ll hear Fabian talk about:

• PLG vs Sales-Led: What changed when he went from 9–12 month, high-touch enterprise cycles at Celonis to Make’s “sign up free, upgrade yourself” engine.
• Rebuilding While Scaling: Why everything is always breaking in hypergrowth, and how he decides what to fix for 5× future scale, not just today.
• Brand & Positioning Pivots: The risky shift from Integromat to Make.com, losing SEO in the short term to win a much bigger global brand in the long term.
• Culture at Hyperspeed: How they keep their values intact with hundreds of new hires through explicit values & operating principles, and a brutal honesty policy inspired by Radical Candor.
• The AMA Channel: An internal Ask Me Anything Slack channel where anyone can ask leadership anything (even anonymously), and why Fabian believes answering every question publicly is non-negotiable for trust.

We wrap up with Fabian’s view on where we are in the AI hype cycle, why he compares this moment more to the industrial revolution than just another tech fad, and what kinds of human skills will matter even more in an AI-driven world.

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In this episode, we’re joined by Pieter Boon, Co-founder at ImpactPilot, the customer success intelligence platform built for HubSpot. Pieter shares how he’s helping SaaS companies turn their CS orgs into true growth engines, measuring impact instead of activity through a framework called the Impact Driver Methodology.

Built on lessons from Google’s 10,000-person post-sales organization, this approach gives CS teams concrete ways to track success before renewal, using impact points tied to real customer outcomes like ROI proof, API adoption, or multi-year deals. It’s about replacing vague check-ins with measurable wins that move both customer and company forward.

We dive deep into how teams implement and operationalize the system, from designing the right impact drivers to setting incentives, avoiding false positives, and keeping customer value at the center. Pieter also reveals data from Impact Pilot users showing that customers with high impact scores are 7× more likely to renew or expand, and how that changes how you coach, measure, and reward CS teams.

Here are some of the key questions we address:

• What is the Impact Driver Methodology, and how does it solve the lagging-indicator problem in CS?
• How do you define and prioritize impact drivers that actually move the needle for customers?
• How can CS leaders design incentive models that balance company outcomes with customer value?
• What KPIs matter between onboarding and renewal, and how do you quantify “impact”?
• How can you use impact scoring to predict churn and expansion before it happens?
• What pitfalls to avoid, like rewarding “touches” instead of outcomes or overemphasizing feature use?
• How can early-stage SaaS teams implement this framework (and even start with a simple spreadsheet)?
• What’s next for CS as a function, and why Pieter believes it’s becoming the new growth engine for SaaS.

🎧 Tune in to hear how Pieter is redefining Customer Success for the revenue era where impact, not activity, drives retention, expansion, and long-term customer health.

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In this episode, we’re joined by Jakob Lilholm, Co-founder & CEO at Formalize, the Danish-based compliance SaaS that went from a single-point whistleblowing tool to a multi-product GRC platform used by 8,000+ customers across ~80 countries. Jakob shares how his team timed EU regulatory tailwinds, built whistleblowing software, and then layered products on top, shifting from high-volume transactional sales to a focused, consultative motion for regulated industries.

Fresh off announcing a €30M Series B, Jakob walks through the internal rewiring it took: carving out an innovation pod with its own OKRs, resisting flattering false positives from the existing base, and proving platform demand with new-logo sales first, going from ~€100k ARR on the platform to >50% of company revenue in a year.

Here are some of the key questions we address:

• When do you expand from a point solution to a platform? We discuss the timing model Formalize used (EU roadmap + S-curve “next wave” before the first peaks).
• What’s the right ICP for a platform? Why did they end up narrowing their ICP and say “not yet” to others?
• How do you avoid false positives when you already have thousands of customers? Jakob explains why he decided to validate platform fit with new logos first.
• What org design supports a second act like this?
• How do you shift GTM, pricing, and messaging? What is the process moving from low ACV sales to higher-ACV, consultative deals without breaking the engine?
• Which metrics matter in the first year of a platform bet? How do you prove value creation, track conversion quality, and know when to re-inject the core team?

🎧 Tune in to hear how Jakob and team rewired a fast-growing SaaS from a single product to a multi-product platform play, aligning product, GTM, and finance while keeping the culture hungry enough to chase unicorn status by 2028.

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In this episode, we’re joined by Rav Dhaliwal, recovering software exec turned early-stage VC at Crane. A longtime CS leader and board-level advisor, Rav breaks down how AI is reshaping Customer Success, from onboarding and telemetry-driven predictions to agentic workflows, while pushing CS to converge with account management and get far more revenue-centric.

We spoke with Rav about what AI should (and shouldn’t) automate, how to keep relationships authentic, and how leaders actually drive adoption, treating AI not as a tool drop but a behavioral change program.

Here are some of the key questions we address:

• Will AI compress or redefine CS, and where does it create leverage vs. require human expertise?
• What does the CS–Account Management convergence look like in practice (discovery, multi-threading, commercial acumen)?
• Which AI use cases move the needle now: telemetry-based churn/upsell prediction, voice sentiment, and agentic next-best-action?
• How do you avoid the “AI for efficiency only” trap and tie it to revenue, cost, and risk outcomes that customers actually buy?
• What’s the playbook for AI adoption in GTM/CS? How do leaders run a change program (not a tool rollout) and measure progress?
• Where are the authenticity risks and how do you keep the customer relationship human?
• How far can we push AI-led onboarding and what’s the 90% automated vs. 10% bespoke split likely to be?

🎧 Tune in to hear Rav’s pragmatic take on CS in the age of AI: more signal, smarter workflows, tighter revenue alignment and leadership that treats AI as an operating change, not a shiny tool. Also, watch out for his new book coming out shortly on Founder-Led Sales!

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In this episode, we’re joined by Inês Lourenco, VP of Growth at Usercentrics, the privacy-led MarTech company that is powering consent on 2M+ websites & apps across 200 countries for 600k customers.

Inês unpacks how she built a 50-person growth org of cross-functional pods (Monetization & Pricing, Acquisition & Virality, Activation, Partner Experience, CMS Integrations, and Retention) around a simple thesis: growth = product distribution. She details the early, scrappy phase with manual signal detection, nightly queries, and “product specialist” outreach - through to a scalable system that routes users to self-serve, low-touch, or high-touch paths based on predicted AOV, with a hard-earned lesson to start with activation before everything else.

We spoke with Inês about turning signals into revenue, structuring pods, and creating an operating cadence where every pod owns its metric such as ARPA growth, NRR/GRR, activation time, and virality share, while collaborating tightly with Product, Marketing, Sales, and CS.

Here are some of the key questions we address:

• How do you define growth as product distribution and design pods that actually move revenue, not vanity metrics?
• What signals predict AOV early, and how do you route users to self-serve vs. low/high-touch experiences accordingly?
• Why did “product specialist” outreach outperform SDR-style messaging, and how do you structure those “baby-step” nudges?
• If you’re starting from scratch, why begin with an Activation pod and what are the first experiments to run?
• How do you set pod-level metrics (ARPA growth, activation time, virality share, NRR/GRR) and avoid cross-metric collateral damage?
• What collaboration model keeps Growth aligned with Product, Marketing, Sales, and CS, and who should Growth report to?
• When shouldn’t you build a growth team (and what to do instead if your top of funnel is small)?
• How do you evolve from consent management to a privacy-led marketing platform, while staying profitable and fast?

🎧 Tune in to learn how Inês turned signals into a system, building a growth engine that’s rigorous, cross-functional, and activation-first, proving that modern growth isn’t a channel, it’s product distribution by design.

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In this episode, we’re joined by Peter Sunna (ex-Contentful, Commercetools), now leading product at Kognic, an annotation platform that helps cars “see” via camera & LiDAR for ADAS and autonomous driving. Peter shares why he downplays traditional roadmaps in favor of a company-wide “How We Win” operating system, aligning teams on target segment, differentiation, and the strategic power to compound.

We dive into the automotive software shift, safety-critical AI, and how to build defensibility when AI keeps redefining what’s feasible, sometimes in months. Peter explains how to keep Sales, Product, Marketing, and CS selling and building the same thing so strategy drives the plan, not a feature laundry list.

Here are some of the key questions we address:

• How do you replace feature roadmaps with a "How We Win" system that aligns every team and still tells customers what matters next?
• What does differentiation look like in practice and which power are you compounding (process, network effects, brand, switching costs, etc.)?
• When you’re early and have no moat, how do you use counter-positioning and when do you evolve to a more durable power?
• Depth vs. breadth: should you go deeper on a few use cases or widen to adjacent ones, and how do you decide?
• How do you sell a new workflow into enterprises (crossing the chasm) when existing org structures resist change?
• With AI rapidly changing what’s feasible, how do you plan, defend your margins, and avoid being automated away?

🎧 Tune in to hear how Peter turns strategy into an everyday operating cadence proving that in B2B, roadmaps don’t win markets; clarity on how you win does.

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In this episode, we’re joined by Frida Ahrenby, CMO at Rillion, the AP automation platform expanding aggressively in the US with a new Austin hub. Frida breaks down how she rebuilt marketing from zero to a lean, 10-person, high-output team, starting with a performance+ops backbone, overhauling content/SEO, and leaning hard into field marketing for CFO buyers, while keeping creativity human in an AI-accelerated org.

We spoke with Frida about sequencing the first hires, structuring around three pods (Demand Gen incl. Field, Brand/Content/Design, Product & Customer Marketing), and using AI to multiply output without outsourcing originality. She shares how to avoid silos and title inflation, decide what must be owned in-house to truly own the number, and what it really takes to crack the US market from a European base.

Here are some of the key questions we address:

• How do you build a lean, unsiloed marketing org that still scales output (and keeps standards high) with AI in the mix?
• What’s the exact hiring sequence from a blank slate: why start with performance/ops, then content/SEO, then expand demand?
• Own it in-house or outsource? A simple rule for speed, agility, and true metric ownership and when agencies still help.
• Which marketing roles will compress vs. which remain decisively human in the AI era?
• What skills win now: how to hire for smart, analytical, creative demand gen, and deeply curious content that drives revenue?

🎧 Tune in to hear how Frida designed a tighter, faster marketing engine and why cracking the US is a marathon you run with data, creativity, and relentless focus, not headcount.

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In this episode, we’re joined by Barbara Matthews, Chief People Officer at Remote, the Series C company with 1800 employees across 85 countries building an end-to-end global HR platform. Barbara shares how her team compressed a 6–8 week performance cycle into 48 hours using monthly manager “trend” nudges, lightweight pre-calibration, and AI-generated self/manager summaries, while scaling a transparent, high-performance culture in a fully async org.

We spoke with Barbara about designing performance to be continuous, objective, and fast, and how you can align leaders on what “good” vs. “great” looks like, avoid surprises for employees, and turn HR from a slow ritual into a real-time operating system.

Here are some of the key questions we address:

• How do you build a high-performance culture (with transparency) across 85 countries without burning people out?
• What does it take to shrink performance reviews to 48 hours, and what’s the exact sequence from self-assessments to calibrations, promos, and comp?
• How do monthly nudges and a simple 5-point trend score improve alignment and reduce end-of-cycle thrash?
• Where does AI add the most value in performance, and where should humans stay firmly in the loop?
• What is pre-calibration, and how do you align managers on role expectations so ratings are fair and consistent?
• How do you keep feedback truly continuous in an async environment - training managers, closing loops, and avoiding “annual surprise” syndrome?
• When promotions aren’t available, what retention levers can be used to keep top talent engaged and growing?

🎧 Tune in to hear how Barbara re-engineered performance for speed and clarity, proving that modern people ops is a product you design, not a form you fill.

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In this episode, we’re joined by Ruan Smit, SEO & Growth leader at Sendcloud, the leading shipping platform helping 30,000+ e-commerce brands connect carriers, print labels, and turn delivery into a competitive advantage. With a blend of technical SEO, AI know-how, and real-world growth experience across agencies, e-commerce, and SaaS, Ruan shares what actually moves the needle when AI is rewriting search.

We spoke with Ruan about how to gain visibility when AI Overviews and LLMs answer first, and how Sendcloud structures content, tech, and brand citations to appear where customers look—without losing focus on the pages that drive revenue.

Here are some of the key questions we address:

• How do you prioritize GEO (Generative Engine Optimization) without sacrificing the SEO “money pages” that pay the bills?
• What specific page structures (summaries, headings, FAQs, schema) increase your chances of appearing in Google’s AI Overview?
• Where should teams invest to earn brand citations LLMs trust, and how do you do it without sounding salesy?
• When does domain consolidation outperform country-by-country sites, and what are the must-do steps for clean migrations and 301s?
• How do you track performance in a zero-click world—what proxies (impressions, BOFU outcomes, referrers) matter most?
• What’s the practical workflow for “reverse-engineering” AI Overviews to refresh content that actually ranks and converts?
• Are videos still worth it for discovery, and why is hosting on YouTube more important than ever for LLM sourcing?

🎧 Tune in to hear how Ruan blends solid SEO fundamentals with GEO tactics, proving that sustainable growth in the AI era comes from clear structure, smart measurement, and showing up helpfully wherever your buyers look.

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In this episode, we’re joined by Lukas Saari, CEO and Co-Founder of Tandem Health, the AI-driven platform transforming how clinicians and healthcare teams work together to deliver better patient outcomes. By combining customer obsession with advanced automation, Tandem Health empowers providers to streamline workflows, reduce administrative burden, and keep the human touch at the center of care.

We spoke with Lukas about how AI is reshaping one of the most traditional industries and how Tandem Health has built trust with customers by deeply understanding their real-world pain points.

Here are some of the key questions we address:

• How do you build trust with customers in industries where credibility and experience matter most?
• Why should commercial and product teams include people who’ve actually lived their customers’ pain points?
• How does every new onboarding experience fuel product innovation?
• What role does deep customer understanding play in deciding where to take the product next?
• Why must SaaS founders think in terms of “jobs to be done” rather than features, and how does that mindset unlock customer value?

🎧 Tune in to hear how Lukas combines customer empathy, sharp execution, and a forward-looking approach to AI adoption, proving that scaling in SaaS isn’t just about technology, but about truly understanding the people you serve.

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In this episode, we’re joined by Marili 't Hooft-Bolle, CEO, Trengo, the AI-powered omnichannel customer engagement platform that unifies messaging across email, WhatsApp, live chat, social media, and more into a single shared inbox, helping teams automate repetitive tasks while preserving the human touch. Trusted by thousands of businesses worldwide, it empowers brands to deliver seamless, delightful customer interactions across every channel.

We spoke with Marili about how AI is changing the way they operate at Trengo - and how it has led to a future-proof mentality across the business in everything they do.

Here are some of the key questions we address:

• How do you, as a CEO, drive AI adoption across the teams in their daily operations?
• Why you may need to "update" your cultural and performance values to support the new AI era for operators?
• What is the process to make sure new AI initiatives are focused on must-haves vs nice-to-haves?
• How does she see the roles of product, engineering, and marketing need to adjust in this new era to fully leverage AI?
• Why does she encourage everyone to be ready to dedicate some "learning money" on their journey to find the best AI leverage for their business?

🎧 Tune in to hear how Marili combines empathy, discipline, and sharp business acumen to guide her team through the reality of scaling in a rapidly evolving tech environment, proving that great companies are built not just on strategy, but on people who grow with intention.

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In this episode, we’re joined by Sander van Gelderen, CMO at Effectory, an employee listening solution platform helping organizations measure and improve engagement, enablement, and productivity at scale, serving 700+ recurring customers across the Benelux, DACH, and now the Nordics.

We spoke with Sander about how Effectory transformed from a project-based consultancy into a recurring revenue SaaS business and how his team is reshaping their go-to-market motion through Account-Based Experience (ABX). The goal? Closing the gap between marketing and sales, reducing waste, and targeting only the accounts truly in-market.

Here are some of the key questions we address:

• What is ABX and how does it differ from ABM in practice?
• How do you unify marketing and sales targeting to remove friction?
• What were the warning signs that the traditional MQL model wasn’t working?
• How do you implement ABX without losing velocity or your team’s trust?
• What process and tech changes are required to make ABX work?
• How should marketing compensation evolve in an ABX world?
• What are the real trade-offs and pitfalls no one talks about?

🎧 Tune in to hear how Sander and his team are aligning people, process, and technology, proving that better targeting isn’t just possible, it’s essential for sustainable growth.

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In this episode, we’re joined by Charles Tenot, CEO of Lemlist - the bootstrapped sales engagement platform scaling past €36M ARR while staying lean, profitable, and fast-moving. Charles took the reins to help Lemlist break through a growth plateau, and under his leadership, the company has nearly tripled ARR and built a truly efficient, remote-first team of 110.

We spoke with Charles about what it really takes to build a high-performing executive team in today’s world of constant change and why being “close to the craft” might be the ultimate leadership advantage.

Here are some of the key questions we address:

• What defines a truly efficient executive team, and why do most companies get it wrong?
• Why is “disagree and commit” the wrong mindset at the C-level?
• How can CEOs avoid building silos across product, marketing, and sales?
• What red flags should you watch for when hiring experienced leaders?
• How do you bring execs back to the craft without micromanaging?
• Why does Charles prefer to hire all C-levels himself, and how does he do it?

🎧 Tune in to hear how Charles is reshaping SaaS leadership at Lemlist, proving you can scale fast without breaking what made you great to begin with.

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In this episode, we’re joined by Ronni Zehavi, Co-Founder and CEO of HiBob—one of the fastest-growing HR tech platforms on the planet. With nearly 5,000 customers across the globe, HiBob is redefining HR through its modular, AI-powered platform “Bob,” built for modern, multinational, midsize businesses.

We spoke with Ronni about what it really takes to build a high-growth SaaS business that's not just growing fast—but growing right. From IPO readiness and leadership transitions to why putting people first is still your strongest moat in the AI era, Ronni shares the inside story of HiBob's 10-year journey to becoming a category leader.

Here are some of the key questions we address:

• What’s the real reason HiBob is preparing for an IPO—and why now?
• What are the internal changes a company must make to be IPO-ready? (Think finance ops, governance, reporting, culture)
• How do you lead a company through different stages of scale without burning out—or stalling?
• Why are line managers the true AI-era heroes inside organizations?
• What’s the biggest mistake CEOs make on the path from $50M to $250M ARR?
• What does “people-first” actually mean in practice—and how does it translate to business growth?
• How is HiBob using AI internally, and how are they helping customers do the same?
• What should you know about secondary events, long-term vision, and building a sustainable culture?

🎧 Tune in to hear how Ronni and his team are scaling HiBob into a global category leader—without compromising on values, velocity, or vision.

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In this episode, we’re joined by Jennifer Peters, Head of Customer Success at Vesper, the commodity data platform working to bring transparency to the global commodity marketplace. Vesper provides market data, benchmarks, and forecasting to allow you to make confident decisions in volatile food markets.

We spoke with Jennifer about what it really means to design and implement an effective customer journey, and why managing a customer portfolio doesn’t automatically mean you’re managing that journey well.

Here are some of the key questions we address:

• What’s the difference between managing customer portfolios and managing the full customer journey?
• Where does the customer journey actually begin, and why is that moment so often misunderstood?
• How do you make your onboarding flow keep pace with a fast-evolving product?
• Why is launching a new feature once never enough?
• What kind of adoption and usage metrics should CS teams monitor to prevent churn?
• How do you operationalize customer success playbooks so they trigger action, not just insight?
• What’s the role of CS in ensuring goals set during the sales cycle don’t disappear after onboarding?
• How do you keep stakeholders across sales, marketing, and product aligned on the journey you're all supporting?

Tune in to hear how Jennifer and her team are building a proactive customer success engine at Vesper - and what any SaaS org can learn about keeping customers engaged, growing, and renewing long after the contract is signed.

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In this episode, we’re joined by Emelie Linheden, VP of Marketing at Younium, a Subscription Management tool that helps B2B SaaS companies in Europe and North America streamline subscription management, invoicing and billing, financial reporting, and data insights.

We talked with Emelie about how Younium's event strategy has fueled their growth, and specifically how you make the most out of your investment in external events.

Here are some of the key questions we address:

• What are the most important criteria you use when deciding which external events to sponsor?

• What are the key things a team needs to do in the 4-6 weeks leading up to an event?

• How do you build a pre-event outreach strategy to ensure you're not just showing up cold?

• What’s your approach to lead capture, note-taking, and team coordination on-site?

• Who “owns” post-event results and how do you ensure accountability?

• What’s your timeline and process for post-event follow-up?

• How do you turn an event into a broader campaign that lasts beyond the week of the show?

• What KPIs do you track to evaluate event success—and how early do you define them?

Tune in to learn from Emelie how you also can make the most out of your event budget and plan, to ultimately drive real business value for your organization.

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In this episode, we’re joined by Karolina Wrońska-Boukhalfa, Director of Customer Success, Dixa, the Value Experience Customer Service Platform empowering companies to deliver effortless, personalized experiences that drive customer loyalty. Trusted by leading consumer brands of the world, Dixa supports over 30 million conversations annually.

We talk to Karolina about how they go about segmenting customers, and specifically how to interact with each segment to drive real business value when you have a big pool of customers, and at times with very different characteristics.

Here are some of the key questions we address:

• How do you personally decide what dimensions to segment on — revenue, usage, potential, lifecycle stage? Can you walk us through a real segmentation model you’ve used that worked well?

• Once you’ve segmented your customer base, how do you make that segmentation actionable across the team? Any tips for operationalizing it across CS, Sales, and Product?

• Have you ever had to rework your segmentation model because it wasn’t driving the outcomes you wanted? What triggered the change, and what did you learn?

• In lower-revenue or long-tail segments, how do you ensure customers still feel seen and supported without scaling your CS costs?

• For a CS leader who’s never done structured segmentation before, or for the ones that need to revisit this exercise, what would be your first three steps to get started?

Tune in to learn how Karolina and her team are making sure that every customer is getting the attention they deserve and need to not just stick around but also to expand their commitment to Dixa.

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In this episode, we’re joined by Søren Schønnemann, CEO, Factbird, the SaaS provider that helps manufacturers maximize their performance through manufacturing intelligence from Operator to Process Engineer to Plant Manager,

We talk to Søren about the hiring strategy and organizational evolution that he's taken the company on to support their rapid growth, from 8 to 90 people while going from startup to breaking 10m Euro in ARR in less than 4 years.

Here are some of the key questions we address:

• Why was his first 2 hires a Talent Aqcuistion specialist and a Sales Ops way before they had a commerial and GTM team in place?

• How has his hiring philosphy evolved as the company needs evolved?

• How do you balance the need for personal growth of staff vs the need of organization growth?

• What have been some of the most tricky challenges through this growth spurt and how did they handle them?

• Which are his biggest lessons learned from growing the organization at this pace, and what would he do differently next time?

Tune in to learn how Søren and his team have supported the need of the organization with a unique look at who to hire at what point in time, spoiler alert it is not sales people to start with, to get to the 10m Euro mark.

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In this episode, we’re joined by Karel Callens, CEO & Founder, Luzmo, an embedded analytics platform, purpose-built for SaaS companies. They bring complex data to life with beautiful, easy-to-use dashboards, embedded seamlessly in any SaaS or web platform and are doing serving many well known customers across Europe and US.

We explore with Karel the concept of stacking S-curves on top of each other, making sure to always make the most of opportunities ahead and support an upward trajectory, even when that means pivoting, changing ICPs and more to make sure to fuel future growth!

Here are some of the key questions we address:

• How do you know it’s time to evolve or expand your ICP?

• What’s the actual process you use when making that kind of pivot or expansion?

• When you make a move to a new ICP, what happens to the existing one?

• What impact does this kind of ICP shift have on the org structurally and culturally?

• How do you align Sales, Marketing, Product, and CS around what might feel like a moving target

• What have been your biggest missteps in making these transitions - and what did you learn from them?

• We talked about stacking S-curves”—how do you plan that kind of growth without losing focus or diluting execution?

Tune in to learn how Karel and his team have set up a process to future-proof their business and always be ready for the next thing, not just to follow but to lead and control their business destiny.

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In this episode, we’re joined by Massimo Arrigoni, CEO, Beefree, a powerful design suite that lets you create no-code beautiful, high-performing emails that work with any marketing platform. Today the Beefree platform is embedded in over 1000 SaaS products powering the email component for some of the most well-known SaaS companies in the world.

We explore how an embedded and white label product strategy has fueled Beefree's growth and specifically what the learnings are from this journey.

Here are some of the key questions we address:

• What does it really take from a company to offer an embedded white-label product?

• How do you determine if a part of your product is a good candidate to be sold as an embeddable component?

• What are the key differences between a traditional SaaS GTM strategy and an embedded/white-label model?

• How do you price an embeddable SaaS component to reflect the value it provides without overcomplicating contracting?

• How do you mitigate the risks or limitations of not being a domain expert in the industries you're embedding into?

Tune in to learn how Massimo and Beefree have leveraged an embedded strategy to grow to 15m+ USD in ARR, 30% year on year growth with practically 0 churn and a happy customer base all over the world.

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In this episode, we’re joined by Anna Jäger, VP Marketing at Sinch, a global leader in customer communications with over $3B in revenue and operations in 60+ countries. Anna shares hard-earned lessons from expanding into the U.S. - one of the most competitive and complex SaaS markets in the world.

We explore how marketing strategies, buyer expectations, and team dynamics shift dramatically when crossing the Atlantic, and why failing fast, bold messaging, and the right hires are essential to making it work.

Here are some of the key questions we address:

• What makes U.S. marketing radically different from EMEA?

• Why do ROI-driven messages matter more in the States?

• Should your first U.S. hires be local or from your European team?

• What budget and timeline should you plan for?

• How do you build one unified brand across very different regions?

Tune in to learn how Anna and her team cracked the code and what you can take away for your own U.S. expansion journey.

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In this episode, we sit down with Ashley Faus, Head of Lifecycle Marketing at Atlassian, to unpack what lifecycle marketing really means and how one of the world's best-known SaaS companies makes it work at scale.

Ashley walks us through Atlassian’s approach to lifecycle marketing across its vast product suite, shares key moments that matter most in the customer journey, and breaks down what a successful campaign looks like in action.

In this episode, you'll learn:

• What lifecycle marketing is (and what it isn’t)
• How to identify the most critical touchpoints in the customer journey
• The metrics that matter most
• The pitfalls even experienced marketers fall into

Whether you're running onboarding flows, retention campaigns, or upsell motion - this episode is packed with takeaways for any marketer looking to drive sustainable growth.

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In this episode, we sit down with GTM strategist and best-selling author Maja Voje to dive deep into the concept of the Early Customer Profile (ECP) - and why it’s more important than ever in the AI era. Maja explains what defines an ECP, where to find them, how to speak their language, and how to avoid the most common mistakes when launching new (especially AI-driven) products.

We explore how to validate willingness to pay, protect yourself from underpricing, and structure a GTM team for success. This episode is a must-listen for anyone launching new products or features - whether you're an early-stage startup or an established company entering new territory. Here are some of the questions we addressed with Maja:

• What is an Early Customer Profile (ECP) and how does it differ from an Ideal Customer Profile (ICP)?
• Where and how can you find your ECPs - especially in AI-related markets?
• How should you message and sell to early adopters who are skeptical or risk-sensitive?
• How do you validate willingness to pay before fully launching a product?
• What pricing models work best in early-stage AI product launches - and how do you avoid underpricing?
• What are the most common GTM pitfalls when launching new products or features?
• Who should be on your internal "launch squad" to successfully bring a new AI product to market?

Tune in and find out how you can successfully launch your new AI feature set.

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In this episode, we speak with Frederic Laziou, CEO, Puzzel, a leading European provider of cloud-based contact center solutions, helping businesses deliver seamless customer service across multiple channels. Their AI-powered CX platform integrates voice, email, chat, and social media, enhancing efficiency and personalization. With 25+ years of experience, Puzzel continues to innovate, ensuring businesses stay ahead in customer engagement.

We talked with Frederic about their journey well on their way to reaching 100m Euro in ARR, how M&A has been an important strategy, and a focus on defining a product operating model that supports sustainable and continued growth. Specifically in this episode, we discuss how a focus on building the right things from a product perspective is key, which also at times means sunseting product programs and features that don't support the P&L in a positive manner.

• How do you assess which features are adding real value versus those that are just adding complexity?
• Once you identify redundant or low-value features, what practical steps do you take to sunset them?
• How do you communicate this to customers, and what challenges can you expect to face in ensuring a smooth transition?
• What are the biggest cultural or leadership challenges shifting from a "feature factory" mindset to an outcome-driven approach?

This and much more. Tune in to learn mode from Frederic and his team's journey moving away from a feature factory to an outcome-driven product approach that drives tangible financial value to both the customer and the business.

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In this episode, we speak with Maja Lindström, CPO, Talentech, a leading developer of HR providing a seamless talent journey through a centralized platform. With main hubs in Oslo, Amsterdam, Stockholm, Helsinki, and Copenhagen, Talentech's scalable solutions support every stage of the talent pipeline, offering personalization and flexibility to meet tomorrow's challenges.

We talked with Maja about their M&A journey, 8 acquisitions to date and counting, and how you make the unifying process work from a product and technical staff perspective. Some of the questions we discuss in this episode are:

• First, what are the different underlying strategies that can fuel an M&A strategy of this nature?
• What is the process of "onboarding" separate product teams into a new unified and larger team working on a platform strategy?
• What are the most common pitfalls to avoid here, and why?
• What is the process of integrating different products, at times on different tech stacks and different maturity levels?
• To be successful with this amount of frequent and large acquisitions, it requires a lot from the organization. Which are the key players, processes and characteristics needed from an organization to be successful in a process like this?
• How do you find a balance between product autonomy vs central platform thinking to avoid losing speed in deployment and releases?

This is for all the product leaders out there and people considering an M&A strategy. Tune in to learn mode from Maja's journey of acquiring and integrating 8 product organizations into one platform unit.

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In this episode, we speak with Mie Elmkvist Schneider, VP of Sales & CS, Queue-it, a leading developer of virtual waiting room services, empowering 1,000+ organizations worldwide to build and nurture trust with 25+ billion visitors annually by delivering reliable, fair, and transparent online experiences.

We talked with Mie about the important measures and KPIs to track for a sales leader when focusing on profitability. Some of the questions we discuss in this episode are:

• What does your Sales Leadership Dashboard look like - what metrics are you keeping track of?
• What are the key metrics when focusing on profitability vs growth?
• Which are key metrics to focus on in new client acquisition vs existing customer expansion?
• Who is involved, why, and how in the ongoing process of monitoring these KPIs, and triggering necessary actions if/when needed based on deviations?
• What tool stack do you use to track this?

This is for all the sales leaders out there, tune in to see if your dashboard aligns with Mie's and if there are any KPIs that you also need to double down on.

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This is a special episode with our very own MC, our new Head of Community Management over here at SaaSiest!

We're building this community in the open together with all of you, and in this episode, we want to invite you on the inside, for you to start getting to know MC! And yes she does have full name, it is Marie Claire, but everyone calls her MC and we hope you will too 😀!

With MC's arrival, we can now get even closer to you, and create even more personal experiences and content helping you accelerate your career. As you can imagine we are thrilled to have her here and we are confident you will see the great impact from her work very soon.

So, who is this MC? What makes her all that special ❤️

Tune in and find out for yourself - you'll get to know the real MC, her story, what she'll be focusing on, and why that matters to you!

Welcome MC!

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In this episode, Nataly Kelly, CMO, Zappi, a leading consumer insights platform that connects brands with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter, and consumer-driven decisions by leveraging real-time, continuous consumer feedback.

We talked with Nataly about the pressure CMOs have to AI-enable their organization, both from internal demands as well as external requirements to stay competitive and efficient.

Some of the questions we discuss in this episode are:

• What’s the biggest misconception about adopting AI in marketing that you’ve seen among CMOs?
• With so many potential AI applications, how can CMOs determine where AI will deliver the most value for their specific organization?
• How should CMOs balance the pressure to adopt AI quickly with the risk of making investments that don’t deliver results?
• What metrics or indicators should CMOs use to evaluate the success of their AI initiatives?
• What are some of the common mistakes CMOs make when integrating AI into their marketing strategy, and how can they avoid them?

It is clear that it is not about AI or not AI, it is about how and where to leverage AI for the greatest outcome of the business. Tune in to hear Nataly's thoughts on this from the CMO perspective.

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In this episode, we speak to Diane Wiredu, a messaging expert and the founder of messaging consultancy Lion Words. She's been helping SaaS companies for a decade to achieve 'message-market fit. So they can cut through the noise, market more effectively, and sell more.

We speak to Diane about Message-Market fit, what it is, why it is important, and how to achieve it! We particularly discuss her take on the process of developing the right message representing your business, and the unique value it provides to customers.

Some of the questions we discuss in this episode are:

• What is Message-Market fit? Why is it important?
• Why do so many companies fail with this - common red flags?
• What are the 5 process steps to achieve a good Message-Market fit?
• How do you balance internal vs external factors when defining the right messaging?
• How do you launch the new messaging, from inception to publishing it externally?

These are some of the questions we address with Diane, tune in if you also want to learn more about how to achieve Message-Market fit.

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In this episode, we speak to Dirk Sahlmer, Head of Origination, at SaaS Group, a conglomerate of independent SaaS businesses founded by experienced industry veterans with proven entrepreneurial, investing, and product backgrounds.

Dirk speaks to 500+ SaaS CEOs a year and has a firm take on what good looks like! We particularly discuss his take on Exit Readiness from a founder and business perspective, which KPIs to have in order, what process to be ready for, and more.

Some of the questions we discuss in this episode are:

• When is a good time to sell your SaaS business?
• Which are the key value drivers defining the value of your business?
• What common red flags will lead an acquirer to pass on you?
• What type of historical and current data do you need to have available at all times, ready to share with an acquirer?

These are some of the questions we address with Dirk, and if you’re a founder looking to sell your SaaS you'll find this episode useful. Tune in!

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In this episode, Wendy Harris, a seasoned revenue leader from DropBox, Gong, and others, now a founder of The Wendy Harris, a Leadership Coaching Academy, shares her learning on what good and successful leadership looks like.
We talked to Wendy about the critical aspects of leadership in revenue organizations, emphasizing the importance of honest communication, accountability, and self-awareness. We discussed the critical aspects of what a good leader looks like, mapping it out on her Flamingo Leadership Framework:

Some of the questions we discuss in this episode are:

• What is the single most important trait to have as a SaaS Revenue leader?
• What sets strong-performing leaders apart from average ones?
• How can you use the Flamingo Leadership framework to evolve leaders in your organization?
• How do you as a leader create a feedback culture?
• Why should employees choose the boss instead of the job?

If you’re interested in learning more about effective leadership or if you just want to find out if you're a pigeon, flamingo, or peacock - tune in!

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In this episode, Adam Holmgren, Head of Demand Gen, Rillion, the Accounts Payable Automation Software supporting over 3,000 companies across over 50 countries.

We talked with Adam about the process and structure of running successful LinkedIn ad Campaigns, particularly looking into the flow and goals of the different layers of a campaign.

Some of the questions we discuss in this episode are:

• How the Linkedin Ad Platform is fundamentally different from other platforms and thus requires a different approach?
• What is the best way to define and continuously refine target lists for best outcomes?
• Which are the 3 key layers in a successful campaign?
• Understanding why your goal is not to drive traffic to your site in the first cold layer of the campaign process?
• How do you design a good retargeting strategy to continue to drive the demand?
• What is the look and feel of a good ad? What is the breakthrough of a few examples?
• How should you measure ROI on LinkedIn ad spend?

If you’re keen to step up your Linkedin Ad game this is a must listen to episode - Tune in!

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In this episode, Malin Schmidt, founder and CEO of Kodiak Hub, takes us on her journey from the shipping and oil industries to building a game-changing SaaS platform transforming global supply chains. Malin shares how Kodiak Hub is empowering strategic Enterprise buyers, tackling skepticism, and redefining procurement with transparency and trust at the core.

We dive into the challenges of competing with large legacy players, and how understanding enterprise dynamics is key to their success. At the heart of Malin’s insights? Building scalable, sustainable growth while staying true to Kodiak Hub’s mission of creating solutions that actually deliver value.

Some of the questions we discuss in this episode are:

• What are the key ways to demonstrate a superior value-to-investment ratio and outplay competitors with more resources?
• How can smaller players effectively get trust and demonstrate a great understanding of the complex dynamics of enterprise stakeholders better than legacy giants?
• What onboarding strategies can help deliver faster time-to-value compared to larger competitors?
• Why openness and seamless interconnectivity through efficient APIs is crucial for winning against established systems?
• How does the “Land & Expand” strategy enable smaller players to build trust and grow within enterprise accounts?

If you’re curious about how you also can win in the Enterprise space against the legacy giants then this is a must-listen episode. Tune in!

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What’s the secret to turning partnerships into a SaaS growth engine?

In this episode, Victor Wrede, Co-founder and CSO of Scrive, reveals how the company is transforming business workflows with electronic signatures and digital contracts. He shares the strategies behind building strong partnerships, integrating seamlessly into customer workflows, and creating solutions that stand out in competitive markets.

Victor also opens up about the lessons learned from navigating partner dynamics, the importance of joint initiatives, and the fine balance between direct sales and partner-driven growth.

What you’ll take away:

• How Scrive creates efficiency through streamlined solutions
• The game-changing impact of strategic partnerships in SaaS
• Insights on thriving in dynamic marketplaces
• The role of collaboration in driving long-term success
• Practical advice for scaling through innovation and teamwork

If you’re ready to take your SaaS growth to the next level, this episode is filled with ideas and strategies to help you get there. Grab a coffee, tune in, and let’s dive into the world of smarter partnerships!

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What if AI is not just the future of SaaS but the catalyst for redefining its very essence?

In this thought-provoking episode of the SaaSiest podcast, we explore the vast and transformative potential of AI with Christina and Henrik from Verdane, a leading venture capital firm shaping the future of SaaS. They take us on a journey through the changing landscape of technology, discussing how AI is not only influencing the products SaaS companies deliver but is also revolutionizing the way these businesses scale and compete.

Is AI just a tool for automation, or does it hold the key to unlocking deeper innovation? From optimizing decision-making processes to enhancing customer experiences, this episode uncovers how AI is becoming the backbone of intelligent, data-driven growth.

Here are some of the thought-provoking insights you'll hear:

• Discover how AI is becoming a core strategy for scaling smarter and faster.
• How AI is amplifying human intelligence, unlocking new opportunities.
• The power of AI to drive smarter, more precise business decisions.
• What’s next for AI in SaaS, and how should companies prepare?

If you’re wondering how to navigate this AI-driven future and what steps you can take to stay ahead, don’t miss this episode!

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Ever wondered how product marketing can truly drive a company’s growth and alignment?

In this episode, Samuel Winderö, Global Director of Marketing and Communication at Avinode Group, takes us through his journey in product marketing and explains why it's crucial to integrate product marketing early in the development process. He shares how Avinode Group is thriving in the business aviation sector and the importance of aligning product development with customer needs for effective positioning.

What’s in this episode:

• How product marketing connects product and marketing teams
• Why early integration of product marketing is a game-changer
• Avinode Group's success in the business aviation industry
• Key skills every product marketer needs to succeed
• The evolving role of product marketing as companies grow

Want to know how product marketing can transform your business? This episode is packed with insights you don’t want to miss!

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In this episode, Angeley Mullins, CCO at Resourcify, takes us inside her journey through tech, offers a sneak peek into her upcoming book for founders, and explains how Resourcify is helping companies break free from analog waste management with digital solutions. She dives into why sustainability can’t just be a buzzword, the real impact of physical marketing, and why user-generated content is key to authentic brand building. At the core of her insights? How to create a brand that lasts, connect meaningfully, and use storytelling to transform the sustainability landscape.

What’s in this episode:

• Why sustainability must be more than a buzzword
• How Resourcify is driving the shift to digital waste solutions
• Creative, budget-friendly marketing tactics that deliver
• The power of physical outreach and authentic user-generated content
• Reviving referral programs and reconnecting in person
• The secrets to storytelling that makes a brand unforgettable

Curious about how to build a brand that doesn’t just survive but truly matters? This episode is your roadmap.

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Think you need to create a whole new category to win? Think again.

In this episode of the SaaSiest Podcast we had a chat with Matt Lerner, the founder & CEO of SYSTM and a seasoned tech and venture capital expert, who reveals why focusing on growth levers beats the allure of creating new categories.

Matt dives into his personal productivity hacks, from his morning routine to daily goal setting, and shares how his time at PayPal shaped his growth philosophy. He stresses the power of experimentation in finding a scalable go-to-market strategy and the critical role of understanding your customers' needs, not just building for the sake of it.

Here are a few key takeaways from the episode:

• Why morning routines can turbocharge productivity.
• How startups can avoid the trap of unnecessary category creation.
• The Jobs to Be Done methodology for uncovering what your customers really want.
• The magic of strategic messaging transformations that boost conversion rates.
• Insights on managing investor expectations and staying laser-focused on growth.

Whether you’re a founder or part of a scaling startup, Matt's no-nonsense approach will leave you inspired to prioritize your customers and experiment your way to success. Don't miss this one!

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In our latest episode, we’re joined by Birte Sten, the CRO at Centra and industry leader in SaaS. From her early days as a competitive swimmer to leading high-impact sales teams, Birte shares how she’s used a structured, factory mindset to drive scalability and growth in the SaaS space. She dives deep into building a sustainable go-to-market strategy, customer retention, and enabling others in the organization to create lasting impact.

What’s covered in this episode:

• What does it mean to adopt a “factory mindset” in sales, and how can it enhance efficiency and scalability?
• How does revenue architecture support both acquisition and retention, and why is this balance essential for sustainable growth?
• How can companies use a systematic framework to create a growth formula and measure success with a data-driven approach?
• Why is it crucial to understand your ICP when scaling, and how can it guide your strategy?

This episode is packed with Birte’s hard-won insights. Make sure to tune in to learn from her strategic roadmap for growth and scalability.

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In this episode, we had an insightful conversation with Saahil Karkera, VP of Customer Success at Oaky, to explore how customer success is evolving into a critical driver of growth and efficiency in the travel tech space. Saahil dives into his approach to building high-performing CS teams, with a focus on strategic initiatives that go beyond the day-to-day tasks of customer management. Here are some highlights from our discussion:

• Saahil’s strategy for segmentation, prioritizing future potential value over current revenue to boost retention and expansion.
• The importance of identifying white space opportunities within existing accounts to unlock new growth.
• Why customer success qualified leads are becoming key to showing the value of CS teams in driving revenue.

We also explore the growing need for CS professionals to adopt a commercial mindset, the power of sales and CS collaboration, and the operational benefits of having a dedicated CS Ops role to streamline efficiency. If you want to elevate your customer success strategy and see real results, this episode is a must-listen!

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In our latest episode of the SaaSiest podcast, Chris Cunningham, Founding Member & Head of Social Marketing, ClickUp, shares how you need to adapt your communication on Social Media to meet the needs of a demanding audience, in times when there is an abundance of information and competitors all fighting for the same attention and budgets. Chris discusses the evolution of ClickUp's marketing strategies, emphasizing the importance of humor, brand awareness, and innovative content creation. He shares insights on scaling content production, leveraging social media for engagement, and the challenges of converting views into signups. He also highlights the significance of building brand loyalty through creative partnerships and the need for companies to humanize their brands. The discussion touches on the Validate 48 challenge, budgeting for social media, and ClickUp's bets, including a focus on long-form content.

These are some of the questions we answered:

• How can SaaS companies effectively leverage social media to drive brand awareness and customer engagement?
• What is the key to balancing humor and professionalism in B2B marketing content?
• How do you track the success of short-form content in terms of sign-ups and business growth?
• Why should companies consider hiring a dedicated creator to manage their social media strategies?
• What role does consistency play in building a strong social media presence and maintaining audience engagement?

Don’t miss this episode—tune in to gain inspiration from Chris's journey and advice!

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In our latest episode, Gauri Chawla dives into the pivotal role that partnerships play in fueling revenue growth for B2B SaaS companies. She shares insights on building structured partner ecosystems, ensuring marketing alignment, and maintaining strong communication. Whether you’re just starting to explore partnerships or looking to enhance your existing programs, this episode offers actionable tips to make partnerships a powerful growth driver for your business.

Key questions we explore in the episode:

• How can B2B SaaS companies leverage partnerships as a key growth lever?
• What systematic approach should organizations adopt for successful partnerships?
• How do trust and alignment with company strategy impact partner relationships?
• What role does enablement play in ensuring partner success?
• How can co-selling strategies enhance the effectiveness of partnerships?

Join us as we unpack the secrets to thriving partner ecosystems and learn how to navigate the complex landscape of B2B partnerships for long-term success.

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In our latest episode of the SaaSiest podcast, Gabriela Warren, CMO of Puzzel, shares her journey from political science to leading marketing in tech. She emphasizes the importance of seeing beyond marketing metrics, stressing that CMOs must listen, learn, and understand team dynamics to drive success. Gabriela discusses her quick wins in the role, the challenges of managing both up and down, and her vision for Puzzel's future in the AI-driven contact center market.

These are some of the questions we answered:

• How has Gabriela's political science background shaped her approach to marketing?
• Why is it essential for CMOs to understand the broader business beyond just marketing metrics?
• What quick wins can new CMOs focus on to establish credibility?
• How can aspiring CMOs prioritize continuous learning from their peers?

Don’t miss this episode—tune in to gain inspiration from Gabriela's journey and advice!

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In this episode, we speak with Gökçe Ceylan, Principal, Oxx, the specialist SaaS investor. The firm's strategy is built around the concept of “Go-To-Market Fit”, developing a structure for thinking about how to build a repeatable, sustainable growth engine that accelerates and propels the growth of SaaS companies.

We talked with Gökçe about how you can apply math, to more areas than you'd think in your SaaS, to make the right decisions!

Here are some of the things we talked about:

• What is Bayesian statistics and why does it matter for us in SaaS?

• How do you see Bayesian statistics transforming decision-making in SaaS companies?

• What are specific examples where a SaaS successfully applied decision trees to simplify their sales process?

• Many founders struggle with pricing strategies. How can game theory, specifically positive-sum games, help them reframe pricing conversations with customers?

• What are the key challenges in applying these mathematical frameworks to non-technical aspects of SaaS businesses?

This and much more was discussed as we explored how applying mathematical principles can help CEOs and leaders make better decisions for their organizations. Tune in to learn how you can apply this thinking in your business as well. Bonus, you will hear about the templates that will get you started!

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In this episode, we speak with Adam Robinson, CEO, Retention.com & RB2B , 20m+ in combined ARR and growing at a fast rate, fueled by a strong founder brand!

We talked with Adam about how he has built a personal brand as a CEO that benefits the business! In just 2 years he's gone from limited presence to being one of the most heard voices in B2B SaaS leadership with 100k followers on Linkedin. The best part of this, it moves his business and revenue forward!

Here are some of the things we talked about:

• What is the purpose of a CEO/Founder personal brand?

• How did Adam go about it to build up his brand?

• What does it take in terms of resource and time allocation to build and grow a strong personal brand as a CEO?

• What defines Adam's content strategy that gets him this engagement?

• How do you measure the success and ROI of this exercise?

Make sure to tune in to learn how Adam is fueling the growth of his business to a large extent by being a trusted and valuable source of knowledge to his potential customers. Being authentic, credible, and having the courage to stand his ground, and at times dear to be different has worked wonders for him. This episode is for all leaders who are looking to build a strong personal brand that customers, partners, and competitors will trust and look up to.

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In this episode, we speak with Anthony Roux, Head of Product Developer Platform at Miro, the AI-powered visual workspace that brings teams together to collaborate and make faster decisions, with over 500M in ARR and millions of users all over the world!

We talked with Anthony about what it takes to build a Developer Platform around your core product and how to acquire, enable, and incentivize external development resources to build on top of your product.

Here are some of the things we talked about:

• What is the meaning of a Development Platform? Why build one in the first place?

• What are the key components of a successful Development Platform?

• How do you identify your IDP (Ideal Developer Profile)?

• Which metrics shall you use to measure the impact and success of your Development Platform initiative?

Make sure to tune in to learn how Miro is building their ecosystem with a development program that takes care of the onboarding, enablement, and incentives for developers to continuously extend the core product!

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In this episode, we chat with Johan van Mil, Co-Founder and managing partner at Peak, a venture firm specializing in seed and pre-seed investments in software companies and marketplaces.

Johan shares insights from his journey as an entrepreneur and investor, diving into what makes Peak’s investment strategy unique. We discuss the approach to evaluating seed investments, including the crucial role of team dynamics, resilience, and investor-founder fit.

These are some questions that are answered in this episode:

• What criteria do investors use to assess the potential of early-stage software companies?
• What are the most common reasons deals fall through during due diligence? How can a company proactively address those potential issues?
• Sometimes deals die right away - What red flags or “deal-breakers” are you seeing more often when evaluating startups now?
• How can companies build a competitive fundraising process that creates urgency and drives better terms from investors?
• What should founders consider when choosing investors to ensure a successful partnership?

Tune in to catch all of Johan’s insights on what it takes to raise capital today for your early stage SaaS.

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In this episode, we speak with Kevin Goeminne, CEO of CHILI Publish, an AI-powered creative platform that integrates into your MarTech stack to help brands and agencies create designs at scale with reduced operational costs.

We talked with Kevin about what it takes to win the business and trust of Fortune 500 companies, from the process of getting in front of them, winning and finally growing these accounts to $1m ARR accounts.

Here are some of the things we talked about:

• What proven strategies and channels have you leveraged to get in front of the right decision-makers in these Fortune 500 companies?

• What strategies or tactics have been most effective in navigating the lengthy and complex procurement processes typical of Fortune 500 companies?

• Which organizational requirements do you need to fulfill working with a Fortune 500 company?

• What is the ideal team structure internally that will actively manage the relationship with a Fortune 500 customer?

• What are the most costly pitfalls and mistakes one can make when doing business with Fortune 500 companies?

These are some of the many questions we address with Kevin. Please tune in to learn more about how CHILI Publish is having success winning the trust and business of the likes of Coca-Cola, Mars, Roche, and many other Fortune 500 companies.

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In our latest episode, we’re catching up with Daniel Eisenberg, Head of Expansion at Deel, to dive into how the company is shaking up the global HR space. Deel has been on a fast track, expanding rapidly across businesses of all sizes and eyeing that big $1 billion ARR milestone within a year.

We also chatted about Deel's growth playbook—how they’re fueling the pipeline with smart growth marketing, an agile SDR/BDR setup, and tight-knit collaboration between AEs and SDRs. Daniel also shared some golden insights on why events and networking are key to building strong relationships and driving Deel’s growth forward.

Here’s a few key takeaways from the conversation:

• What’s behind Deel’s rapid rise, and how will they keep up the momentum to hit $1 billion ARR?
• How does the SDR team nail global outreach with a personalized touch and local language expertise?
• What role do events and networking play in Deel’s pipeline strategy, and how do they keep these efforts aligned with their overall growth goals?
• Which metrics matter most in measuring success, and how does Deel balance automation with the personal touch in their sales and marketing?

Tune in to hear more about how Deel is navigating the challenges of global HR and using innovative strategies to fuel their impressive growth.

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In this episode, we speak with Jonas Jonsson, CEO, 4C Strategies, the leading provider of organizational readiness and military training management solutions through their Exonaut® software and advisory services. Founded in 2000, 4C Strategies today serves military, public, and private clients in more than 70 countries around the globe.

We talked with Jonas about how a strong Service & Consulting arm within the organization can be an accelerator for long term ARR growth. We talked about the opportunity this provides them, but also the challenges that come with a setup of this kind with a relatively large Service & Consulting arm.

Here are some of the things we talked about:

• How does your service arm contribute to your company's overall value proposition, especially in an industry where software solutions are often seen as sufficient?

• In what ways has having a significant service arm helped you differentiate from competitors who primarily focus on product alone?

• How do you manage the potential risks and challenges associated with maintaining a large service arm, such as scalability and profit margins?

• What metrics or KPIs do you use to measure the success of your service arm, and how do these metrics align with your company’s long-term strategic goals?

• What organizational structures do you recommend for a Product and Service organization to operate as one?

These are some of the many questions we address with Jonas. Please tune in to learn more about how they have managed to leverage Services & Consulting to ultimately grow their software ARR!

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In this episode, we speak with Stijn Smet, Head of Customer Success at Whale, the AI-powered software for documenting processes and training employees. It helps companies systemize and scale by aligning employees with procedures and processes and boosting compliance with policies and regulations.

We talked with Stijn about how CS teams can leverage product usage data to unlock future revenue customer revenue, reduce churn, and create more stickiness.

Here are some of the things we talked about:

• What are the critical types of product usage data that CS teams should focus on?

• How can CS teams utilize product usage data to drive additional revenue?

• How do you measure the return on investment (ROI) of your CS initiatives using product usage data?

• What tools and technologies do you recommend for integrating and analyzing product usage data to ensure the insights are both reliable and actionable?

These are some of the many questions we address with Stijn. Please tune in to learn more about how your CS team can leverage your product usage data to accelerate upsells.

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In this episode, we speak with Bas Willems, VP of Corporate and Product Marketing, DataSnipper, the Intelligent Automation Platform within Excel that accelerates the speed and quality of your audit and finance procedures.

We talked with Bas about product marketing, and the importance of product marketers to understand the customer and translate their needs into marketing material.

Here are some of the things we talked about:

• Should you use memes when marketing your product?

• What are the key metrics to measure product marketing effectiveness?

• How can you connect with the audience on an emotional level and thus build a stronger brand?

• What makes an excellent product marketer?

These are some of the many questions we address with Bas. Please tune in to learn more about how DataSnipper leveraged product marketing on their journey to $1 billion, and how you can strengthen your brand by applying effective product marketing.

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In this episode, we speak with Joliene van Grieken, Founding Partner, The Growth Syndicate, a collective of experienced growth leaders focused on helping B2B software companies develop their in-house capabilities to ensure unprecedented, sustainable growth.

We talked with Joliene about Demand Generation, how it differs from lead capturing, and most importantly, how you can create demand for your offerings.

Here are some of the things we talked about:

• Why does a successful Demand Generation Strategy start with understanding the information consumption patterns of your ICP, rather than their purchasing behavior?

• What is the role of sequencing touchpoints in this strategy?

• Short-term vs long-term play, how do you find the balance?

• How do you include your existing customers in your demand generation strategy?

• How to report and motivate investment internally in the organization?

These are some of the many questions we address with Joliene. Please tune in to learn more about how a demand generation strategy done right can accelerate your revenue expansion.

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In this episode, we speak with Erwin van der Vlist, Founder of Speakap, the employee experience platform that improves communication, facilitates better onboarding and learning experiences, and helps you take meaningful action on employee feedback to improve productivity, coordination, and engagement.

We talked with Erwin about the expansion and success of Speakap in the US, particularly looking into how they had to pivot their initial market entry, absorb the lessons learned, and eventually find the key growth levers to win in the US.

Here are some of the questions we addressed:

• What is the role of a founder in the US expansion?

• What are the reasons why your initial attempt at US expansion might not work out as planned?

• What signs and KPIs indicate it's time to invest in a full-scale local revenue team?

• Which converting channels are best to leverage to build top-of-funnel pipe as a newcomer to the States?

• How do you build external customer trust during the early phase?

These are some of the many questions we address with Erwin. Please tune in to learn more about his journey to the US, and all the steps taken to establish a fast and profitable operation over there!

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In this episode, we speak with Lise Tangen Hansen, Managing Director, Annalect Norway, the marketing prediction and consumer insight company helping clients boost campaign ROAS using cutting-edge AI predictive Analytics.

We talked with Lise about how to do a price increase that sticks! She walks us through her 6-point checklist that covers all internal and external key decisions and communication points to deliver a pricing increase project that is well received by the market.

Here are some of the things we talked about:

• What does it mean to have a Pricing Narrative?

• How do you harmonize the price increase with the narrative?

• Which customer variables are key to identifying to help you define a priority list for the price rollout to existing customers?

• How, in practice, do you execute an overarching pricing increase?

• How do you bring this message to your customer?

• How can you leverage A/B testing in the rollout process?

These are some of the many questions we address with Lise. Please tune in to learn more about her 6-step formula to deliver a successful price increase project, where customers not only accept the price increase but also understand the value you provide to them.

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In this episode, we speak with Krzysztof Szyszkiewicz, Partner at Valueships, the pricing consultancy firm that helps companies become more profitable by optimizing their strategy, pricing, value understanding, and overall revenue-related processes.

We talked with Krzysztof about the importance of pricing and how it can impact a company's profitability. We discuss insights from our recent report on SaaS pricing trends in the Nordics, highlighting the lack of differentiation in pricing plans and the missed opportunity for add-ons.

Here are some of the things we talked about:

• What role should pricing have in your company?

• How do you prevent value deterioration when adding new features?

• Why do you need to be careful when discounting your product offerings?

• How do you leverage add-ons to drive increased profitability?

These are some of the many questions we address with Krzysztof. Please tune in to learn more about the challenges of pricing, the importance of differentiation, and the impact add-ons can have on your business.

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In this episode, we speak with Vladan Soldat, Founding Partner, Nobel Recruitment, the SaaS Sales Recruitment Agency that helps connect commercial talent with fast-growing SaaS companies in Europe.

We talked with Vladan about hiring your first external VP of Sales. We particularly discuss the approach to attract and retain a VP of Sales when you are an early-stage SaaS and still building up brand awareness.

Here are some of the things we talked about:

• When is the ideal time to hire a VP of Sales for a business?

• Which strategies are effective in attracting candidates for a new, fast-growing company?

• What steps are involved in the screening process for hiring a VP of Sales?

• What are common mistakes to avoid when hiring a VP of Sales?

• Which red flags should be looked for in the hiring process of a VP of Sales?

These are some of the many questions we address with Vladan. Please tune in to learn how you can attract, retain, and compensate your first external VP of Sales when you are an early-stage SaaS.

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In this episode, we speak with Sofia Alexus, CEO, Kundo, the customer service platform that helps you simplify customer service with consolidated ticket management, AI tools, and self-service solutions for recurring questions.

We talked with Sofia about the rebranding and positioning exercise they are just doing. We particularly discuss the process leading up the final brand and position statement, and how that has been inspired by the B2C fashion industry.

Here are some of the things we talked about:

• Why focusing on building moats might not be right if you have access to the fastest river down to the ocean?

• What we can learn from the B2C industry when it comes to positioning and branding?

• How does the processes look like to define a new brand and positioning?

• How to engage your customers in your branding and positioning work?

These are some of the many questions we address with Sofia. Please tune in to learn more about how they are approaching this work, with inspiration from the B2C world to get closer to their customers.

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In this episode, we speak with Dirk Jonker, CEO & Founder, Crunchr, the people analytics and reporting platform, that layers on top of your existing HR systems to consolidate disparate data sources into easily accessible people insights.

We talked with Dirk about the challenges of product development and positioning in an evolving market. We particularly discuss the internal and external decisions you need to make to get early admirers to become paying customers.

Here are some of the things we talked about:

• What requirements are put on product development when building for a yet non-defined market segment?

• How do you position and sell a product in a market segment that is still evolving?

• What requirements are put on leadership and communication when aiming to hit a moving target?

• How can you leverage competitors to define your role in this new market?

These are some of the many questions we address with Dirk. Please tune in to learn more about how Dirk and his team are positioning themselves to win in a market that is just developing.

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In this episode, we speak with Hatla F. Johnsen, CEO of uQualio, the cloud-based Video Learning Platform designed to make it easy to start making your own video training program for employees, sales partners, end-users, or who your viewers may be.

We talked with Hatla about the benefits of having a fully lean and distributed team, in particular the methods she's put in place for the team to feel togetherness and be efficient.

Here are some of the things we talked about:

• How do you build a lean, distributed, and outsourced team in a cost-effective way that is performing on a high level?

• What expectation does this set on communication flows and setting expectations methods compared to non-distributed team setups?

• How to enable great collaboration between different external teams?

• What is required from the leadership side to run an organization with a distributed team around the world?

These are some of the many questions we address with Hatla. Please tune in to learn more about the steps she is taking to build her distributed team for global success.

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In this episode, we speak with Haukur Hannesson, CEO of AGR, the powerful and easy to use inventory optimisation platform which provides you with the necessary tools to operate with precision and efficiency.

We talked with Haukur about AGR's journey from offering customized solutions to transitioning to a more streamlined standard SaaS product. And the positive impact of the transition on the AGR team and the challenges of managing cash flow during the shift to a subscription-based model.

Here are some of the things we talked about:

• Why being willing to say no to customers are key to building a successful SaaS product!
• What key changes was required in order to transition to a SaaS product?
• Why you have to say no to unnecessary customizations?
• Will you require additional funding during the shift to a subscription-based model?

These are some of the many questions we address with Haukur. Please tune in to learn more about the steps he took in the process of transitioning to a SaaS product.

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In this episode, we speak with Helena Tivell, VP of People, Kognity, the all-in-one digital teaching and learning platform - with interactive content, analytics, and assessment support.

We talked with Helana about the importance of continuously developing the leaders of your organization. In particular, we looked into some of the methods she uses to develop and upskill her leaders and why it matters:

• What is the responsibility of a VP of People role?

• How do you further develop and enhance leaders' ability to lead?

• What tools and methods are used to support this process?

• How do you decide on which areas to focus the upskilling in?

• How do you ensure the learnings live past the training sessions?

These are some of the many questions we address with Helena. Please tune in to learn what steps she's taken to continuously support the leadership team with an upskilling process.

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In this episode, we speak with Daan Assen, Founder, SwipeGuide, the platform that empowers frontline teams to connect knowledge, collaboratively solve problems, and continuously improve processes to ensure sustainable production patterns.

We talked with Daan about selling to some of the world's largest organizations and the role of the Pilot project in such a sales process! In particular, we are looking into the methods to secure and deliver a successful Pilot project that roles over to a full-fledged & long-term relationship:

• What is your definition of a pilot? What is the purpose?

• Should you charge for Pilots?

• Which key metrics do you prioritize during a pilot to determine its success and potential scalability?

• Who should be running the pilot from the seller's side?

• How do you ensure engagement from the prospect side on pilots?

• What strategy or tactic can significantly increase pilot-to-full-product conversion rates?

These are some of the many questions we address with Daan. Please tune in to learn how they are successfully leveraging Pilots to accelerate sales cycles and what methods they are using to increase pilot-to-full-product ratio.

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In this episode, we speak with Bas van Wijk, VP Commercial Operations, AskCody, the Meeting Management Platform for Microsoft that's driving meeting efficiency through an intelligent Meeting Management and Resource scheduling Platform, and has helped shape the relationship between real estate, organizations, and technology at more than 2500 offices globally.

We talked with Bas about getting your inbound lead engine going! In particular, we are looking into the process of some of the early steps in this process:

• Per definition, what does it mean to be an inbound-driven business?

• What are the main difficulties moving from a sales-led to a marketing/inbound-led approach?

• Which are some of the very steps to take here, and why in that order?

• How do you manage the potential revenue gap that may take place in a transition period?

• What changes does this require to a team and org structure that previously was sales-led?

• What effects does it have on revenue predictability?

These are some of the many questions we address with Bas. Please tune in to hear how Bas successfully executed this transition and now operating a fully inbound-led business, sharing his learnings along the way.

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In this episode, we speak with Ingrid Bonde Akerlind, Principal, Oxx, a specialist SaaS investor, who provides each entrepreneur with a support system of unique specialist expertise and network, and a culture of unfaltering partnership and absolute conviction. The firm’s strategy is built around the concept of “Go-To-Market Fit” (GTMF), developing a structure for thinking about how to build a repeatable, sustainable growth engine that accelerates and propels the growth of SaaS companies.

We talked with Ingrid about what happens after you find Product-Market-Fit (PMF)! In particular, what are some of the key decisions to get right at this point and common pitfalls to avoid:

• What is the difference between PMF vs GTMF?

• Which metrics matter at this point and why? How do you know if your commercial initiatives will bring you closer to your target unit economics?

• What decisions are key to make regarding your organization and team structure at this phase?

• How can you leverage go-to-market experiments, and what are they anyway?

• What are the signs that your SaaS has truly achieved Go-To-Market fit?

These are some of the many questions we address with Ingrid. Please tune in to hear when Ingrid untangles what happens after you graduate from the “seed stage” and need to figure out how to (re)organize your efforts as you grow.

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In this episode, we speak with Markus Ståhlberg, CEO & Co-Founder, N.Rich, the Account-based GTM Platform best suited for fast-growing mid-market and enterprise companies. It's been recognized in the 2023 Gartner® Magic Quadrant™ for Account-Based Marketing Platforms report and is the only provider Headquartered in Europe.

We talked with Markus about how to approach a market where you are up against competition that has more funding, bigger teams, and greater spending! In particular, we are looking into the process of outplaying them rather than outspending them:

• How do you differentiate your offering in a market with larger competitors, and ensure it resonates with your target customers?

• What tactics can be used to get the initial attention on your terms?

• Can limited resources, in fact, be a competitive edge? How can you leverage that you are a “smaller” player towards the customer?

• What strategies are feasible to build a loyal customer base and meet their needs better than your competitors?

• Which are the common traps to avoid when going up against the big ones?

These are some of the many questions we address with Markus. Please tune in to hear how Markus' learnings from being the up and commer in a market with established large players can inspire you to run strategies and plays that help on your journey.

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In this episode, we speak with Vincent Jong, VP Product, Dealfront, the Go-to-Market Platform giving sales and marketing teams the data, applications, and insights they need to win any European market.

We talked with Vincent about how you can approach a PLG motion, from a product and commercial perspective! In particular, we are looking into a step-by-step approach:

• How shall a PLG approach be combined with the humans in the Go-to-Market

• What type of small experiments can be leveraged to introduce PLG elements into a human-driven GTM operation

• What key strategies do you employ in the product design to ensure immediate value delivery and a frictionless onboarding experience for new users?

• How do you integrate product analytics and user feedback mechanisms to continuously refine the product experience, prioritize features, and drive user engagement in a PLG context?

These are some of the many questions we address with Vincent. Please tune in to hear how Vincent is paving the way for a PLG & human-led approach, one step at a time, to further improve the customer experience.

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In this episode, we speak with Janus Klok Matthesen, Co-founder and CTO, Pixelz, the post-production software for global brands, retailers, and photo studios, having retouched more than 55 million product images and counting.

We talked with Janus about the entrance of AI into the day-to-day work tasks! In particular, we are looking into how AI will change the role of the engineering teams going forward:

• What is the role of the Engineer in the AI future?

• Who does what, person vs machine?

• What are the low-hanging efficiency gains with the introduction of AI for engineering?

• Which AI tool sets are you using in your engineering team to maximize efficiency and value?

• What are the risks you foresee with AI in engineering?

These are some of the many questions we address with Janus. Please tune in to hear how Janus sees the future of engineering teams and their roles in this new era of building software.

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Martin Lidgard, Founder & CEO, Web Manuals, the All-in-One Document Management System For Aviation Professionals that has bootstrapped past 10m Euro in ARR and continues to grow fast globally.

We talked with Martin about empowering team members! In particular, we are looking into the methods of how you can include, enable, and empower younger talent to run key strategic projects with success, and what that does to the culture of the business:

• It all starts with onboarding, how do you do this efficiently in the sense that people are truly ready when the onboarding period is over?

• How can you leverage in-person cohort onboarding periods and bi-yearly company-wide kickoffs to foster co-learning?

• How do you decide when and which strategic projects a new member takes on?

• What is the role of this power of distribution and decision-making?

• How does leadership take form in an organization like this?

These are some of the many questions we address with Martin. Please tune in to hear how Martin's dedicated investment in young talents has turned into a strategic success factor for the business.

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In this episode, we speak with Nathan Latka, CEO, Founderpath, who helps founders get capital without having to raise equity. Founders connect their bank accounts, customer information, and other data to get a credit score. Based on this credit score, Founderpath lends the company money.

We talked with Nathan about his journey in SaaS, about non-dilutive capital, when he is running for President of the United States of America, and much more! Here are some of the topics addressed:

• Lessons learned from his journey as a SaaS founder?

• The role and cost of non-dilutive capital in a SaaS growth journey?

• Which are some of the SaaS companies that impress him for their smart ways of doing things?

• What is the best way for SaaS companies to grow in this day of age?

These are some of the many questions we address with Nathan. Please tune in to this conversation with one of the modern SaaS legends, to hear his thoughts on SaaS and life!

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In this episode, we speak with Liza Collin, Product Director, Visma, the group behind mission-critical business software for a more efficient and resilient society. With 15,000 employees, 1,700,000 private and public sector customers across Europe and Latin America, and a net revenue of €2,000+ million this is a giant in the SaaS space.

We talked with Liza about Using the rule of 78 to calculate delayed GTM impact, and how to avoid GTM delays! In particular, we are looking into the financial impact of a delayed GTM process:

• Why 78? What does the rule of 78 mean and showcase?

• How do you calculate the financial impact of a GTM delay?

• What are the most common reasons for GTM delays, and how can companies anticipate or mitigate these challenges upfront?

• Given the complex nature of launching new products or services, what are some strategies companies can use to streamline their GTM process?

• Who owns the main responsibility for avoiding GTM delays?

These are some of the many questions we address with Liza. Please tune in to hear here describe how you can use the rule of 78 to highlight the importance of speed to avoid a big financial impact, Even if it is just a month or two of a delay, the financial burden of such a delay is exponentially heavy to take on, which is what the rule of 78 will showcase.

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In this episode, we speak with Niclas Lilja, Founder & CEO, Younium, the subscription management tool that integrates into your existing systems to streamline subscription management, invoicing/billing, financial reporting, and data insights.

We talked with Niclas about how it is to take your SaaS to the US! In particular, we are looking into the good, bad, and the ugly that the first year of business in the US brings:

• When is your SaaS business ready to establish a local presence in the US?

• What have been the main challenges in the first year in business in the US?

• What adjustments and potential compromises must you make to make it fly in the US?

• From a personal perspective, what do you need to consider when moving your entire family over?

These are some of the many questions we address with Niclas. Please tune in to hear what Niclas has to say about the first year in the US with his European HQ SaaS, the lessons learned and the advice to other leaders planning do the same.

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In this episode, we speak with Michael Versluis, CEO & Founder, Expansify, the GTM agency helping European SaaS companies to a successful market entry in the US.

We talked with Michael about landing your first customer in the US when your home market is the EU! In particular, we are looking into some of the proven steps and actions required to be successful from his learnings taking his previous business to the US:

• How did you identify the specific needs of the U.S. market for your SaaS product, and what steps did you take to tailor your solution to meet these needs?

• Could you share the story of how you acquired your first customer?

• What were the key challenges and how did you overcome them?

• What sales strategies were most effective in the early stages of your business, especially in a competitive market like the U.S.?

These are some of the many questions we address with Michael. Please tune in to learn from Michael's experience and his top three pieces of advice to follow when trying to acquire your first customers in the U.S.

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In this episode, we speak with Mats Nyberg, CEO, Trippus Event Solutions, the event platform that enables organizers of events, conferences, trade fairs, and training courses to create websites and mobile applications for their events.

We talked with Mats about what it takes for a SaaS company to build a successful events program! In particular, we are looking into the processes needed, and the resources required to be successful:

• What are the key ingredients to be successful with your events?

• How should you measure success?

• How do you calculate ROI short-term vs long-term?

• What internal resources vs external resources are often required to pull off successful events?

• What are the most common mistakes people make with their event planning, and how to overcome them?

These are some of the many questions we address with Mats. Please tune in to learn Mats' main tips on how you also can become an event champion, host your audience, and be in control of the narrative.

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In this episode, we speak with Jesper Larsen, Partner Director, Voyado, the loyalty platform, Voyado unifies data and insights so marketers can understand their customers throughout the entire customer lifecycle.

We talked with Jesper about what it takes to build Partnerships & Alliances that drive real business value! In particular, we are looking into the dynamics of defining a partner program that is fundamentally aligned with the business's overall objective:

• Which are the 3 main business cases to build a partner program around?

• Where do you need to allocate resources to get your partnership program off the ground?

• How does a partner organization need to be structured, based on what kind of partnership programs you run?

• What are some key KPIs that you can use to track the success of the 3 different partner models?

These are some of the many questions we address with Jesper. Please tune in to learn how Jesper and the team are leveraging partnerships to accelerate their business growth.

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In this episode, we speak with Andrei Zinkevich, Co-Founder, FullFunnel, the famous ABM and full-funnel marketing consulting agency that helps B2B tech companies with high ACV and long sales cycles elevate their Marketing and Sales efforts.

We talked with Andrei about why the SDR model as we know it is dead, and what the future of prospecting must look like to be successful. Some of the questions covered are:

• What is the old SDR Model, and why is it a thing of the past?

• What is ABSR- Account-based sales rep?

• How do you make this transition from traditional SDR to ABSR?

• What changes are required from the organization to be successful with this approach?

• How do companies measure success rate with this approach?

These are some of the many questions we address with Andrei. Please tune in to learn how Andrei and the companies he works with are transforming and benefiting by moving over to an ABSR practice and ditching the traditional SDR setup.

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In this episode, we speak with Cedric Notz, CEO & Founder of Float, a Capital-as-a-Service, that offers non-dilutive growth funding to European SaaS and other subscription businesses. They have 100m Euro to deploy in the coming years and you can get loans up to 70% of your ARR.

We talked with Cedric about what Revenue Based Funding is and why it's become so popular at late. Some of the questions covered are:

• What is Revenue-Based Funding?

• How does this differ from other funding alternatives?

• What is the process of lifting a Revenue Based loan?

• Which are the key value-driven SaaS metrics in this process?

These are some of the many questions we address with Cedric. Please tune in to learn how Float and its non-dilutive growth capital can complement traditional capital while boosting the growth of your SaaS company.

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In this episode, we speak with Martin Geier, VP EMEA Sales, Miro, the visual workspace for innovation that enables distributed teams to create the next big thing. Over 60 million people and 99% of the Fortune 100 rely on Miro throughout the innovation lifecycle to clarify complex ideas, center customer needs, and deliver products and services faster

We talked with Martin about Miro's choice to move from a pure PLG motion to also add a Sales motion on top. In particular, we are looking into the dynamics of adjusting a GTM market motion and what it takes to make the transition to the new way of doing business. Some of the questions covered are:

• What are the reasons to add a Sales motion to an already functioning PLG motion?

• How does the Sales motion complement and integrate with the PLG process in practice?

• What changes did you have to do to customer segmentation?

• Which organizational setup is necessary to fully support a PLG+Sales motion?

• What are the key challenges, and how to overcome them, when combining a PLG motion with Sales

These are some of the many questions we address with Martin. Please tune in to learn how Miro successfully combined a PLG motion with Sales to further accelerate growth and increase ticket sizes.

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In this episode, we speak with Rick van Esch, Managing Director, Sinch Engage, the Customer Communications Cloud that helps businesses deliver unified, personalized experiences no matter the channels they use. Over 150,000 businesses, including 8 of the 10 largest tech companies in the world, rely on Sinch for their customer communication needs.

We talked with Rick about how his company was acquired by Sinch back in the day and how he as a member of the Sinch team has gone on to do several other acquisitions. In particular, we are looking into the dynamics and the role of the acquirer vs the acquired in this process. Some of the questions covered were:

• Why it is important to know if you are a mercenary or a missionary acquisition?

• What are the key metrics to measure the success of an acquisition?

• Why does the bulk of the workload to integrate sit with the acquired company?

• Which are the most common pitfalls to avoid after the papers have been signed?

These are some of the many questions we address with Rick. Please tune in to learn about his 3 commandments when it comes to successful acquisition - both from the acquirer's and the acquired side.

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In this episode, we speak with Gustav Westman, CEO, Brightbid, an AdTech company creating results on Paid Search Ads with AI and automation

We talked with Gustav about how he started his SaaS by first selling 3rd party SaaS solutions, to collect marketing intelligence and validate the need before building his platform. Some of the questions covered were:

• How do you bring in 3rd party tools to resell?

• What data points are you looking to collect feedback on?

• When do you know it is better to build it yourself?

• What does it require from an organization to go through the process of being a reseller to sell its own software?

These are some of the many topics we address with Gustav. Please tune in to learn how you can leverage their growth tactic when launching new products.

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In this episode, we speak with Ramli John, Author of "Product-Led Onboarding”

We talked with Ramli about why Product-Led Onboarding is important for many B2B SaaS Companies. Some of the questions covered were:

• What is Product-Led Onboarding?

• When does it start (outside / inside product)?

• What are typical components?

• How do you measure success?

• How does Product-Led Onboarding evolve when companies evolve

• What are some areas where you see a lot of SaaS companies fail with their Product-Led Onboarding

• Who owns the Product-Led Onboarding process internally?

These are some of the many topics we address with Ramli. Please tune in to learn about how you can make your Product-Led Onboarding strategy successful!

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In this episode, we speak with Ferdinand Goetzen, CEO, Reveall, the product management platform that helps teams create better alignment between their product strategy and operations.

We talked with Ferdinand about what it feels like to sell an early-stage SaaS startup. We are particularly looking into the steps leading to this decision and the emotional aspect of them:

• What are the real driving factors to sell a business?
• How do you know when the timing is right?
• How do you prepare the team for a process of this kind? And for the life after the acquisition as being part of a different, larger organization.
• What is most challenging in this transition? Why? How do you overcome it?
• What emotions are involved in this process and how to handle them?

These are some of the many topics we address with Ferdinand. Please tune in to hear his thoughts on what it is like to sell your early-stage SaaS business, and the decisions and emotions involved in the process.

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In this episode, we speak with Rob van den Heuvel, CEO, Sendcloud, the all-in-one shipping platform that helps online retailers save time on shipping and at the same time increase conversion by optimizing their checkout, offering branded tracking and a seamless return process for both businesses and consumers.

We talked with Rob about the process of transforming from a growth-first mindset to a profitability and growth mindset. We are particularly looking into the steps and decisions needed to take place in this transition:

• What does it mean in practice for a SaaS company to shift to a profitability mindset?
• What is the role of the CEO and leadership in this transition?
• What are the key decisions to make in this process?
• How does it impact culture and performance?
• What is most challenging in this transition? Why? How do you overcome it?

These are some of the many topics we address with Rob. Please tune in to hear his thoughts on what it takes to successfully shift an organization from a growth-first mindset to a profitability and growth mindset.

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In this episode, we speak with Robin Daniels, Chief Business & Product Officer, LMS365, the cloud-based learning platform built into Microsoft 365 with millions of users in 60+ countries globally.

We talked with Robin about what it takes for a SaaS organization to attract top talent. We are particularly looking into the role of the leadership, and what you as a leader can do to become the most attractive employer:

• What is top talent looking for today?
• What key leadership qualities are key to attracting top talent?
• How do you create a culture that attracts and retains top talent?
• What major challenges have you faced in attracting top talent and how did you overcome them?
• How do you align your organization's vision with the aspirations of the talent you're trying to attract?

These are some of the many topics we address with Robin. Please tune in to hear his thoughts on what you as a leader and representative of an organization can do to attract and retain top talent.

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In this episode, we speak with Riika Söderlund, CMO, Katana, the platform that optimizes inventory levels and manages all your sales channels with cloud inventory software that tracks it all and more in real-time.

We talked with Riika about how a CMO should plan her marketing budget for 2024. We are particularly looking into how the structure of the budget shall look:

• What's the guiding principle for setting the 2024 marketing budget in B2B SaaS?
• What are the main changes in your 2024 marketing budget compared to previous years?
• Which marketing trends or channels look promising for B2B SaaS in 2024??
• Are there any strategies you're discontinuing in 2024 that worked before?
• How do you assess the impact of your marketing spend??

These are some of the many topics we address with Riika. Please tune in to listen to her thoughts about how CMOs can distribute their marketing budgets in 2024.

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In this episode, we speak with Wes Bush, CEO, ProductLed.com, the PLG agency behind the ProductLed System™ which has generated more than $1B in self-serve revenue for their B2B SaaS clients.

We talked with Wes about the reasons why Sales-led and Marketing-led companies struggle when moving/adding a PLG motion to their flow! We are particularly looking into what an organization needs to get right when transitioning into a PLG strategy:

• What are the most common misconceptions that sales-led or marketing-led SaaS companies have about PLG that contribute to their failure?
• What are the key strategic shifts that a company must make when transitioning to a PLG model, and how can a failure to make these shifts lead to poor outcomes?
• How do the cultural and operational aspects of a company need to evolve when adopting a PLG approach, and what are the consequences if these changes are not effectively implemented??
• What is the role of product design and user experience in PLG, and how a lack of focus on these elements can cause a PLG motion to fail?
• What metrics should SaaS companies focus on to successfully guide and measure their PLG efforts, and why might relying on traditional sales or marketing metrics lead to misguided strategies?

These are some of the many topics we address with Wes. Please tune in to learn about how you can make your PLG strategy successful!

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In this episode, we speak with Mick Weijers, Director Customer Success, Channext, the partner marketing engagement platform that scales and measures through-partner marketing and partner engagement.

We talked with Mick about the dynamic role of CSMs and how it has evolved into a customer-owning function. We are particularly looking into how CSM compensation models should be structured:

• What are key deliverables from the CSM function?
• Should CSMs have a variable income piece, and if so related to what?
• Why NRR, Adoption, and Customer advocacy should be the guiding metrics for CS?
• What does the future CS role look like and why does it matter?
• What is the profile of a future CS - which skillset is required to be successful?

These are some of the many topics we address with Mick. Please tune in to listen to his experience in building compensation plans for future-proof CS teams.

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In this episode, we speak with Marcus Wennmo, CEO, Eletive, the fast-growing People Success platform that allows companies to measure and increase engagement and performance in their organisation.

We talked with Marcus about growing efficiently with their own capital with a strong outbound strategy. We are particularly looking into how they've structured their outbound efforts to success:

• What are the critical parts of an outbound sales strategy?
• How to define messaging that works for your ICP?
• How is their team set up?
• What channels and tools are used and how do they interplay?
• Volume vs super personalized, how to think about the two methods?
• What is the difference between markets, and how to approach it?

These are some of the many topics we address with Marcus. Please tune in to listen to his experience in building a self-financed, growth company based on a strong outbound sales strategy.

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In this episode, we speak with Remco de Vries, VP Revenue Marketing, Gainsight, the Customer Success & Engagement platform that has pioneered the CS profession, a powerhouse in the space with an ARR of 200M+ USD and customers all over the world.

We talked with Remco about building engaged communities. We are particularly looking into how you as a SaaS company can secure high engagement in your community:

• What defines a community?
• Why it is so important to define the USE CASE for your community?
• How to best explain what is in it for the community members?
• How to get to the point where the community drives some of the initiatives?
• How to measure the effects of a successful customer community?

These are some of the many topics we address with Remco. Please tune in to listen to his experience in building engaging customer communities.

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In this episode, we speak with Heta Pirttijärvi, VP Product, Sievo, the SaaS procurement analytics solutions which include: Spend Analysis, Savings Lifecycle, Contract Analytics, Materials Forecasting, and CO2 Analytics which is used by many of the largest enterprise in the world today.

We talked with Heta about building products together with customers. We are particularly looking into how that can be operationalized:

• What does it mean to build with the customer?
• Which channels can you leverage to interact with customers for product discovery?
• What is it in for the customer to engage in such a process?
• How to avoid the Mum trap when asking for early feedback?
• What are the risks to be aware of when involving the customer in the building?

These are some of the many topics we address with Heta. Please tune in to listen to her learnings from both good and not-so-good experiences when building products together with customers.

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In this episode, we speak with Ashley Herbert Popa, Global Director of Product Marketing, Tellent, the Talent Management Suite, that enables People teams to improve the full employee lifecycle with a cutting-edge Applicant Tracking System, CoreHR, and Performance Management Software. Today they empower over 7,000 organizations across 100+ countries with their HR tech solutions

We talked with Ashley about the strategies to put in play when releasing new products and features. We are particularly looking into the topic of what makes a good Product Release Strategy:

• What is the difference between a Product launch vs a Feature Release?
• Which internal stakeholders, and how, are involved in a Product Launch?
• How do you align between product engineering and GTM teams?
• What is the role and output needed from the Product Marketing team to support a launch?
• How and when do you involve external stakeholders such as customers and partners?
• Which KPIs do you track to measure the success of a Product Launch?

These are some of the many topics we address with Ashley. Please tune in to listen to her learnings from bringing several key launches to the market in recent years.

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In this episode, we speak with David Heinemeier Hansson, CTO, 37signals, who built Basecamp, Hey, and created Ruby on Rails!

We talked with David about his decision to leave the cloud. Yes, you read that right, they've moved their offerings out of the cloud setup we all know as standard in B2B SaaS. Here is what we address in this episode:

• What does it mean to leave the cloud?
• Why and how is it done?
• What are the risks associated with such a move?
• How does this affect internal competence needs?
• What does it do to customer relationships?

These are some of the many topics we address with David. Please tune in to hear from his learnings on doing what many would consider, the unthinkable, moving out of the cloud.

A big thanks to Vanta for sponsoring this episode. SaaSiest listeners get 20% off Vanta at https://vanta.com/SaaSiest

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In this episode, we speak with Evelien Sanders, Global Director Customer Success, GoodHabitz, the learning platform used by companies worldwide to support the personal development of their staff.

We talked with Evelien about the setup of a Revenue organization and the role of CS in such a setup. We are particularly looking into the topic of leadership and process:

• What is the definition of a Revenue team?
• What is the role of CS in a revenue team?
• What role does internal enablement play in aligning the revenue team?
• Which are the key different roles in a CS team that complete a team?
• How should a revenue team be led?

These are some of the many topics we address with Evelien. Please tune in to listen to her learnings from optimizing the collaboration between CS, Marketing and Sales.

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In this episode, we speak with Monica Elgemark, CMO, Oneflow, the platform that automates the entire contract process from start to finish, all in one place.

We talked with Monica about her learnings from working with large enterprise companies and which of those learnings we can benefit from in SaaS scaleups. We are particularly looking into the topic of leadership and process:

• How are investment decisions being made and prioritized?
• What is the role of the business case?
• How to lead is different in an enterprise organization - how can we leverage that in SaaS?
• How to have a clear emphasis on performance in the cultural values?

These are some of the many topics we address with Monica. Please tune in to listen to her learnings from bringing the best of the Enterprise world into the SaaS scale-up organization.

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In this episode, we speak with Bastian Karweg, CEO, Dealfront, the Go-to-Market Platform giving sales and marketing teams the data, applications, and insights they need to win any European market.

We talked with Bastian about his learnings from the merger of two SaaS businesses with each 10M+ Euro ARR and 100+ strong workforces into one unified organization. We are particularly looking into the challenging and rewarding elements of a journey of this kind:

• What was the origin of this merger?
• Why the C-suite merger workshops are key prior to finalizing a full company merger?
• What are the critical stages of a merger of this size that you need to get right?
• How do you bridge two established company cultures into something that unites everyone?
• How do you allocate new roles, teams, and responsibilities in a way that moves the business forward?

These are some of the many topics we address with Bastian. Tune in to listen to his learnings on the key activities to focus on to optimize the chances of a smooth and successful merger.

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In this episode, we speak with Jacob Top Møller, Founder, Top Møller Venture & Consult, about MEDDIC and why it has grown so popular in the SaaS industry!

In particular, we dig into the inner concepts of MEDDIC and what it really means to run this methodology in your revenue team:

• What does MEDDIC stand for?
• How is it different from other sales methodologies?
• Who is it for?
• How do you start with MEDDIC?
• What are the Pros and Cons of the methodology and pitfalls to be aware of?

These are some of the many topics we address with Jacob. Tune in to learn about MEDDIC and how it may be relevant for your organization too.

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In this episode, we speak with Bridget Harris, CEO & Co-Founder, YouCanBookMe, the scheduling and booking platform that is fully customizable to each and every customer's needs, with more than 1m users across 100 countries!

We talk with Bridget about what it takes to bootstrap a business to a scale-up with millions in ARR - particularly looking into the challenging and rewarding elements of a journey of this kind :

• What is the true definition of a bootstrapped SaaS business?
• How does one decide whether to be bootstrapped or not?
• What is the best way to strike a balance between control & autonomy vs. extra fuel & adjusted timelines that VC investments can give you?
• What are some of the key benefits vs. critical limitations to be aware of when bootstrapping a business?

These are some of the many topics we address with Bridget. Tune in to learn from her amazing journey to get a look behind the scenes of a bootstrapped scale-up.

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In this episode, we speak with Nils Vold, Partner, Verdane, the equity investment firm that partners with tech-enabled and sustainable businesses based out of Europe to help them reach the next stage of international growth!

We talk with Nils about how this latest disruption in tech, Generative AI, will impact the B2B SaaS world - particularly looking behind the short-term AI hype to understand the long-term effects:

• How is the introduction of Generative AI compared to other historical tech disruptions?
• What different levels of AI exist today?
• How will AI affect the different disciplines in SaaS?
• What are some of the risks and challenges with AI at this point that we need to navigate as SaaS operators?
• Will we see a dedicated Chief AI Officer in every organization?

These are some of the many topics we address with Nils. Tune in to get his perspective on how Generative AI will impact B2B SaaS and what you may want to think about getting in place today to be ready for the future.

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In this episode, we speak with Osen Akkemik, Senior Director Customer Success, Genesys, the all-in-one Experience as a Service Platform that manages billions of of interactions for organizations in more than 100 countries - a true global leader in its space!

We talk with Osen about how to keep the CS team motivated, energized, and incentivized - particularly what methods they are using to keep staff churns down in the CS team:  

• How do you keep people engaged and motivated?
• What is the role of the open door policy?
• Why do 1–1 ones with the Director matter for the individual CSMs? 
• What is the power of individual career plans and personal journey tracks?
• What are are 3 main tips to avoid churn in the CSM org?

These are some of the many topics we address with Osen. Tune in to learn from her experience in managing a large Customer Success organization to learn what you can be doing on your end to keep your CS organization continuing to excel with energy. 

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In this episode, we speak with Marie Ahlberg, CFO, Quinyx, the all-in-one Frontline Platform that helps over one million workers keep track of their daily schedules for a better work-life balance, trusted by enterprises worldwide.

We talk with Marie about the role of the CFO - particularly how the role and responsibility evolve as the business evolves! Topics that are being addressed in this episode are:  

• At what point do you need a CFO? Why?
• What is the dynamic and role split between the CFO and CEO?
• What does the evolution of the CFO role look like over time?
• How does the CFO team evolve over time and why?
• How to find balance between the short-term tactical execution vs long-term strategic advisor role?

These are some of the many topics we address with Marie. Tune in to learn from her journey as a CFO through the phases of startups to large enterprises with global presence. Great insights on how the role and responsibility need to evolve to support the business objectives in the best way possible.

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In this episode, we speak with Nick Mehta, CEO, Gainsight,  the Customer Success & Engagement platform that has pioneered the CS profession, a powerhouse in the space with an ARR of 200M+ USD and customers all over the world. 

We talk with Nick about churn, logo, and client retention - particularly what preventive actions you can put in place to secure success and minimize the risk of churn! Topics that are being addressed in this episode are:  

• Why the question "Why did the customer churn" is the wrong one to ask
• The better process to find out why customers may churn - Get the process
• How do you demonstrate ROI to clients to underscore your value?
• How the role of the CSM is evolving over time and based on needs

These are some of the many topics we address with Nick. Tune in to learn from his experience in the field of CS and what companies do to become sticky, must-haves, and avoid churn!

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In this episode, we speak with Andreas Fabricius, Co-CEO & CCO, Playable,  is a platform that powers over 650 global brands designed to build playable marketing activities that drive engagement with a brand’s products and services

We talk with Andreas about handling the ups and downs in a growth journey,  particularly how they handled a tough period for the business to eventually come out on top better and stronger! Topics that are being addressed in this episode are:  

• How should you react to changes that have a significant impact on the business
• What is the role of the leadership team during these times
• How to balance trust and transparency with the team in an unknown environment
• What are some of the learnings coming out of an exercise like this

These are some of the many topics we address with Andreas. Tune in to learn from his experience about the rollercoaster of running a SaaS company, you'll recognize some of the ups and downs shared here.

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In this episode, we speak with Emma Aidanpää-Salmi, VP Customer Success, Relex Solutions, the unified supply chain and retail planning platform that helps retailers and consumer brands sell more and waste less, with 100m+ in ARR and a leader in its space.

We talk with Emma about the evolution of the CS discipline and how this new setup of CS teams best brings value to an organization! Topics that are being addressed in this episode are:  

• How should a successful CSM team be measured going forward
• How should CS leaders balance between growth and satisfaction/value metrics for their CSM-team
• What are the key metrics that you measure your CSM team on
• How should the sales responsibilities be split between CS and Sales and why
• How should we compensate our CSMs if/when they do contribute to Sales

These are some of the many topics we address with Emma, tune in to learn from her experience in running a global CSM team that contributes to customer adoption, and satisfaction while also ensuring revenue growth for each account.

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In this episode, we speak with Stine Mangor Tornmark, CEO & Co-founder, Openli, the compliance platform that helps its customers scale their privacy efforts and get on top of their vendors.

We talk with Stine about how she one day had an epiphany, while in the audience at SaaSiest, to do Community-Led growth, and how that changed everything! Topics that are being addressed in this episode are:  

• What is the definition of Community-Led growth 
• How do you know if this is the right approach for your business
• What is the process of vetting members
• How do you ensure continuous engagement
• How is an organization impacted when moving to a Community-Led approach

These are some of the many topics we address with Stine, tune in to learn from her experience in scaling fast in a niche space via Community-Led growth.

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In this episode, we speak with Hélène Hulthin Hagnéré, Founder, SCHHH, a Customer Success consultancy supporting organizations to transform their CS journey.

We talk with Hélène about all things CS and specifically Win-backs! Topics that are being addressed in this episode are:  

• What is a win-back
• Why would you not want to save customers
• How do you recommend setting up a CS org for best throughput
• Shall CSMs have a revenue quota
• What is the main CS KPI to track
• Is CS closer allied with product or sales

These are some of the many topics we address with Hélène, tune in to learn from her experience in scaling and running efficient CS organizations over the past 15 years.

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In this episode, we speak with Katrine Rasmussen, CMO, Pixelz, a post-production platform for brands, retailers, and photo studios across the globe. Combining AI, automation, and the skills of photo retouchers, they are helping some of the world's most renowned brands get images on-site faster 

We talk with Katrine about the role of Event Marketing in your ABM strategy. Topics that are being addressed in this episode are:  

• What is ABM? 
• What is Event Marketing
• How do these play together?
• How do you measure the success of these initiatives
• How is ROI calculated on an event

These are some of the many topics we address with Katrine, tune in to learn from her experience on Event Marketing and how that is an integral part of your ABM strategy when done right.

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In this episode, we speak with Linda Souza, Founder, 42muses, the marketing leader and GTM advisor with over 20 years of experience building and scaling high-growth tech startups from seed to exit.

We talk with Linda about how brand archetypes and how they impact the operations of a SaaS company. Topics that are being addressed in this episode are:  

• What are brand archetypes
• Do they really impact the business or is it just marketing fluff
• How can companies figure out what their archetype is
• What different types could be applicable to B2B SaaS companies
• How do you execute on a brand archetype

These are some of the many topics we address with Linda, tune in to learn from her experience of the process of finding your brand archetype and how you execute on it. This is a must listen to all the company leaders and marketing professionals out there, find your brand's personality and make the most of it.

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In this episode, we speak with Vigleik Takle, CEO, Simployer, the all-in-one HR tech platform with more than 15000 customers serving over 1.2m users. 

We talk with Vigleik about how companies can avoid missing the opportunity to enable and maximize the potential of their existing pool of staff, rather than just focusing on developing new hires. Topics that are being addressed in this episode are:  

• Why does this oversight at all take place
• How do you in practice and over time make sure to support staff to reach their full potential
• What is the role of the leaders in an organization like this
• What are some key characteristics of an organization that is successful with its people development programs
• Do's and don'ts

These are some of the many topics we address with Vigleik, tune in to learn from his experience of what it really takes to build an organization where staff is catered to and supported to reach their full potential.

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In this episode, we speak with Karl-Fredrik Lund, CEO, Papirfly Group, the all-in-one brand management platform that empowers everyone working within your business to create brand-perfect collateral, using pre-approved templating aligned to brand guidelines.

We talk with Karl-Fredrik about the real work that happens after the M&A contracts are signed. Topics that are being addressed in this episode are:  

• What are underlying good reasons to even do M&A
• What are the practical aspects of an M&A process
• What happens after the transaction is closed
• How to handle the critical 3 C's in this process: Communication / Culture Integration /Change management
• How does an M&A process affect a CEO in terms of time and energy consumed

These are some of the many topics we address with Karl-Fredrik, tune in to learn from his experience of what it really takes to be successful with M&A.

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In this episode, we speak with Sigrún Gunnhildardóttir, CPO, AGR, the demand and supply chain software out of Iceland helping businesses manage their supply chain.

We talk with Sigrún about the process and the transition, going from On-Prem to SaaS, particularly from a product perspective. Topics that are being addressed in this episode are:  

• What are the driving factors in this decision 
• How do you balance uplifting the existing code base vs creating something from scratch
• What have been the most challenging parts in this transition, and how have they been handled
• What effects did this have short-term and long-term on the organization

These are some of the many topics we address with Viktor, tune in to learn from his experience of merging two fierce competitors into a strong & dominant player. 

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In this episode, we speak with Viktor Underwood, CEO, Quickchannel, the all-in video platform for streaming, recording, and web-tv solutions. The solutions offer organizations to create, record, manage, and stream videos such as educational material, seminars, meetings, company events, or internal- and external presentations

We talk with Viktor about the process of merging with your competitor, from first touch to full operational efficiency as one new unit. Topics that are being addressed in this episode are:  

• How is this process initiated considering you are competitors 
• How does a due diligence process happen in this type of process, knowing there is added risk of exposure
• What has been the process of merging the businesses 
• What have been the most challenging and time-consuming elements of the merger

These are some of the many topics we address with Viktor, tune in to learn from his experience of merging two fierce competitors into a strong & dominant player. 

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In this episode, we speak with Uku Tomikas, CEO,  Messente Communications, the messaging API platform. Through secure, global messaging and two-factor authentication, Messente connects businesses to people across the globe spanning over 190 countries.

We talk with Uku about how some of the practices used in the military forces to organize and lead teams can be applicable to the SaaS world as well. Topics that are being addressed in this episode are:  

• The vision and understanding of assignments are key to driving success
• Communication management in an up and downstream process
• The importance of having scenario planning and having a plan A and B in place
• Leadership is all about keeping it simple

These are some of the many topics we address with Uku, tune in to learn from his experience of running a successful and profitable SaaS company while leveraging his learnings from his military career. 

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In this episode, we speak with Sigbjørn Nome, CEO & Co-Founder,  Ignite Procurement the Procurement solution, that helps mid-market and large enterprises automate procurement analytics and insights in a way that enables them to control costs while keeping their supplier base sustainable and compliant.

We talk with Sigbjørn about leveraging Direct Sales, Partner Sales, and PLG simultaneously. Topics that are being addressed in this episode are:  

• Why use different motions vs doubling down on one
• Are some more suitable in some scenarios than others
• How does this affect the organization and resource allocation
• How does it affect the product

These are some of the many topics we address with Sigbjørn, tune in to learn from his experience of running multiple GTM motions in a multiproduct SaaS company.

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In this episode, we speak with April Dunford, Founder, Ambient Strategy about the 5-step process approach you must go through to nail your positioning.

We do so by using a real example case, the positioning of SaaS Nordic and SaaSiest. In this episode, we've flipped the roles and April is asking all the questions while Daniel and Thomas do the answering. To find the answer April walks us through these 5 key questions:

• If you don't exist, what would your customers use
• What features or capabilities do you have that alternatives do not
• What value do the attributes enable for customers
• Who cares a lot about the value
• What context makes the value obvious to your target segment

Tune in to learn how April's positioning framework is used in action as Daniel and Thomas do their best in figuring out how to address the questions.

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In this episode, we speak with Patrick Olsson, CEO, Findity, the white label expense management platform

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In this episode, we speak with Rasmus Holst, CEO, LMS365 the learning platform built into Microsoft 365 and Microsoft Teams with millions of users in 60+ countries worldwide.

We talk with Rasmus about raising funds in times of recession. Topics that are being addressed in this episode are:  

• What's the process like raising now compared to the past
• Who are the key stakeholders internally 
• How do you vet investors, what are the red flags
• All in on Plan A or do you entertain multiple options in parallel 

These are some of the many topics we address with Rasmus, tune in to learn from his experience of raising funds on 7 different occasions, both in good and bad times. 

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In this episode, we speak with Morten Klank, CEO, Bizbrains, the B2B integration cockpit, built to help your business manage all the processes connected to EDI/API – with minimal impact on your IT department, minus the need for a VANs partner (Value Added Network Service partner).

We talk with Morten about the first 3 months of a newly appointed CEO, and the events that take place during that period. Topics that are being addressed in this episode are:  

• Pre-start, interview on the first day in the office
• Expectations vs reality - where is the difference
• How fast do you go from continuing as is, to implementing "your ways"
• How's the level of interaction with founders and employees

These are some of the many topics we address with Morten, tune in to learn from his experience on what the first 3 months of a newly appointed CEO can look like! 

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In this episode, we speak with Mikkel Drucker, CEO, Netigate, the feedback platform for professionals, helping companies keep a finger on the pulse of their customers and employees.

We talk with Mikkel about what it is like to be working with a Private Equity fund as the main owner. Topics that are being addressed in this episode are:

• How would one define a PE
• What are the differences to other "types" of investors
• What are the pros and cons from an operator's perspective
• What makes for a good PE - how do you know it is a match

These are some of the many topics we address with Mikkel, tune in to learn from his experience on what working in a PE-owned structure can look like.

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In this episode, we speak with Mats Klaar, CEO of Viedoc, the software that helps to modernize clinical research so that necessary treatments can reach the people who need them faster.

We talk with Mats about what needs to be considered when releasing new product offerings, simultaneously across the globe, where customer expectations may vary. Topics that are being addressed in this episode are:

• Timing: MVP release vs Bug-free production-ready release
• Risk vs Rewards of the different approaches
• How do expectations vary in different business cultures
• How does that affect your external communication

These are some of the many topics we address with Mats, tune in to learn from his experience on how to manage communication with the market when operating across the globe!

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In this episode, we speak with Christoffer Vikersveen Herheim, CEO & Co-Founder, Optio the software that helps businesses incentivize employees, manage equity, stay compliant, and report costs with withing one solution.

We talk with Christoffer about the importance of mastering your cashflow management to fuel growth. Topics that are being addressed in this episode are:

• Cashflow management in the early days as bootstrapped
• How should contracts be structured for maximum effect
• When can you vs should you invoice
• How does your cashflow management today define future investments
• What role does consulting play

These are some of the many topics we address with Christoffer, tune in to learn from his experience on how to build a strong global team to meet global demand.

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In this episode, we speak with Shameek Ghosh, CEO & Co-Founder, Trustrace the software that empowers brands and suppliers worldwide to standardize how supply chain and material traceability data is captured, digitized, and shared.

We talk with Shameek about what it means to build a company with a truly global mindset. Topics that are being addressed in this episode are:

• What does having a global mindset mean
• How do you leverage local cultural differences 
• What are the challenges of having a team spread out in the world
• What is the role of the leaders in a global setup 
• What is the role of partners in all of this

These are some of the many topics we address with Shameek, tune in to learn from his experience on how to build a strong global team to meet global demand.

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In this episode, we speak with Emil Sjödin, CEO & Co-Founder, Refined the software that turns Confluence and Jira into custom intranets, documentation sites, support desks, and more—no code required. 

We talk with Emil about what it means to build a 10+m ARR company where your offering solely lives in one ecosystem, in this case, Atlassian. Topics that are being addressed in this episode are:

• Why chose to operate solely in one existing ecosystem
• Pros and cons
• How does this affect product development
• How does it affect sales
• What is the role of partners in all of this

These are some of the many topics we address with Emil, tune in to learn from his experience on how to build a fast-growing and profitable company by leveraging the power of an existing software ecosystem.

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In this episode, we speak with Jakob Lunøe, CEO, Delogue the PLM platform for product development for the fashion industry with users in 60+ countries.

We talk with Jacob about transitioning an organization from an "all hands on deck" mentality into more of a specialized role and responsibility-driven organization. Topics that are being addressed in this episode are:

• Why do you need to make this transition 
• What are the signs that confirm the timing is right to do it now
• What are the common risks in making this transition
• What role do the leaders play in this
• How do you work with trust and mindset change

These are some of the many topics we address with Jakob, tune in to learn from his experience on how to evolve into an organization from an all-hands-on-deck mentality to an operating model with more specialized and distinct teams and roles.

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In this episode, we speak with Magnus Hultman, CEO, Safeture the cloud-based employee safety platform enabling companies to manage risk, safety, and crisis processes from a single platform. 

We talk with Magnus about what it means to be a publicly listed company and how that has an impact on every operational decision that is made. Topics that are being addressed in this episode are:

• What are the main differences between being a publicly listed company vs a privately held
• How does this affect the organizational structure and internal processes
• Is IPO an option everyone should consider - what are the requirements
• How to cope with the stock market's instant approval/disapproval 
• What are the main pros vs cons of being listed

These are some of the many topics we address with Magnus, tune in to learn from his experience of what it means to run a publicly listed company!

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In this episode, we speak with Mikkel Novod, CEO, Clerk.io the all-in-one e-commerce personalization platform that empowers thousands of customers around the world to deliver personalized shopping experiences to their end customers

We talk with Mikkel about how they've efficiently built and leveraged an SDR organization to fuel fast growth across multiple markets simultaneously. Topics that are being addressed in this episode are:

• How does one finance an SDR organization of this size
• SDR to Sales rep ratio
• How to rightsize the SDR organization based on needs
• How to leverage the SDR operation to quickly test new Geos

These are some of the many topics we address with Mikkel, tune in to learn from his experience of building agile and efficient SDR teams to fuel sales-led growth!

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In this episode, we speak with Urban Bucht, CEO, Hypergene the SaaS that helps to streamline budgeting and forecasting processes.We talk with Urban about how to actively work with Pricing & GTM as part of the Revenue Agenda. Topics that are being addressed in this episode are:

• Who owns the pricing - How frequently does your pricing plan need to be updated- What about having different pricing for different verticals or regions, good or bad- What makes up a strong and efficient internal GTM function- Where do partners come into play in all of thisThese are some of the many topics we address with Urban, tune in to learn from his experience no actively working with pricing and efficient GTM processes.

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In this episode, we speak with Nils Olsson, CEO, Lime Technologies the CRM specialist that is growing fast and in a profitable way as it takes on one European market after the other!We talk with Nils about how the process of recruiting the right people at the right time has turned into a competitive advantage for them, especially when recruiting 100+ plus people within a year. Topics that are being addressed in this episode are:

• What are the main steps in your recruitment process- Who is involved internally in supporting the process- How do you onboard 100 people all at once- Pros and cons of hiring young professionals vs more experienced professionals- What are the essentials of a successful trainee programThese are some of the many topics we address with Nils, tune in to learn from his experience on how you recruit and onboard 100s of people a year!

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In this episode, we speak with Tapani Kyrki, CEO, Aurora Innovation, the healthcare SaaS specialist dedicated to increasing access to care services and creating well-functioning work environments for healthcare professionals.We talk with Tapani about what needs to happen when you go from 5M Euro in ARR to 15M Euro in ARR. Topics that are being addressed are:

• What changes must the organization make, and which changes are critical to support this growth?- How do you need to think about geo expansion?- Which processes are key to getting in place to support this growth transition?- What role does productification play?These are some of the many topics we address with Tapani, tune in to learn from his experience on what it can look like going from 5M to 15M Euro in ARR. 

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In this episode, we speak with Michael Heiberg, CEO & Founder, Ocean.io, the AI prospecting data platform helping organizations find accounts and contacts that match your best customers.We talk with Michael about how you can get your US sales going without having local people on the ground to start with. Questions that are being addressed are:

• How does remote selling stack up to the alternative GTM possibilities here- What data convinced the Ocean.io team that sales could be done from Denmark- How does it work in practice having a local team in Denmark selling to the US- What are the main downsides and shortcomings of this modelThese are some of the many topics we address with Michael, tune in to learn from his experience on how to run a sales organization selling remotely into the US market.

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In this episode, we speak with Jarek Owczarek, CPO & Founder, Contractbook, the software company that enables small and medium-sized businesses in more than 75 countries to manage the entire lifecycle of their contracts in a single, fully automated flow. We talk with Jarek about what it means to operate in a crowded space, particularly from a product perspective, and some of the themes that we address are:

• Is crowded space a bad or a good thing- What role does the vision play when building a product in a crowded space- What is the role and influence of the customer- What can and should you do to stand out from a product perspectiveThese are some of the many topics we address with Jarek about what you can do to stand out among the crowd. Tune in to listen to the full episode.

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In this episode, we speak with Giles Whiting, COO & MD, Forsta, the HX (Human Experience Platform) that breaks down the silos between CX (Customer Experience), Employee Experience (EX), and Market Research – so that companies can get a deeper, more complete understanding of the experiences of their audiences.We talk with Giles about his views on why many European B2B SaaS companies fail with their sales efforts in the US and discuss the following themes:

• Is there such a thing as global Product-Market fit- Do you have access to the right talent to take on the US- US is pay to play, do you have the necessary funds to sustain- Do you have a game plan that is solid enoughThese are some of the many topics we address with Giles and what you can do to overcome these challenges to ensure you set yourself up for success. Tune in to listen to Giles's advice on taking your business to the States, and doing so successfully!

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In this episode, we speak with Joel Hellermark, CEO & Founder, Sana, an AI-powered learning platform that empowers organizations to find, share, and harness the knowledge they need to achieve their missions.We talk with Joel about his views on how you can make your organizational structure into a competitive advantage. Some of the questions that are addressed in this episode are: 

• What is an operating model- What different types of operating models exist today- How does the process look when deciding on the right model for your business- What is the future operating model of SaaS companiesThese are some of the many topics we address with Joel, tune in to listen to how he's structured Sana to leverage the power of the organization! 

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In this episode, we speak with Niclas Ramon Staberg, Operating Advisor, Verdane the specialist growth equity investment firm that partners with tech-enabled and sustainable businesses based out of Europe to help them reach the next stage of international growth.

We talk with Niclas about the new concept of Earned Growth that is gaining momentum in the B2B SaaS space -  here are some of the questions that are addressed in this episode: 

• What is Earned Growth Rate and why does it matter- What is Customer Referral Value- How do you activate customers to be referrals- Which are the key metrics to monitor in this process- What special needs are put on the organization to be successful with thisThese are some of the many topics we address with Niclas, tune in to listen to how the process of Earned Growth is vital for continued and scalable revenue growth.

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In this episode, we speak with Tine Karlsen, CEO & Co-Founder, Vev the fast-growing SaaS design platform for professional organizations to create and launch unique web experiences, headquartered in Norway!We talk with Tine about how their Go-To-Market method is a marriage of two motions, hands-on Large Enterprise Sales led motion with a PLG element to it. Some of the questions that are addressed in this episode are: 

• Why can it be relevant to combine PLG with a more traditional Enterprise sales type of approach- How do you make sure these two motions complement each other- How do you define key activation moments, and where is the handover done to sales- What requirements does this combination put on the org and productThese are some of the many topics we address with Tine, tune in to listen to how she's combining Enterprise Sales and PLG motion to improve the buying experience for their customers.

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In this final episode in a 3-series show on the lifecycle of a B2B SaaS company, we bring in the investor and operator to talk about the Growth & Moat phase!We talk to Mikael Johnsson Co-Founder and General Partner, Oxx, and Fredrik Skantze, CEO, Funnel on some of the following topics:- What defines the Growth & Moat phase? How is it defined?- What are the characteristics of a company entering the Moat and Growth stage?- How does the CEO's role & focus change in this phase?- What does a good Moat look like?- What are the key metrics in this phase?

Tune in to listen in on how you build your moat over time to cement a unique position in your particular domain!

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In this episode, we speak with Alexandra Sevelius, CMO, OneiO, a cloud-native integration service provider connecting people, processes, and tools, headquartered in Finland.We talk with Alexandra about some of the differences as well as similarities of running marketing for a HyperScale vs an Early SaaS organization, and specifically about:

• How do you define priorities in small vs big marketing operations- How do you scale a marketing team from startup to scaleup- What are the main differences in key operations between smaller vs bigger marketing operations- What can smaller marketing organizations learn from the ones running big well funded operationsThese are some of the many topics we address with Alexandra, tune in to listen to how she takes the learnings from running a big, well-funded marketing operation to a startup setup where she now builds from the ground up.

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In this episode, we speak with Anna Bloth Karling, CEO & Founder, Zebrain, the SaaS coaching and people development platform for next-generation SaaS companies!We talk with Anna about why incorporating structured coaching is more strategic than ever, and specifically about:

• What is the true role of a coach, and what makes a good coach- How does a coach complement a direct line manager- How do you know what type of coaches you may need for your people- What are some of the best coaching methods in use today- Which tools and forums are best to enable good coaching practiceThese are some of the many topics we address with Anna, tune in to get her to take on why coaching is key to fueling growth in your business in 2023!

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In this episode, we speak with Ingrid Ødegaard, VP Product, IndyRiot the next-generation Community platform that allows you to create your own public or private space!We talk with Ingrid about Product Strategy and, specifically about:

• What is Product Strategy- Who owns the Product Strategy vs who should be involved- How do you incorporate flexibility in a Product Strategy- Which tools and processes are necessary to have in place

These are some of the many topics we address with Ingrid, tune in to get her to take on Product Strategy and why it matters to your business!

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In this episode we speak with, Lisa Kruse, Founder, Holy Comms the Marketing as a Service agency working to elevate SaaS companies' communication and PR efforts in the public market.We talk with Lisa about what B2B SaaS marketers should be ready for in 2023, specifically about:

• How is the downturn in the economy affecting marketing teams- What are some changes you foresee in the way marketers operate- How does this affect the individual marketer and the skillset needed to succeed in 2023- Which channels should you consider doubling down on going forward- How do you stand out in a world full of noise

These are some of the questions Lisa addresses, tune in to leverage her top 3 tips for marketing in 2023!

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In this episode we speak with, Alex Farmer, CCO, Nezasa, the industry-leading software provider to travel brands for automated trip planning, fulfillment, personalization, and optimization.We talk with Alex about leveraging Community-Led growth for high-touch customers, specifically about:

• What you need to be aware of when building a community around a high-touch sales process - What is it in for the customer, what is their incentive to participate - How do you secure engagement- Which are the key elements you need to cater to when starting your community initiative- How does resource allocation look internally, who is needed to do what

These are some of the questions Alex addresses, tune in to leverage his lessons and his top 3 tips, relevant for anyone building a community now for high-touch customers.

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In this episode we speak with, Erik Holm, CPO, Planhat, the customer platform built to give insights, manage workflow and drive customer experience. We talk with Erik about the timing to go from bootstrapped to VC funded, specifically about:

• What made you decide to take in VC money - which were the main trigger points - What was most difficult in the transition from Bootstrapped to VC funded- How does this change your business, internally as well as externally- What are the pros vs cons of being bootstrapped vs VC funded

These are some of the questions Erik addresses, tune in to learn from this journey if you are bootstrapped and considering taking in VC money. 

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In this episode we speak with, Tommi Ylinen, CPO, Relex Solutions, the supply chain and retail planning platform from Finland that has over 100m Euro in ARR, serving the largest retailers in the world!We talk with Tommi about what it truly means to serve Enterprise customers with a mission-critical platform that affects the entire organization, and specifically what that means for the internal product team!

• What are the characteristics of a true Enterprise Software Platform? - What are the needed components of a product team that is serving an Enterprise market?- The User vs. Customer dilemma - how does it affect the product development- How to cope with slow feedback cycles?- How to manage the weight of individual customers? 

These are some of the questions Tommi addresses, tune in to learn what it truly means to build Enterprise Software!

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In this episode we speak with, Per Henrik Nielsen, CEO, TimeLog, the PSA software which helps professional services organizations manage their projects, resources, time, and billing in one solution.We talk with Per Henrik about their transition from an owner-led to a VC-led business, specifically around some of these questions: 

• What is the trigger that suggests a transition like this? - How does the organization change when you go from focus on profitability to growth?- What does it take to make a transition like this?- What role do the existing owners play if they stick around?

These are some of the questions that Per-Henrik addresses, tune in to learn what it takes to make the transition from an owner-led to a VC-led business.

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In this episode we speak with, Jessica Gilmartin, Head of Revenue Marketing, Asana, the Workflow Management Solution with over 131.000 paying customers around the world!We talk with Jessica about her experience in scaling Demand Generation at companies and specifically: 

• How do you build a business case to focus on this internally? - What are the key components of a Demand Gen organization?- How do you measure and define success, which are key KPIs to track?- How to allocate a budget for demand generation vs other initiatives?

These are some of the questions that Jessica addresses, tune in to learn what it takes to scale your Demand Generation operations!

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In this 2nd episode in a 3-series show on the lifecycle of a B2B SaaS company, we bring in the investor and operator to measure up! In this episode, we focus on Go-To-Market fit!We talk to Mikael Johnsson Co-Founder and General Partner, Oxx, and Ola Sars, Founder, and CEO of Soundtrack your brand on some of the following topics:- What is Go-To-Market Fit? How is it defined?- How do you measure it, and how do you know if you have established a GTM fit?- What are the main GTM fit accelerators to work on?- Which GTM motion shall prevail?

Tune in to listen in on how the practitioner and investors look at all of these questions and see how well that aligns with your own perspective!

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In this episode we speak with, Jesper Frederiksen, Vice President & GM International, Lacework, the fast-growing data-driven security platform for the cloud. 

We talk with Jesper about his experience in scaling B2B SaaS companies and specifically: 

• When are you ready to go International? What is the main tell?
• What should be included in an international GTM playbook?
• How do you need to think about Sales Capacity when expanding internationally? 
• How do you find a balance between central setup and local presence?

These are some of the questions that Jesper addresses, tune in to learn what it takes to scale internationally from a commercial perspective! 

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In this episode we speak with, Heta Ruikka, VP of Product Management, Sievo, the procurement analytics solution based out of Finland for data-driven enterprises!

We talk with Heta about how to make the transition from a founder-owned product strategy to a product strategy that is owned by the VP of Product: 

• When is the right time to make this transition?
• What are the biggest signs for this?
• What does it take to make a transition from a Founder-led product to a process-driven product approach?
• What are some of the key challenges to be aware of and to overcome in this transition?
• How do you ensure to keep the founders involved and engaged as contributors, and not as main decision makers?

These are some of the questions that Heta addresses, and if you are a VP of Product or CPO that will take over the product strategy from a founding team soon, then you've got to tune in to learn all how to navigate such a transition!

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In this episode we speak with, Carl Silbersky, Former CEO, BimObject, the SaaS Platform that provides architects and engineers with the information and inspiration they need to design buildings faster, smarter and greener.

We talk with Carl about his experience running a publicly listed business and what the pros and cons are of doing so:

• Why should you consider listing
• When should you go public
• Were there any initial surprises/unexpected events when becoming a listed company
• What are the differences between being a listed company vs a non-listed company
• How do you manage the dialogue with the owners when being a public company

These are some of the questions that Carl addresses, tune in to learn more from his journey running a listed SaaS company!

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In this episode, we speak with George Brontén, CEO & Founder, Membrain, the Sales Enablement CRM platform focusing on driving results by emphasizing the right behavior in your sales teams.  

We talk with George about the journey of going from a founder-led sales setup to a professional and scalable sales organization.

• When is the right time to make this transition, what is the trigger point
• Who should your first hire be, leader or individual contributor
• What is key in this recruitment process
• What are the do's and don'ts in this type of a transition 

These are some of the questions that George addresses, tune in to learn how you also can make this transition as smooth as possible.

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In this episode, we speak with Krysten Conner, Enterprise Account Executive, UserGems, the fast-growing prospecting, and sales intelligence platform that initially started in Austria and has since moved its HQ to the US.

We talk with Krysten about what makes the best-performing sales organizations stand out as she shares her lessons learned working for 3 SaaS Unicorns before joining UserGems.

• Why Sales Training is key to success
• Unique training focus on Toward vs Away language and Above the line vs Below the line conversations
• How a good Discovery meeting sets the tone for the rest of the buying journey
• What is the secret of how to keep momentum in a deal
• How to best leverage Demos and Proof of Concepts
• and much more is discussed in this episode

Tune in to learn how the best-in-class organizations are setting their Sales team up for success!

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In this episode, we speak with Anna Gullstrand, Acting CEO, Mentimeter, the Audience Engagement Platform that has set the standard for how to grow a PLG business out of the Nordics into a global player. 

We talk with Anna about how Mentimeter's initial go-to-market motion was powered by a PLG and self-service type of motion. As customers grew in size, consumption was complemented with a parallel Enterprise motion.

• Why was this addition made?
• How do you know when the timing is right to add an Enterprise motion
• What are the additional requirements this sets on the internal organization
• What are the risks vs opportunities in making this transition
• and much more

Tune in to learn how you can have both a self-service as well as an Enterprise motion feeding off each other! 

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In this episode, we speak with Sascha E.H. Skydsgaard, CSO, Timelog, the fast-growing PSA solution from Denmark which helps professional service organizations be more efficient in their work.

We talk with Sascha about onboarding new talent, and how to do that in an efficient way, in order to minimize the time to full productivity of new resources. 

• What should happen in a hiring process - which are the key steps to evaluate talent
• What should happen during pre-boarding
• Which key elements are part of an efficient onboarding
• Who needs to be involved in securing the success of newly hired talent
• How do you measure if onboarding was a success - what are the key indicators

These are some of many the questions we tackle with Sascha during the episode. This is a great episode for all hiring managers that are looking for inspiration on how to shorten the time from hire to production of new staff members - tune in!

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In this episode, we speak with Nora Tandberg, CFO, Papirfly, the fast-growing Brand Activation Management platform with a global presence, headquartered in Norway!

We talk with Nora about the current Macroeconomic events affecting all B2B SaaS companies, and precisely what you need to monitor closely and how you need to prepare for 2023:

• What are the main external drivers and indicators you need to keep tabs on
• What is the appropriate way to respond to these
• How should you approach your 2023 budget planning
• What are the key differences in budget planning to 2022
• Which are the stakeholders needed to be involved during these times

These are some of many the questions we tackle with Nora during the episode. If you are in the middle of your 2023 budget processes you'll find this episode useful - tune in!

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In this episode, we speak with Nick Peters, VP Operations, Ardoq, the leading global data-driven tool for Enterprise Architecture and a key tool for digital transformation journeys, based out of Norway.

We talk with Nick about meaningful work, and why the concept is key to driving progress in a fast-growing organization! Nick walks us through topics such as:

• What is the meaningful work umbrella?
• Why is it important to understand what meaning full work is to people?
• How is this related to culture and values?
• How does it evolve as a company scales?
• Who should own the meaningful work concept in an organization?

It is interesting to hear Nick's vision of how you drive progress in an organization by focusing on personal fulfillment, something that has been of great advantage to Ardoq in their growth journey! Tune in if you want to learn more about the meaningful work umbrella and what it can do for your organization!

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In this episode, we speak with Lars Grønnegaard, CEO & Co-Founder, Dreamdata, the fast-growing revenue attribution platform that helps B2B SaaS companies build, repeat and scale success!

We talk with Lars about their decision to go all in on social selling and the huge success they've seen from this strategic initiative! We discuss the following main themes:

-How do you implement a corporate social selling strategy that includes all employees  -What framework do you need to continuously enable this initiative -What are the main pitfalls and risks with this strategy -How do you actually measure the ROI of the social selling initiative

It is fascinating to hear Lars' story of how a team from Denmark continuously makes a huge splash internationally on social media and reaps the benefits of it. Tune in if you want to be inspired by one of the best in class when it comes to building awareness for their brand on social! 

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In this episode, we speak with Kyle Poyar, Operating Partner, OpenView, the expansion stage venture firm, that helps build PLG software companies into market leaders!

We talk about all things PLG, and particularly dive into the ever-debated topic in PLG - How to showcase value that drives signups and converts down the road? Kyle and his team have developed the 11 principles of PLG and we touch upon elements such as:

-Pros and Cons of different PLG strategies  -Activation points, the real trigger of proving value to a customer -The power of reverse trials -Ungated trials - is that the new thing? -PLG sales and pricing motions 

Tune in to stay on top of the trends from one of the leading PLG experts in the world!

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In this episode, we speak with Avtar S. Jasser, CEO of Catalystone, the fast-growing Human Capital Management software out of Norway!

Avtar shares with us how they transitioned from being a Startup back in the day and going into Scaleup mode - and the challenges to be aware of when going through this critical transition. He shares his thoughts on:

• Timing - when do you know you have enough product-market fit to scale 
• What are the top priorities for a CEO and organization in the beginning of a scaleup phase 
• Challenges and pitfalls to be aware of in this transition phase
• It is one to identify attractive companies to buy, but how do you become an attractive acquirer?  
• How does the CEO's role change in this phase
• and much more 

These are some of the questions we address in this episode, and for anyone in a Startup to Scaleup transition phase there is some excellent advice to be found here. 

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In this episode, we speak with Göran Lindö, CEO of EcoOnline, the fast-growing Workplace Safety Platform out of Norway on their M&A Strategy!

Göran shares with us how they've been fueling their expansion with both organic growth and via acquisitions - a key strategy to their rapid success! They've purchased 11 businesses to date and more are to come!

• How do you develop a good M&A Strategy?
• What does it take to be successful with your M&A Strategy?
• What are the requirements for the organization to make the merger work well? -It is one to identify attractive companies to buy, but how do you become an attractive acquirer?  

These are some of the questions that we address in this episode, and for anyone considering growing by M&A, this is a must-listen-to episode!

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In this episode, we speak with Chris Walker, aka "Mr. Demand Generation". He is the CEO of Refine Labs, the progressive demand strategy and research firm focused on growth-stage B2B SaaS companies, that has taken the B2B SaaS world by storm.

Chris shares with us his thoughts on: 

• Why Demand Generation is key now in the new era of buying behaviors 
• How to set up your Demand Generation strategy & program for success
• The risks and opportunities with going all in on Demand Generation
• What channels to prioritize for your distribution 
• How to measure success, what KPIs to keep track of that define real progress
• and much more

If you are serious about creating demand for your product then this is a must-listen-to episode! Golden tips for all B2B SaaS CEOs and marketers!

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In this episode, we speak with Jonas Thordal, Co-founder & CEO of Weld, the fast-growing Data Operations Hub platform that allows companies to centralize, model and activate their data – without scripts or APIs – built on top of your data warehouse.

Jonas walks us through their journey and how specifically they've leveraged Professional Services to grow ARR 100% year over year! There is a way to combine Product led growth with a manual touch, and when done right magic happens! Here are some of the learnings that Jonas shares with us regarding professional services:

• How to leverage PS to accelerate product releases and the Go-To-Market motion
• The role it has played in product deployment, time to value, and expansions
• How it affects finances, focus on product, and the dialogue with the capital market
• and more...

If you are considering building a Professional Service arm, make sure to tune in because there are some great tips and tricks here from someone that has mastered the craft! 

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In this episode, we speak with Cristina-Tamara Grigorie Product Director, Verdane Elevate. Verdane, one of the leading growth partners to tech-enabled and sustainable businesses in Europe.

Cristina-Tamara is a B2B SaaS Product Director and shares her experience on why companies struggle with aligning their overall business goals with what their product teams are building and hence affecting how to prioritize the next big product bets.

We address topics such as: - What do most growth phase/scale-up companies struggle with on the product side? - What is a product strategy, and why is it critical to get it right? - The role of the Roadmaps - Product teams for scale - how is it done?

Tune in and learn from Cristina-Tamara on how to optimize your product strategy with business objectives. 

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In this episode, we speak with Jeppe Rindom Co-founder & CEO at Pleo, the Danish Unicorn that has taken Europe by storm with their all-in-one solution for all company spending, trusted by over 20k customers to date!

In this episode, we talk to Jeppe about his philosophy on how he has built Pleo to be this great SaaS business, but also about his passion to make the entire Nordic business ecosystem more competitive.

We get to hear some insights on the following topics in this episode: -How Pleo purposely designed the team to be international from the get-go to be ready for the future -How do they work with "internal incubators" to accelerate GEO expansion -Jeppe's philosophy on raising capital and being ready for the future  -and what we all can and need to do to make the Nordic SaaS ecosystem stronger and more competitive going forward 

This is a super inspiring episode with a great story about how to build a great business, but how we also as leaders have a responsibility to pay it forward to the entire ecosystem, at the end of the day we'll all benefit from it. 

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In this first episode in a 3 series show on the lifecycle of a B2B SaaS company, we speak with Mikael Johnsson Co-Founder and General Partner, Oxx, a specialist SaaS investor, backing Europe's most promising B2B SaaS scale-ups from Series A and beyond.

In this episode, we focus on Product-Market fit! We talk to Mikael about the importance of getting this part of the journey right, before kicking in the gears! Some of the key elements we cover are:

-Why is Product-Market fit so important for B2B SaaS companies? -What is Product-Market fit and how is it defined? -How do you measure it, and how do you know if you have established a Product-Market fit? -Who's responsible in the organization for achieving this?

Here is a spoiler alert, Product-Market fit is not defined by how successful you are with your sales! Tune in to learn what really defines and tells you if you have established a real Product-Market fit!

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In this episode, we speak with Simo Salmensuu CEO, Miradore, the Mobile Device Management platform that provides a smarter way to securely manage both company-owned and personal Android, iOS, macOS, and Windows devices. Today, they are trusted by over 10,000 organizations in more than 180 countries, with 10m+ Euro in ARR.

We talk to Simo about their international expansion, and specifically how their first international market was the US. Contrary to many other Nordic players going first into another Nordic country, or maybe taking on some European Miradore decided to take on the US first thing! 

It all comes down to acting local, across the entire organization in order to be successful! Tune in and be inspired by Miradore's international journey!

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In this episode, we speak with Elif Schmidt CEO, Oxceed that helps over 10,000 companies produce reporting to support financial decision making.

We focus on leadership and change in a B2B SaaS company with Elif, a topic she is very passionate about. Some of the questions that we address are:

• What is leadership all about & the role of a CEO in a scaleup?
• Coming in as a hired CEO, where do you start?
• How do you lead in a constantly changing environment?
• Leading an organization through other leaders, how is that done?
• What's the key to hiring the right people, to evolve and grow new leaders?

Tune in and be inspired by the tips and tricks that Elif shares from her position as CEO of Oxceed on Leadership!

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In this episode, we speak with Daniel Eisenberg Head of Expansion, Deel, the global payroll solution that helps businesses hire anyone, anywhere. 

Daniel shares some insights into how Deel managed to grow so fast and he particular talks about the following 3 corner pillars as key elements in their success: - Treat your customers like investors - Run the company like you are running out of time - Culture is King

Tune in and be inspired by the tips and tricks that Daniel shares from the Deel journey that you can apply as well in your business. 

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In this episode, we speak with Erik Fjellborg CEO & Founder, Quinyx, the Workforce Management Tool that is taking the world by storm! 

Erik walks us through the different stages of the Quinyx journey, starting as a student project in a small city in Sweden, to becoming a global player serving some of the largest enterprises in the world. This is a fascinating story where we get insights into their GTM process, their look at M&A as a growth strategy, and Eric's thoughts on managing opportunities and challenges when growing at the speed of lightning!

Tune in and learn from Erik's experience and learnings from running one of the fastest-growing businesses!  

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In this episode, we speak with Kristoffer Cedfors Commercial Excellence, Verdane, one of the leading growth partners to tech-enabled and sustainable businesses in Europe.

Christoffer is a B2B SaaS pricing expert and takes us through the sophisticated world of defining the right pricing strategy for your business. He walks us through the different established pricing models, the pros and cons, when they fit vs not and how you need to think about them in relation to the value you bring to your customer.

We address questions such as: -What's the process of finding the right pricing model for your business -How do you define the price levels, especially where market standards don't exist -the internal ownership of the pricing question - who owns it -the relation of transparent vs public pricing  -among many other questions pertaining to optimizing your pricing strategy  

Tune in and learn about best practices and how to approach the pricing question internally to make sure you have a model that lands well in the market and scales for the future.

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In this episode, we speak with Johnny Warström CEO & Co-Founder, Mentimeter, the collaborative and interactive presentation software that lets presenters do instant audience feedback, that has taken the world by a storm with 200m users!

We take the opportunity to talk to Johnny about how their success journey started, the evolution of their product and offerings, going from a self-service product to also include an Enterprise offering since a few years back.   

We've all heard the great story in terms of numbers, Mentimeter being a 30M USD ARR, growing 100% year over year! Their secret, at least one of them, is about their focus on HOW you reach success rather than just measuring the final outcome! Here is a perfect example of how establishing a company culture from the get-go, where recognizing the strength as well as the responsibility of each individual pays off big time!

Learn from Johnny how they work with culture, diversity, and programs to enforce this mindset in every aspect of their business to fuel their success! 

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In this episode, we speak with  Hugo Wernhoff CEO & Co-Founder, Kognity, the learning platform that is powering teachers and students to better learning all over the world.

We take the opportunity to talk to Hugo about Kognity being a Vision driven business, and specifically about his great vision for the students of today and tomorrow. He is on a mission to democratize and elevate education all over the world....the results so far are stunning! 

What does it mean to be a vision and mission-driven SaaS company? What does it mean for a CEO and team to run on a 20-year visionary plan for the business! Hugo generously shares with us how the vision and mission stand above all, how that regulates the relationship with investors, affects recruiting & talent development, the way the customers and markets are approached, in a way that may differ from your regular SaaS growth journey.

This is for all the SaaS leaders that are building for the long run - tune in and be inspired by someone that is truly making the world a better place while building a company for the ages.

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In this episode, we speak with Sindre Haaland CEO & Founder, SalesScreen, the Sales Gamification platform that is used globally by sales organizations to engage, encourage and motivate salespeople to perform well, all while having fun!

We take the opportunity with Sindre to dig into the psychology and levers at hand when crafting an environment that Salespeople want to thrive in. How do you compensate and award salespeople? How do you encourage and enable salespeople to do better? Do we all need to have Presidents Clubs? What about team incentives? How do you craft your competitions to be inspiring for all? Should you use team quotas? What's required from the modern Sales leader to create an environment that everyone can thrive and feel motivated in?

This episode is for all the sales leaders out there - tune in and get inspired by Sindre's thoughts on all of this.

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In this episode, we speak with Johanna Småros Co-Founder & CMO, RELEX Solutions, the award-winning Retail Optimization Software from Finland that is taking over the world, one region at a time!

Johana is the engineer that Co-Founded RELEX Solutions, turned CMO, and has taken RELEX Solutions on a fantastic international journey to 100m Euro in ARR. How did they do it? That's what we are digging into in this episode. 

Tune in to learn how this global international expansion started, what their approach was in the beginning, and how this has evolved over time. This is a journey of a lean and efficient scaling process, accelerated at just the right time. Tap into this episode to learn about the key decisions Johanna and her Co-Founders did to take on all the key regions in their space!

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In this episode, we speak with Jenny Sagström CEO, Sköna, the high-tech branding, and marketing agency out of San Francisco with many of the world's B2B SaaS companies on their client list - you guessed it, about branding! 

Working with the likes of Snowflake Jenny knows what it takes to build a brand that stands out in this day of age. She shares with us her perspective on brand vs marketing, why they are different, and why both matter. 

The trick is in the execution and timing, knowing when to focus on demand gen vs doubling down on the brand building, making sure you are consistent, accurate, and speedy in all your communication. She also taps into what key functions must be managed in-house in terms of demand and gen and brand, and when you need to consider hiring outside expertise to accelerate brand awareness. 

For anyone building a brand and looking for inspiration on the topic, this is a great episode!

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In this episode, we speak with Rickard Carlsson CEO & Co-Founder, Detectify, the Security Platform that helps some of the largest tech companies in the world keep their services secure and intact.

Rickard and his team are currently enjoying triple digits ARR growth year over year and it all started with a hack!

Literally, they started off by successfully hacking (with their approval of course) some of the most well-known tech companies, helping them understand their security vulnerabilities. Not only did they get paid to do this, but more importantly they were allowed to write about this publicly.......and that was the start of a great PR engine!

Rickard walks us through the journey from being ethical hackers on the weekend to productizing their methods and turning this into a product company, leveraging the PR from ethically hacking the likes of Goggle, Facebook among others, and quickly turning this into one of the fastest-growing security companies on the planet.

This is an inspiring story of how 4 guys, against the odds, started a global security company out of Sweden. There are great lessons learned from fine-tuning the business model through the years, building a hacker community, running 40+ events a year to get visibility, to leveraging the publicity hacks to get media leverage. Add to that a VC market that didn't initially get their idea and you will understand how impressive this journey is!

This episode is for everyone that knows they are on to something big, just go for it!

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In this episode, we speak with Øyvind Reed CEO, Whereby, the Video Platform that helps connect people and is trusted by companies like Netflix, Hubspot, and IKEA among many other global brands.

Øyvind takes us down memory lane, and very generously shares Whereby's nonlinear journey to the success they are seeing today! While he has taken his business from 2m to 10m Euro ARR in a couple of years he makes a point to have us all understand that it is a journey of resilience! 

Here are some great lessons from starting out as bootstrapped and underfunded at times, expensive (valuable) lessons learned from entering the US, and being forced to pivot the product as well business model while running at 300 miles an hour.

This is as raw and honest as it gets from a CEO. Resilience, a never-die attitude, always being able to learn from the past and adjust for the future, are key ingredients to success, and Øyvind masters them all!

This is such an inspirational story for everyone building their startup and scaleup - tune in and be inspired!

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In this episode, we speak with Mikko Honkanen Co-Founder, Vainu, the Sales Intelligence Platform that helps salespeople and marketers move forward through real-time company data.

Mikko walks us through Vainu's journey, from startup to scaleup all while bootstrapping their way to 13M Euro ARR.  Tune in to learn how and what they did to have full control and predictability of their success. 

During the journey, Mikko and his founding team had to make a number of critical decisions when it came to sales and marketing, product innovation, and product (re)positioning. It's a beautiful story of how it all comes together, and on the road to success, there are a lot of learnings.

This is a bootstrapping journey, where actions and decisions were based on real data points, that will inspire you.

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In this episode, we speak with Charlotte Ekelund CEO and Co-Founder, Teemyco, the SaaS platform that brings your offline people into a virtual office for better collaboration.

Charlotte shares her thoughts on what you need to be aware of in the age of remote teams. Is it for every SaaS organization? How do you prepare for this? What are the biggest pitfalls in making this adaption if you've run an "office first" organization in the past? What are the requirements for leadership going forward? These and many more questions are discussed in this episode. 

This conversation is more relevant than ever, and Charlotte shares her experience and insight into this field in a way that makes it tangible for anyone considering the hybrid and remote first organization. 

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In this episode, we speak to Tom Henriksson General Partner at OpenOcean, the Finnish-based VC company with a particular love for Enterprise data-intensive software businesses across Europe. 

Tom joins us to talk about how they assess the value of SaaS companies, and this is from the perspective of someone that has invested early in companies like MySQL, Truecaller, and Supermetrics among others. Hear him talk about ARR as the meta-level for valuations, CAGR, the importance of NRR growth, access to capital, and how the location of your home market all play a role when applying a valuation of a company. 

If you want to get a peek into how one of the most successful VC companies in the Nordics go about assessing companies, from applying the rule of 40, digging into the Unit economics, really (yes really) digging into your product, and assessing the skillset of the founders to make sure they are able to go all the way - then this is an episode for you!   This is an exciting and insightful conversation with a "product-driven" VC firm with a great track record in finding best-in-class companies at an early stage!

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In this episode, we speak to Fredrik Rönnlund COO,  Leadoo Marketing Technologies, the Finnish-based Conversion Platform for Marketing and Sales powering over 800 customers worldwide.

Fredrik joins us to talk about the role of the professional SaaS board. Currently, with 4 board assignments with Leadoo, Kundo, Miradore, and Bonalive Biomaterials, he has a direct view of what a good board look likes, and how it best supports the business to succeed? Spoiler alert, being good at numbers is not good enough :)!

This is an exciting and insightful conversation about how you shape, engage and involve your board to get the most of that relationship! Listen in, particularly if you are in the process of hiring your first professional board!

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In this episode, we speak to Sigrun Dora Saevinsdottir COO,  LS Retail, the Icelandic based SaaS company powering over 80000+ storefronts in 140 countries with unified retail software.

Sigrun shares with us the journey of transforming a successful on-prem business to become cloud and mobile-first! With 1000s of customers and 100s of channel partners all over the world, this was an activity that required lots of forward planning and gradual adjustment. What does it take to make this transition? How do you manage the ecosystem, particularly partners, when they are used to a pricing and delivery model that has been successful for many years? 

If you haven't yet moved to the cloud (btw you should be concerned then) or are about to change your business that will have a direct impact on your channel partners then this is a must listen to episode!

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In this episode, we speak to Niilo Fredrikson CEO, Efecte, the fast-growing service and identity management solution headquartered in Finland!

Niilo shares his view on Channel Sales in SaaS. What is it, when does it work and how to go about establishing a successful Channel Sales program are some of the questions addressed in this episode. 

If you are considering setting up a channel sales program, we would suggest you start by listening to this episode - it will certainly set you in the right direction! Done right, the channel sales program can be worth gold for you down the road!

Tune in to figure out how you go about it!

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In this episode, we speak to Mikael Thuneberg CEO and Founder, Supermetrics, about how they've taken the world by storm with their platform that helps businesses manage and understand their marketing data. 

This is a great story about how Michael working as an analyst couldn’t find the right tools to support him in the work and therefore built something for himself! That was the birth of Supermetrics and in this episode, we talk about the journey of bootstrapping the business to tens of millions of Euros. What did it take? How was it done? What are some of the best learnings from this journey and many other things are being addressed in this episode?

What makes this even better is that for most of the journey it was done without any sales organization whatsoever - this was a PLG journey from day 1!

Here we have a story like no other, a self-made man that hasn’t spent a single investment dollar to get to 500k customers and over 36m Euro in ARR! Tune in and be inspired!

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In this episode, we speak to Erik Bakstad CEO, Ardoq, about their Enterprise Architecture Tool that helps organizations around the world manage their digital transformations.

This is a feel-good story, a few guys that experienced an issue, decided to find a resolution to the problem, started a business, built a product, and went to market. However straightforward that sounds, it wasn't and the team has learned to evolve and reiterate to get to the strong position that they are in now with 10s of millions in ARR and growing extremely fast.

Erik walks us through the process of how he as an individual has reinvented himself and has taken on roles as CTO, CPO, and now CEO of the business, and the similar journey that Ardoq as a business has been through.

Tune in to listen to this amazing journey, the lessons learned, the power of the tipping point, and the necessity to be nimble and flexible to always improve and evolve. If you don't, your next dinner might cost you more than you can afford :)

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In this episode, we speak to Søren Skovbølling Chairman of the board, Digizuite - the Digital Asset Management platform that has seen a growth of 600% over the past few years and recently got listed on the stock market in Denmark.

Søren navigates us through the process of going IPO, from the planning sessions, investor pitches to the very launch and what his learnings are from this exercise. Spoiler alert; if you have prepared properly the journey can be rather quick - the devil is in the preparation and planning!  So what is it that you need to think of, what are some of the unforeseen challenges and pitfalls that you can learn from in your own journey, and the hot topic of how do you define the right value of your business....these and many more relevant topics are discussed in this episode. 

If you are considering the IPO route for your own business, then this is a great start for you to learn from someone that has done it successfully. Tune in!

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In this episode, we speak to Susanne Rönnqvist Ahmadi VP International Marketing, Hubspot - the CRM and Marketing automation company that has taken the world by a storm.

Susanne takes us behind the scenes and shares how Hubspot manages to produce relevant and frequent content that triggers buying intentions. What is their approach to Content Marketing? How do you produce content that will stick, and drive the desired behavior? Oh, and did you know that the yearly content calendar is not a good idea!

Tune in to learn from the best in class, everything from tips and tricks to the metrics that need to be in place to manage and follow up on your Content Marketing Strategy.

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In this episode, we speak to Mikael Johnsson Co-founder and General Partner, Oxx, a VC company active in the Nordics with a specialized focus on Scaleups and growth capital.

Mikael shares his views on the nature of Scaleups, covering everything from how to validate product-market fit to establishing scalable GTM mechanics.

What makes some Scaleups successful when others fail? How does one prove commercial fit, why is nailing the ICP so important at this stage....these and many other questions are addressed in this episode. 

Tune in to find out which Michael's 10 commandments are for SaaS Scaleups!

We are launching the SaaS Nordic Slack Community. Sign up at www.saasnordic.com

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In this episode, we speak to Linn Bredesen CTO, itslearning, the fast-growing EdTech SaaS company from Norway that is supporting and empowering students and teachers all over the world with their Digital Learning Management System.

Linn takes us through the amazing growth of itslearning, and more specifically how they have successfully prepared their product and teams to manage peaks in usage, especially like the one they experienced fueled by Covid when big parts of the world went into distance teaching overnight. Linn speaks about the power of the cross-functional team, having a plan in place, and the ability to reinvent oneself when needed. Not everyone can manage 5x growth overnight in usage - itslearning figured it out!

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In this episode, we speak to Jessie VanderVeen CMO, Controlant, the Icelandic SaaS company behind the offering "Cold chain as a Service" enabling some of the world’s biggest organizations to monitor and control their supply chains in real-time. Jessie walks us through the journey that Controlant has been on, creating a new category within an established vertical. She shares her thoughts on the role of Product Marketing in the process of creating a new category, all the way from framing the problem, showing the solution, and proving the value to the customers. What is Product Marketing, where do you start, where does it live in the organization, how do you measure the success of this function - these are some of the big items that are highlighted in this episode. If you want to learn more about what Product Marketing is all about, then this is a must listen to episode.

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In this episode, we speak to Christian Lund Co-Founder and CPO, Templafy, who recently made the Financial Times list as one of the 125 fastest-growing companies in Europe, with a unique product offering related to Dynamic Document Creation. Christian tells us all about how they established product-market fit and landed their first enterprise customer within months of inception, going enterprise and being a born global from the getgo, and how every customer is a market of its own. Among many other interesting tips, Christian also shares how they approached geographical expansion in a way that is different from the norm. This and much more, tune in. 

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In this episode, we speak to Johanna Fagerstedt CMO at Quinyx, the fast-growing workforce management SaaS platform which allows its customers to seamlessly forecast, schedule, and manage its workforce. Johanna who recently made The Software Report “The Top 50 Women Leaders in SaaS" joins us to share her thoughts on "SMarketing" - the art of getting Sales and Marketing to be one revenue team! How do we set KPIs that are supportive of one another, what role does Marketing play in a customer journey, how do you ensure continuous alignment with Sales in the long term - these and many more are questions that are being addressed in this episode.

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In this episode, we speak to Nora Huovila CEO and Co-founder, Videoly, providing an easy way to get hand‑picked user-generated and relevant brand videos to online stores. Nora shares her vision on what company culture should be all about and how you get there. For her, it all started by putting the employee first, the human! Join us as Nora shares her view on how you build a strong culture early on, how it affects the recruitment process, and very importantly how you maintain it while expanding geographically with colleagues across different regions.

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In this episode, we speak to Mads Fosselius CEO and cofounder at Dixa, one of the fastest-growing conversational customer support platforms in the world. Here is a humble and yet bold story of how Mads and his co-founders decided to disrupt a customer service world, where point solutions were the norm, with a Platform philosophy to bring it all together. Join us as Mads shares how they got started, what it meant to build a SaaS company with the ecosystem in focus, from product to GTM strategies. Mads generously shares with all of us great and tangible insights on how to get airborne, the do's and don'ts, and what we all want to figure out when building an eco-system - how do I get other companies to build into my solution. This and a lot more insights with a focus on how you become successful with your platform and ecosystem play.

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In this episode, we speak to Ólöf Kristjánsdóttir Director of Marketing at Tempo, the most popular time tracking and planning tool for developers and tech resources with over 20k customers in the Atlassian ecosystem. Ólöf takes us on the journey from how the initial product was built in Iceland to solve internal time tracking problems, to a commercial rollout and now being one of the top-grossing apps on the Atlassian ecosystem with over 20k customers. What does it take to build a product that exclusively lives in another ecosystem? What are the dependencies on product development? How does this affect your GTM? Ólöf will provide answers to all of these questions and give her input on how you have commercial success with your products in someone else’s ecosystem. This episode is recommended for anyone that is selling their products via the app store of a bigger ecosystem.....tune in and listen to one of the most successful companies in the space for great insights.

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In this episode, we speak to Ola Sars Founder and CEO of Soundtrack Your Brand, the music tech startup that is revolutionizing the B2B space. Ola introduces us to the concept of a content-driven SaaS company, and what it means to be running the Spotify of the B2B world. This is an exciting journey with one of the most successful entrepreneurs in the music tech space with several exits in the past, and this time around he is aiming to make it bigger than ever. Join us to learn more about what a content-driven SaaS company is all about and how that fundamentally is different from a “traditional” SaaS company, all the way from product development, GTM, KPI management to company valuation.  

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In this episode we speak to Mathias Thulin Co-Founder of GetAccept, the all-in-one digital sales platform provider, about Product-Led Growth. Mathias walks us through the 5-year journey of GetAccept going from an outbound driven, to inbound and to now being a hundred percent focused on a product-led growth strategy. What does it mean to make a transition like this? What are the key elements to consider when moving to a product-led strategy? How does it affect sales and marketing? What demands does it put on the product? These are some of the big questions that Mathias shares his great insights on. For anyone interested in a product-led growth strategy this is a must listen to episode.

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In this episode we speak to Johan Jardevall, CEO at Wiraya about how Wiraya went about creating a new category in the customer engagement space with their Mobile Customer Activation SaaS Platform. Johan shares his learnings and experience in how to define product market fit, how to go to market, and most importantly how to convince the customer about the value this brings to their business. For anyone trying to create a new business category this is must listen to episode as it gives great advice on the power of finding your niche, and develop your business from there on!

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In this episode we speak to Youtse Sung, VP Marketing at Outpost24, a SaaS cyber assessment company, from Sweden. Youtse walks us through the 3 pillars of marketing including People, Technology and Process. Learn how to define marketing success, the key metrics to track, the tools to use and why digital first is a must. For anyone working with marketing in startups and scaleups this episode presents a good starting point to get off the ground.

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In this episode we speak to Emil Eifrem, founder and CEO at Neo4j, a unicorn specialized in graph database management systems. This is one of the most successful start-up journeys that any Nordic company has achieved in the past 10 years. From the small university town of Lund to a UNICORN, they took the battle to the biggest giants like Microsoft, Oracle and Amazon and won on their home turf. Learn from the great conviction of thinking BIG from day one and what that means for your company and why you cannot afford to wait with your US launch any longer. This is an insightful, energetic and passionate showing from Emil that starts off with a technical explanation as to why graph databases are so important to the world and arounds off with exciting and controversial statements on how we need to manage our start-ups.

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In this episode we speak to Hadar Cars, Investment Director at Industrifonden, one of the largest early stage venture capital funds in the Nordics with an active management of 6 billion SEK in assets. In this episode Hadar gives us the investor’s perspective on what they look for in successful SaaS start-ups, what are the characteristics and what metrics do they particularly look at for future proof of an investment. Hear from Hadar on his experience of more than 20 years of investing in start-ups such as, what the difference is between a successful start-up vs one that doesn’t fully take off. If you’re considering taking your SaaS company through a first investment round, then this episode will provide a nice checklist for you to consider.

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In this episode we speak to Fredrik Skantze, founder and CEO of Funnel.io. Fredrik walks us through his journey from MIT into the world of SaaS and now running one of the hottest B2B SaaS startups in Europe.  Funnel.io was recently named the 2020 Gartner Cool Vendor in Marketing and Data Analytics. The journey to success and high growth wasn't linear and in this episode,  we will hear specifically  about how Funnel went through a pivot journey, what pre-empted it, what the challenges were and what was required to make this pivot successful.