SaaS Backwards - Reverse Engineering SaaS Success

Guest: Sjoerd Handgraaf, Chief Marketing Officer at Sharetribe

The most overlooked growth lever in SaaS? Positioning.

In this episode, Sharetribe CMO Sjoerd Handgraaf reveals how redefining product positioning transformed their trajectory—and why many SaaS companies are still getting it wrong.

Handgraaf takes us inside Sharetribe’s journey from chasing big logos to doubling down on their true customer: non-technical marketplace founders. Along the way, he shares hard-won insights about product-market fit, AI disruption, and why going “back to basics” in marketing may be more transformational than the next tech trend.

📌 Key Takeaways:

• The Power of Saying No
  Why Sharetribe walks away from enterprise deals—and how that clarity unlocked faster product development, happier customers, and less internal chaos.
• Product-Market Fit is a Moving Target
  What feels like “fit” today can vanish tomorrow. Sjoerd explains why it's not a one-time milestone, but a constant process of adaptation.
• The AI Threat is Real—but Misunderstood
  Low-code and AI-assisted development may lower technical barriers, but they don’t replace the need for reliability, support, and fit-for-purpose tools.
• Content Marketing That Converts
  Sharetribe’s global growth is powered by giving first—through books, podcasts, and resources that attract high-intent buyers before they’re even in-market.
• Global from Day One
  How to build a self-serve SaaS product that scales globally—even from a startup hub like Finland.

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Guest: James D. Wilton, Founder & Managing Partner of Monevate

The advent of AI is forcing a complete rethink of traditional SaaS pricing—particularly the long-standing dominance of user-based pricing. 

In this episode, pricing strategist James Wilton explains why AI-native products are undermining the foundations of per-seat pricing models. 

Unlike traditional SaaS, where users are the proxy for value, AI tools often perform tasks autonomously, disconnecting cost from usage in unpredictable ways. 

As a result, the most value-aligned and sustainable pricing approach for AI-powered platforms is shifting toward usage-based models. 

Wilton argues: "If you’re still defaulting to user-based pricing, you’d better be ready to defend it."

📌 Other Takeaways:

• Misaligned Incentives in AI Pricing
  With AI, the metric that drives cost (compute) is often not the same as the metric that reflects customer value—creating tension between profitability and value-based pricing.
• The Rise of Usage-Based Pricing
  As automation and AI reduce the need for additional users, user-based pricing loses its relevance. Usage-based models offer better alignment with customer value and revenue scalability.
• Customer Expectations Are Changing
  Enterprises prioritize cost predictability. Even in AI-native environments, buyers want fixed pricing or capped usage tiers to maintain budget certainty.
• Real-World Example: Help Scout’s Pivot
  Wilton shares a case study on Help Scout’s move from per-user to “contacts helped” pricing. The shift improved customer satisfaction, better aligned with value delivered, and even offered greater revenue predictability.

📚 James Wilton’s Book:
 Capturing Value: The Definitive Guide to Transforming SaaS Pricing
Get the blueprint for designing pricing that drives both growth and profitability without shortchanging strategy.

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Guests: Ken Lempit, James Ollerenshaw, & Rob Curtis

AI is transforming SaaS—but not in the way most leaders think.

Forget the headlines claiming "SaaS is dead." The real shift isn't just in tools—it's in how fast software is built, marketed, and bought.

In this episode, Rob Curtis (VC-backed founder), Ken Lempit (SaaS GTM strategist), and James Ollerenshaw (AI advisor) break down what AI means for the future of SaaS—and why B2B CROs and CMOs need to rethink their strategy now or risk falling behind.

From the death of mid-market software to the rise of agentic AI, they map out how SaaS leaders can adapt, differentiate, and thrive in this new reality.

Key Takeaways:

• Agentic AI is here: Build for agents, not just users.
• The middle is collapsing: Niche depth and data win.
• Ideas now beat execution: Speed favors bold builders.
• Risk fuels innovation: GTM teams lead AI adoption.
• Data is your moat: Structured models drive defensibility.

Ken, Rob, and James offer B2B SaaS leaders a high-level yet practical view of what’s next—and what it’ll take to win in an AI-native world. If you’re a CRO or CMO thinking about survival and scale in 2025, this episode is your blueprint.

Plus, don’t miss:

👉 Rob Curtis’s AI Venture Studio – StandUp Hiro, where he’s building AI-native tools at lightning speed

👉 Rob’s Substack – Future Work, where he shares front-line insights on building in the agentic age

👉 This Crunchbase article on why VCs are betting on Human x AI teams over foundational models

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Guest: Guy Rubin, Founder & CEO at Ebsta

Most B2B SaaS leaders know their top performers carry the team, but few understand why the performance gap keeps widening.

The reality is that just 14% of reps are now responsible for 80% of revenue, and the gap between A-players and everyone else has grown to 11x. Fixing this isn’t about more training or new tools—it’s about creating consistent, data-driven sales execution across the entire go-to-market team.

In this episode, Guy Rubin, Founder & CEO of Ebsta, shares insights from the 2025 B2B GTM Benchmark Report (in partnership with Pavilion) and explains how SaaS companies can close the performance gap, improve forecast accuracy, and drive revenue by making data and behavior work together.

Key Takeaways:

• Top Performers Win with Consistency: The biggest gap isn’t talent—it’s execution at every stage of the funnel.
• AI Enables Better Selling, Not More Noise: When AI is used to extract insights, not automate spam, it becomes a game-changer.
• Full-Cycle Reps Are Back: 45% of companies are ditching the SDR model in favor of holistic sales ownership.
• Engagement Drives Forecast Accuracy: Momentum scoring predicts risk before it’s too late to course-correct.
• Success = Process + Behavior + Data: Sales isn’t just about gut feel anymore—it’s finally becoming data-driven.

Guy offers CROs and CMOs a blueprint to scale what works, eliminate what doesn’t, and win more consistently—making this episode a must-listen.

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Guest: Srikrishnan Ganesan, Co-Founder & CEO of Rocketlane

Most B2B SaaS leaders know that onboarding is important but underestimate its impact.

The reality is that 97% of churn at first opportunity is decided in the first 90 days, making onboarding the most critical stage in the customer journey and the defining factor in revenue growth and long-term customer success.

In this episode, Sri Ganesan, Co-Founder and CEO of Rocketlane, shares how SaaS companies can transform onboarding from a fragmented process into a strategic advantage. From community-led growth to automation-driven efficiency, he reveals what top SaaS companies do differently to drive retention, expansion, and revenue acceleration.

Key Takeaways:

• Onboarding Determines Retention & Growth: The first 90 days define whether customers will churn or expand.
• Community-Led Growth Builds Credibility: Building an engaged audience before launch fosters trust and momentum.
• Automation Eliminates Inefficiency: Siloed tools slow teams down; all-in-one platforms drive success.
• Market Validation is Critical: The biggest factor in startup success isn’t the product—it’s picking the right market. 

Sri shares actionable strategies for SaaS CMOs and CROs to create onboarding experiences that drive retention, expansion, and revenue acceleration—making this episode a must-listen.

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Guest: Christina Richards, Fractional CMO & Author of Rise of the AI-Powered CMO

Most B2B marketers think they’re using AI effectively. The reality? Many are barely scratching the surface—and failing to leverage AI as a true revenue driver.

Christina Richards, fractional CMO and author of Rise of the AI-Powered CMO, breaks down how AI is transforming go-to-market strategies, reshaping demand generation, and redefining the role of marketing leaders in B2B SaaS.

The biggest shift? AI is moving from a tool for efficiency to an autonomous operator, changing how marketers engage customers, optimize campaigns, and drive pipeline growth. Those who fail to adapt will fall behind competitors who are already leveraging AI-driven personalization, predictive lead scoring, and hyper-targeted ad strategies.

Christina shares actionable insights on how B2B CMOs and CROs can embrace AI—not just for automation, but as a strategic advantage to accelerate growth and revenue.

Key Takeaways:

• AI is Now Critical Infrastructure: It’s no longer just a tool for automation—it’s transforming how companies generate revenue.
• CMOs Must Become Revenue Architects: The role of marketing leaders is shifting from brand builders to full-funnel revenue drivers.
• AI-Driven Search is Changing SEO: If your content isn’t optimized for AI-generated search, your audience may never find you.
• Agentic AI is Here: Autonomous AI agents are moving from experiment to execution—marketers must prepare now.
• First-Party Data is a Competitive Advantage: With hyper-personalization on the rise, companies that don’t own their audience data will struggle to compete.

Get ready to rethink your marketing strategy in the age of AI—or risk being left behind.

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Guest: Zach Wright, Co-Founder & CRO of Syft AI

Most sales teams are still stuck in outdated prospecting tactics—mass email sequencing, generic outreach, and hoping something sticks. The reality? These methods are failing fast, and sellers who rely on them are drowning in low response rates and missed pipeline goals.

Zach Wright, co-founder and CRO of Syft AI, breaks down why traditional sales prospecting is broken and what today’s B2B SaaS sellers must do differently to cut through the noise, engage decision-makers, and win more deals.

The biggest mistake? Relying on volume instead of relevance. Buyers are overwhelmed with hundreds of templated emails daily, and most outreach feels impersonal, irrelevant, and easy to ignore. Instead of spamming prospects, Zach shares how AI-driven prospecting helps sales teams pinpoint the right accounts, at the right time, with the right message.

He explains how top sales teams are:

✅ Ditching “spray and pray” prospecting in favor of targeted, intent-driven outreach.
✅ Using AI to surface active buying signals—so reps only reach out when there’s a real need.
✅ Personalizing at scale without relying on ineffective AI-generated fluff.
✅ Bringing cold calling back—and why it’s working better than ever.

If your outbound efforts aren’t converting like they used to, this episode will change the way you think about prospecting—and show you how to start winning more meetings with high-value prospects.

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Guest: Peter Cohan, Author of Doing Discovery

Most sales teams think they’re great at discovery. The reality? About 80% are getting it wrong—and it’s the single biggest reason why deals stall, go to a competitor, or die with “no decision.”

Peter Cohan, author of Doing Discovery, breaks down why traditional discovery methods are failing and what SaaS sales teams must do differently to uncover real customer value, build compelling business cases, and stop losing winnable deals.

The biggest mistake sellers make? Rushing to the demo before fully quantifying business pain. If you can’t pin down the numbers behind a buyer’s problem and desired outcome, you’re making it nearly impossible for them to justify the purchase—let alone get buy-in from their team.

Peter shares practical strategies to flip the script on outdated discovery calls, avoid the “interrogation” trap, and use discovery to drive urgency, not just collect pain points.

Key Takeaways:

✅ Uncover the Value Gap: The secret to avoiding “no decision” isn’t just probing for pain—it’s quantifying the gap between today’s reality and the desired future state.

✅ Vision Reengineering: Most buyers don’t know what they don’t know. Learn how to introduce new ideas without losing control of the deal or giving away discounts.

✅ Turn Discovery Into a Two-Way Conversation: Stop making prospects feel like they’re on trial—use quid pro quo techniques to make discovery a collaborative process.

Get ready to rethink how you approach discovery—or risk losing more deals than you should.

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Guest: Ty Tinker, Head of Analytics at AdQuick

What if everything you thought about billboard advertising was wrong?

Ty Tinker, Head of Analytics at AdQuick, breaks down the myth that out-of-home (OOH) advertising is unmeasurable and outdated. In reality, leading SaaS companies—including Dropbox, Salesforce, and Shopify—are embracing billboards, transit ads, and airport placements to drive brand awareness, accelerate sales cycles, and even generate measurable leads.

Ty reveals how brands are leveraging data science, AI, and sophisticated measurement techniques (beyond old-school QR codes) to track campaign performance. He also shares why smart SaaS marketers are treating OOH as a long-term investment, not just a one-off trade show play.

Key Takeaways:

📊 Out-of-Home Can Be Measured: Advances in mobile device tracking, mixed media modeling (MMM), and causal inference are proving OOH’s impact on website traffic, MQLs, and pipeline growth.

🚀 Credibility Wins Deals: Buyers shortlist SaaS vendors before ever visiting a website. Strategic OOH placements—especially at airports and conferences—ensure your brand is top of mind when it matters most.

🎯 The Right Placement Changes Everything: SaaS brands like Shopify and Shield AI are hyper-targeting decision-makers using billboards in high-traffic business areas, conference zones, and even airport walkways.

Want to see if out-of-home advertising fits your go-to-market strategy? Tune in now!

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