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The SaaSiest Podcast

The SaaSiest Podcast

De : Daniel Nackovski & Thomas Sjöberg
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Do you want to know what the secret sauce is of the most successful SaaS companies? This show follows founders and leaders of the most prominent European SaaS companies on their way to global success. Learn from their GoTo-Market strategies, how they scale, build winning teams and great products. If you are a SaaS founder or leader looking for tips and tricks from the best in class founders and companies then this is a show for you. Direct, informal and to-the-point discussions with a great level of hands-on advice for the listeners. The show is brought to you by two experienced SaaS professionals, Daniel Nackovski, and Thomas Sjöberg, founders of SaaSiest !Copyright 2020 All rights reserved. Direction Economie Management et direction
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    Épisodes
    • 196. Ines Lourenço, VP of Product Growth, Usercentrics: Growth = Product Distribution
      Oct 15 2025

      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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      50 min
    • 195. Peter Sunna, CPO, Kognic – How We Win: Why Kognic’s CPO Ditched the Roadmap for a Strategy That Actually Aligns Teams
      Oct 9 2025

      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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      52 min
    • 194. Frida Ahrenby, CMO, Rillion – From Zero to 10: How Frida Ahrenby Built a Lean, High-Output Marketing Team at Rillion
      Sep 24 2025

      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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      50 min
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