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.

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.

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.

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.

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.

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.

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.

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.