#152: Practical SaaS CEO Stays On After 100% Cash Sale - Tracy Larson

6 snips

Jul 11, 2025

In this engaging conversation, Tracy Larson, President and CEO of WeSuite, shares her journey from security systems to a successful software company. She discusses managing growth post-acquisition, focusing on stability for staff and clients. Tracy highlights the importance of mentorship for women founders and the necessity of establishing personal advisory boards. She delves into the challenges of software customization, the emotional shifts after a sale, and the transformative nature of entrepreneurship. Plus, she reflects on the empowering role of AI in sales and leadership.

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INSIGHT

WeSuite's Unique Industry Focus

WeSuite specializes in sales process software tailored to complex security system estimating and quoting.
Their deep industry knowledge and API integrations distinguish their solution from generic CRM platforms.

ANECDOTE

Sale to Valsoft and CEO Continuity

Tracy and co-founders sold WeSuite 100% to Valsoft in March 2024.
She remains CEO and values the continuity for employees and clients post-acquisition.

ADVICE

Value of Peer Leadership Groups

Join peer group meetings to discuss leadership challenges and successes regularly.
Sharing experiences relieves isolation and provides useful perspectives for CEOs.

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Tracy Larson is President and CEO of WeSuite, a vertical sales automation platform designed for larger integrators who sell complete security systems for commercial and residential real estate. Tracy and the cofounders were in the security systems business before launching a sales software company for this market in 2008.

WeSuite is now a comprehensive solution that addresses the complex industry requirements for lead tracking, quoting, proposal management, contracting, commissions, and pipeline management. Hundreds of integrators in the US use WeSuite for their end-to-end quote-to-contract process.

WeSuite grew profitably to nearly $5 million in revenue in 2024, when the founders sold 100% of the company to Valsoft, a buy-and-hold acquirer of practical software companies. Tracy remains the CEO of the company, which operates independently in the Valsoft holding company.

Quote from Tracy Larson, CEO and president of WeSuite

“For founders in SaaS, especially women founders, you need to find the right people to become your personal board of advisors. You don't need money to pay them. Just pick five people who you've known over the years to help you.

Ask them, Would you do this for me and be a sounding board once a month? I'd like to get your perspective on topics like these for 30 minutes. It’s not a formal board, it’s just advice and perspective.

“Establishing a personal board of advisors is a great idea. They can be women or men. And you can switch it up every year or so. Don’t worry about what you don't know. We all have things we don't know.”

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