Grow Your B2B SaaS

Scaling a SaaS startup isn’t just about product-market fit or revenue numbers, it's about people, culture, and leadership. In this episode of the Grow Your B2B SaaS podcast, host Joran Hofman sits down with Hugo Pereira, the Co-founder of Ritmoo and author of Teams in Hell: How to End Bad Management, to discuss ways of building SaaS partnerships that actually drive revenue.If you’ve ever wondered why some startups skyrocket to $100 million ARR while others stall at $1 million, the difference often lies in what happens behind the scenes. Hugo has helped scale multiple companies and has seen it all the pitfalls, the patterns, and the principles that actually work. In this episode, brought to you by SaaStock, Hugo shares hard-earned insights for founders who want to scale with clarity, not chaos.As a valued listener of the Grow Your B2B SaaS podcast, we’ve got something special for you! As a valued participant, you have the exclusive opportunity to get a 30% discount on tickets to SaaStock Europe this October - the leading conference for AI & SaaS founders, investors, and leaders.Key Timecodes(0:00) - Introduction: Building Structure in Startups and the Importance of Customer Feedback(1:00) - Episode Overview: What SaaS Companies Fail to Do in Culture and Team Dynamics(1:10) - Guest Introduction: Hugo Pereira, Co-founder of Rytmo and Author of "Teams in Hell"(1:35) - Scaling Experience: Helping Companies Grow from $1 Million to $100 Million in Revenue(2:05) - Story of Startup Failure: Culture and Team Challenges in a B2B SaaS Company(3:14) - Founding Team Impact: Old-School Mindsets and Lack of Customer Validation(4:23) - Realities of Startup Culture: Authority-Driven Environments and Their Effects(5:40) - Importance of Early Culture: Building Trust vs. Toxicity from Day Zero(6:39) - Defining Culture: Values, Behaviors, Rituals, and Systems in an Organization(8:03) - Common Failures in Scaling: Process Breakdowns, Founder Control, Lack of Alignment(9:24) - Complexity of Scaling: Need for Structure and Clear Ownership in Growing Teams(11:27) - Misconceptions of Growth: Confusing Traction with Understanding and Clarity(12:06) - The Evolution of Startups: From Hustle to Frameworks and Repeatable Systems(13:38) - Importance of Alignment: The Why Now Story and Trust Building in Teams(14:56) - Customer Ties: The Role of Deep Customer Relationships in Scaling Success(17:57) - Feedback and Misalignment: Warning Signs of Cultural and Team Misalignment(19:20) - Remote Work Challenges: Maintaining Alignment and Feedback in Hybrid Setups(21:23) - Hero Culture Warning: Overworking and Glorifying Output without Results(22:00) - Scaling Trust and Accountability: Shared Expectations and Frequent Feedback(25:03) - Feedback Loops: Formal and Informal Check-Ins to Foster Open Communication(28:59) - Leadership Pitfalls: Behaviors That Can Kill Morale and Momentum(32:17) - Best Advice for SaaS Founders: Never Lose Sight of Your Initial Why(33:38) - Future of SaaS: Preparing for Slower Deal Cycles and Community Engagement(35:27) - Advice for Early-Stage SaaS: Prioritize Conversations Over Conversions(36:55) - Scaling to 10 Million ARR: Focus on Repeatable Motions and Community Building(41:15) - Where to Find Hugo's Book: "Teams in Hell" Available on Amazon

Why 80% of Outbound Sales Fails, and how to Fix It? Outbound sales is one of the most powerful yet misunderstood channels for SaaS growth. Despite the growing popularity of automation tools and AI-driven messaging, most outbound efforts still fall flat. In this episode of the Grow Your B2B SaaS Podcast, Joran Hofman interviews Besnik Vrellaku, founder of SalesFlow.io, to dissect exactly why outbound often underperforms and more importantly, how founders can fix it. Whether you're a SaaS startup trying to land your first 50 customers or a scaling team looking to build a repeatable outbound engine, this conversation delivers practical, no-nonsense insights you can use immediately. Besnik shares what’s broken in most outbound strategies, the mindset shift founders must adopt, the real economics behind outbound success, and how tools like AI and intent data are changing the game in 2025. If you’ve ever asked yourself “Does outbound still work?” this episode gives you the honest, data-backed answer.Key Timestamps(0:00) – Episode intro by Joran Hofman(0:52) – Guest intro: Besnik Vreljaku(1:32) – Icebreaker: "Worst cold outreach fail you’ve seen?"(3:11) – Does outbound still work? (Spoiler: Yes, but it’s evolving)(4:25) – Why SaaS founders should care about outbound (esp. bootstrapped)(6:10) – Case study: Niche ICPs (e.g., affiliate program migration)(7:40) – #1 Mistake: Low AOV (< $5K) → Hard to scale(9:57) – Solution: Start with high-ACV customers(10:39) – ACV vs. AOV: What’s the difference?(12:07) – Step 1: Choose the right tool (Security > shiny features)(14:13) – Step 2: Niche down ICPs + use social proof(14:38) – Step 3: Hyper-personalization (Custom variables > generic)(16:45) – Pro tip: Use AI (Claude, Warmly) for data enrichment(17:48) – Avoid fake personalization (e.g., fake logos)(20:04) – SalesFlow's benchmark: 35% reply rates(21:47) – Rejections: "No" is the start of the conversation(26:07) – Future trend: First-party data + AI prospecting(27:49) – Why LinkedIn > Email (email deliverability drop)(29:02) – $0–$10K MRR: Validate with outbound interviews or paid ads(30:48) – $10K–$10M ARR: Bet on people + brand momentum(32:12) – Expect compromises: AI competitors, pricing pressure(34:39) – Recap of key takeaways(36:19) – Connect with Besnik

In the competitive world of Software as a Service (SaaS), partnerships can serve as a key driver of growth and revenue. However, many companies struggle to build successful partnerships due to a lack of strategic planning and understanding of the partnership landscape. In the first episode of the new Season 7 of the Grow Your B2B SaaS podcast, Joran Hofman sits down with KaraLynn Lewis, a Fractional GTM & Partnerships Leader known for “making friends for a living.” In this episode, KaraLynn explores the different types of SaaS partnerships, the challenges involved, and offers a step-by-step guide on how to build successful partnerships that drive business growth.Key Timestamps(0:00) - Introduction to Partnerships in SaaS with KaraLynn Lewis(0:58) - Guest Introduction: KaraLynn Lewis and Her Expertise in SaaS Partnerships(1:24) - Discussion on Partnership Failures and Lessons Learned(2:32) - Defining Partnerships in the SaaS Sector(3:24) - Common Types of SaaS Partnerships(4:48) - Distinguishing Between Referral and Affiliate Partnerships(6:45) - Reasons Why SaaS Partnerships Fail(9:47) - Steps to Set Up a Successful Partner Program(12:25) - Who Should Handle the Initial Stages of a Partner Program?(15:23) - Strategies for Making a Partnership Work(18:08) - Evaluating Partners Beyond Revenue Generation(21:18) - Scaling a SaaS Partner Program(23:03) - Examples of Successful SaaS Partnerships and Best Practices(25:23) - When to Start Investing in a SaaS Partner Program(28:30) - Key Advice for SaaS Partnerships: Quality Over Quantity(29:05) - Trends in SaaS Partnerships for 2025(30:25) - Advice for SaaS Founders from 0 to 10K MRR(31:04) - Scaling from 10K MRR to 10M ARR: Key Strategies(32:35) - Preparing for the Future: AI and Partnerships

What does it really take to grow from $10K MRR to $10M ARR? That leap isn’t just big; it’s transformative. It marks the shift from being a scrappy startup to becoming a high-growth, scalable SaaS business with a repeatable revenue engine.In Season 6 of the Grow Your B2B SaaS Podcast, Joran Hofman, founder of Reditus, sat down with 20 industry experts: founders, operators, and advisors who have either made this leap themselves or helped others do it. Together, they explored what it really takes to scale successfully.In this special episode, we’ve compiled all 20 answers into one insight-packed session you can absorb in just 30 to 40 minutes. If you’re serious about scaling, this isn’t just worth your time; it could change your entire growth trajectory. Don’t miss it.Season 6 full episodesEpisode 1: Kristi Faltorusso on Customer SuccessEpisode 2: Aaron Ross on Predictable RevenueEpisode 3: Clark Barron on Demand Gen StrategyEpisode 4: Pablo Assensio on Product-Led GrowthEpisode 5: Peter Loving on UX and RevenueEpisode 6: Tom Shapiro on SEO for SaaSEpisode 7: Mina Golesorkhi on SaaS HiringEpisode 8: Johnny Staker on SaaS Growth StrategiesEpisode 9: Elliott Rayner on Strategic StorytellingEpisode 10: Craig Brown on ICP and MessagingEpisode 11: Ben Murray on Financial StrategyEpisode 12: Nicolas Calabrese on International ExpansionEpisode 13: Kevin Lems on SaaS Pricing in the AI EraEpisode 14: Ramly John on Onboarding StrategiesEpisode 15: Patrick Cumming on Paid AdsEpisode 16: Zoltan Vardy on Founder-Led SalesEpisode 17: Alexander Estner on Go-To-Market PlaybookEpisode 18: Frank Sonders on Go-To-Market StrategyEpisode 19: Ezean and Oji Odeze on Product Management Lessons

Are you a SaaS founder struggling to hit your first $10K in MRR? You’re not alone it’s the first major hurdle every SaaS founder faces: proving your product, landing real customers, and building traction. In Season 6 of the The Grow B2B SaaS podcast, Joran Hofaman spoke to 20 successful SaaS founders and experts who’ve been through it, and at the end of each interview, He asked them one question: “What’s your best advice for reaching $10K MRR?” This episode brings all their answers together into one powerful, no-fluff summary and before each expert speaks, he'll tell you which episode they’re from so you can check out their full story. If you’re growing a SaaS, this episode is packed with the insights you wish you had months ago.Key Timecodes(1:07) - Episode 1: Kristi Faltorusso on Customer Success(2:35) - Episode 2: Aaron Ross on Predictable Revenue(5:11) - Episode 3: Clark Barron on Demand Gen Strategy(6:20) - Episode 4: Pablo Assensio on Product-Led Growth(7:44) - Episode 5: Peter Loving on UX and Revenue(9:04) - Episode 6: Tom Shapiro on SEO for SaaS(10:29) - Episode 7: Mina Golesorkhi on SaaS Hiring(12:59) - Episode 8: Johnny Staker on SaaS Growth Strategies(14:12) - Episode 9: Elliott Rayner on Strategic Storytelling(16:42) - Episode 10: Craig Brown on ICP and Messaging(18:56) - Episode 11: Ben Murray on Financial Strategy(20:05) - Episode 12: Nicolas Calabrese on International Expansion(22:33) - Episode 13: Kevin Lems on SaaS Pricing in the AI Era(24:21) - Episode 14: Ramly John on Onboarding Strategies(26:09) - Episode 15: Patrick Cumming on Paid Ads(28:19) - Episode 16: Zoltan Vardy on Founder-Led Sales(29:36) - Episode 17: Alexander Estner on Go-To-Market Playbook(30:55) - Episode 18: Frank Sonders on Go-To-Market Strategy(32:12) - Episode 19: Ezean and Oji Odeze on Product Management Lessons

What does it take to scale a B2B SaaS company from zero to $100 million in ARR? In the final episode of Season 6 of the Grow Your B2B SaaS Podcast, we explore this big question with two standout guests: Oji and Ezinne Udezue. They’ve worked with top tech companies like Typeform, WP Engine, and Twitter. They also co-wrote Building Rocketships: Product Management for High-Growth Companies. Beyond their resumes, they bring a unique perspective as a married couple with 20 years of partnership, both in life and in product leadership. This episode is full of sharp insights and practical strategies for anyone looking to build and grow successful SaaS products.Key Timecodes(0:00) - Knowing Your Ideal Customer Profile(0:09) - Most Important Task for Founders(0:59) - Closing Off Season 6 with a Bang(1:46) - Guest Welcome(1:53) - Diving Into Product Management(2:02) - Product Management as a Craft(3:19) - The Importance of Sharp Problems(4:44) - Why SaaS Founders Need Product Management(6:22) - Founders Thinking as Product Managers(7:54) - Misconceptions in Product Management(8:32) - Admin Layer of Product Management(9:27) - AI's Role in Product Management(10:19) - Calculated Decisions and Customer Needs(10:52) - AI as a Tool, Not a Replacement(11:13) - Scaling from Zero to $100 Million ARR(12:29) - Finding a Sharp Problem(13:46) - Sharpening Your ICP(16:05) - Building and Refining Your Product(18:13) - Signals Before Investing in Growth(19:38) - The Fundamentals of Product-Market Fit(20:36) - Creating a Unicorn vs. a Small Business(22:32) - Product Strategy Across Revenue Stages(25:41) - Strategic Moats and Distribution(26:11) - What is Product-Market Fit?(27:18) - Customer Investment as a Sign of Fit(28:23) - Phases of Growth in SaaS(30:56) - Virality vs. Network Effects(32:54) - When to Think About Virality and Network Effects(35:02) - AI as a Risk and Opportunity(36:18) - AI's Impact on Workflows(39:15) - Rethinking Business with AI(42:34) - Advice for SaaS Founders Starting Out(45:10) - Growing Towards 10 Million ARR(49:03) - Making Decisions When Not in the Room(51:01) - Summary of Key Points(51:26) - Building Rocketships Pro Edition(53:21) - Building a Community of Product Managers(53:57) - Closing Remarks and Call for Feedback

In this conversation with Frank Sondors, CEO of Forge and a sales and AI integration expert, listeners dive into the rapidly evolving landscape of sales. Frank reveals how he scaled his company to $3 million in just a year by merging AI with sales processes. He discusses the transformative role of GTM engineers and highlights the importance of blending AI tools with human efforts. Frank addresses common misconceptions about AI adoption and emphasizes the need for personalization and automation in crafting effective go-to-market strategies.

In this episode of the Grow Your B2B SaaS podcast, we sit down with Alexander Estner to talk about how to grow a SaaS company from zero to $1 million in ARR — and why many founders struggle to get there. Alex is a SaaS expert who has helped lots of startups build strong go-to-market (GTM) strategies. He shares a simple, step-by-step playbook that breaks the journey into three key stages: hustle, focus, and expansion. You’ll hear why it’s so important to start with a clear plan, how to avoid common mistakes like trying to sell to everyone, and why it’s better to test and learn than to aim for perfection from day one. Alex also gives practical tips, useful tools, and real-life examples that show what works and what doesn’t. Whether you’re just starting out or already have some traction, this episode is full of helpful advice to move your SaaS business forward. If you're trying to figure out how to grow the right way, without burning out or wasting time, this conversation is definitely worth a listen.Key Timecodes(0:38)-Guest Introduction: Introduction of Alexander Estner and today's topic(1:34)-Why Go-to-Market Strategy is Important: Alex explains the significance of a go-to-market strategy(3:05)-Strategy vs. Execution: Differentiating between strategy and execution in go-to-market(3:39)-Misconceptions in SaaS Growth: Discussing common misconceptions about reaching $1 million ARR(5:23)-Iterative Growth Approach: The necessity of an iterative approach in SaaS growth(6:41)-Common Mistakes in Go-to-Market Strategy: Alex shares frequent pitfalls founders encounter(8:49)-Owning Go-to-Market: The importance of founders owning their go-to-market strategy(9:05)-Three-Step Go-to-Market Process: Introduction to the hustle, focus, and expansion modes(13:27)-Documentation in Hustle Phase: Importance of documentation to ease the transition to focus mode(15:54)-Expansion Mode: Options for growth beyond $1 million ARR(17:02)-Tools and Templates: Recommended resources for executing go-to-market strategies(18:22)-Real-Life Implementation Challenges: Where founders struggle in real-life execution(21:07)-Immediate Actions Post-Episode: Steps for founders to take immediately after the episode(24:32)-Who to Work With: Identifying the key players in executing a go-to-market strategy(26:04)-Transparency in Go-to-Market: The importance of transparency in pricing and product information(29:18)-Summarizing Go-to-Market Advice: Key takeaways for founders(31:12)-Advice for Early-Stage Founders: Tips for growing to 10K MRR(32:15)-Scaling to 10 Million ARR: The role of customer success in driving revenue(34:21)-Summary of Key Points: Recap of the three-step process and key advice

Welcome back to another episode of the "Grow Your B2B SaaS" podcast. In this episode, the host, Joran, takes a unique approach by interviewing himself. This episode is particularly personal and fresh, as Joran shares a recent experience involving an acquisition that was 99% complete before it unexpectedly fell through. The purpose of this episode is to provide insights and lessons learned from this experience to help other founders navigate similar situations.This episode offers a candid look at the complexities and emotional rollercoaster of an acquisition process that almost reached completion. Joran's willingness to share his experiences provides valuable insights for other founders who may find themselves in similar situations. Key Timecodes(0:02) – Podcast Introduction by Joran(1:13) – Acquisition Collapse(2:23) – Background on Reditus(3:33) – Reditus Business Model(4:45) – Bootstrapping Challenges(5:59) – Growth Strategies and Clients(7:11) – Free Trial Model Changes(8:30) – Acquisition Interest and Initial Offer(10:52) – Acquisition Process Begins(12:09) – Acquisition Offer Details(13:20) – Negotiating the LOI(14:31) – Earnout and Upfront Purchase Price(15:44) – Legal Advice and LOI Signing(17:53) – Due Diligence Process(19:09) – Creating a Data Room(20:25) – Technical Due Diligence(22:57) – Share Purchase Agreement (SPA) Negotiations(24:05) – Concerns About Financing(25:17) – Delays in SPA Finalization(27:35) – Office Meeting with Buyer(28:41) – Cultural Differences Noted(30:47) – Termination of Acquisition(31:54) – Waiting on Financing(33:12) – Mental Preparation for Acquisition(34:22) – Request for Stripe Account Access(35:35) – Termination Call and Reasons(36:54) – Impact on Team and Employee(37:54) – Legal Fee Reimbursement and Next Steps(38:59) – Considering Further Legal Actions(40:09) – Key Learnings from the Process(41:15) – Final Thoughts and Advice

Imagine this: you’ve finally finished building your product after countless late nights. The code works, the demo is ready, and your first prospect is waiting. Your heart races because you know one thing for sure: if this person says no, nothing else matters. On this episode of the Grow Your B2B SaaS Podcast, host Joran Hofman chats with Zoltan Vardy, founder of The Launch Code, about why this exact moment is so important. As a founder, you're not just pitching a product—you are the product's voice, its story, and its proof. Customers don’t care about fancy features or your funding round. They care about solving their pain. And when that pain is real, they need someone who truly understands it—you. Founder-led sales give you the chance to connect directly with buyers, test your messaging, and build trust in ways no marketing tool can. According to Zoltan, it’s not just about selling. It’s about leading with purpose, listening deeply, and learning fast. If you’re not leading the charge, you’re missing the biggest growth opportunity your startup has.Key Timecodes(0:00)- Importance of Solving a Problem in Sales  (0:38)- Introduction to Founder-Led Sales and Guest Introduction  (1:23)- Misconceptions About Sales for Tech Founders  (2:40)- Case Study: Banners and the Importance of Problem-Solution Connection  (3:27)- Why Founder-Led Sales is Crucial  (4:40)- Example: Camp Map and Founder-Led Sales Turnaround  (6:00)- Common Mistakes in SaaS Sales  (7:20)- Zoltan's Blueprint for Successful Founder-Led Sales  (9:44)- Starting Sales: Value Proposition and Customer Targeting  (11:43)- Overcoming Fear and Pain of Selling  (13:13)- Transformation Example: Action Audit  (14:53)- Sales as a Transformation Process  (16:07)- Challenges in Implementing the Blueprint  (18:32)- Steps to Get Started with Sales Today  (20:00)- The Myth of Hustle Culture and Real Sales Work  (21:16)- AI in Sales: Enhancements, Not Replacements  (23:30)- Preparing for Objections in Sales  (24:16)- The Future of Sales with AI Integration  (26:05)- Sales in Enterprise: Importance of Personal Touch  (28:00)- Case Study: Dextery's Clear Problem-Solution Connection  (30:01)- Iteration in Value Proposition and Market Fit  (32:29)- Persistence in Entrepreneurship  (32:39)- Summary of Key Advice on Founder-Led Sales  (33:09)- Advice for Growing SaaS Companies: Zero to 10K MRR  (33:55)- Advice for Scaling to 10 Million ARR  (35:05)- Final Summary and Key Takeaways  (37:21)- Zoltan's Offer: Free Chapter of The Launch Code Book  (37:45)- Encouragement for Founders to Embrace Selling