S6E20 - Scaling Product, Scaling SaaS: Product Management Lessons from $0 to $100M+ with Oji Udezue and Ezinne Udezue.
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
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S6E19 - Future-Proof Your GTM Strategy: From AI Hype to Real Results with Frank Sondors
Sales is changing fast. What once relied heavily on cold calls and manual follow-ups is now being reshaped by artificial intelligence. In this exciting episode of the Grow your B2B SaaS Podcast, Joran Hofman sits down with Frank Sondors CEO at Forge, who is a leading expert in sales and AI integration, to uncover how companies can use AI to build smarter, faster go-to-market strategies. Frank shares how he built his own company to $3 million in revenue in just one year by combining AI with smart sales processes. He talks about new roles like the GTM engineer, how AI agents can support sales teams, and why blending human effort with AI is the key to long-term success. Whether you're a startup founder or leading an enterprise team, this episode is packed with practical advice to help you sell better in today’s fast-moving market.Key Timecodes(0:51) - Guest intro: Frank Sondors and his ecosystem of tools(1:36) - Building an ecosystem similar to Apple and Frank's sales journey(2:34) - Profit margins and the role of AI in business scaling(3:43) - Rapid growth and scaling with minimal headcount(4:41) - Old vs new go-to-market strategy leveraging AI(5:41) - The role of GTM engineers in sales and pipeline generation(6:45) - Sales development engineers and their responsibilities(7:40) - Increase in tech usage in sales and admin work reduction(8:32) - How AI can craft personalized emails (9:23) - Assembling custom workflows using tools like Zapier(10:15) - Voice AI agents for customer follow-up (11:06) - The value of human interaction in sales(11:55) - Decision making: AI agent vs human interaction (12:56) - Testing AI agents after hours and A/B testing strategies(13:57) - The misconception of automating all sales processes with AI(14:56) - Evolution and effectiveness of AI in business(16:10) - The resistance and acceptance of AI in the market(17:11) - The necessity of being profitable without VC funding (18:05) - Resistance to AI and the inevitability of change(19:39) - Implementing agents at scale and the role of NA10 people(20:32) - Encouraging team-wide automation and innovation(21:28) - Using WhatsApp as a channel for customer communication(22:28) - The importance of first impressions and human interactions(23:28) - The role of WhatsApp in increasing response rates(24:40) - Integrating WhatsApp with Slack for seamless communication(25:42) - Being available across multiple channels for customer engagement(26:08) - Feeding the right context to AI agents for effective interaction(27:10) - Starting with ChatGPT for AI integration(28:03) - Treating ChatGPT as a business coach(29:02) - Encouraging team use of ChatGPT for problem-solving(30:02) - Optimizing repetitive tasks with AI(31:09) - Personal pain points and the role of AI in alleviating them(32:05) - The focus on building a great product and selling it(32:38) - Testing AI agents vs humans and employee concerns(33:10) - The future of labor distribution and AI(34:09) - The role of humans in supervising AI agents(35:08) - The evolution of sales roles and the end of email templates(36:20) - AI agents communicating with each other in business(37:30) - The importance of context in AI interactions(37:45) - Advice for SaaS startups from 0 to 10K MRR(38:49) - Speaking to customers aggressively and leveraging networks(39:44) - Building in public and social selling strategies(40:33) - Doing things that don't scale and leveraging communities(41:31) - The importance of hiring the right team from 10K to 10M ARR(42:22) - The challenge of hiring and firing for growth(43:14) - The value of hiring autonomous employees(44:06) - The problem of babysitting employees and hiring practices(45:06) - Compounding business strategies for growth(46:55) - Ensuring cofounders have the right competence(48:47) - The importance of pricing based on consumption(49:49) - De-risking for growth and the role of sparring partners
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54:42
S6E18 - The 3-Step GTM Playbook to Grow Your SaaS from €0 to €1M ARR with Alexander Estner
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
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S6E17 - Acquisition Was 99% Done… Then They Backed Out. Here’s What I Learned.
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
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S6E16 - You Built It, Now Sell It: Mastering Founder-Led Sales for your B2B SaaS with Zoltan Vardy
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 Â
We will discuss everything on growing your B2B SaaS, hosted by Joran Hofman, Founder of Reditus.
When growing your B2B SaaS you run into a lot of things; we will cover how to generate your first-paying clients, achieve product-market fit, create a go-to-market plan, and more in-depth information about any marketing channel. Or, when thinking about funding, we will cover bootstrapped stories to fund your SaaS with external money.
As Joran is a founder himself of a B2B SaaS, he will ask the questions for you.
B2B SaaS, SaaS, Grow My SaaS, SaaS Advice, SaaS founder, SaaS podcast.
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