SaaS Stories

Most CMOs walk into the boardroom ready to defend their budget. The ones who win walk in ready to prove what it’s worth.

In this episode of SaaS Stories, Joana sits down with Marie Bahl, CMO of Uptempo. Marie has spent around 30 years in tech marketing, from Sun Microsystems to the early days of the internet. She has taken companies from startup to IPO, with Opower a standout: nine times client growth, 11 times revenue and $50 million raised.

Marie makes the case that CMOs should run marketing like a business, with their own products, results an...

After scaling Bluethumb to $100M+ in artwork sold and SmartrMail to 6 billion emails sent before selling it in 2022 — George Hartley could have built anything. He chose email. And in this episode of SaaS Stories, he explains exactly why.

This isn't a conversation about email for the sake of it. It's about why email remains one of the only channels you actually own, why the existing tools are structurally broken for the AI era, and what it looks like to build something from scratch when you've already done it twice before.

We cover:
 → Why George came...

The fastest way to waste talent is to treat people like a demographic. We sit down with Rick Beaton, CEO and founder of Elevait Labs , to unpack a big claim with real-world stakes: if we can understand an individual properly, we can build better companies, better services, and a better society.

If you care about AI for good, human capital, leadership development, employee retention, and building resilient cultures, you’ll get plenty to think about. 

Rick’s story runs from Cambridge PhD research into corporate identity, through decades advising boards and CEOs, to building an Agent...

Most organisations are giving their teams AI tools and hoping for the best. The ones actually pulling ahead are doing something completely different and it starts long before anyone opens Claude.

In this episode of SaaS Stories, Joana sits down with Ulysses Maclaren, COO of SSW, one of Australia's leading software consultancies, to unpack what 20 years of technology transformation actually looks like from the inside. From .NET development shop to AI consultancy, Uly has lived through every major tech wave and knows exactly what separates the organisations that adapt from the ones that get left behind.

An exit sounds clean on paper. The reality is messier, more human, and way more useful. We’re joined by Brian Nolan, entrepreneur and investor, to unpack how he built Sellbrite by solving a real multichannel e-commerce problem early in the Amazon FBA wave, then sold the company to GoDaddy. Along the way, we get honest about what life looks like after the deal, why corporate pace can feel painful after startup speed, and how keeping fundraising modest can leave founders and employees with real ownership at exit. 

We also go deep on growth without a giant med...

Trust doesn’t usually die in a dramatic blow up. It dies in the small moments leaders let slide: the awkward conversation that never happens, the “brilliant” employee who gets away with bad behaviour, the silence that lets rumours do the talking. Gearl Loden joins us to share the thinking behind his new book, Before It Breaks, and why trust is the foundation that makes decisions faster, teams calmer, and culture stronger. 

We walk through Gearl’s seven pillars of trust, a practical framework leaders can actually operationalise: character, consistency, communication, competence, care, clarity, and courage. We dig into...

When the travel agency industry vanished overnight, Nik Froehlich saw what was coming for every industry and built a business to help them navigate it. In this episode of SaaS Stories, the President & CEO of Saritasa shares why 20+ years of bridging business and technology still comes down to one thing: people who can speak both languages. 

From coaching CEOs through digital transformation to adding AI agents that delivered an 83% improvement in customer service for a youth sports SaaS platform, Nik's story is proof that the future belongs to those who stay optimistic, stay agile, and never stop l...

Is your SaaS business growing but somehow still feeling stuck? You might be spending 80% of your energy on the wrong 20% of clients.

In this episode of SaaS Stories, host Jo is joined by Christine Day, B2B growth strategy consultant, published author, software developer, and fractional CMO, to explore the 80/20 Growth Strategy and what it really means for SaaS businesses trying to break through growth plateaus.

Christine shares the moment everything clicked for her: sitting in a client's office and realising that the one thing missing from every growth strategy is a data-driven ideal customer...

Short and sweet episode on the fundamentals of Account-Based Marketing (ABM). The fastest way to waste a B2B SaaS budget is to market to the wrong accounts, then call it “pipeline”. Joana sits down with Nigel Houghton, co-founder of Hat Media, to unpack what actually changed in B2B sales and marketing over the last 20 years and why those changes make account-based marketing a must for enterprise SaaS.

If you’re choosing between demand generation and account-based marketing, building an enterprise pipeline, or trying to break into a small set of high-value accounts in Australia and beyond...

Want a marketing edge that still works when algorithms shift and feeds overflow? We dive deep with publisher and ghostwriter Henry DeVries to show why story beats noise and how a single book, paired with the right stages, can turn your expertise into inbound demand and high‑value clients. 

Henry lays out his “Magnificent Seven” for converting pages into pipeline: run small online seminars, speak on other people’s stages, publish consistently, show up in target‑rich communities, volunteer to open doors, create short video assets, and host paid deep dives that often break even while surfacing serious buy...

In this episode of SaaS Stories, Vadim Rogovskiy, Founder and CEO of EVE, shares how AI-first sales execution is reshaping B2B SaaS growth and why most teams are leaving revenue hidden inside their inboxes.

We explore how acquiring a legacy SaaS business uncovered hundreds of untouched opportunities, inspiring EVE to turn real email conversations into a live, prioritised sales funnel without changing workflows. Vadim breaks down founder-led GTM, AI-powered follow-ups, pipeline prioritisation, and why inbox-driven execution often outperforms traditional CRM-only approaches.

Drawing on experience as a multi-time founder, VC, and operator, Vadim...

In this episode of SaaS Stories, Thomas Waites, seasoned CRO and enterprise SaaS advisor, shares how strong sales culture and revenue alignment transform teams into predictable growth engines.

We explore why founder-led sales builds empathy and speeds decision making, how enterprise deals still close on emotion backed by proof, and how technical founders can shift from feature-focused pitches to buyer-led discovery.

Thomas also breaks down how shared metrics and aligned incentives help sales, marketing, and customer success pull together through key GTM milestones.

A practical conversation on revenue execution, culture-driven growth, and building...

Most SaaS founders chase a bigger TAM, but Arman Eshraghi, Founder and CEO of Qrvey, argues the real advantage comes from winning smaller, high-pain markets where focus and execution matter most.

In this episode of SaaS Stories, we unpack how embedded analytics and AI built for multi-tenant B2B SaaS can outperform generic dashboards, and how customer education drives stronger demand generation than broad advertising.

Arman shares how Qrvey designed an orchestrated buyer journey by aligning content, trials, sales engagement, and pricing to key GTM milestones, while using customer experience as a strategic...

One urgent email sparked everything for Sam Spencer, CEO of Aristotle Metadata, when a European health agency requested a solution no competitor could deliver. That moment of clear product-market fit became the foundation for a decade of focused SaaS growth.

In this episode of SaaS Stories, we explore the unglamorous realities of scaling B2B software, from competing with spreadsheets to building execution systems that support long-term retention and pipeline.

Sam shares where AI-driven automation creates real value today, including consistency, drafting, and operational speed, and where trust and human connection still matter...

AI is not taking your job, but someone who knows how to use it will. In this episode of SaaS Stories, Amy Farner shares a practical playbook for how HR leaders can align people strategy with business outcomes, using data and automation to drive decisions that hold up in the boardroom.

We explore Galileo, the AI agent and AI-native learning platform from The Josh Bersin Company, built on trusted research and partner data to deliver grounded recommendations, faster execution, and personalised upskilling at scale.

Amy also breaks down GTM lessons that apply across B2B...

“The volume game is over.” In this episode of SaaS Stories, Jeremy Chatelaine, Founder and CEO of QuickMail, challenges the outdated playbook of mass cold outreach and explains what actually works in today’s buyer-driven market.

We explore why modern outbound requires precision, relevance, and trust, not scale for scale’s sake. Jeremy shares how intent-led, highly targeted engagement consistently outperforms generic personalisation, and why small, account-focused campaigns are the future of sustainable pipeline.

He also unpacks how AI-powered automation can support outreach execution, from improving deliverability to creating authentic messaging at scale, without...

Trust in B2B buying has reached a breaking point, and traditional sales and marketing signals are no longer enough. In this episode of SaaS Stories, Braydan Young, Co-Founder and CEO of SlashExperts, shares how buyer-led growth is reshaping modern GTM execution.

After scaling Sendoso, Braydan recognised that prospects increasingly seek validation from real peers, not polished case studies. SlashExperts operationalises this shift by moving customer references to the start of the buyer journey, allowing SaaS companies to connect prospects with actual users through a “Talk with a Customer” experience.

We unpack how this...

When everyone can generate AI content instantly, how do B2B SaaS teams cut through the noise and build real market authority? In this episode of SaaS Stories, Tyler Lubben shares his concept of “weaponised intelligence,” using insights from data sources AI cannot easily replicate.

We explore how scraping communities, analysing authentic language patterns, and grounding content in real buyer signals creates stronger engagement than polished AI output. Tyler also unpacks the rise of digital clones, the shift toward private communities, and why trust and relevance are becoming the most valuable GTM assets.

A forward-looking conv...

How do construction businesses coordinate office teams, on-site crews, and independent trades while staying profitable? In this episode of SaaS Stories, Jordan Powell, CEO of Loop Logics, shares how he built software to bring structure, safety, and scalable execution to one of the most complex industries.

Jordan unpacks his journey from builder to SaaS founder, including the MVP stress test that proved the platform’s impact when workload surged by 60% overnight. We explore how operational systems and automation can unlock efficiency across finance, admin, and workforce management.

We also discuss the growing role of AI in...

How can SaaS companies measure brand impact with confidence, not guesswork? In this episode of SaaS Stories, Stephanie Clapham, Director of Research at Latana, explains how next-generation brand tracking is transforming visibility into brand health and market perception.

We unpack why traditional tracking often creates a trust gap through unreliable data and high costs, and how Latana uses machine learning, Bayesian statistics, and smarter sampling to deliver more accurate insights.

Stephanie shares what early-stage and scaling B2B SaaS teams should measure first, including awareness and perception benchmarks that support stronger positioning through...

In this episode of SaaS Stories, Sam Zammit shares his journey from military service to co-founding Karmo, a vehicle subscription platform reshaping how Australians access cars without the long-term burden of ownership.

We explore the hidden economics of traditional vehicle ownership, why flexibility is becoming a stronger consumer driver, and how subscription-based models create new pathways for scalable growth.

Sam also reflects on the founder mindset, from grit and persistence to making intentional career and business decisions through high-stakes growth milestones.

A grounded conversation on innovation, value-driven business models, and building...

In this episode of SaaS Stories, Angus Stevens shares how Start Beyond has spent nearly a decade transforming workplace training through immersive virtual reality experiences that employees actually want to engage with.

We explore the balance between technology and storytelling, and why the most effective learning platforms start with human questions, including how audiences should feel and how content will be experienced.

Angus also offers a grounded perspective on AI adoption, using automation only when it enhances real outcomes rather than adding hype.

A thoughtful conversation on scalable enablement, experience-led innovation...

How do SaaS companies scale without losing focus, burning out teams, or overcomplicating GTM execution? In this episode of SaaS Stories, Dave Boyce shares the real drivers of sustainable growth across product, sales, marketing, and customer success.

We explore why one clear GTM motion beats fragmented expansion, how repeatable founder-independent systems unlock long-term acquisition value, and where AI-powered automation is already streamlining qualification and sales enablement.

Dave also breaks down the importance of segment focus, customer-led demand generation, and aligning execution to the milestones that matter most.

A masterclass in operational discipline, scalable...

What can SaaS founders learn from a company tracking 5 million brands in real time? In this episode of SaaS Stories, Alex Nitsenzon, CEO of Charm.io, shares how his lean team is building an e-commerce intelligence platform that turns messy market signals into actionable GTM clarity.

We explore AI-powered classification, composite scoring models, and how data-driven automation can support sharper positioning, demand generation, and partner-led growth.

Alex also unpacks when to hire sales leadership, how to scale without bloated headcount, and why listening to real buyer signals is becoming a competitive advantage.

Why do technical founders often struggle with sales execution, even with a great product? In this episode of SaaS Stories, Matthew Wyatt, Founder of Tech Torque, shares how shifting from product-first thinking to trust-first engagement transforms enterprise GTM outcomes.

We explore why the best product does not always win, how buyer journeys are driven by human psychology, and why effective sales comes from listening to customer pain instead of leading with feature-heavy demos.

Matthew breaks down practical strategies for ABM-aligned execution, including stakeholder-specific messaging, education-led demand generation, and building credibility before asking for...

In this episode of SaaS Stories, Daniel, Founder of TLV Tech, shares how he built a global engineering partner designed to solve a core tension in vendor-client relationships, where vendors sell hours but clients demand scalable outcomes.

We explore how TLV Tech grew from a garage startup into a 50-person team supporting companies from pre-seed to Fortune 50, and how execution systems must adapt across different GTM environments.

Daniel breaks down hiring for technical curiosity, staying close to product as a founder, future-proofing tech stacks, and using AI-driven automation to increase efficiency across delivery...

In this episode of SaaS Stories, Andrew Seidman, Co-Founder of Digital Reach Agency, breaks down why most Account-Based Marketing programs fail, not because of tactics, but because revenue teams do not realign goals, incentives, and execution systems around account value.

We explore how true ABM requires shifting KPIs from meeting volume to strategic account impact, and why buyer-first engagement depends on coordinated marketing, sales, and customer success execution.

Andrew also shares why word-of-mouth remains the strongest demand generation channel, and how trust, customer experience, and human connection still drive B2B growth in...

In this episode of SaaS Stories, Gearl Loden, Founder of Loden Leadership + Consulting, shares practical frameworks for building high-performing teams and resilient cultures in fast-changing business environments.

We explore why leadership is rarely linear, how delegation and trust evolve as organisations scale, and why proactive “stay interviews” can retain top talent before disengagement sets in.

Gearl also offers grounded insights on imposter syndrome, leading remote teams with clarity, and investing in yourself as the foundation for elevating others.

A thoughtful conversation on scalable leadership systems, team execution, and creating cultures that comp...

In this episode of SaaS Stories, Leah Rankin, Chief Product Officer at SiteMinder, shares how deep customer insight, not just feature requests, drives meaningful product innovation in hospitality SaaS.

We explore what product-led growth looks like in a fast-evolving market, how data and AI are shaping smarter guest experiences, and how teams can build execution systems that support adoption, retention, and long-term value.

Leah also unpacks leadership philosophies, innovation culture, and creating collaborative environments where high-performing teams can scale through changing GTM milestones.

A thoughtful conversation on customer-first product strategy, AI-enabled...

In this episode of SaaS Stories, Taryn, Founder of Gifted, shares what it takes to build, scale, and exit multiple businesses while navigating the realities of startup growth.

We explore raising capital, expanding into international markets, and how creator marketing is evolving through shifting buyer expectations and AI-driven automation.

Taryn also unpacks the importance of early product validation, leadership systems that scale beyond the founder, and building teams that can execute with clarity through key GTM milestones.

A candid conversation on sustainable growth, modern demand generation, and the mindset required to...

In this episode of SaaS Stories, Catherine Ashton, Founder and CEO of Critical Info, shares how she built a platform to simplify end-of-life planning after experiencing the overwhelming administrative burden that follows a loss.

We explore how Critical Info helps people navigate complex decisions with clarity, including Catherine’s guide, My Loved One Died. What Do I Do Now?, which supports families through the critical first hours, weeks, and months.

Catherine also unpacks the importance of deep market understanding before building, and how community-led awareness can drive sustainable growth even with limited budgets.

In this episode of SaaS Stories, Anthony Nitsos, Founder of SaaS Gurus and a seasoned SaaS CFO, breaks down the financial strategy shifts founders need to scale sustainably, not spiral.

We explore the key metrics that matter most, from ARR and CAC to retention and cash flow forecasting, and why financial execution is often the missing layer in venture-backed GTM growth.

Anthony also shares practical guidance on structuring your back office for investment readiness, using prepaid contracts to strengthen valuation, and evolving the CFO role into a strategic driver of long-term profitability.

In this episode of SaaS Stories, Tom Larter, CEO of WithYouWithMe, shares how the organisation grew from supporting military veterans into a global talent platform championing disadvantaged groups at scale.

We explore how Tom’s leadership background has shaped a culture of listening, simplicity, and alignment, and why shared vision becomes even more critical through rapid shifts in AI and the evolving workforce landscape.

Tom also unpacks how AI-driven automation can reduce bias in hiring, strengthen execution systems, and support scalable global expansion through strategic customer collaboration.

A thoughtful conversation on mi...

In this episode of SaaS Stories, Kate O'Keefe, Co-Founder of Heatseeker, shares why rigorous experimentation and A/B testing are often the real drivers of startup success, not just big ideas.

We explore how Heatseeker is transforming market research through data-driven insights, and the unexpected pivots that emerged when early traction came from competitor analysis rather than the original product vision.

Kate also unpacks common marketing pitfalls, the challenge of running true experiments on social platforms, and what it takes to build execution clarity through key GTM milestones.

A practical conversation...

In this episode of SaaS Stories, Becky Lawlor, Founder of Redpoint Content, shares why original research has become one of the most powerful levers for trust, differentiation, and demand generation in B2B SaaS marketing.

We explore how buyer expectations are shifting, why niche insights outperform generic content, and how research-led strategies can strengthen ABM engagement and GTM execution through key growth milestones.

Becky also breaks down practical methods for running effective research, measuring content ROI, and avoiding common mistakes in an AI-saturated content landscape.

A valuable conversation on credibility-driven marketing...

In this episode of SaaS Stories, Matt Perrott, Co-Founder of BuildPass, shares how the platform is transforming construction management for small builders through simple, user-first software design.

We explore the challenges of scaling in a fragmented construction tech market, the execution systems behind BuildPass’s growth, and how adoption depends on reducing friction across workflows.

Matt also unpacks fundraising lessons, leadership realities, and the role of AI-driven automation in improving communication and operational efficiency.

A grounded conversation on practical innovation, milestone-driven growth, and building SaaS products that teams actually want to us...

In this episode of SaaS Stories, Fynn Glover, Founder of Schematic, shares why pricing and packaging are some of the most critical execution levers for long-term SaaS growth.

We explore how companies can better understand willingness to pay, avoid common pricing pitfalls, and build monetisation systems that evolve with customer value and GTM maturity.

Fynn also breaks down the role of feature flagging in revenue expansion, why pricing decisions require cross-functional alignment, and what enterprise SaaS leaders should prioritise as they scale.

A practical conversation on sustainable revenue strategy, product-led monetisation...

In this episode of SaaS Stories, James Wilton, Founder of Monevate, shares why SaaS pricing must be dynamic, strategic, and aligned to evolving market expectations.

We explore common pricing mistakes, the role of packaging in capturing value, and how AI is reshaping monetisation formats across modern SaaS businesses.

James also breaks down how to communicate price changes with confidence, avoid revenue leakage, and build pricing systems that scale through key GTM milestones.

A practical conversation on value-based pricing, sustainable growth, and turning strategy into executable revenue outcomes.

To learn...

In this episode of SaaS Stories, Chai Bade, Founder of BunchUps, shares his journey from mechanical engineer to growth marketer, and why storytelling and human connection remain at the heart of sustainable SaaS growth.

We explore how BunchUps is helping people build meaningful relationships, the role of buyer psychology in demand generation, and why understanding customer personas is essential for effective GTM execution.

Chai also unpacks the value of starting small, testing with real feedback, and using partnerships and community-led strategies to scale through key growth milestones.

A thoughtful conversation on...

In this episode of SaaS Stories, James Rose, Founder of Content Snare, shares how a frustrating agency problem became a scalable SaaS platform transforming the way businesses collect client content.

We explore how Content Snare found product-market fit through customer feedback, niche validation, and community-led demand generation, including an unexpected growth opportunity in the accounting sector.

James also unpacks practical lessons on SaaS marketing execution, building trust in high-stakes industries like cybersecurity, and using AI-driven automation to streamline processes as the business scales.

A grounded conversation on persistence, adaptability, and building...