SaaS Backwards - Reverse Engineering SaaS Success

Ken Lempit
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Join us as we interview CEOs and GTM leaders of fast-growing SaaS and AI firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions. Full video and shorts on YouTube at https://www.youtube.com/@SaaSBackwardsPodcast

  1. 6 DAYS AGO

    Ep. 196 - The SaaS Opportunity Hidden Inside Services

    Send us Fan Mail Guest: Dillon Okner, Founding Partner of The Oak Group / SiteRise   --   In this episode, we look at how a services business can become the proving ground for a SaaS opportunity. Dillon Okner, founding partner of The Oak Group and creator of SiteRise, joins us to talk about building software from the inside of a professional services business. SiteRise was born from repeated problems Dillon saw while helping retail brands manage construction, store openings, document control, reporting, and cross-functional planning. We dig into why Dillon chose to bootstrap the SaaS product through services revenue instead of raising venture capital, how his team identified product-market fit, and why messy spreadsheets, inconsistent file naming, and disconnected reports are often signs that a market is ready for software. Dillon also shares what is working in SiteRise’s go-to-market motion, including outbound, conferences, relationship-based selling, LinkedIn Sales Navigator, and a creative “headshot-led growth” tactic that turned trade show engagement into product interaction. Key takeaways: How services can reveal repeatable SaaS opportunitiesWhy bootstrapping can protect product focusWhat breaks when teams scale with spreadsheets and disconnected reportsHow better construction and retail development data can support boardroom-level planningWhy founder-led sales eventually needs operational support--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    25 min

  2. 17 APR

    Ep. 195 - Why Code No Longer Drives SaaS Value in the AI Era

    Send us Fan Mail Guest: Tim Schumacher, Co-Founder of saas.group   --   In the AI era, code alone no longer drives SaaS value the way it once did. In this episode of SaaS Backwards, we sit down with Tim Schumacher, co-founder of saas.group, to explore how AI is changing what buyers value in SaaS businesses and why that shift is forcing founders to rethink exits. We get into why code has become easier to recreate, while customer loyalty, proprietary data, strong products, and defensible market positions are becoming even more important. We also unpack the new urgency AI is creating for founders. For some, AI is opening up real operational upside and making growth more efficient. For others, it raises a harder question: will this business stay differentiated in a market where software is easier to rebuild and replicate? Along the way, we cover what makes a SaaS company attractive to acquirers, the mistakes founders make when preparing for an exit, and why bootstrapped founders should start with personal goals instead of trying to time the market. Key takeaways Why code is losing value as a standalone SaaS assetWhat buyers value more now: data, customers, moats, and strong productsHow AI is influencing founder exit decisionsWhat acquirers look for in bootstrapped SaaS businessesHow founders can better prepare for a sale--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    26 min

  3. 10 APR

    Ep. 194 - The SaaS AI Trap: Fast Answers, Bad Decisions

    Send us Fan Mail Guest: KG Charles-Harris, Founder & CEO of Quarrio   --   The SaaS AI trap is believing fast answers are good enough when the real advantage comes from trustworthy, decision-grade intelligence. In this episode of SaaS Backwards, Ken Lempit talks with KG Charles-Harris, founder and CEO of Quarrio, about why most AI tools fall short in enterprise environments where decisions need to be accurate, auditable, and actionable. KG explains the difference between probabilistic AI and deterministic AI, and why that distinction matters far more than most SaaS leaders realize. They also explore why business users do not want more dashboards or more software to learn. They want answers to questions, delivered instantly, in a way they can trust. The conversation covers Quarrio’s long path to market, how enterprise trust is built through founder-led sales, and why compressing the cycle from data to decision to action may become one of the biggest competitive advantages in SaaS. Key takeaways: Most enterprise AI tools are fast, but not reliable enough for decision-makingDeterministic AI is better suited for auditable, enterprise-grade answersSaaS users want answers, not more dashboards or reporting delaysDecision velocity may become a major competitive advantageFounder-led sales and trust are critical in early enterprise go-to-market– Growth stuck? Get a free SaaS GTM Checkup --- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    27 min

  4. 3 APR

    Ep. 193 - SaaS AI Readiness: Why Most GTM Teams Aren’t Ready for Agents

    Send us Fan Mail Guest: Cliff Simon, CEO & Founder of Polaris Ops   --   AI may be everywhere in SaaS right now, but most go-to-market teams still are not ready to operationalize it. In this episode of SaaS Backwards, Ken Lempit talks with Cliff Simon, CEO and founder of Polaris Ops, about what it really takes to make AI useful inside revenue operations. Cliff explains why pressure from boards, CEOs, and private equity firms is pushing companies to adopt AI faster than their systems can support it. They dig into the real blockers to AI readiness, including poor CRM hygiene, undocumented business processes, disconnected data, and weak visibility into the customer lifecycle. Cliff also shares how leading teams are measuring AI impact through time saved, operational leverage, and even revenue contribution from RevOps. The conversation also explores agentic AI in SaaS go-to-market, from lead routing and TAM analysis to signal detection and workflow automation. Along the way, Cliff highlights the security risks, vendor dependencies, and build-versus-buy decisions SaaS leaders need to think through before moving too fast. Key takeaways: Most SaaS GTM teams are being told to use AI before they have the operational foundation to support itAI readiness starts with clean data, documented workflows, and clear success metricsRevOps teams can become revenue contributors when AI is applied strategicallyAgentic AI can improve routing, targeting, and automation, but only with human oversightSaaS leaders need to weigh speed, security, and long-term ownership before deploying AI tools--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    24 min

  5. 27 MAR

    Ep. 192 - Why SaaS Growth Now Starts After the Sale

    Send us Fan Mail Guest: You Mon Tsang, Co-Founder & CEO of ChurnZero   --   In this episode of SaaS Backwards, Ken Lempit talks with ChurnZero co-founder and CEO You Mon Tsang about why retention and expansion are becoming core drivers of SaaS growth, not just post-sale activities. As investors put more weight on metrics like NRR and GRR, founders need to rethink how they build and scale their companies.  They discuss why customer success should be designed into the product and operating model from the beginning, and why too many companies still underinvest in their existing customer base.  The conversation also explores how AI is reshaping customer teams—removing low-value work while making teams more strategic—and why trust, proof of ROI, and customer context are critical in a crowded SaaS market.  Key takeaways  Retention is now a primary driver of SaaS growth.  Customer success needs to be built in early, not added later.  AI is most valuable when it enhances human decision-making.  Strong customer context leads to better outcomes and expansion.  Trust and proof matter more than ever in the AI era.--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    24 min

  6. 20 MAR

    Ep. 191 - The Next SaaS Wave: Don’t Sell the Tool, Own the Outcome

    Send us Fan Mail Guest: Sai Dhanak, CEO & Co-Founder of Deduction   --   AI is changing SaaS, but this episode argues the bigger opportunity may be owning the service outcome, not just selling the software. In this episode of SaaS Backwards, Sai Dhanak, CEO and co-founder of Deduction, explains why he chose not to build software for accountants and instead built an AI-powered tax firm. He shares why selling SaaS into a shrinking market can be the wrong bet, how Deduction combines AI with licensed CPAs, and why outcome-based models may be more durable in certain verticals. It’s a sharp conversation on AI, vertical SaaS, pricing, and where real defensibility may come from next. Key takeaways: Selling SaaS into a shrinking market can be the wrong strategyAI creates new opportunities to own the service outcome directlyOutcome-based pricing requires operational control, not just a pricing change--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    26 min

  7. 6 MAR

    Ep. 190 - The SaaS Founder Bottleneck: Why Founder-Led Sales Stops Scaling

    Send us Fan Mail How to turn founder instincts into a repeatable pipeline engine.  Guest: Javier Lozano, Fractional CMO & GTM Leader   --   Founder-led sales is often the fastest way to get an early-stage SaaS company off the ground. But at some point, the very thing that helped you close your first customers becomes the bottleneck preventing your company from scaling. In this episode of SaaS Backwards, Ken Lempit sits down with fractional CMO and GTM leader Javier Lozano of Bolder Media to break down why founder-led sales eventually stop working—and how SaaS leaders can turn founder instincts into a repeatable revenue engine. They discuss how to extract the winning patterns inside a founder’s head, transform those insights into positioning and messaging, and build a predictable pipeline that sales teams can execute at scale. You’ll also learn why hiring sales leaders too early often backfires, how to create a “blue ocean” positioning that separates your SaaS product from crowded markets, and what investors really look for when evaluating early-stage SaaS growth. If you're a SaaS founder, CRO, or GTM leader trying to move beyond founder-led growth, this episode provides a practical framework for building a scalable go-to-market engine. Key Topics Covered Why founder-led sales works early but breaks at scaleTurning founder knowledge into a repeatable SaaS GTM playbookHow positioning and messaging create predictable pipelineWhy hiring a CRO too early can stall growthBuilding a scalable revenue engine before raising capital--- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    33 min

  8. 27 FEB

    Ep. 189 - SaaS in the AI Agent Era: Org Chart For Your Agents

    Send us Fan Mail Guest: David Gabriel, VP of Marketing at Rhumbix  --  AI-Enabled Go-to-Market Strategy, Agentic Marketing, and SaaS Margin Expansion In this episode of SaaS Backwards, Ken Lempit sits down with David Gabriel, VP of Marketing at Rhumbix, to explore what go-to-market looks like in the AI agent era. David rebuilt his SaaS marketing function around AI agents — creating a system where product marketing, outbound sales development, content creation, and revenue operations are increasingly agent-led. The result? A small team producing the output of a much larger organization — without inflating costs. David breaks down how to build sub-agent architectures, how to connect AI to your CRM and Gong transcripts using MCP integrations, and why most SaaS companies fail at AI because they lack repeatable process discipline. This episode is a must-listen for B2B SaaS CROs, CMOs, and founders looking to increase operating leverage, expand margins, and future-proof their go-to-market strategy. --- Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup.  🔗 Get your free SaaS GTM Checkup

    37 min
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About

Join us as we interview CEOs and GTM leaders of fast-growing SaaS and AI firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions. Full video and shorts on YouTube at https://www.youtube.com/@SaaSBackwardsPodcast

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