210. Jens Levin, Founder & CEO of Sitoo - No Overnight Success: 22 Years of Focus, Teamwork, and Playing the Long Game

210. Jens Levin, Founder & CEO of Sitoo - No Overnight Success: 22 Years of Focus, Teamwork, and Playing the Long Game

In this episode, we’re joined by Jens Levin, Founder & CEO of Sitoo, the retail SaaS platform powering in-store experiences for leading brands across the world. Today, Sitoo has 20M Euro in ARR, 40%+ growth, 300+ retailers, and deployments across 40+ countries.

But this is not a story about overnight success. Jens shares the reality behind building a company over 22 years, including 10 years of work before finding the real breakthrough. It’s a conversation about longevity, resilience, and why SaaS is not a sprint, but a long-distance team sport where focus and trust increase your chances of success.

We spoke with Jens about what changed when Sitoo found its “Holy Grail,” why saying no became more important than saying yes, and how the company evolved from founder-led hustle into a scalable global SaaS business.

Here are some of the key questions we address:

  • Why did it take 10 years for Sitoo to find true product-market fit?
  • What changed when the company went all-in on one product and one focus area?
  • Why does saying yes to everything keep you local, while focus helps you scale globally?
  • How do you build a strong partner ecosystem without becoming a competitor?
  • What happens when you scale from 3 people to 135+ employees?
  • Why do so many SaaS companies hit a major shift around 80–100 employees?
  • How do you move from founder-driven heroics to a scalable operating model?
  • How do you keep motivation, culture, and momentum alive over two decades of building?

🎧 Tune in to hear Jens’ honest take on what it really takes to build something lasting: there is no overnight success, only years of iteration, the right people around you, and the discipline to stay focused long enough for the flywheel to start turning.

Jaksot(210)

130. Liza Collin, Product Director, Visma - The rule of 78th - the real impact of a delay is much greater than you think!

130. Liza Collin, Product Director, Visma - The rule of 78th - the real impact of a delay is much greater than you think!

In this episode, we speak with Liza Collin, Product Director, Visma, the group behind mission-critical business software for a more efficient and resilient society. With 15,000 employees, 1,700,000 pr...

6 Maalis 202442min

129. Niclas Lilja, Founder & CEO, Younium - Going to the promised land for SaaS - the ups and downs!

129. Niclas Lilja, Founder & CEO, Younium - Going to the promised land for SaaS - the ups and downs!

In this episode, we speak with Niclas Lilja, Founder & CEO, Younium, the subscription management tool that integrates into your existing systems to streamline subscription management, invoicing/billin...

27 Helmi 202458min

128. Michael Versluis, CEO & Founder, Expansify - How to land your first customer in the US?

128. Michael Versluis, CEO & Founder, Expansify - How to land your first customer in the US?

In this episode, we speak with Michael Versluis, CEO & Founder, Expansify, the GTM agency helping European SaaS companies to a successful market entry in the US. We talked with Michael about landing y...

20 Helmi 202446min

127. Mats Nyberg, CEO, Trippus Event Solutions - How to become an Event champion?

127. Mats Nyberg, CEO, Trippus Event Solutions - How to become an Event champion?

In this episode, we speak with Mats Nyberg, CEO, Trippus Event Solutions, the event platform that enables organizers of events, conferences, trade fairs, and training courses to create websites and mo...

14 Helmi 202440min

126. Jesper Larsen, Partner Director, Voyado - How to build Partnership Programs that drive real business value!

126. Jesper Larsen, Partner Director, Voyado - How to build Partnership Programs that drive real business value!

In this episode, we speak with Jesper Larsen, Partner Director, Voyado, the loyalty platform, Voyado unifies data and insights so marketers can understand their customers throughout the entire custome...

6 Helmi 202447min

125. Andrei Zinkevich, Co-Founder, FullFunnel - The SDR model as you know it is dead!

125. Andrei Zinkevich, Co-Founder, FullFunnel - The SDR model as you know it is dead!

In this episode, we speak with Andrei Zinkevich, Co-Founder, FullFunnel, the famous ABM and full-funnel marketing consulting agency that helps B2B tech companies with high ACV and long sales cycles el...

1 Helmi 202450min

124. Cedric Notz, CEO & Founder, Float - What is Revenue Based Funding and why its a good alternative to traditional funding?

124. Cedric Notz, CEO & Founder, Float - What is Revenue Based Funding and why its a good alternative to traditional funding?

In this episode, we speak with Cedric Notz, CEO & Founder of Float, a Capital-as-a-Service, that offers non-dilutive growth funding to European SaaS and other subscription businesses. They have 100m E...

30 Tammi 202444min

123. Martin Geier, VP Sales EMEA, Miro - PLG + Sales motion for the win!

123. Martin Geier, VP Sales EMEA, Miro - PLG + Sales motion for the win!

In this episode, we speak with Martin Geier, VP EMEA Sales, Miro, the visual workspace for innovation that enables distributed teams to create the next big thing. Over 60 million people and 99% of the...

23 Tammi 202447min

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