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)

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89. Uku Tomikas, CEO,  Messente Communications - What can B2B SaaS companies learn from the military?

89. Uku Tomikas, CEO, Messente Communications - What can B2B SaaS companies learn from the military?

In this episode, we speak with Uku Tomikas, CEO,  Messente Communications, the messaging API platform. Through secure, global messaging and two-factor authentication, Messente connects businesses to p...

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88. Sigbjørn Nome, CEO & Co-Founder,  Ignite Procurement - the power of multiple GTM motions in use at once!

88. Sigbjørn Nome, CEO & Co-Founder, Ignite Procurement - the power of multiple GTM motions in use at once!

In this episode, we speak with Sigbjørn Nome, CEO & Co-Founder,  Ignite Procurement the Procurement solution, that helps mid-market and large enterprises automate procurement analytics and insights in...

16 Touko 202335min

87. April Dunford, Founder, Ambient Strategy - 5 steps to nail your unique position!

87. April Dunford, Founder, Ambient Strategy - 5 steps to nail your unique position!

In this episode, we speak with April Dunford, Founder, Ambient Strategy about the 5-step process approach you must go through to nail your positioning. We do so by using a real example case, the posit...

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86. Patrick Olsson, CEO, Findity - White label to success!

86. Patrick Olsson, CEO, Findity - White label to success!

In this episode, we speak with Patrick Olsson, CEO, Findity, the white-label expense management platform that is growing strong together with strategic partners. We talk with Patrick about what it mea...

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85. Rasmus Holst, CEO, LMS365 - How to raise a $20 million A-round in times of recession!

85. Rasmus Holst, CEO, LMS365 - How to raise a $20 million A-round in times of recession!

In this episode, we speak with Rasmus Holst, CEO, LMS365 the learning platform built into Microsoft 365 and Microsoft Teams with millions of users in 60+ countries worldwide. We talk with Rasmus about...

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84. Morten Klank, CEO, Bizbrains - The 3 month Diary of a new appointed CEO!

84. Morten Klank, CEO, Bizbrains - The 3 month Diary of a new appointed CEO!

In this episode, we speak with Morten Klank, CEO, Bizbrains, the B2B integration cockpit, built to help your business manage all the processes connected to EDI/API – with minimal impact on your IT dep...

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83. Mikkel Drucker, CEO, Netigate - What is it like working with a PE?

83. Mikkel Drucker, CEO, Netigate - What is it like working with a PE?

In this episode, we speak with Mikkel Drucker, CEO, Netigate, the feedback platform for professionals, helping companies keep a finger on the pulse of their customers and employees. We talk with Mikke...

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