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)

82. Mats Klaar, CEO, Viedoc - MVP vs Bugfree release, what does the customer want?

82. Mats Klaar, CEO, Viedoc - MVP vs Bugfree release, what does the customer want?

In this episode, we speak with Mats Klaar, CEO of Viedoc, the software that helps to modernize clinical research so that necessary treatments can reach the people who need them faster. We talk with Ma...

5 Huhti 202350min

81. Christoffer Vikersveen Herheim, CEO & Co-Founder, Optio - Master your cashflow management to fuel growth !

81. Christoffer Vikersveen Herheim, CEO & Co-Founder, Optio - Master your cashflow management to fuel growth !

In this episode, we speak with Christoffer Vikersveen Herheim, CEO & Co-Founder, Optio the software that helps businesses incentivize employees, manage equity, stay compliant, and report costs with wi...

3 Huhti 202339min

80. Shameek Ghosh, CEO & Co-Founder, Trustrace - Building a company with a true global mindset!

80. Shameek Ghosh, CEO & Co-Founder, Trustrace - Building a company with a true global mindset!

In this episode, we speak with Shameek Ghosh, CEO & Co-Founder, Trustrace the software that empowers brands and suppliers worldwide to standardize how supply chain and material traceability data is ca...

30 Maalis 202342min

79. Emil Sjödin, CEO & Co-Founder, Refined - Building a b2b SaaS company in another platform’s ecosystem!

79. Emil Sjödin, CEO & Co-Founder, Refined - Building a b2b SaaS company in another platform’s ecosystem!

In this episode, we speak with Emil Sjödin, CEO & Co-Founder, Refined the software that turns Confluence and Jira into custom intranets, documentation sites, support desks, and more—no code required. ...

28 Maalis 202354min

78. Jakob Lunøe, CEO, Delogue - How to move from all-hands-on-deck to specializing!

78. Jakob Lunøe, CEO, Delogue - How to move from all-hands-on-deck to specializing!

In this episode, we speak with Jakob Lunøe, CEO, Delogue the PLM platform for product development for the fashion industry with users in 60+ countries. We talk with Jacob about transitioning an organ...

23 Maalis 202352min

77. Magnus Hultman, CEO, Safeture -You can’t cut corners!

77. Magnus Hultman, CEO, Safeture -You can’t cut corners!

In this episode, we speak with Magnus Hultman, CEO, Safeture the cloud-based employee safety platform enabling companies to manage risk, safety, and crisis processes from a single platform.  We talk ...

21 Maalis 202356min

76. Mikkel Novod, CEO, Clerk.io - How to finance 90 SDRs with 5m Euro in ARR

76. Mikkel Novod, CEO, Clerk.io - How to finance 90 SDRs with 5m Euro in ARR

In this episode, we speak with Mikkel Novod, CEO, Clerk.io the all-in-one e-commerce personalization platform that empowers thousands of customers around the world to deliver personalized shopping exp...

17 Maalis 202338min

75. Urban Bucht, CEO, Hypergene - Your GTM and Pricing is a living element that requires catering to continuously!

75. Urban Bucht, CEO, Hypergene - Your GTM and Pricing is a living element that requires catering to continuously!

In this episode, we speak with Urban Bucht, CEO, Hypergene the SaaS that helps to streamline budgeting and forecasting processes. We talk with Urban about how to actively work with Pricing & GTM as p...

14 Maalis 202342min

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