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)

34. Erik Fjellborg CEO & Founder, Quinyx - the power of a clear vision and a strong plan!

34. Erik Fjellborg CEO & Founder, Quinyx - the power of a clear vision and a strong plan!

In this episode, we speak with Erik Fjellborg CEO & Founder, Quinyx, the Workforce Management Tool that is taking the world by storm!  Erik walks us through the different stages of the Quinyx journey...

8 Huhti 202235min

33. Kristoffer Cedfors Commercial Excellence, Verdane - Chose your pricing model wisely!

33. Kristoffer Cedfors Commercial Excellence, Verdane - Chose your pricing model wisely!

In this episode, we speak with Kristoffer Cedfors Commercial Excellence, Verdane, one of the leading growth partners to tech-enabled and sustainable businesses in Europe. Christoffer is a B2B SaaS pr...

30 Maalis 202247min

32. Johnny Warström CEO & Co-Founder, Mentimeter - it is not about the WHAT, it is all about the HOW!

32. Johnny Warström CEO & Co-Founder, Mentimeter - it is not about the WHAT, it is all about the HOW!

In this episode, we speak with Johnny Warström CEO & Co-Founder, Mentimeter, the collaborative and interactive presentation software that lets presenters do instant audience feedback, that has taken t...

10 Maalis 202250min

31. Hugo Wernhoff CEO & Co-Founder, Kognity - A vision worthy far beyond what money can offer!

31. Hugo Wernhoff CEO & Co-Founder, Kognity - A vision worthy far beyond what money can offer!

In this episode, we speak with  Hugo Wernhoff CEO & Co-Founder, Kognity, the learning platform that is powering teachers and students to better learning all over the world. We take the opportunity to ...

17 Helmi 202239min

30. Sindre Haaland CEO & Founder, SalesScreen - The art of motivating and engaging sales people!

30. Sindre Haaland CEO & Founder, SalesScreen - The art of motivating and engaging sales people!

In this episode, we speak with Sindre Haaland CEO & Founder, SalesScreen, the Sales Gamification platform that is used globally by sales organizations to engage, encourage and motivate salespeople to ...

3 Helmi 202245min

29. Johanna Småros Co-Founder & CMO, Relex Solutions - a fantastic international journey to 100m Euro ARR!

29. Johanna Småros Co-Founder & CMO, Relex Solutions - a fantastic international journey to 100m Euro ARR!

In this episode, we speak with Johanna Småros Co-Founder & CMO, RELEX Solutions, the award-winning Retail Optimization Software from Finland that is taking over the world, one region at a time! Johan...

18 Tammi 202248min

28. Jenny Sagström CEO, Sköna - Why your brand matters in this day of age!

28. Jenny Sagström CEO, Sköna - Why your brand matters in this day of age!

In this episode, we speak with Jenny Sagström CEO, Sköna, the high-tech branding, and marketing agency out of San Francisco with many of the world's B2B SaaS companies on their client list - you guess...

31 Joulu 202141min

27. Rickard Carlsson CEO & Co-Founder, Detectify - hacking your way to triple digit ARR growth!

27. Rickard Carlsson CEO & Co-Founder, Detectify - hacking your way to triple digit ARR growth!

In this episode, we speak with Rickard Carlsson CEO & Co-Founder, Detectify, the Security Platform that helps some of the largest tech companies in the world keep their services secure and intact.   ...

9 Joulu 202134min

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