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)

10. Nora Huovila CEO and Co-founder, Videoly - Put the Human first in order to grow!

10. Nora Huovila CEO and Co-founder, Videoly - Put the Human first in order to grow!

In this episode, we speak to Nora Huovila CEO and Co-founder, Videoly, providing an easy way to get hand‑picked user-generated and relevant brand videos to online stores. Nora shares her vision on wha...

10 Helmi 202148min

9. Mads Fosselius CEO and Co-founder, Dixa - Owning the ecosystem is always better than just being part of it!

9. Mads Fosselius CEO and Co-founder, Dixa - Owning the ecosystem is always better than just being part of it!

In this episode, we speak to Mads Fosselius CEO and cofounder at Dixa, one of the fastest-growing conversational customer support platforms in the world. Here is a humble and yet bold story of how Mad...

27 Tammi 202151min

8. Ólöf Kristjánsdóttir Director of Marketing, Tempo - How we got to 20k customers in the Atlassian ecosystem

8. Ólöf Kristjánsdóttir Director of Marketing, Tempo - How we got to 20k customers in the Atlassian ecosystem

In this episode, we speak to Ólöf Kristjánsdóttir Director of Marketing at Tempo, the most popular time tracking and planning tool for developers and tech resources with over 20k customers in the Atla...

13 Tammi 202142min

7. Ola Sars Founder and CEO, Soundtrack Your Brand - The art of running a content-driven SaaS company!

7. Ola Sars Founder and CEO, Soundtrack Your Brand - The art of running a content-driven SaaS company!

In this episode, we speak to Ola Sars Founder and CEO of Soundtrack Your Brand, the music tech startup that is revolutionizing the B2B space. Ola introduces us to the concept of a content-driven SaaS ...

17 Joulu 202058min

6. Mathias Thulin Co-Founder, GetAccept - Unlocking the power of Product-Led Growth!

6. Mathias Thulin Co-Founder, GetAccept - Unlocking the power of Product-Led Growth!

In this episode we speak to Mathias Thulin Co-Founder of GetAccept, the all-in-one digital sales platform provider, about Product-Led Growth. Mathias walks us through the 5-year journey of GetAccept g...

10 Joulu 202050min

5. Johan Jardevall CEO, Wiraya - The secret to creating a new category!

5. Johan Jardevall CEO, Wiraya - The secret to creating a new category!

In this episode we speak to Johan Jardevall, CEO at Wiraya about how Wiraya went about creating a new category in the customer engagement space with their Mobile Customer Activation SaaS Platform. Joh...

2 Joulu 202049min

4.  Youtse Sung VP Marketing, Outpost24 - Marketing in Scale Ups!

4. Youtse Sung VP Marketing, Outpost24 - Marketing in Scale Ups!

In this episode we speak to Youtse Sung, VP Marketing at Outpost24, a SaaS cyber assessment company, from Sweden. Youtse walks us through the 3 pillars of marketing including People, Technology and Pr...

19 Marras 202041min

3. Emil Eifrem CEO, Neo4j - Go big or go home!

3. Emil Eifrem CEO, Neo4j - Go big or go home!

In this episode we speak to Emil Eifrem, founder and CEO at Neo4j, a unicorn specialized in graph database management systems. This is one of the most successful start-up journeys that any Nordic comp...

2 Marras 202055min

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