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)

178. Maja Voje - GTM strategist and Best Selling Author - Why Every New Product (Especially AI) Needs an ECP Strategy!

178. Maja Voje - GTM strategist and Best Selling Author - Why Every New Product (Especially AI) Needs an ECP Strategy!

In this episode, we sit down with GTM strategist and best-selling author Maja Voje to dive deep into the concept of the Early Customer Profile (ECP) - and why it’s more important than ever in the AI e...

26 Maalis 202550min

177. Frederic Laziou, CEO, Puzzel - How to make the transition from a Feature Factory to an Outcome-Driven product approach!

177. Frederic Laziou, CEO, Puzzel - How to make the transition from a Feature Factory to an Outcome-Driven product approach!

In this episode, we speak with Frederic Laziou, CEO, Puzzel, a leading European provider of cloud-based contact center solutions, helping businesses deliver seamless customer service across multiple c...

19 Maalis 202554min

176. Maja Lindström, CPO, Talentech - Lessons learned from 8 acquisitions - The CPO perspective!

176. Maja Lindström, CPO, Talentech - Lessons learned from 8 acquisitions - The CPO perspective!

In this episode, we speak with Maja Lindström, CPO, Talentech, a leading developer of HR providing a seamless talent journey through a centralized platform. With main hubs in Oslo, Amsterdam, Stockhol...

5 Maalis 202553min

175. Mie Elmkvist Schneider, VP Sales & CS, Queue-it - The Sales Leadership KPI Dashboard!

175. Mie Elmkvist Schneider, VP Sales & CS, Queue-it - The Sales Leadership KPI Dashboard!

In this episode, we speak with Mie Elmkvist Schneider, VP of Sales & CS, Queue-it, a leading developer of virtual waiting room services, empowering 1,000+ organizations worldwide to build and nurture ...

27 Helmi 202556min

174. Marie Claire Silfer Head of Community Management, SaaSiest -  MC is in the house and here is why you should care!

174. Marie Claire Silfer Head of Community Management, SaaSiest - MC is in the house and here is why you should care!

This is a special episode with our very own MC, our new Head of Community Management over here at SaaSiest!  We're building this community in the open together with all of you, and in this episode, w...

19 Helmi 202539min

173. Nataly Kelly, CMO, Zappi -  AI or Die? How CMOs Can Prioritize AI Investments Under Pressure!

173. Nataly Kelly, CMO, Zappi - AI or Die? How CMOs Can Prioritize AI Investments Under Pressure!

In this episode, Nataly Kelly, CMO, Zappi, a leading consumer insights platform that connects brands with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands...

10 Helmi 202554min

172. Diane Wiredu,  Founder, Lion Words - Message-Market Fit: How much does your message resonate with your customer?

172. Diane Wiredu, Founder, Lion Words - Message-Market Fit: How much does your message resonate with your customer?

In this episode, we speak to Diane Wiredu, a messaging expert and the founder of messaging consultancy Lion Words. She's been helping SaaS companies for a decade to achieve 'message-market fit. So the...

29 Tammi 202557min

171. Dirk Sahlmer,  Head of Origination, SaaS Group - 3 reasons why nobody will buy your SaaS

171. Dirk Sahlmer, Head of Origination, SaaS Group - 3 reasons why nobody will buy your SaaS

In this episode, we speak to Dirk Sahlmer, Head of Origination, at SaaS Group, a conglomerate of independent SaaS businesses founded by experienced industry veterans with proven entrepreneurial, inves...

22 Tammi 202537min

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