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.

Episoder(211)

99. Andreas Fabricius, Co-CEO & CCO, Playable - When the going gets tough - think fast, execute distinctively and learn from it!

99. Andreas Fabricius, Co-CEO & CCO, Playable - When the going gets tough - think fast, execute distinctively and learn from it!

In this episode, we speak with Andreas Fabricius, Co-CEO & CCO, Playable,  is a platform that powers over 650 global brands designed to build playable marketing activities that drive engagement with a...

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98. Emma Aidanpää-Salmi, VP Customer Success, Relex Solutions- How should CSMs be measured?

98. Emma Aidanpää-Salmi, VP Customer Success, Relex Solutions- How should CSMs be measured?

In this episode, we speak with Emma Aidanpää-Salmi, VP Customer Success, Relex Solutions, the unified supply chain and retail planning platform that helps retailers and consumer brands sell more and w...

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97.Stine Mangor Tornmark, CEO & Co-founder, Openli - How a Community Led Growth approach change everything for the better!

97.Stine Mangor Tornmark, CEO & Co-founder, Openli - How a Community Led Growth approach change everything for the better!

In this episode, we speak with Stine Mangor Tornmark, CEO & Co-founder, Openli, the compliance platform that helps its customers scale their privacy efforts and get on top of their vendors. We talk wi...

1 Aug 202358min

96. Hélène Hulthin Hagnéré, Founder, SCHHH - Drop the win backs!

96. Hélène Hulthin Hagnéré, Founder, SCHHH - Drop the win backs!

In this episode, we speak with Hélène Hulthin Hagnéré, Founder, SCHHH, a Customer Success consultancy supporting organizations to transform their CS journey. We talk with Hélène about all things CS an...

19 Jul 202342min

95. Katrine Rasmussen, CMO, Pixelz - What is the role of Event Marketing in your ABM strategy?

95. Katrine Rasmussen, CMO, Pixelz - What is the role of Event Marketing in your ABM strategy?

In this episode, we speak with Katrine Rasmussen, CMO, Pixelz, a post-production platform for brands, retailers, and photo studios across the globe. Combining AI, automation, and the skills of photo r...

13 Jul 202349min

94. Linda Souza, Founder, 42muses - What is your Brand Archetype?

94. Linda Souza, Founder, 42muses - What is your Brand Archetype?

In this episode, we speak with Linda Souza, Founder, 42muses, the marketing leader and GTM advisor with over 20 years of experience building and scaling high-growth tech startups from seed to exit. We...

4 Jul 202354min

93. Vigleik Takle, CEO, Simployer - Don’t fail to maximise the potential that already resides within your existing staff!

93. Vigleik Takle, CEO, Simployer - Don’t fail to maximise the potential that already resides within your existing staff!

In this episode, we speak with Vigleik Takle, CEO, Simployer, the all-in-one HR tech platform with more than 15000 customers serving over 1.2m users.  We talk with Vigleik about how companies can avoi...

22 Jun 202352min

92. Karl-Fredrik Lund, CEO, Papirfly Group - What happens after M&A the contract is signed?

92. Karl-Fredrik Lund, CEO, Papirfly Group - What happens after M&A the contract is signed?

In this episode, we speak with Karl-Fredrik Lund, CEO, Papirfly Group, the all-in-one brand management platform that empowers everyone working within your business to create brand-perfect collateral, ...

14 Jun 202342min

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