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)

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49. Sascha E.H. Skydsgaard, CSO, Timelog - How to go from hire to production in the shortest time possible?

In this episode, we speak with Sascha E.H. Skydsgaard, CSO, Timelog, the fast-growing PSA solution from Denmark which helps professional service organizations be more efficient in their work. We talk...

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In this episode, we speak with Nora Tandberg, CFO, Papirfly, the fast-growing Brand Activation Management platform with a global presence, headquartered in Norway! We talk with Nora about the current...

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47. Nick Peters, VP Operations, Ardoq - The power of the Meaningful work umbrella in SaaS!

47. Nick Peters, VP Operations, Ardoq - The power of the Meaningful work umbrella in SaaS!

In this episode, we speak with Nick Peters, VP Operations, Ardoq, the leading global data-driven tool for Enterprise Architecture and a key tool for digital transformation journeys, based out of Norwa...

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In this episode, we speak with Lars Grønnegaard, CEO & Co-Founder, Dreamdata, the fast-growing revenue attribution platform that helps B2B SaaS companies build, repeat and scale success! We talk with...

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In this episode, we speak with Kyle Poyar, Operating Partner, OpenView, the expansion stage venture firm, that helps build PLG software companies into market leaders! We talk about all things PLG, an...

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44. Avtar S. Jasser , CEO & Founder, CatalystOne Solutions AS   - How to go from Startup to Scaleup!

44. Avtar S. Jasser , CEO & Founder, CatalystOne Solutions AS - How to go from Startup to Scaleup!

In this episode, we speak with Avtar S. Jasser, CEO of Catalystone, the fast-growing Human Capital Management software out of Norway! Avtar shares with us how they transitioned from being a Startup b...

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