Fail n' Grow

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Fail n' Grow episodes

June 19Increase prices by 240% by naming someone the Pricing Dictator, Ulrik Lehrskov-Schmidt CEO Willingness To Pay
In this episode we talk with Ulrik Lehrskov-Schmidt, founder of Willingness to Pay and one of the leading voices in SaaS pricing strategy.
Ulrik has spent years helping B2B SaaS companies redesign how they monetize their products. Not by tweaking price points, but by fundamentally changing the pricing structures, packaging models and commercial mechanics that drive growth.
We dive into one of the most overlooked growth levers in SaaS: pricing.
Why do so many companies treat pricing as everyone's responsibility — and therefore nobody's responsibility? Why do great pricing ideas fail during implementation? And why can a pricing redesign create more growth than years of optimization across sales and marketing?
Ulrik shares lessons from hundreds of pricing projects, real-world examples of companies doubling and tripling contract values, and why the biggest pricing mistake is often organizational rather than mathematical.
✨ Key takeaways:
The money is in the structure, not the price point

Someone must own pricing — committees rarely work

Great pricing projects fail during implementation, not strategy

Product, Sales and Finance each break pricing in different ways

The CEO often becomes the deciding factor between a 60% and a 300% pricing increase

The average pricing transformation delivered a 240% increase in monetization

If nobody owns pricing, maybe you should
🎧 Tune in for a masterclass on pricing, monetization and one of the highest-leverage growth levers in SaaS.
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EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
37 min
June 12 Sales reps shouldn't be in the CRM" 👀, Kristopher Stenkula Co-founder Garba
What happens when a founder who has already built and exited companies decides to start over in the AI era?
In this episode of Fail n' Grow, Wilma sits down with Kristopher Stenkula, founder of Garba and previously founder of Notified, today used by half of the Fortune 100 companies, with 10,000 customers across 90 countries.
The conversation quickly turns into something much bigger than sales intelligence.
We discuss:
• The future of CRM, sales tools and GTM teams
• Why information isn't the bottleneck anymore
• Why execution is now the real competitive advantage
• How AI-first companies can grow with fewer people
• Why the best salespeople may not have traditional sales backgrounds

Stenkula's point of view of tomorrows winners:
"The companies that win will be the ones that can turn signals into actions faster than everyone else."
Kristoffer also shares how Garba reached $1M ARR in its first year, lessons from building Notified, and why he believes sellers are drowning in information but starving for execution.
So, if you want to increase growth and be AI-native, this is the episode for you 👉
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Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
39 min
May 25 High achievers — built to last, without burnout. This is the recipe." Linus Wennerström, CEO/Founder Fenix Media Group
In this episode we talk with Linus Wennerström, co-founder of Fenix Media Group — one of the leading media sales organisations in the Nordics, working with publishers, apps, podcasts, esports and out-of-home media across Sweden and Norway.
But this episode is not really about media sales.
It’s about what happens when a high-performing sales culture becomes so dopamine-driven that people eventually crash.
Linus shares the very honest story of how Fenix built an organisation fuelled by competition, gamification, performance tracking and constant goal chasing — and how they later realised that several employees were burning out behind the scenes.
Instead of removing ambition or lowering performance expectations, they started rebuilding the culture around long-term sustainability.
We talk about:
→ the dark side of performance-driven cultures
→ dopamine vs serotonin in sales organisations
→ why high performers are often the ones at highest risk
→ how to build guardrails without killing ambition
→ leadership, recovery and mental health in scaling companies
→ creating a culture where people can perform long term — not just short term
One of the most powerful moments in the episode:
“From recurring burnout cases to ‘night and day’" according to Linus.
They didn’t remove performance culture. They rebuilt it for sustainability.
A very honest conversation about growth, pressure, culture and what sustainable performance actually looks like.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
46 min
May 17How Stratsy's went from 800K to 1.8M SEK ARR per FTE, Anna Modin CRO
In this episode we talk with Anna Modin, CRO at Stratsys, a Nordic SaaS company helping organisations create clarity, reduce risk, and turn strategy into action across compliance, governance, risk and strategy execution.
Anna has been part of Stratsys’ journey for 16 years, moving from individual sales into leading the full revenue engine. She shares what it actually takes to go from sales-led growth to a more scalable SaaS model — and why one of the hardest parts is daring to stop doing things that still bring in revenue.
We talk about culture, land-and-expand, team-based incentives, profitability, tech stack, and why clarity in GTM is not optional when you want to scale.
✨ Key takeaways:
Daring to prioritize is one of the hardest — and most important — parts of scaling

You can’t build a scalable SaaS company if you keep chasing every possible deal

Land-and-expand has been key to Stratsys’ growth in the private sector

Team-based incentives can help when the company needs to move fast and shift focus

Culture is not an internal “nice to have” — it shows up in sales, trust, customer relationships and revenue

Efficiency matters: Stratsys went from 800K to 1.8M SEK ARR per FTE by working smarter

You’re never done — the market changes, and the company needs to keep reshaping itself
🎧 Tune in for an honest conversation about scaling SaaS, building a strong revenue culture, and why growth often starts with deciding what not to do.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
38 min
May 01 “You have to decide who you’re not selling to” Charlotte Banning, CMO Monterro
Charlotte Banning is the CMO at Monterro, one of the leading investment partners for B2B SaaS companies in the Nordics. With a background from companies like Salesforce and Telia, she has spent most of her career working hands-on with B2B marketing, growth, and scaling . software businesses.
Today, she works closely with Monterro’s portfolio companies, helping them sharpen their positioning, messaging, and go-to-market as they move from product-market fit into scale.
In this episode Charlotte explains why positioning is a leadership decision, not a marketing exercise. A lot of companies treat positioning as something you “figure out” in marketing.You run some interviews, define an ICP, adjust messaging. But if it stays there, nothing really changes.
Because the real impact of positioning shows up elsewhere:
– what deals you walk away from
– what product decisions you make
– what segments you don’t prioritise
– how consistent your organisation is over time
If that isn’t owned at the top, it becomes optional and optional positioning doesn’t scale. At some point you have to decide who you’re not selling to.
Charlotte digs deep into the importance to set an aligned company direction when it comes to positioning and how to use it for revenue acceleration.
🎧 This episode is worth a listen if things are working, but not accelerating as you wish it would.

SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
35 min
April 17How to increase sales without hiring more reps, Theo Zätterström
Theo Zätterström has a pretty straightforward way of looking at scaling your sales team successfully.
He has a proven Sales Operating System including like ramp-up, why deals stall, and what actually drives urgency in a process.
✨ Key takeaways:
Most companies think they’re scaling sales, what they’re actually doing is just hiring more people.

If every rep sells differently, you’re not improving — you’re guessing.

Why selling ROI is often too weak (and why Cost of Inaction actually works.

The hidden reason your ramp-up is killing revenue (and how to cut it in half).

🎧 Tune in if you want to understand how to increase sales without adding more reps and why most teams are still relying on luck more than they think.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
44 min
April 10I don’t believe in creating workaholics", Camilla Agardh CEO Siloy
In this episode we talk with Camilla Agardh, CEO and founder of Siloy, a fast-growing HubSpot partner with nine companies across Europe. Siloy was also named partner of the year by HubSpot 2026.
Camilia shares her journey from entrepreneur to leader, insights on scaling into the upmarket space, and how she balances growth with quality. She opens up about the challenges of merging companies, maintaining culture, and the importance of giving people “freedom within a framework.”
✨ Key takeaways:
Operational excellence isn’t a buzzword—it’s about constant, never-ending improvement.

Success comes from curiosity, collaboration, and kindness.

Don’t overcomplicate processes—involve the people they affect, and follow the data.

Even leaders need to know when to tell their team to shut the computer and recharge.

Mistakes are part of growth—like Camilla’s unforgettable Danish–Swedish language mix-up in a C-suite meeting 😄
🎧 Tune in for honest conversations about leadership, culture, and scaling with heart.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
44 min
April 04, 2025 Accelerating Growth with Powerful OKRs 🚀, Sophie Hedestad Noxit
In this episode of Fail and Grow, Wilma meets Sophie Hedestad, CEO Noxit, and former top executive at Meltwater and Netigate. Sophie shares her extensive experience with OKRs (Objectives & Key Results) and explains why this powerful framework is essential for achieving true Operational Excellence. Discover how clear goal-setting, effective cascading, and transparent communication can align your organization, boost efficiency, and accelerate growth. If you're struggling with disconnected goals and outdated spreadsheets—this episode is a must-listen!
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
48 min
March 28, 2025 Scaling Sales with AI—Insights & Impact, Markus Möller Meetric
In this episode of Fail and Grow, Wilma sits down with Marcus Möller, former growth leader at BrightBid—one of Europe's top SaaS success stories 📈—and current CEO of Meetric, a cutting-edge AI solution for Operational Excellence 🤖. Marcus shares how he successfully doubled sales results despite reducing his sales team by half, all through smarter use of AI and a relentless pursuit of truthful insights 🎯.
Listen in for practical tips on how Operational Excellence powered by AI can streamline your processes 🔄, boost efficiency ⚡, and position your business ahead of the competition 🥇.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
53 min
March 21, 2025 How AI in HubSpot boosts your growth, Robert Bråkenhielm CEO, Resultify
In this episode of Fail and Grow, Wilma welcomes Robert Bråkenhielm, founder and CEO of Resultify—one of HubSpot's leading global partners. Robert openly shares stories of both success and hilarious failures from his entrepreneurial journey, from building thousands of websites to pioneering Resultify's results-based business model.
SPONSORS
Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module falls short.

EPISODE CREDITS:
Produced, edited and mixed by Zveki
Segment jingles composed and produced by Niclas Gozzi and Story of You
Additional music licensed through Stim
44 min