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Guest: Courtney Hiller, Founder of All Points Agency -- 

You wouldn’t hire one person to build your product, sell it, and run support. So why are B2B SaaS companies still expecting one marketer to manage a million-dollar media budget?

In this episode, Courtney Hiller, founder of All Points Agency, joins host Ken Lempit to break down how to build a modern media engine that actually performs—and why yesterday’s paid strategy won’t cut it in 2025.

Key insights from this episode:

• Why splitting strategy, creative, and media buying unlocks performance
• What most in-house teams get wrong about channel mix and audience targeting
• How to fix attribution when your sales cycle is 6–12 months
• Why creative volume—not just creative quality—is the new growth lever
• How to use Reddit, Meta, and programmatic without wasting your budget

If you’re a B2B SaaS CMO or CRO managing six-or seven-figure ad spend, this episode will help you rethink your team structure, channel strategy, and ROI expectations.

Referenced in the episode:

How Brand Building and Performance Marketing Can Work Together - Harvard Business Review

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Guest: Hikari Senju, Founder & CEO at Omneky -- 

AI isn’t just generating ad copy—it’s reshaping the entire performance marketing playbook for B2B SaaS. 

In this episode, Hikari Senju, founder and CEO of Omneky, shares how the platform evolved from an enterprise solution to a self-serve powerhouse—and why smart creative strategy matters more than big budgets. 

Key insights from this episode: 

• Why brute-force creative testing consistently outperforms guesswork 
• How ad performance data can directly inform GTM messaging 
• Why brand inconsistency across platforms kills trust and conversion 
• How AI-powered ads are becoming core to revenue strategy 

If you’re a B2B SaaS CMO or CRO looking to improve ROAS, scale faster with fewer resources, or make AI actually work for your GTM team, this episode is a must-listen. 

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Guest: Adir Ben-Yehuda, CEO at Autonomy AI -- 

The go-to-market playbook for AI SaaS is being rewritten in real-time, and those who cling to old models risk being left behind. 

In this episode, Adir Ben-Yehuda, founder and CEO of Autonomy AI, joins host Ken Lempit to share how his team went from zero to 70 customers in months by ditching outdated frameworks and building a brand buyers can trust.

We unpack:
✅ Why “Crossing the Chasm” no longer applies in the age of ChatGPT
✅ How brand marketing now beats lead gen in AI go-to-market
✅ What it really takes to convert skeptical enterprise buyers
✅ The shift from SEO to “share of response” in AI search platforms
✅ Why every SaaS GTM leader must become an orchestrator—not just a doer

Adir also breaks down the sales motion that helped Autonomy scale so quickly—and shares how his team leverages live demos and social proof to close deals in a single call.

If you’re a B2B SaaS CMO or CRO navigating AI adoption, rethinking pipeline strategy, or looking for a more effective way to win technical buyers, this episode is your cheat code.

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Guest: Ray Meiring, Co-Founder & CEO at QorusDocs -- 

Scaling a SaaS business from consultancy roots to enterprise success requires more than just great tech—it takes ruthless focus, smart go-to-market choices, and a deep understanding of your buyer. 

In this episode, Ray Meiring, co-founder and CEO of QorusDocs, joins host Ken Lempit to share the lessons learned on his journey from South Africa to the U.S. market and how QorusDocs carved out a winning niche in AI-powered proposal automation.

We unpack:
 ✅ Why founder-led sales can’t scale—and how to move beyond it
 ✅ The trap of chasing SMBs after funding (and what to do instead)
 ✅ How QorusDocs found product-market fit through one anchor customer
 ✅ What every SaaS CRO and CMO should know about RFP response teams
 ✅ The critical role of marketing in driving pipeline (not just sales)

Ray also shares the moment venture funding pushed them off course—and how doubling down on their ideal customer profile helped them reset, rebuild, and grow more efficiently.

If you're a SaaS CMO or CRO scaling into enterprise, navigating founder-to-function transitions, or wondering where AI really moves the needle, this episode is packed with firsthand insight.

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Guest: Sammy Greenwall, Founder of Henry.ai -- 

What if your go-to-market motion could skip past theory and build from real-world pain? 

That’s exactly how Sammy Greenwall, founder of Henry.ai, approaches commercial real estate—and why his vertical AI startup is scaling without traditional sales or marketing. 

Sammy’s background as a CRE professional-turned-founder gave him not only insight, but language, trust, and distribution advantages. In this episode, he shares how founder-market fit drives everything from product strategy to GTM efficiency—and how it’s paying off in a space historically allergic to software.

Sammy also pulls back the curtain on:

• How PLG became a byproduct of customer obsession—not the plan
• Building a waitlist-worthy brand (with no ad budget)
• Creating real enterprise value in a low-trust, high-volume industry

Three Key Takeaways for B2B GTM Leaders:

1. Founder-Market Fit > Generic Product-Market Fit
Sammy’s deep domain experience gave him a faster path to traction: he didn’t just “identify” pain—he lived it. That meant smarter onboarding flows, tighter feature prioritization, and messaging that clicked with buyers the first time. CEOs and founders with industry-specific experience should lean hard into that unfair advantage.

2. PLG Isn’t a Tactic—It’s the Outcome of Product Obsession
Henry.ai didn’t set out to be a PLG company. Instead, they tracked usage down to individual clicks, met with every early user, and iterated daily. That intensity created a product people wanted to talk about, which fueled organic adoption, referrals, and even early enterprise wins.

3. AI Doesn’t Just Accelerate Work—It Replaces It
In CRE, Sammy’s platform cut multi-week deal deck creation down to hours. That kind of workflow disruption isn’t about “boosting productivity”—it’s about letting revenue-generating staff focus on high-value activities like deals and relationships. This shift reframes AI adoption for skeptical buyers and opens the door to premium pricing.

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Guests: Ken Rapp (Co-Founder & CEO) and Emily Lagasse (VP of Marketing) of Bluestream -- 

What if the key to SaaS growth isn’t more leads, but fewer customer drop-offs post-purchase? 

In this episode of SaaS Backwards, we sit down with Ken Rapp (Co-founder & CEO) and Emily Lagasse (VP of Marketing) of Blustream, the platform pioneering post-sale engagement, to explore how product ownership experiences are unlocking revenue, retention, and lifetime value.

According to Rapp and Lagasse, most brands obsess over acquisition, but lose up to 70% of customers before the second purchase. Blustream flips that script by transforming post-purchase silence into an intelligent, AI-powered dialogue that guides customers through onboarding, usage, care, and reordering.

Key takeaways include:

📦 Unboxing is a retention opportunity
🤖 AI predicts drop-off and upsell moments
🛠️ Don’t launch on platforms too early
🎯 Vertical focus beats “sell to everyone”

If you’re a SaaS CRO or CMO looking to drive net revenue retention, boost repeat purchases, or reimagine how post-sale moments can be monetized, this episode is for you.

🔗 Blustream Journey Builder

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Guest: Casey Woo, CEO & Founder of Operators Guild & FOG Ventures -- 

What happens when startups are built not by armies of specialists, but by lean teams of senior generalists paired with AI agents? 

In this episode of SaaS Backwards, we sit down with Casey Woo—CEO and Founder of FOG Ventures and the Operators Guild—to explore how AI is transforming the fundamental structure of companies. 

According to Woo, the org chart of the future isn’t just flatter and faster—it’s hybrid, where strategic, multi-discipline humans lead and AI agents handle executional work once done by junior staff.

From finance and support to engineering and ops, AI is hollowing out the middle, forcing leaders to become broader, sharper, and more cross-functional. 

Think “Special Forces” over traditional departments. The operators who thrive will be the ones who can think horizontally, move fast, and execute across domains.

Other key insights from the episode include:

• 🪖 Why early-stage startups need “scalers”—T-shaped operators who do a little of everything—to survive guerrilla warfare, not corporate specialists trained for big wars.
• 💥 The rise of roles like COFO (Chief Operating + Financial Officer) as titles and functions blend in response to new business demands.
• 🚀 A framework for understanding when to bootstrap vs. raise VC—and why many founders get it wrong by ignoring ROI and lifestyle trade-offs.
• 🌍 How Casey accidentally grew the Operators Guild into a 1,200+ member global force, and why its culture of “give more than you get” is key to its explosive success.

If you want to understand what the next wave of high-performance SaaS companies will look like—and who will build them—this conversation is essential.

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Guest: Google’s NotebookLM -- 

In this special episode of SaaS Backwards, we handed the mic to AI. 

We took our newest ebook on reviving inbound marketing—coming soon for download—and ran it through Google’s NotebookLM to see what kind of podcast it could generate. 

The result? A surprisingly sharp—if occasionally cheesy—take on how B2B SaaS companies can reimagine their go-to-market strategies for today’s buyer. You be the judge.

The episode explores why the traditional inbound playbook is falling short and what CROs and CMOs must do to adapt. From the collapse of predictable revenue models to the rise of buyer-centric marketing, we break down how to align sales and marketing, test messaging organically, and coordinate campaigns across email, ads, and outreach.

Key Takeaways:

• The old predictable revenue model no longer works in today’s B2B SaaS landscape
• Buyers now do deep independent research before ever talking to sales
• Marketing and sales alignment must happen before the formal buying process begins
• Jobs to Be Done and qualitative ICPs help create relevance and resonance
• Organic testing (especially on LinkedIn) is essential before scaling paid campaigns
• Email, ads, and SDR outreach must be tightly coordinated around buyer triggers

If you’re a SaaS leader looking to modernize your inbound strategy and connect with today’s buyer, this episode offers a bold, practical roadmap—created by AI, guided by strategy.

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Guest: Eli Portnoy, Founder & CEO at BackEngine -- 

As B2B SaaS companies scale, they often lose touch with the customers who got them there. 

In this episode, Eli Portnoy, founder and CEO of BackEngine, sits down with Ken Lempit to talk about the critical breakdown in customer feedback systems—and how generative AI can help leaders hear what really matters.

We unpack:
✅ Why customer feedback loops break as SaaS companies grow
✅ The hidden costs of misaligned feedback channels and weak ownership
✅ How AI can synthesize 100% of customer interactions—without surveys
✅ What separates elite SaaS companies from the rest when it comes to NRR and churn
✅ Why CS leaders are uniquely positioned to become strategic feedback owners

Eli also shares the story of losing his biggest customer before a major fundraise—and the moment he realized feedback was everyone’s problem, but no one’s job.

If you're a CMO, CRO, or CS leader building a feedback-driven growth engine, this is a conversation you won’t want to miss.

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Guest: Ayse Guvencer, Fractional SaaS CMO & GTM Executive -- 

As AI changes how B2B buyers evaluate software, many marketers are missing the forest for the trees. 

In this episode, Ayse Guvencer, fractional CMO and GTM advisor to SaaS and MarTech startups, joins Ken Lempit to deliver a blunt reality check: AI is disrupting the search journey, pricing models, and even how buyers interact with your brand—before your SDRs even know they exist.

We unpack:

 ✅ Why Google is now a navigational tool, not a discovery engine
✅ How AI-driven tools like ChatGPT are shaping shortlists and decision frameworks
✅ The rise of Generative Engine Optimization (GEO) and what it means for visibility
✅ Why “Service as a Software” is redefining outcome-based pricing
✅ What AI browsers and agentic advertising could mean for reaching the “hidden figures” on buying committees

Ayse also shares practical guidance on how marketers can stay ahead of AI-native competitors, avoid falling for adtech black boxes, and reframe their role in this fast-changing ecosystem.

If you’re a B2B SaaS CMO or CRO trying to stay ahead of the curve, this is one of those episodes you’ll want to listen to twice.

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