Season seven of the Grow Your B2B SaaS podcast centered on one core ambition: how to grow from early validation at 10K MRR to meaningful scale at 10M ARR. Across the season, founders, operators, and leaders shared practical guidance on product-market fit, hiring, go-to-market systems, partnerships, pricing, revenue operations, community, expansion revenue, and more. This summary distills their insights as shared in the episodes—nothing theoretical, nothing added beyond what they discussed—into a single, coherent narrative designed to help you focus, execute, and build momentum.

From the outset, the thesis is clear. There are patterns you’ll hear repeatedly—focus, alignment, ICP clarity, hiring for stage-fit, segmentation, community, and systems. There are also points of debate that reflect the realities of stage and context. What follows is a structured walkthrough of the advice discussed in the season, episode by episode, following the journey from 10K MRR through the climb toward 10M ARR.

Season 7 Full Episode list

• S7E1: How to Build SaaS Partnerships That Actually Drive Revenue with KaraLynn Lewis
• S7E2: Why 80% of Outbound Sales Fails, and How to Fix It with Besnik Vrellaku
• S7E3: Building SaaS Partnerships That Actually Drive Revenue with Hugo Pereira
• S7E4: Why Your SaaS GTM Isn’t Working And How to Fix It with Operational Discipline with Garrath Robinson
• S7E5: B2B SaaS Sales Growth: Outbound Strategies to Scale Revenue with Joey Gilkey
• S7E6: How is AI Transforming Go To Market for B2B SaaS with Maja Voje
• S7E7: Why Human Psychology Still Wins in B2B SaaS Sales (Even in the Age of AI) with Desiree-Jessica Pely
• S7E8: Building a Community-Led Growth Engine for SaaS with Michelle Goodall
• S7E9: The Future of SaaS Content: AI, Personal Branding, and Authority with Tommy Walker
• S7E10: Scaling SaaS Sales: From Founder-Led to High-Performance Teams with Kevin “KD” Dorsey
• S7E11: How to Use Signal-Based Selling to Drive Efficient SaaS Growth with Shoaib G.M.
• S7E12: SaaS Pricing Strategy 2026: Hybrid Models, AI Costs & Value-Based Pricing with Tjitte Joosten
• S7E13: Building a Global SaaS GTM: Cultural Nuances, Local Teams & Expansion with Varun Thamba
• S7E14: Scaling SaaS in 2026: AI Adoption, Pricing Shifts & Efficient Growth with Romy Kotler-de Groot
• S7E15: SaaS Monetization in 2026: Tiering, Usage, AI Add-Ons & Pricing Experiments with Krzysztof Szyszkiewicz
• S7E16: SaaS GTM in 2026: AI, Hybrid Sales & High-Performance Revenue Engines with Richard Schenzel
• S7E17: How PLG Will Change in 2026: AI Agents, Onboarding & Hybrid GTM with Roelof Otten
• S7E18: Preparing Your SaaS for an Exit: Valuation Drivers, Buyers & Metrics That Matter with René de Jong
• S7E19: How SaaS GTM Will Change in 2026: Thought Leadership, Intent Signals & AI-Powered Growth with Glenn Miseroy
• S7E20: How SaaS Companies Will Scale in 2026: GTM Efficiency, RevOps, and Word-of-Mouth Growth with Koen Stam
• S7E21: How AI Will Rewrite SaaS GTM in 2026: Pricing, Efficiency & Sales Automation with Jacco van der Kooij

Every episode of season seven asked the same question: what advice would you give a SaaS founder who is just starting out and aiming to go from zero to 10K MRR? This summary brings together the most practical and battle-tested suggestions from dozens of founders, operators, and go-to-market leaders. The focus is squarely on what works early on—how to find your first customers, validate demand, price correctly, and build momentum without burning too much cash. Across the conversations, certain patterns emerged repeatedly, alongside a few conflicting insights that provide nuance. The episodes cover founder-led growth, go-to-market motion, pricing tactics, product-market fit, and building early traction, all directly from people who have done it. If your goal is 10K MRR for a B2B SaaS, this is the guidance they shared. And once you get there, the next episode in the series digs into the leap from 10K MRR to 10 million ARR. For now, here is the zero-to-10K playbook, as told by the guests.

In this episode of the Grow Your B2B SaaS podcast, host Joran welcomes back Jacco van der Kooij, founder of Winning by Design, to unpack how AI-native SaaS companies are changing the rules of growth, pricing, and go-to-market in 2026. The conversation covers why real-time user-level data is becoming the defining competitive advantage, the pitfalls and promise of usage-based pricing for AI products, the existential challenge of inference costs for freemium models, and the enduring importance of subscriptions with smart hybrid elements. It also dives into how AI will replace the majority of sales tasks, the 30 percent of human expertise that remains essential, and why advocacy and community-driven growth loops will shape pipeline generation. From early-stage foundations to scaling to $10 million ARR, Jacco breaks down what founders need to get right now to thrive in the years ahead.

Key Timecodes

• (0:00) - B2B SaaS podcast intro, AI native SaaS, pricing, GTM strategy 2026
• (1:01) - Jacco van der Kooij intro, Winning by Design
• (1:14) - 2026 success factors: real-time data, PLG, cohort analytics
• (2:31) - AI native buyer journey, user-led growth, usage patterns
• (3:48) - SaaS pricing: usage-based vs subscription, outcome-based pricing
• (4:23) - AI inference costs, freemium risk, monetization challenges
• (5:05) - Freemium in AI tools, limits, value gating
• (5:23) - Consumption-based pricing vs subscription, hybrid pricing
• (6:12) - Hybrid pricing example, membership + per-resolution fees
• (7:03) - Efficient growth, GTM efficiency, LTV:CAC, retention, outcomes
• (8:36) - AI for customer insights, demand gen, lookalike users
• (9:36) - Ad: B2B SaaS affiliate referral platform, AI-powered recruitment
• (9:47) - AI and jobs: replace vs enable, workforce impact
• (11:19) - GTM with AI: 70% sales tasks automated, CRM, scheduling, summaries
• (12:56) - Trust, human expertise, advocacy, risk mitigation
• (13:59) - Rebuilding GTM 2026: automation, expert touchpoints, events
• (15:00) - Growth loop: usage patterns, word of mouth, advocacy pipeline
• (16:26) - Community-led growth: user conferences, LinkedIn sharing, Clay example
• (17:02) - SDR strategy: activate users, customer success advocacy
• (17:11) - Early-stage advice: real-time data system, analytics
• (17:25) - Data stack recommendation: Snowflake, realtime data lake
• (17:32) - Scaling to $10M ARR: team alignment, closed-loop GTM
• (18:04) - Shared system understanding: recurring revenue, training
• (19:01) - Growth Institute by Winning by Design: courses, community, case studies
• (19:39) - Where to find: winningbydesign.com, Growth Institute
• (19:45) - Closing thoughts, optimism, AI era
• (19:54) - Outro: like, subscribe, sponsor, guest/topic requests
• (20:17) - Reditus mention, B2B SaaS affiliate program

How will SaaS Companies scale in 2026? The next era of SaaS growth won’t be won by adding more reps, more tools, or more noise. In this episode, go-to-market operator Koen Stam (Personio) breaks down why 2026 will mark a decisive shift from people-heavy scaling to process-first, data-driven, efficiency-led growth—and what founders must do now to stay ahead.

Koen oversees international revenue operations across Benelux, DACH, the Nordics, Spain, and beyond, and he brings a rare operator’s lens to the future of GTM. He unpacks how founder-led, sales-led, and hybrid motions will evolve; why RevOps is about to become one of the most strategic functions in SaaS; and why fixing the data layer is the non-negotiable prerequisite to making AI actually work.

You’ll learn why the biggest upside in 2026 will come from retention, expansion, and word of mouth, how to design motions that scale with simplicity and discipline, and what it really takes to build from 0 to 10K MRR and to 10M ARR with one product, one audience, and one crystal-clear process.

A must-listen for founders, operators, and GTM leaders building for the next wave of SaaS.

Key Timecodes

• (0:00) - Intro: B2B SaaS go-to-market 2026, RevOps, AI, retention, expansion

• (1:13) - Guest intro: Koen Stam, Personio, international RevOps, HR tech

• (2:04) - 2026 GTM strategy: process-first, data-driven, efficiency-led growth

• (2:47) - GTM motions: founder-led vs sales-led vs hybrid, authenticity, efficiency

• (4:02) - Efficiency in SaaS: bow tie model, customer journey mapping, root causes

• (5:35) - RevOps priority: data layer, metrics, RevOps to CRO

• (6:38) - AI in GTM: fix data foundations, process over people

• (7:26) - Retention & expansion: word-of-mouth, NRR, customer-led growth

• (9:20) - Sponsor: Reditus affiliate and referral platform for B2B SaaS

• (10:14) - Word-of-mouth playbook: product value, customer success, community events

• (12:06) - Build GTM from scratch: founder-led content, AI amplification, simplify

• (13:59) - Referrals & partners: partner ecosystem, trust, incentives, win-win

• (15:26) - Zero to 10K MRR: one offer, one ICP, focus, execution

• (16:54) - Scale to 10M ARR: one product, one market, process-first, data model

• (17:37) - Connect with Koen: LinkedIn, Substack, AI learnings

• (17:55) - Audience building: LinkedIn vs Substack, creator-led growth

• (18:27) - Outro: subscribe, sponsor, Reditus, Grow Your B2B SaaS podcast

How SaaS GTM Will Change in 2026? In this episode of the Grow Your B2B SaaS podcast, host Joran welcomes Glenn Miseroy, co-founder and CEO of Expandii, a cloud-based LinkedIn automation solution. Over the past six years, Expandii has grown to a team of 45 and scaled to 10 million ARR. The conversation digs into how go-to-market motions will evolve by 2026, why employee-led thought leadership will become central to growth, how AI will reshape ideation and timing, and why signal-based, intent-driven approaches must replace traditional lead lists. Glenn also shares how he would rebuild a go-to-market motion from scratch, how to operationalize signals across channels, and what founders should prioritize at different revenue stages—from zero to 10K MRR with founder-led growth to scaling toward 10 million ARR with clear ICP and aligned storytelling.Key Timecodes

• (0:00) - B2B SaaS Podcast Intro: GTM 2026, intent signals, LinkedIn thought leadership, AI

• (1:14) - Guest Intro: Glenn Miseroy, Expandi CEO, LinkedIn automation, 10M ARR

• (1:49) - 2026 GTM Vision: employee-led thought leadership, hybrid PLG + SLG

• (2:57) - AI for Thought Leadership: ideation, personalization, timing

• (3:34) - Defining Intent Signals: website visitors, LinkedIn profile views, post engagement, followers

• (4:13) - Signal-to-Intent: timing outreach with high-intent signals

• (5:10) - Full-Funnel GTM: thought leadership reach to multichannel outreach

• (5:42) - Rebuilding GTM 2026: team-led LinkedIn thought leadership strategy

• (6:49) - Phase 2: capture engagement signals, route to sales, no more lead lists

• (7:58) - Company-Level Intent + ABM: multi-contact warming, signal-based outreach

• (9:15) - Enabling Employee Advocacy: content ops, Scripe, AI content calendar

• (10:35) - Overcoming Posting Fear: ICP-first mindset on LinkedIn

• (12:00) - Sponsor: Reditus affiliate referral platform for B2B SaaS

• (12:57) - AI and Headcount: efficiency, enablement, process optimization

• (13:44) - 2026 Growth Loop: thought leadership pipeline, AI personalization, timing triggers

• (14:50) - Trigger-Based Outreach: new Head of Sales timing on LinkedIn

• (15:14) - 0–10K MRR: founder-led growth on LinkedIn, capture intent signals

• (16:39) - Scaling to 10M ARR: clear ICP, aligned messaging, storytelling

• (17:58) - Messaging Framework: problem-led narrative vs “10X meetings”

• (18:59) - Connect with Glenn: LinkedIn, Expandi website

• (19:11) - Outro CTA: subscribe, sponsor, Reditus info

How can you effectively prepare your SaaS for an exit? And what should you know about the valuation drivers, buyer types, and metrics that matter most? In a live episode of the Grow Your B2B SaaS podcast recorded at SaaS Summit Benelux, host Joran sat down with René de Jong to unpack what it takes for SaaS companies to scale and prepare for a successful exit in 2026. René helps entrepreneurs—specifically SaaS founders—design effective exit strategies and navigate the full process of selling their businesses to third parties. Across the conversation, he offered clear and pragmatic insights on what separates the SaaS businesses that grow and sell well from those that struggle, how buyers evaluate companies in the current market, and why topics like the rule of 40, net revenue retention, AI-driven scalability, and deal structure matter now more than ever. From early-stage focus at 0 to 10K MRR to strategies for moving toward 10 million ARR, René shared guidance grounded in what he sees every day in the market.

This episode turns the full discussion into a clear, actionable narrative that stays true to the original conversation and is easier to follow and revisit.

Key Timestamps

• (0:00) - SaaS Summit Benelux intro, B2B SaaS scaling 2026, Rule of 40, NRR, ARR multiples, Earnouts, Strategic buyers, 0-10K MRR, 10M ARR

• (0:50) - Guest intro, SaaS M&A advisor, SaaS exit strategy, SaaS acquisition process

• (1:14) - Scaling your SaaS for 2026

• (1:20) - What separates SaaS winners in 2026

• (1:26) - Rule of 40, Efficient growth, ARR multiple valuation

• (2:18) - Go-to-market strategy, New business team, Net Revenue Retention (NRR), Expense efficiency

• (3:05) - NRR benchmarks, Churn, Customer concentration, Market standards

• (4:01) - Efficient growth vs spend, AI scalability, Revenue per employee

• (5:06) - AI native SaaS costs, VC vs mature SaaS valuation, EBITDA vs ARR

• (6:38) - VC backing for AI native startups

• (6:48) - Freemium model 2026, Valuation cycles, EBITDA focus, AI hype, ARR multiples

• (8:05) - Sponsor: B2B SaaS affiliate marketing, Reditus

• (8:49) - SaaS valuation benchmarks, ARR multiples range

• (9:01) - 3.5x ARR cash at close, Earnout, Reinvest, Deal structure

• (10:34) - Venture capital vs Private equity

• (10:43) - Strategic buyers, One plus one equals three, Synergy valuation

• (11:22) - Build list of strategic acquirers, Exit planning

• (11:29) - Headline valuations vs reality, Purchase price, Earnouts, Deal terms

• (11:51) - Earnout as bonus, Cash at closing, Burnout risk

• (13:05) - 2026 growth loop, AI in land and expand, Product-led growth, AI agents

• (14:10) - 0–10K MRR advice, Founder mindset, Learn fast, Mentors, SaaS community

• (15:35) - Smart capital, Operator investors, Non-dilutive help

• (16:06) - 10K MRR to 10M ARR, Focus, Buy-and-build strategy, Autonomous growth, 3–5 year plan

• (17:43) - Contact info, LinkedIn, anno9082.nl

• (18:03) - Outro, Subscribe, Sponsor the show, Reditus call-to-action

In this special live episode from SaaS Summit Benelux in Amsterdam, Joran sits down with Roelof Otten, founder of SaaSmeister, to explore How PLG Will Change in 2026: AI Agents, Onboarding & Hybrid GTM. Together, they break down the biggest shifts coming to B2B SaaS go-to-market—from the rise of hybrid motions and the evolution of sales roles to the transformative impact of AI-powered demos, agents, and conversational interfaces.

Roelof shares actionable, stage-specific insights for founders at every level. You’ll hear why PLG is becoming a company-wide strategy instead of a product feature, how onboarding is expanding beyond the UI, why freemium is harder for AI-native products, and what it really takes to build data tracking that supports growth instead of slowing it down.

Whether you’re moving from sales-led to product-led, building a hybrid GTM, or preparing your SaaS product for an AI-first future, this episode offers a clear roadmap for navigating the changes ahead and meeting buyers where they want to be in 2026.

Tune in to learn how to implement PLG effectively, empower your sales team in a consultative model, integrate AI responsibly, and build growth loops that compound over time.

Key Timecodes

• (0:00) – B2B SaaS, PLG, AI onboarding, AI demos, product-qualified pipeline, GTM 2026, SaaS Summit

• (0:52) – B2B SaaS podcast

• (0:58) – Roelof Otten, SaaSmeister, PLG

• (1:07) – GTM 2026, PLG trends

• (1:42) – Hybrid GTM, PLG, sales-led

• (2:36) – AI GTM, AI agents, AI demos

• (3:12) – Interactive demos, AI sales assistant

• (3:50) – Buyer enablement, AI demo

• (4:20) – In-product AI, trial support

• (4:36) – PLG transformation, sales alignment

• (5:21) – Consultative sales, upsell, PQLs

• (5:43) – PLG funnel, activation, expansion

• (6:00) – Conversational UI, AI UX

• (6:52) – UX transition

• (7:25) – AI platform, data layer, models

• (7:37) – MCP, AI integrations, ChatGPT, Claude

• (8:10) – AI privacy, security, compliance

• (8:46) – Build vs buy AI, LLMs

• (9:22) – PLG first, SaaS trial

• (9:38) – Reditus, SaaS affiliate

• (10:22) – AI costs, freemium

• (10:35) – Freemium strategy, CAC, churn

• (11:39) – Referrals, partnerships, affiliate growth

• (12:33) – In-app referrals, incentives

• (13:06) – Onboarding, nurture, reactivation

• (13:57) – Signup friction, JTBD, ICP

• (14:57) – Personalized onboarding

• (15:14) – Founder-led sales, JTBD, messaging

• (15:45) – ICP focus, activation metrics

• (16:39) – Product analytics, event tracking

• (17:01) – Roelof Otten, SaaSmeister

• (17:15) – Podcast outro, sponsor, Reditus

In this episode of the Grow Your B2B SaaS podcast, recorded live at the SaaS Summit Benelux in Amsterdam, host Joran sat down with Richard Schenzel from AtScale. Richard and his team act as operating partners for B2B SaaS companies, helping them build, structure, and scale sales operations with a strong focus on improving performance.

The conversation centered on how go-to-market (GTM) strategy is changing in 2026. From the rise of blended motions and the evolving role of ACV across PLG and sales-led setups, to how AI will reshape the entire funnel—Richard shared a pragmatic view into what will separate the SaaS companies that scale successfully from those that fall behind. He also explained why now is the time for deep introspection, how to audit your GTM machine, and why roles like SDR/BDR must be rethought in an AI-driven world.

Key Timestamps

(0:00) – The 2026 B2B SaaS GTM Shakeup: AI, PLG vs Sales-Led & ACV Truths

(0:00) – Meet Richard Schenzel: The B2B SaaS Sales Ops Performance Architect

(0:01) – GTM in 2026: AI-Driven Plays, Blended Motions & ACV Strategy

(0:02) – Why 2026 Demands a Full GTM Audit: Blended Motions + ACV Reality

(0:02) – PLG vs Sales-Led: How ACV Decides Your Entire GTM Motion

(0:03) – The New Era of Efficient SaaS Growth: AI, Margin & Sales Efficiency

(0:04) – Bow-Tie Model Power: Where AI Creates Massive GTM ROI

(0:04) – Automate Your Sales Engine: AI Intent, Scoring, SDR Workflows & CS

(0:05) – The 2026 SDR: Human Connection Beats Sequencing Automation

(0:06) – 2026 Headcount Reset: New SDR/BDR, AE & RevOps Roles(0:07) – Train the Machines: Why People Still Win in AI-Driven GTM

(0:07) – Ad Break: Reditus – The AI Affiliate Engine for B2B SaaS

(0:08) – What Will Make SaaS Winners in 2026: Adapt Fast or Fall Behind

(0:09) – The 2026 Mindset Shift: Stop Fixing Yesterday, Pivot Faster(0:09) – The GTM Implementation Blueprint: Mission → Strategy → Tech → People

(0:11) – The “If It Ain’t Broke” GTM Trap: How to Spot Hidden Failures(0:11) – The Ultimate SaaS GTM Audit: 1–5 Scoring Across Every Function

(0:13) – Bow-Tie Data Mastery: Fix GTM Bottlenecks Faster With AI

(0:14) – From 0 → 10K MRR: ICP, Feedback Loops & Avoiding Enterprise Traps

(0:16) – Scaling to $10M ARR: ICP Alignment, Feature Pruning & $100M Roadmap

(0:17) – Evolving Your ICP: Stay True to Your Customer & Your Mission

(0:17) – Connect With Richard Schenzel on LinkedIn

SaaS monetization in 2026 is being reshaped by smarter tiering strategies, flexible usage-based models, AI-powered add-ons, and bold pricing experiments that help companies grow revenue while meeting evolving customer expectations. In this episode of the Grow Your B2B SaaS podcast, host Joran speaks with Krzysztof “Chris” Szyszkiewicz, the co-founder of ValueShips, a boutique pricing consultancy that works primarily with technology companies, particularly within SaaS and AI. The conversation, recorded live at the SaaS Summit in Benelux, explores where SaaS pricing is heading in 2026 and how companies can gain an advantage by rethinking monetization, packaging, and expansion strategy.

Chris offers practical insights on output and success-based pricing, the rise of AI add-ons, the importance of structuring tiers based on willingness to pay, and the need to view pricing as a continuous process. He also explains how to run pricing experiments, avoid common traps, and use straightforward frameworks to protect margins, especially in AI-driven products where usage costs can escalate quickly. For any SaaS company preparing for growth in 2026, this discussion provides a grounded and actionable blueprint for building a pricing system that supports scale.

Key Timestamps

• (0:00) – SaaS Pricing in 2026 Is Gonna Get Wild
• (0:53) – Live From SaaS Summit Benelux
• (0:57) – Meet the Pricing Guy Behind ValueShips
• (1:11) – What Will SaaS Pricing Look Like in 2026?
• (1:19) – Expansion Revenue Is the New Growth Hack
• (2:32) – Scale Smarter With Usage Metrics
• (3:45) – Stop Guessing: Do Real WTP Research
• (4:10) – Switching to Hybrid Pricing Without Chaos
• (4:23) – Test AI Add-Ons Before Going All-In
• (5:43) – The New AI-Native SaaS Models
• (5:58) – Freemium Isn’t Free
• (7:08) – Booking.com-Style Pricing Comes to SaaS
• (8:04) – Pricing Is a Process
• (9:44) – Ad Break: Reditus
• (9:57) – A/B Test Your Pricing Like a Pro
• (10:30) – How to Test Pricing on Existing Customers
• (11:38) – The Churn Math You Must Know
• (12:41) – The Most Expensive Pricing Mistakes
• (13:45) – Don’t Blow Up Your Pricing Model for AI
• (14:47) – When Credits Pricing Works
• (15:01) – Keep AI Costs From Killing Margins
• (16:10) – Utility-Style Billing 101
• (16:48) – Early-Stage Pricing to Hit 10K MRR
• (18:15) – Scale to $10M ARR Without Revenue Leaks
• (19:24) – Final Takeaways
• (19:27) – Connect With Chris
• (19:40) – Outro & Subscribe

How will B2B SaaS Scaling be like in 2026, with AI Adoption, Pricing Shifts for Efficient Growth? This is quickly becoming the central focus for B2B SaaS leaders, as companies navigate rapid changes in technology, customer expectations, and competitive pressure. Recorded live at the SaaS Summit in Amsterdam, this episode of the Grow Your B2B SaaS podcast features a candid conversation with Romy de Groot, Chief of Staff at Atlassian. Drawing on her experience across startups, scale-ups, and Booking.com during the pandemic, Romy explains what will truly separate the SaaS companies that thrive in 2026 from those that fall behind, as AI transforms product development, pricing models evolve, and efficient growth becomes the new baseline for success.Key Timecodes

• (0:00) - How Atlassian Scales SaaS With AI: Live From SaaS Summit Amsterdam

• (0:51) - The Ex-Booking.com Strategist Driving Atlassian’s Growth

• (1:09) - What Will Make or Break B2B SaaS in 2026

• (1:57) - The Death of Traditional SaaS Pricing?

• (2:17) - The Enterprise Contract Nightmare No One Talks About

• (2:58) - Per-Seat Pricing Is Dying—Here’s What’s Replacing It

• (3:27) - Freemium Is Broken in the AI Era—Here’s Why

• (4:11) - VCs Are Done Funding Your Freemium Dreams

• (4:27) - Will AI Kill Startup Hiring? The Brutal Truth

• (5:33) - The 2026 Efficiency Playbook Every SaaS Founder Needs

• (6:26) - AI Can Now Automate Your Boring Work—But Not What You Think

• (7:23) - GTM Teams vs AI: The Speed War Is On

• (8:12) - No-Code + AI: Build Fast, Break Faster?

• (8:43) - Why Every B2B SaaS Needs an Affiliate Engine Now

• (9:28) - If You Built a GTM From Scratch in 2026—Start Here

• (10:36) - Do You Even Need VC Money Anymore?

• (11:13) - Your $500 MVP Won’t Survive an $8M Pre-Seed Competitor

• (11:40) - The Smart Founder’s Equity Strategy for 2026

• (12:27) - There Is No SaaS Silver Bullet—Stop Searching

• (12:52) - How to Make Strategy When Nothing Is Certain

• (13:33) - The Real 0→10K MRR Blueprint (That Actually Works)

• (14:41) - How to Scale From $10M to Hypergrowth—What Changes

• (16:58) - From $10M to a Billion? The Founder Mindset Shift

• (17:24) - Set Your Number: How Your Exit Target Shapes Everything

• (18:55) - Connect With Romy De Groot

• (18:56) - Subscribe or Miss the Next Big SaaS Insights

Scaling SaaS in 2026: AI, Talent, and the Future of People Operations is becoming a core focus for growing B2B companies as AI reshapes how teams work, how customers buy, and how leaders build the next generation of SaaS organizations. In this episode of the Grow Your B2B SaaS podcast, recorded live at SaaS Summit Benelux in Amsterdam, host Joran speaks with Hotske Wesselius about how AI will reshape scaling in 2026. With a background in marketing and a career shift into people and talent acquisition, Hotske supports SaaS companies in hiring and retaining top talent. Their discussion explores how AI is changing the buyer journey, customer success, people management, culture, team structures, search behavior, partnerships, go to market strategies, efficiency, and the overall pace of competition. The theme is consistent. AI will not remove the need for people, but it will transform how teams work, what skills matter, and how leaders manage and support their organizations. The episode also offers advice for founders at various revenue stages and the mindset shifts needed to thrive in a fast changing environment.

Key Timecodes

• (0:00) – AI Breakthrough Intro: B2B SaaS in 2026, Scaling, Buyer Journey, Customer Success, People Leadership

• (0:47) – Talent Secrets: Hotske Wesselius on Marketing, Recruiting, Hiring Top SaaS Talent

• (1:12) – Scaling Revolution: What Will Separate Winning B2B SaaS in 2026 (AI-Driven Orgs)

• (1:26) – Skill Upgrade: New Capabilities for the AI Era — Agents, Enablement, Leadership

• (2:13) – Buyer Shift: AI Search, Findability, and Customer Support Automation

• (3:11) – Data Reality Check: People Analytics Built on Engagement + Results

• (3:33) – Automation Wave: Headcount vs AI, Cognitive Tasks, Reporting, AI “Brain” Roles

• (4:31) – Human-in-the-Loop: Training, Building, and Governing AI Inside SaaS Companies

• (4:52) – Culture Reset: Designing Strong Company Culture in the Age of AI

• (5:29) – AI-First Shift: Changing Mindset at Scale (Miro Example)

• (5:56) – Leadership Hack: Using ChatGPT for Feedback, Tone, and Empathetic Communication

• (7:03) – Hyper-Personalization: Tailoring Communication via Personality Types (DISC)

• (7:44) – Empathy Engine: How AI Improves Manager Communication & Employee Experience

• (8:15) – Pro Tip: Use AI as Your Personal Empathy Coach

• (8:29) – Sponsor Spotlight: Reditus — B2B SaaS Affiliate & Referral Growth

• (9:25) – Efficiency Mode: Growing Fast in 2026 with AI Automation