SaaS Backwards - Reverse Engineering SaaS Success

Updated: 25 Apr 2025 • 163 episodes
www.austinlawrence.com

Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.

Show episodes

Guests: Ken Lempit, James Ollerenshaw, and Rob Curtis AI isn’t just a bolt-on anymore—it’s rewriting the rules of SaaS from the ground up. In this episode, Standup Hiro co-founder Rob Curtis and tech strategist James Ollerenshaw join host and GTM expert Ken Lempit to unpack how Agentic AI is forcing SaaS leaders to ret

47 min
00:00
47:22
No file found

Guest: Sjoerd Handgraaf, Chief Marketing Officer at Sharetribe The most overlooked growth lever in SaaS? Positioning. In this episode, Sharetribe CMO Sjoerd Handgraaf reveals how redefining product positioning transformed their trajectory—and why many SaaS companies are still getting it wrong. Handgraaf takes us inside

33 min
00:00
33:59
No file found

Guest: James D. Wilton, Founder & Managing Partner of Monevate The advent of AI is forcing a complete rethink of traditional SaaS pricing—particularly the long-standing dominance of user-based pricing.  In this episode, pricing strategist James Wilton explains why AI-native products are undermining the foundations of p

36 min
00:00
36:20
No file found

Guests: Ken Lempit, James Ollerenshaw, & Rob Curtis AI is transforming SaaS—but not in the way most leaders think. Forget the headlines claiming "SaaS is dead." The real shift isn"t just in tools—it"s in how fast software is built, marketed, and bought. In this episode, Rob Curtis (VC-backed founder), Ken Lempit (SaaS

38 min
00:00
38:37
No file found

Guest: Guy Rubin, Founder & CEO at Ebsta Most B2B SaaS leaders know their top performers carry the team, but few understand why the performance gap keeps widening. The reality is that just 14% of reps are now responsible for 80% of revenue, and the gap between A-players and everyone else has grown to 11x. Fixing this i

32 min
00:00
32:03
No file found

Guest: Srikrishnan Ganesan, Co-Founder & CEO of Rocketlane Most B2B SaaS leaders know that onboarding is important but underestimate its impact. The reality is that 97% of churn at first opportunity is decided in the first 90 days, making onboarding the most critical stage in the customer journey and the defining facto

31 min
00:00
31:57
No file found

Show participants