S7E23 – How to grow your B2B SaaS to 10M ARR? Advice from 21 experts

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.

Key Timecodes
(0:00) - 10M ARR summary intro: B2B SaaS, 10K MRR to 10M ARR, product-market fit, go-to-market, pricing
(1:06) - Caroline Lewis: SaaS partnerships, ecosystem GTM, platform strategy (HubSpot, Salesforce, Shopify)
(2:21) - Bresnik Vreljko: outbound sales, brand mentions, word-of-mouth growth, momentum
(3:18) - Hugo Pereira: ICP focus, single channel, one use case, community flywheel, stage-fit hiring
(5:35) - Garret Robinson: go-to-market operations, leadership cadence, systems, delegation
(6:47) - Joey Gilkey: founder-led sales, founder content, 3Ds, elite talent, cut bloat, scale to 10M ARR
(10:51) - Maya Voyer: AI go-to-market, ecosystem marketing, agencies, creators, communities
(12:18) - Desiree Jessica Paley: B2B sales psychology, ICP twins, signals, experimentation
(13:24) - Andrew Kaplan: growth operating system, onboarding, activation, segmentation
(14:28) - Ricardo Kakeri: expansion revenue, NRR, upsell, activation, retention teams
(15:29) - Christopher Gannon: GTM hiring, hire ahead, AE quota, scaling to $20M ARR
(17:43) - Ad: Reditus SaaS affiliate and referral platform, affiliate network, payouts, fraud detection
(19:02) - Marc Appel: brand messaging, inspiration-led SaaS marketing, growth loops, AI agents
(20:08) - Hotske & Wessilies: doubling down on what works, product-market fit focus, time leverage
(21:22) - Romy de Groot: bold vision, scale to billions, exits, European SaaS growth
(23:34) - Krzysztof Sykiewicz: SaaS monetisation, discounting, grandfathering, expansion pricing, usage
(24:52) - Rudolf Ote: PLG in 2026, AI agents, onboarding optimization, product analytics, data
(25:54) - Rene de Jong: SaaS exit prep, valuation drivers, buy-and-build, growth strategy
(26:59) - Glenn Miseroy: SaaS go-to-market 2026, ICP clarity, storytelling, intent
(28:13) - Koen Stam: GTM efficiency, RevOps, one product one country, word-of-mouth growth
(29:18) - Jaco van der Kuy: pricing, efficiency, sales automation, team alignment, recurring revenue
(30:09) - Outro: subscribe, sponsor, guest requests, Reditus, B2B SaaS growth CTA