Mike Huffaker: The Hidden SaaS Opportunity Inside Dentistry

Episode notes

In this episode of the Revenue Insights Podcast, host Guy Rubin, Ebsta founder and MD of Revenue Intelligence at Fullcast, sits down with Mike Huffaker, Chief Revenue Officer at Planet DDS and host of The Dental Economist Show. Mike's journey into SaaS leadership didn't start in technology. Instead, it started by selling high-end Italian shoes to retailers like Neiman Marcus and Nordstrom. But when he looked around Silicon Valley and realized tech was reshaping the world, he took a leap that would redefine his career. After breaking into SaaS through an early-stage startup, Mike quickly rose through the ranks building remote sales teams, opening multiple offices, and scaling organizations from scratch. Today, as CRO at Planet DDS, he leads a rapidly growing revenue organization that has helped scale the company from $12M ARR to more than $100M. In this conversation, Mike shares the leadership mindset that fueled that growth, why curiosity is the most underrated trait in sales, how listening deeply to customers creates category leadership, and why many assumptions about career ceilings in tech are simply wrong.