Ep. 185 - This SaaS Didn’t Scale With Hype - It Scaled With Systems - B2B SaaS sales - SaaS Backwards

Topics in this episode

B2B SaaS sales SaaS growth strategy SaaS go-to-market direct sales SaaS SaaS scaling systems

Episode notes

Send us Fan Mail Guest: Kevin Jacobson, CEO at Foxen - Most SaaS companies try to scale by adding headcount and channels. Foxen scaled by tightening fundamentals. In this episode, Kevin Jacobson, CEO of Foxen, joins host Ken Lempit to explain how an overlooked market - multifamily housing - became a durable SaaS growth opportunity through operational discipline and relationship-driven GTM. Kevin breaks down why traditional industries lag in SaaS adoption, why consistency matters more than speed, and how Foxen scaled through direct sales, referrals, and systems built to support growth. He also shares lessons from raising growth equity and why systems, not people, ultimately unlock scale. Key takeaways: Underserved markets reward execution over hype Consistency precedes scalable SaaS growth Direct sales still win in relationship-driven markets Systems, not headcount, enable scale If you’re a SaaS leader selling into traditional industries or rethinking how growth really happens after PMF, this episode delivers a grounded, operator-first perspective. - Stalled pipeline? Lost deals? Diagnose your GTM gaps with a free, actionable checkup. Get your free SaaS GTM Checkup

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