Alexander Theuma

Founder and Editor-in-chief

BackFuture

Having built the largest SaaS Community in Europe and expanding into US and beyond with SaaStock I've made the move into Venture Capital to add further value to the early stage B2B SaaS founders with capital and pay it forward LPs, enabling the future of SaaS.

General Partner

SaaStock

Our mission is to accelerate the growth of AI & SaaS companies by helping them connect, adapt, and thrive in the AI-powered future of software.

SaaStock is the Community/Conference where SaaS founders and their teams master the shift to AI-native growth.
In an era defined by automation, velocity, and complexity, we bring clarity through world-class conferences, strategic content, and high-intent connections that drive real business outcomes.
Whether you’re building your first AI feature or rearchitecting your go-to-market, SaaStock gives you the frameworks, relationships, and energy to scale with confidence.

Founder

SaaStock Founder Membership (SFM)

A Private Members Organisation of SaaS Founders , on the journey to $100MM ARR, helping each other scale faster together through supportive peer groups, network and workshops

The SaaS Revolution Show

The SaaS Revolution Show is a weekly podcast for SaaS Founders who are on their journey to $10MM ARR+ We interview those that are doing it or have done it to share their lessons and advice.

Podcast Host

SaaScribe

SaaScribe is an online publication for the SaaS Startup Community by the SaaS Startup Community. The vision is to provide a forest of awesome content around B2B SaaS that will help those within the SaaS Startup community learn every day in the hope that we all become SaaS experts.

I also host a weekly podcast, The SaaS Revolution Show, talking SaaS with the leading lights of the SaaS Industry.

SaaScribe organises local SaaS Meetups and a larger event is in the works. Watch this space

Odin

Odin (Formerly Parallels Service Provider Business) is a worldwide leader in hosting and cloud service enablement. Odin enables service providers to rapidly launch and efficiently deliver the most profitable Cloud services by automating the delivery of the broadest set of solutions demanded by small businesses.

I was the Sales lead for our Odin Service Provider Automation platform, focusing on new strategic opportunities, within Northern Europe.

Key Account Manager - Strategic Accounts - EMEA

SIPhon Networks

SIPHON focuses solely on Unified Communications (UC) technology and specifically addresses innovative new solutions that deliver significant value to our customers in terms of increased revenues, improved efficiency and cost reductions. We do this by combining world class solutions from key technology vendors in the advanced VoIP and UC marketplace and by delivering a very comprehensive Consultancy and Services package with each product delivered. We have developed strong relationships with our technology partners and each partner is a leading player in their technology domain allowing SIPHON Networks to offer multiple best-in-breed solutions. 

SIPHON = Unified Communications Innovation & Delivery

I was responsible for multiple core network products and service sales (Acme Packet, Broadsoft, IPTEGO, Leonid Systems)

Sales Manager

Applied Communications

Applied Communications offer Business Development and Professional Services to Vendors and Carriers who wish to establish or enhance sales presence in EMEA. Applied has a proven team in starting new vendor business in Europe and has specific expertise in IP and SIP based technology. We offer flexible work packages and have competence across sales, technical sales, engineering, project management, training and recruitment. Our commercial model is directly linked to performance and results and we are already adding value to several technology vendors and carriers, today.

Covergence

Sales Manager for Northern Europe for Access Edge Session Border Controller Vendor, Covergence Inc

Sales Manager Northern Europe

NexTone

NexTone were a Session Border Controller Vendor at the vanguard of VoIP peering. I was responsible for Inside Sales for EMEA.

Inside Sales Manager

Helping SaaS Founders grow their businesses to $10M+ ARR

I started SaaStock in 2015 with a simple idea: give SaaS founders a real space to connect, learn, and scale faster–together.

Fast forward to today: SaaStock has become the global home for SaaS founders who are serious about growth.

We've hosted thousands of founders, VCs, and execs from Dublin to Austin, from seed stage to unicorn. We’ve built a community that doesn’t just celebrate scale, it shares the hard truths, the breakthroughs, and the lessons you only get by being in the room where it happens.

Before SaaStock, I spent 11 years in sales, getting my hands dirty, chasing targets, closing deals, and learning what real GTM pressure feels like. That experience taught me: there’s no shortcut to growth. You need the right people around you, the right mindset, and a willingness to evolve — especially now, in an AI First world.

Today, I'm focused on three things:

Growing SaaStock across Europe and the US as the leading platform for SaaS founders.

Building a new generation of founder-driven, AI-enabled companies.

Using the SaaS Revolution Show Podcast to tell the real stories — the wins and the war stories — from the frontlines of SaaS.

SaaS is changing fast.

I'm here for the builders who want to change with it and win.

If you're scaling a SaaS company, or investing in one, let's chat.

Our purpose is to make a real difference to the lives and companies of the SaaS community

Most SaaS companies fail within the first three years due to lack of runway, lack of product market fit and lack of founder experience in managing a business.
SaaStock helps B2B SaaS Founders on the journey to $10mill ARR supercharge their growth by connecting founders with VCs to help extend runway, learn from industry experts and build pipeline.
We do this through or Physical and virtual conferences, our founder membership program, SaaStock local community gatherings and media.
We are the only media and events business that focuses on SaaS founders scaling to $10mill ARR. This focus enables us to provide the highest quality events, content and connections
For founders in this stage of their journey.


Linkedin reminds me today its 10 year anniversary of SaaStock.

10 years since i took the leap to become a first time founder and creating an event and community business, something i’d never done before.

The first SaaStock was magical whilst it filled me with anxiety throughout.

Timing was everything. 

We’ve had tailwinds and faced headwinds.

10 years of growing the business, building a team, expanding internationally.

Showing up every day.

2 years during covid of trying to survive and providing value to our community when there was no in person. Never giving up.

Seeing some new products fail.

Seeing SaaStock Founder Membership (SFM) deliver value.

Working with amazing colleagues present and past.

10 years of looking forward to tomorrow on a Sunday night.

10 years of some exceptional memories and friendships forged.

It’s been hard. It can be exhausting. I’m getting some grey hairs (probs just age). I’ve put on weight, i’ve lost weight.

Yet the Why we do what we do. The purpose is so compelling and rewarding. I feel like I have the best job in the world (most days).

And whilst Linkedin says 10 years. It’s really day one again.

We’ve re-imagined SaaStock. A new program centred around 1:1 meetings and peer to peer learning.

It’s just the start of a new era at one of the most exciting times in B2B Software.

The fire is just as bright as it was 10 years ago.

Love to all our customers and SaaStockers over the years. I’m ready to build the future with you.

Running the largest 1:1 Meetings event in AI & SaaS

SaaS is dead!

Unless you’re actually building it.

Last night I sat at a table of SaaS founders where "dead" looked more like “doubling.”

One founder — fully bootstrapped — was at $8M ARR in April.
 Last night? $13M ARR.

Another I hadn’t seen in a year.
Now sitting at $16M ARR.

No outside capital.
No hype cycle.

Just leaning into tailwinds, building systems, and shipping value.

Add in founders at $5M ARR, $7M ARR — same story:
Quiet execution > loud predictions.

It’s funny — people keep declaring SaaS over.

Meanwhile, the builders I know are compounding.

There’s nothing better than breaking bread with founders who are doing the work.

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We just closed our first ever 3-year deal.

10 years of SaaStock. Thousands of sponsors.
But never this.

Sure — we’ve always had loyal partners. Some have come back 7 or 8 years in a row, no questions asked.

But every time we tried to turn that into a multi-year commitment…
it ended up becoming “let’s just renew next year.”

So what changed?

The product changed. Not the pitch. Not the deck. The product.

Our Hosted Meetings program delivered more value — faster — than anything we’ve ever built.

Not for everyone. But for the ones it works for… it really works.

This customer ran 20 hosted meetings at SaaStock Europe last month.
They closed deals on site.
They got instant ROI.

And that’s why they just committed to:
 🔥 300 hosted meetings over the next 3 years
 🔥 at this year’s rate
 🔥 locked in

A 3-year deal wasn’t something we pushed.

It was something the results pulled into existence.

Product > persuasion.
Outcome > optimism.
Proof > promises.

On to the next one. 🙌

Look who's talking.

Or should I say speaking at SaaStock USA 2026, next April in Austin.

We've just published the first 10 speaker drop and I hope you like it as much as I do:

Manny Medina, Co-founder & CEO, Paid
Nathan Latka, Founder & CEO, Founderpath
Kady Srinivasan, CMO, You.com
Krish Ramineni, Co-founder & CEO, Fireflies.ai 
Adam Robinson, Founder & CEO, RB2B
Colin Nederkoorn, Founder & CEO, Customer.io
Jen Igartua, CEO Go Nimbly
Tanay Kothari, Co-founder & CEO, Wispr Flow
Richard White, Founder & CEO, Fathom
Anne Giviskos, SVP - Strategic Finance Leader & CAO, Navan

A mix of Unicorn Founders, $100M ARR companies, Bootstrappers and VC backed businesses. GTM & Finance leaders and dare I say influencers.

Something they all have in common? They are building the future of B2B Software.

I'm also a customer of 5 out of the 10, which had nothing to do with their selection.

Join me in the front row for their sessions at SaaStock USA in April, as well as Meetup our 1:1 meetings program and Tabletalks, our peer to peer learning program.

Save the dates, get your tickets, learn and meet with the best at SaaStock USA 2026.

I️ help Top 1% C-Suite operators turn reputation into momentum inside an exclusive, high-trust executive community.

The C-Suite has rules no one teaches.

You’re expected to move fast, take risks, and make calls that will follow you for years. Most days, you don’t know who you can trust. 

I know, because I’ve sat across from 10,000+ C-Suite operators (as their go-to recruiter/career therapist) right when impostor syndrome, burnout, and pressure were at their peak.

Here’s what I saw:

The top 1% built and nurture trusted relationships long before they needed help.

The rest waited to “network” until transition hit—and found themselves alone and overwhelmed.

The real problem isn’t talent or effort. 

It’s not having one or more of these connections in your corner:

1️⃣ Sponsors who will vouch for you out loud. 
2️⃣ Connectors who introduce you to the right people at the right time.
3️⃣ Collaborators who sharpen your thinking.
4️⃣ Challengers who push you out of your comfort zone and give honest feedback. 
5️⃣ Supporters who keep you grounded and confident when the pain hits. 


Without these relationships, leaders slow down, doubt themselves, and make bad decisions in isolation.

That’s my why. 

I built SuiteC so leaders don’t have to learn the hard way anymore.  It’s a curated, high-trust room where operators can speak honestly, think clearly, and make stronger decisions with people who understand the pressure of leading real companies.  

SuiteC delivers three things that you can’t find anywhere else:

1️⃣ VALUABLE CONNECTIONS
Curated, high-trust interactions with operators who’ve lived what you’re facing. No noise. No vendors. No sales agendas.

2️⃣ TRUTH
Candid conversations that surface blind spots, reframe problems, and give you the clarity you won’t get inside your own company.

3️⃣ MOMENTUM
The information you need to make better calls—so you stop learning the hard way and start leading with confidence.

“It’s the room I wish I’d walked into every time I left another ‘industry conference’ that turned out to be a string of sponsor sales pitches.”
— John McCarvel, former CEO of Crocs + SuiteC Advisory Board Member

We guide the conversations about real problems you can’t Google: what actually worked, what failed- the hard truths most never admit in public.

No noise.
No posturing.
No vendors.
No jerks.

No narcissists. 

The ROI is real:
Board seats.
$350K raises.
$10M mistakes avoided.
2 Hours back every day. 

If you want to make better decisions, go where people tell the truth. All. The. Time. 


Bea Sonnendecker

Your reactions are your responsibility.
You have two options:

React fast…

To every word. 
To every insult. 
To every moment. 

…Or choose power.

Here’s what life keeps teaching me:
Power isn’t noise.

✔️ It’s logic. 
✔️ It’s silence. 
✔️ It’s restraint. 

Real power looks like:

↳ Responding with calm.
↳ Staying focused on truth.
↳ Breathing before reacting.
↳ Not letting words shake you.
↳ Observing instead of judging.
↳ Choosing peace over chaos.
↳ Not taking things personal.
↳ Letting “emotions” pass.
↳ Controlling your state.

Because your peace is your power.
And not everything deserves your energy.

The best advice I ever got:
“If they can control your reaction, they control you.”

That hit deep. So now…

I wait.
I watch.
I think before I speak.

And you know what happened?

Fewer regrets.
Better choices.
Stronger confidence.

Because silence isn’t weakness.
It’s leadership.

P.S. What helps you stay calm when emotions run high?

I️ help middle market C-Suite operators turn reputation into momentum inside a private, high-trust executive community.

The ego shows up quietly…
but it can ruin trust fast.

Good leadership starts with self-control.
And ego is usually the first thing to manage.

Here are 8 quick reminders to keep it in check:

1. Stop getting offended
- Not everything needs your energy. Protect your peace.

2. Don’t act superior
- Great leaders grow past their old selves, not past others.

3. You’re not your wins
- Achievements are nice but they’re not your worth.

4. Winning isn’t everything
- It’s okay to lose sometimes. Growth matters more.

5. Let go of control
- You don’t need to fix or manage everything.

6. Know when to stop
- The ego wants more. A wise mind knows enough.

7. You’re not always right
- Sometimes, letting others lead is the real win.

8. You’re still learning
- Stay curious. Ego stops when learning begins.

This isn’t soft leadership.
This is how strong leaders stay grounded.

P.S. Which of these 8 hit you the hardest today?

♻️ Share with someone who leads from calm, not ego.
👑 Follow for more grounded leadership insights.

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Bad bosses don’t fire you.
They freeze your growth.

They:

➤ Keep you out of rooms that matter.
➤ Call only when things go wrong.
➤ Leave you out of key decisions.
➤ Give credit to someone louder.
➤ Ignore “your ideas.”
➤ Take your wins.

You stay stuck.
You start shrinking.

And worst of all…

- You think it’s normal.
- You say less in meetings.
- You lower your standards.
- You settle without noticing.
- You stop raising your hand.
- You wait for things to change.

P.S. Ever stayed in a job where you were slowly being sidelined? Let’s talk about it.

👑 Follow for bold takes on modern leadership.
♻️ Send this to someone who’s stuck under a bad boss.

7 Quiet Ways Bad Bosses Hold You Back:

We’ve been told a lot of lies about career growth.
And most people still believe them.

But here’s the truth:

Hard work helps…
But smart moves matter more.

Let’s break some myths:

1. Your boss is always right.
2. It’s selfish to ask for a raise.
3. Job titles show your real worth.
4. Comfort means you’ve “made it.” 
5. Stay loyal and you’ll be rewarded.
6. You must have a perfect career path.
7. Burnout means you’re doing great work.
8. The best jobs go to the smartest people.
9. Working long hours means you care more.
10. If you stay quiet, your work will speak for itself.

These lies keep people stuck.
Break free from them.

Remember:

Career growth doesn’t come from working harder.

It comes from thinking smarter.

– Say no to myths that slow you down.
– Focus on what moves you forward.
– Question the advice you follow.
– Choose your path, not theirs.

Keep it simple.
Keep it true to you.

P.S. Which of these lies did you believe the longest?

♻️ Share this with someone stuck in a job they’ve outgrown.
👑 Follow me for more career clarity and leadership content.

The right questions bring the right answers.
Think about that for a second.

Most people feel stuck because they stop asking questions that matter.

-> They stay busy.
-> They stay tired.
-> They stay stressed.

But never pause to check if their path still fits.

How does real clarity come?

Not through more hustle.
Not through outside advice.
Not even through major life changes.

But through small questions asked often.

Questions like:

- Is this job still good for my peace?
- Do I "pause" before I burn out?
- What’s draining my energy?
- Do I need a new path?
- Am I living my values?
- What’s still in my control?
- Where am I growing right now?
- Who can "help" me feel less alone?

These don’t just shift your mindset.
They shift your life.

This is how smart leaders protect their energy and lead with purpose…

By staying honest with themselves.

Every day.
Every week.

P.S. Want to lead better? Start by asking better questions.

👑 Follow me for simple truths on leadership and habits.
♻️ Share this with someone who’s building something that matters.

Teams don’t collapse overnight.
It happens step by step.

Stress builds in “silence.”
People stop speaking up.

Trust starts to fade.
And no one knows how it started.

The room feels polite… but not real.
Work happens… but purpose fades.

It happens when:

– Feedback is one-way.
– Boundaries get ignored.
– Some team members get special rules.
– Hard conversations keep getting pushed.
– People don’t know the “why” behind the work.

When these things stack up, good people check out.

Not loudly. Quietly.

By the time anyone notices, it’s already done damage.

The best teams don’t avoid conflict.
They create safety for it.

They don’t demand trust. 
They build it.

Culture isn’t loud.
It shows up in small, daily signals.

Watch those closely.
That’s where teams rise or slowly fall apart.

👑 Follow for more clear leadership insights.
♻️ Send this to someone building a stronger team.

8 Hidden Habits That Hurt Strong Teams:

Doubt is not a sign of weakness.
It’s a test of how fast you can recover.

Here’s how great leaders rebuild self-belief when it shakes:

1. They stay calm in the noise.
↳ Panic only magnifies the fear.

2.They act before they’re fully ready.
↳ Waiting too long builds hesitation.

3. They lean on their routines.
↳ Discipline makes belief easier to rebuild.

4. They speak to themselves with care.
↳ The tone in your head sets your pace.

5. They reflect on small wins.
↳ Confidence grows from evidence.

6. They move anyway.
↳ Even if it’s a small step, they take it.

7. They talk to someone they trust.
↳ Borrow belief until yours returns.

8. They separate emotion from facts.
↳ Not everything you feel is true.

9. They revisit their purpose.
↳ Clarity brings courage.

10. They reset daily.
↳ Confidence is a habit, not a trait.

Remember:

You don’t need to feel powerful to lead.
You need to move, even when belief wavers.

P.S. What’s one thing that helps you bounce back fast? 

👑 Follow me for more clear, calm leadership cues.
♻️ Save this post for when doubt shows up next.

Everyone talks about growth.

They read mindset books.
They set big goals for the year.
They buy new planners and routines.

But they forget what growth really feels like.

It doesn’t feel fun.
It feels hard.

You feel off.
You feel slow.
You feel like quitting.

Here’s what no one says:

- Growth feels like you’re doing it wrong.
- Selling feels like bothering people.
- Posting feels like no one cares.
- Sharing feels like oversharing.
- Learning feels like failing.
- Courage feels like fear.

But that’s how it works.

Growth feels bad before it feels good.
It feels messy before it feels clear.
It feels lonely before it feels seen.

What changed for me?

I stopped waiting to feel “ready.”
I started showing up messy.

I stopped overthinking the start.
I focused on building proof.

Growth is not a vibe.
It’s not a plan.

It’s a decision you make when it’s still hard.

You don’t grow when it’s easy.
You grow when you keep going.

P.S. What part of growth felt worst at the start for you?

👑 Follow me for more simple truths that hit hard.
♻️ Share this with someone stuck in the messy middle.

The CTO of a $600M business just told me something brutal:

His $20M AI initiative failed.
Less than 5% adoption.
Even with trainings.
Even with detailed instructions.

Here’s the truth:

This is normal.

Massachusetts Institute of Technology's State of AI in Business 2025 shows:
95% of generative AI pilots deliver no return.
85% fail to meet expectations.

The problem isn’t the tech.
It’s that AI is treated like a software rollout.

But AI isn’t software.
AI is behavior change.
And behavior change fails without trust.

We don’t adopt tools we don’t trust.
We don’t trust solutions we didn’t help shape.
We don’t trust tools that hallucinate.

Once trust breaks, momentum dies.

It’s like using an assistant who lies 15% of the time —
you stop relying on them.

That’s why 95% of AI investments fail.

The CEO fix: Build trust first, roll out tech second.  

People don’t resist change.
They resist fear, uncertainty, and having no voice.

That’s the opportunity.

P.S. What’s one change effort in your company that started strong but fizzled?

SuiteC

The words you choose under stress…
Are the ones people remember the longest.

Here’s the hard truth:

What you say under stress?
It can either build trust or break it.

Look at this:

You say: “That’s just how it is”
But they hear: “Don’t speak up.”

You say: “Don’t take it personally”
But they’ve already taken the hit.

You say: “Let’s just move on”
But they needed to be heard first.

These moments matter more than we think.
Great leaders don’t talk over tension.

They slow down.
They choose better words.
They lead with care and clarity.

Because pressure doesn’t hide who you are… 

✔️ It reveals it.
✔️ It tests your habits.
✔️ It shows your impact.
✔️ It sharpens your voice.
✔️ It defines your leadership.

Words can shut people down.
Or they can keep people close.

Leadership shows in tense moments.
Choose your words like they matter because they do.

P.S. What’s one phrase that changed how you lead?

👑 Follow me for more people-first leadership tools.
♻️ Share this with a manager who leads with care.

Featured in Forbes | Turning credibility into real momentum for Top 1% C Suite operators inside a vetted high trust executive circle

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Bea Sonnendecker

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The Battle

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