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.

JSESSIONID

(7) Post | Feed | LinkedIn

li_at

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.

Demand House

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Outbound systems for B2B SaaS & GTM teams | Take control of your pipeline | Founder @ Demand House

Clay vs Freckle - Which is best for small GTM teams?

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy (email and cold call scripts).

Clay is the most popular tool for this, but is it the best?

After building GTM engines for 2 to 10 person sales teams, we believe Freckle is the better option.

Read this article to find out why…

You shouldn’t send data straight from source to sequencer. You should have something in the middle to enrich, filter and write relevant copy. Clay is 

Open article: Clay vs Freckle - Which is best for 2-10 person GTM teams? by Joe Wheatley • 4 min read

Clay vs Freckle - Which is best for 2-10 person GTM teams?

Jack Porter grew his LinkedIn following from 0 → 15k in under 12 months.

And now he’s up to his ears in inbound demos.
(So much so that he doesn’t run outbound anymore.)

Jack is the Co-founder of BirdDog - they scan for the most relevant signals from your best accounts, so reps get notified when ideal prospects are ready to buy.

The tool has delivered so much value that BirdDog have grown 900% this year alone.

But getting here wasn’t easy.

Jack started out grinding through a 9–5 finance job…
…while taking product demos in his car on lunch breaks.

Here’s the full origin story.

Take control of your pipeline | Outbound & GTM systems for B2B SaaS with 2-8 person sales teams | Founder @ Demand House

Every serious GTM team has Warmly, in their tech stack.

We use it for our clients.
Warmly uses it to dogfood.

But do you know their origin story?
It’s one of our favorites.

Three people took a risk together.
And after six painful pivots, it paid off.

While putting this video together, we noticed three things about their team:

1 / They’re extremely talented
2 / They’re innovators
3 / And they’re a great bunch of people

And now they're at $6M ARR and growing.

What did you think of the story? Drop your comments below

Firmographics-first is yesterday’s playbook. Signals-first is today’s.

And there are two awesome companies pioneering this shift:

1️⃣ Signalbase (Previously LeadsOnTrees)
2️⃣ BirdDog

This week, I had the pleasure of speaking with Georgi Furnadzhiev, CEO of Signalbase, where he gave a demo of the platform

P.S. It's seriously impressive!

Dependent on inbound demos? Take back control of your pipeline | Outbound & GTM partner for B2B SaaS

Michael Lovegrove helped Groov grow 331% in 12 months as VP of Sales

How?

→ He narrowed their ICP

As a result:
- Priorities became clear
- Their product roadmap became focused
- They understood their ideal prospects and customers far better

Which meant:
- Sales became way easier
- Retention improved

This wasn’t a one off. Michael has proven throughout his career (JRNY, Groov, Fresha) that narrowing your ICP is one of the strongest growth levers you have, and it's universal (applies to every business)

It really just comes back to the core principle: "do less, better"

Now you know you need to narrow, follow Michael’s framework to do it right:

Look at your existing or past customers and ask:
 1 / Who was most profitable?
 2 / Who was easiest to acquire?
 3 / Who had the most success with your product?

Here lies the gold you've been looking for

Our top 10 GTM plays right now

1️⃣ Website Leads (Person-Level Orchestration)

1 / Identify high-intent visitors → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

2 / Identify medium-intent visitors → trigger AI chat. If demo not booked → trigger warm pop-up. If demo not booked → trigger follow-up sequence.

2️⃣ Website Accounts (Account-Level Orchestration)

3 / Identify closed-lost deals from 60+ days ago → notify rep in Slack → engage via live chat or real-time video call. If demo not booked → trigger follow-up sequence.

4 / Send qualified account to Clay via Webhook → tier account → find contacts → enrich → validate → build messaging & scripts → sequence by Tier.

3️⃣ Non-Website Plays

5 / Research intent signals (competitor search, integration partner search, relevant keyword search) → send to Clay → enrich → build messaging → send to sequencer.

6 / Track new decision-makers at ICP accounts (likely to re-evaluate tech stack) → send to Clay → enrich → build messaging → send to sequencer.

7 / Track job changes from known contacts (recommend software from previous company at new company) → when detected → send to Clay → enrich → build messaging → send to sequencer.

8 / Hiring signals (e.g. hiring for SDR role = investment in sales/salestech) → when detected → send to Clay → enrich → build messaging → send to sequencer.

9 / Identify competitor customers → send to Clay → enrich → build messaging → send to sequencer.

10 / Target closed-won lookalikes (best prospects = best customers) → send to Clay → enrich → build messaging → send to sequencer.

Tech Stack:
→ Warmly, for website de-anonymization, website plays & intent signals
→ Clay for enrichment and messaging
→ Ocean.io for lookalikes
→ Instantly.ai for email sequencing
→ HeyReach.io for LinkedIn sequencing
→ lemlist for multi-channel outreach
→ Slack for messaging and notifications

Which plays do you like / not like? Any other plays? Drop in the comments.

GTM Engineering for B2B SaaS | Founder @ Demand House

You have 30k people visiting your website.
Are there enough leads to feed your team of 5 SDRs, or do you need to supplement with non-website plays?

To answer that, start by looking at your website data using Warmly or RB2B.

Then split your leads into Tier 1s (best leads), Tier 2s (good leads) and Tier 3s (okay leads).

Your first definitions might be slightly off (a Tier 1 might actually be a Tier 2 etc), but that's to be expected. Refine as you go.

Once your leads are broken down by tiers, work out your sales team's capacity.

Scenario A
→ If there are enough Tier 1s and Tier 2s to meet capacity, great, you can start with website leads.

Scenario B
→ If Tier 1s and Tier 2s are not enough, but adding Tier 3s meets capacity, then start with all 3 tiers.

Scenario C
→ If Tier 1s, 2s and 3s still do not meet capacity, then you'll need to fill the gap.

For scenarios B and C, supplement with signal-driven cold outbound. As soon as Tier 1s and Tier 2s from cold outbound are enough to replace website Tier 3s, you should.

(Tier 3s exist purely to fill remaining SDR capacity. Tier 1s and Tier 2s should ALWAYS be prioritized)

Takeaways
→ Strategy should be guided by data alone
→ Don't aim for perfection out of the gate. Make approximations that get you moving. Speed + iteration wins

taplio

The Battle

Alexander Theuma

Joe Wheatley

Followers

Posts

Engagements

Likes

Performance ScoreAlexander Theuma's LinkedIn Performance

Performance ScoreJoe Wheatley's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Alexander Theuma

Joe Wheatley

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Theuma's LinkedIn Performance

Performance ScoreJoe Wheatley's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlexander Theuma's LinkedIn Performance