BSMS 89 - Is founder-led GTM a strength or a risk for SaaS investors

Is founder-led growth helping or holding you back?

Early wins often come straight from the founder’s voice. Nobody knows the problem better, or tells the story with more passion. That credibility is what gets the first customers to sign, keeps them close, and often carries a young company through its earliest deals. But founder-led growth has limits. Time runs out. Markets expand. What worked at $1M ARR may stall out at $15M.

In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack both sides of founder-led growth: why it’s such a powerful accelerator in the beginning, and why it can quietly become a ceiling if companies don’t evolve.

You’ll hear how to recognize the signs that your business is over-reliant on the founder, and what founders, teams, and investors can do to keep growth compounding even as the company matures.

Critical topics in this episode

• Why founder-led growth works: The credibility, subject matter expertise, and customer intimacy that early adopters can’t resist.

• Where it breaks: The hidden ceiling that appears when everything still flows through the founder.

• Transition challenges: Letting go of sales, messaging, and culture without losing the magic.

• Investor view: How search funds and acquirers spot businesses that need to move past the founder model.

• The Kalungi story: What happened when Stijn stepped away, and how Brian navigated the shift to a broader team-led approach.

• Amplifying the founder’s voice: Ways to scale thought leadership without burning out the founder.

By the end, you’ll see founder-led growth for what it is: a launchpad, not a permanent operating model. And you’ll walk away with sharper instincts for when to double down on the founder’s voice—and when it’s time to build beyond it.

 

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

Visit Kalungi.com to learn more about growing your B2B SaaS company.