In this episode, we’re joined by Lisen Zethraeus, CMO at Stratsys, to talk about how B2B SaaS companies can turn internal expertise into thought leadership that builds trust and creates demand. Stratsys has grown to 30M+ Euro in ARR, serves 600+ customers across and has built a strong position in areas like compliance, risk management, ESG, and governance.

We discuss how Stratsys puts real subject-matter experts at the center of its go-to-market strategy instead of relying on generic brand messaging. Lisen shares how they use expert-led webinars and studio events, how marketing works closely with sales and product, and why thought leadership only works when the whole company is committed to it.

Here are some of the key questions we address:

• What does thought leadership actually mean, beyond just publishing content?

• How do you identify the right internal experts to become trusted external voices?

• Why do people follow people more than brands, and how do you use that without “building personal brands” at the expense of the company?

• How does Stratsys use studio-style webinars and events to create authority and reach the right audience?

• How should marketing, sales, and product collaborate to create thought leadership that actually resonates?

• What metrics matter most when you want to know whether thought leadership is working?

• How do you keep subject-matter experts visible and relevant between the big event moments?

• How can AI help accelerate thought leadership production without losing authenticity?

🎧 Tune in to hear how Lisen and the Stratsys team have built a repeatable thought leadership engine, one that combines expertise, consistency, and strong collaboration to become a trusted voice in a complex B2B market.

In this episode, we’re joined by Adam Dorrell, CEO & Co-Founder of CustomerGaige, for a candid conversation about one of the hardest founder transitions: when, and how, to step out of the sales seat without losing the magic that makes founder-led selling so effective.

Adam shares the real story behind building CustomerGaige over 16 years, growing it into a recognized international player with a lean global team.

We dig into:

• Why founders often try to hire a sales leader too early, and what confidence has to do with it

• The painful lessons of cycling through sales leaders who took over the process too aggressively, and what it cost

• The unsexy truth: you can’t scale sales before you’ve truly nailed ICP + story + value prop

• How Adam and his co-founder ultimately found the right model:

• Where a Co-founder adds the most value to the salesprocess at this phase of the business

If you’re a founder trying to scale sales, or a sales leader working with founders, this is a practical and honest take on where founders should stay involved, and where they absolutely shouldn’t.

In this episode, we sit down with Rahul Yadav, CEO of Paligo, for a practical conversation on leadership alignment - and how to run executive offsites that drive real clarity, trust, and follow-through.

Rahul is only a few months into the role, but he’s already implemented a strong leadership rhythm: quarterly leadership offsites, annual full-company gatherings, and a surprisingly effective habit, daily 15-minute C-suite standups to keep priorities aligned and momentum high.

If you’ve ever left an offsite feeling energized, just to watch that energy fade in two weeks, this episode is for you.

We cover:

• Why most offsites fail: turning them into a “backlog dump” of unresolved operational issues

• Rahul’s simple offsite structure: Champagne goals → Risks → Commitments

• How to keep the agenda light to guarantee openness

• The “parking lot” technique to prevent rat-holing while still honoring important topics

• The rule-of-thumb cadence: Quarterly = strategic, Monthly = operational, Weekly = tactical

• How to create real candor with a new leadership team

• Why psychological safety is built through daily reps, not big speeches

• Rahul’s approach to transparency: sharing offsite outcomes immediately in all-hands + weekly CEO reflections

• A smart meeting role: introducing a Yoda who calls out time, airtime, and when the team is drifting off track

Rahul also shares how he thinks about leadership environments: fewer laptops, more reflection, more walking time, and more room to breathe because offsites aren’t just about decisions, they’re about building the trust that makes decisions stick.

🎧 Tune in for a tactical blueprint on how to run executive offsites that create alignment and action that will move your business forward.