Scaling SaaS with AI: Stijn Hendrikse on Leadership, Marketing, and the Future of Software

The Spotlight Series - Don’t just survive, thrive!

Welcome to the first podcast episode of Season 7 which is all about AI for Good! In this season, we’re exploring how AI is shaping industries, driving innovation, and making a positive impact on the world.

To kick things off, Nicola Steel speaks with Stijn Hendrikse, a seasoned SaaS entrepreneur, investor, and author, about the transformative power of AI in the software industry and how startups can leverage AI for growth.

Stijn shares insights from his extensive career, from his early days as a developer to leading global marketing for Microsoft’s SMB segment, writing T2D3, and coaching go-to-market leaders. He also reveals details about his upcoming book, Level Up, which focuses on how AI can enhance strategic decision-making in SaaS companies.

Nicola and Stijn explore how AI is revolutionising marketing and go-to-market strategies, emphasising the importance of understanding the fundamentals - positioning, personas, and messaging - before using AI tools like ChatGPT and Claude AI. Stijn highlights how AI can free up time for high-value work but stresses the importance of accountability, validation, and thoughtful leadership when managing AI-generated content.

They also discuss the future of AI in SaaS, including its potential to lower barriers to entry, empower entrepreneurs and younger generations, and drive innovation in software development. Stijn encourages SaaS leaders to embrace AI, not fear it, and to see it as a tool that enhances efficiency, leadership, and strategic growth.

This episode sets the stage for an exciting season of AI for Good, packed with practical insights for SaaS founders, AI innovators and tech professionals looking to scale in the age of AI.