February 14, 2025
Most SaaS founders dream of hockey-stick growth, but few ever achieve it.
Why? Because scaling a SaaS company isn’t just about having a great product—it’s about nailing execution, differentiation, and market positioning.
HockeyStack is one of the few startups that cracked the code. In just a few years, they’ve become one of the fastest-growing SaaS companies, raising $20M from Bessemer Venture Partners and establishing themselves as a leader in B2B marketing analytics.
So, what did they do right?
📌 They identified a critical market gap and owned it.
📌 They leveraged AI-powered agents to enhance their product.
📌 They built a demand-generation engine that actually works.
📌 They mastered community-led growth and brand-building.
📌 They scaled efficiently—with the right funding and partnerships.
And here’s the best part: Their playbook isn’t just for them. SaaS founders—especially those in B2B, AI, and data-driven software—can learn from HockeyStack’s growth strategy and apply these lessons to their own businesses.
In this article, we’ll break down exactly how HockeyStack scaled, what makes their strategy work, and how you can implement these tactics in your SaaS company today.
One of the biggest mistakes SaaS startups make is building a product that isn’t solving an urgent problem. They focus on features, not outcomes. They build software, but not necessarily a must-have solution.
HockeyStack avoided this trap by zeroing in on a high-value pain point—the lack of unified marketing and sales analytics for B2B companies.
🔹 They saw a widespread problem—Marketing and revenue teams were struggling to consolidate data across platforms like HubSpot, Salesforce, and LinkedIn Ads.
🔹 They validated the need—Instead of assuming the problem mattered, they spoke to B2B marketers and sales leaders to confirm how much this was costing them in missed revenue.
🔹 They built a “must-have” solution, not a “nice-to-have” tool—By creating a platform that automatically consolidates and analyzes GTM data, they made it easier for companies to act on insights, not just collect them.
If you’re building a SaaS company, ask yourself:
✅ Does my product solve a critical, high-priority pain point?
✅ Are potential customers already spending money to solve this problem in inefficient ways?
✅ How does my solution fit into my customers’ workflow? Does it remove friction or create more?
✅ Can I clearly explain the ROI of my product in one sentence?
💡 Find the pain before you build the product. If your customers aren’t actively looking for a solution, the problem may not be painful enough.
💡 Don’t just solve problems—eliminate complexity. HockeyStack’s success isn’t just about offering insights—it’s about making analytics actionable without requiring data expertise.
💡 Win by focusing on outcomes, not just features. Customers don’t care about what your product does—they care about how it makes their lives easier or more profitable.
📌 Lesson for SaaS founders: Owning a market isn’t about building the best product—it’s about solving the right problem in a way that no one else does.
Most SaaS companies compete on features, integrations, and UI—but the fastest-growing startups go beyond that. They use AI to fundamentally change how customers interact with their product.
HockeyStack didn’t just build an analytics platform—they built AI-powered agents that help customers extract insights instantly. This transformed their product from a data dashboard into an intelligent assistant that actively helps revenue teams make decisions.
🔹 They built AI agents that reduce manual work. Their AI analyst (Odin) answers complex data questions, so users don’t have to dig through reports. Their AI sales agent (Nova) automates account research.
🔹 They made AI a differentiator, not just a buzzword. Instead of adding AI for the sake of it, they used it to eliminate friction—turning raw data into actionable insights.
🔹 They redefined the role of their product. Instead of being just another data analytics tool, HockeyStack became a decision-making platform that works for its users, not just with them.
Many traditional SaaS products weren’t built with AI in mind—but that doesn’t mean they can’t adapt. If you’re running a SaaS company, here’s how to start integrating AI into your product effectively:
✅ Identify repetitive manual tasks your customers hate. Can AI automate workflows, generate insights, or eliminate unnecessary steps?
✅ Think beyond chatbots. AI agents can make recommendations, automate decision-making, and improve user experiences—not just answer questions.
✅ Start small, then expand. You don’t need a full AI suite—begin with one high-impact AI feature that delivers real customer value.
✅ Focus on AI as an enabler, not a replacement. AI shouldn’t just be a feature—it should enhance how customers use your product in a way that feels seamless.
💡 AI isn’t just a feature—it’s a way to rethink your product’s value. HockeyStack made AI a core part of their user experience, not just an add-on.
💡 The best AI products don’t require users to be data scientists. AI should simplify workflows, not make them more complex.
💡 Traditional SaaS founders should look for ways AI can automate, predict, or enhance decision-making. Even small AI integrations can give your product a major competitive edge.
📌 Lesson for SaaS founders: If your product is purely transactional today, AI can help you transform it into an intelligent assistant that actively drives value for customers.
Building a SaaS product is one thing—getting people to actually care about it is another. Many founders struggle with demand generation, relying too much on cold outreach, ads, or content that doesn’t convert.
HockeyStack took a different approach. Instead of forcing demand, they built a structured framework that moves potential customers from awareness to action.
HockeyStack’s ‘Demand Ladder’ is a step-by-step process for educating, engaging, and converting SaaS buyers.
Here’s how it works:
1️⃣ Fill the Knowledge Gap – Instead of just promoting their product, HockeyStack educates their audience on industry problems, trends, and best practices. They build trust before selling.
2️⃣ Become the Go-To Authority – They publish insights, share data-backed content, and engage in high-value discussions (especially on LinkedIn). Over time, this builds credibility.
3️⃣ Nurture & Convert Through Trust – Once potential customers see HockeyStack as an authority, they naturally explore the product—no hard sell needed.
🔹 It flips the traditional marketing funnel. Instead of pushing cold outbound, they attract and educate first, letting demand grow organically.
🔹 It builds trust before the pitch. Customers are far more likely to convert if they already see you as a thought leader in the space.
🔹 It creates a steady flow of inbound leads. A strong content and demand strategy ensures you’re not just chasing leads—you’re attracting them.
✅ Stop just talking about your product—talk about the problem. Founders should position themselves as experts first, product sellers second.
✅ Create high-value content that educates, not just promotes. Whether it’s data-driven insights, case studies, or industry predictions, focus on what your audience actually cares about.
✅ Engage with your audience where they hang out. HockeyStack dominates LinkedIn conversations—founders should pick a channel and go all in.
✅ Make your content a lead magnet. Instead of relying on cold outreach, let demand build naturally through trust and authority.
💡 Marketing isn’t just about traffic—it’s about trust. The best SaaS companies don’t just generate leads; they build credibility that makes conversion easier.
💡 Education drives demand. People buy from companies that help them solve problems—even before they’re customers.
💡 Content without distribution is wasted effort. You need to actively engage, not just post content and hope it gets seen.
📌 Lesson for SaaS founders: Stop chasing leads—build demand by becoming the go-to resource in your space. If you create value upfront, customers will come to you.
Most SaaS companies rely on ads, cold outreach, or SEO to drive growth. But the fastest-growing startups don’t just acquire customers—they build communities.
HockeyStack understood this early. Instead of relying purely on paid channels, they built a highly engaged audience through community-driven marketing, especially on LinkedIn.
🔹 They created content that starts conversations. HockeyStack doesn’t just post product updates—they create engaging, thought-provoking content that sparks industry discussions.
🔹 They positioned themselves as leaders in the SaaS GTM space. By consistently sharing data-driven insights and unique takes on B2B marketing, they built credibility as an authority in revenue analytics.
🔹 They built an audience, not just a customer base. Instead of selling to cold leads, they created a loyal following that trusts them—so when people need an analytics tool, HockeyStack is top of mind.
📌 Trust is the new currency. Customers no longer trust ads—they trust people. Building a strong founder-led or brand-driven community creates organic demand.
📌 It reduces customer acquisition costs (CAC). A loyal audience means more referrals, more word-of-mouth, and lower paid ad spend.
📌 It creates long-term brand equity. Ads stop working when you stop spending. Community-driven brands have lasting influence.
✅ Be active where your audience is. HockeyStack dominates LinkedIn—founders should pick a platform and own it.
✅ Engage, don’t just broadcast. Comment, respond, and spark discussions—don’t just post and disappear.
✅ Build a narrative, not just content. Share real insights, predictions, and experiences—not just generic SaaS growth tips.
✅ Involve customers in the conversation. Highlight user success stories, feature insights from partners, and make the community feel like a movement, not a one-way channel.
💡 Your customers are your best marketers. Engage them, empower them, and make them part of your brand’s growth.
💡 Community is an asset that compounds over time. The earlier you build an audience, the easier growth becomes.
💡 The best brands don’t just sell—they lead conversations. If people trust your insights, they’ll trust your product.
📌 Lesson for SaaS founders: The strongest SaaS brands aren’t just companies—they’re communities. If you invest in building an engaged audience, customer acquisition becomes effortless.
Many SaaS founders believe raising money is just about getting capital—but the best startups know that who funds you is just as important as how much you raise.
HockeyStack didn’t just raise $20M—they raised it from Bessemer Venture Partners, a top-tier VC with deep experience in SaaS, analytics, and GTM strategy.
🔹 They had strong revenue traction. Investors don’t fund ideas—they fund proven growth. HockeyStack showed clear market demand, customer adoption, and ARR momentum.
🔹 They focused on solving a “hair-on-fire” problem. Their value proposition was undeniable—revenue teams need simplified, AI-driven analytics, and HockeyStack provided it.
🔹 They built relationships before they needed funding. Instead of pitching VCs out of the blue, they established trust and credibility early.
📌 Money isn’t enough—you need expertise. The right investors bring networking opportunities, strategic insights, and GTM support.
📌 Funding should accelerate what’s already working. Investors don’t fix broken models—they help scale what’s already gaining traction.
📌 A strong funding round attracts better partnerships. Closing a major round validates your business, making it easier to land enterprise customers and strategic deals.
✅ Raise when it helps you move faster, not just because you can. If funding allows you to hire key talent, accelerate go-to-market, or build defensible moats, it’s worth raising sooner. But don’t raise just for the sake of it—have a clear plan for deployment.
✅ Choose investors who understand your space. SaaS founders should look for VCs who specialize in their niche, not just any firm with money.
✅ Leverage fundraising for more than cash. Use it to build credibility, unlock partnerships, and hire top talent.
✅ Network before you pitch. The best rounds come from pre-existing relationships, not cold outreach.
💡 Smart money is better than fast money. The right investors bring strategic advantages beyond capital.
💡 Funding isn’t the goal—scalable growth is. A big round means nothing if your fundamentals aren’t strong.
💡 Your best investment is in traction. VCs want to see a repeatable growth engine before they write checks.
📌 Lesson for SaaS founders: Raising capital isn’t a milestone—it’s a tool. Use it wisely, partner with the right investors, and make sure funding accelerates, not replaces, smart execution.
Scaling a SaaS company isn’t just about building great software—it’s about executing on the right growth strategies at the right time.
✅ Solve a high-priority problem & own your niche. The best SaaS startups don’t just build software—they remove massive friction for their customers.
✅ Use AI to enhance product value, not just as a feature. Whether it’s AI-driven automation, insights, or personalization, founders should explore how AI can evolve their product.
✅ Create demand before you sell. Content, education, and trust-building should come before the pitch—so when buyers are ready, they already see you as the go-to solution.
✅ Community-led growth is a long-term asset. Investing in LinkedIn, discussions, and customer advocacy can create an organic demand engine.
✅ Fundraising is a tool, not the goal. If capital helps you hire faster, expand quicker, or defend market position, raise early—but always with a plan.
📌 The best SaaS companies don’t just follow trends—they execute relentlessly on the right strategies.
📌 HockeyStack’s growth playbook isn’t just theirs—it’s repeatable. The question is: How will you apply it?
If you’re looking for ways to scale your SaaS smarter, leverage AI, and build a demand engine that actually works, it’s time to take action. 🚀
At Apeture Codex, we help SaaS founders navigate scaling challenges, integrate AI, and execute high-growth strategies. If you’re serious about growing your SaaS the right way, let’s connect.
👉 Let’s talk about how Apeture Codex can help your startup scale smarter. You can book a free consultation HERE.
Many executives in Software-as-a-Service (SaaS) companies possess a wealth of technical expertise, operational experience, and industry know-how. Yet, when they step into the boardroom, they often find themselves struggling to make an impact. Why? Because boardrooms don’t operate on the same rules as engineering teams, marketing departments, or product strategy meetings.For many SaaS executives, the inability to gain traction in the boardroom isn’t about a lack of intelligence or hard work—it’s about a fundamental disconnect between their mindset and the expectations of board members, investors, and CEOs. In the fast-moving world of SaaS, where valuation, profitability, and sustainable growth are king, thinking like a functional leader simply isn’t enough. Executives must learn to think like a CEO.This white paper explores the core reasons why SaaS executives often struggle in the boardroom and provides a roadmap for shifting their mindset to operate with the strategic, high-level thinking required to win over investors and board members.
