Fail n' Grow

In this episode we talk with Ulrik Lehrskov-Schmidt , founder of Willingness to Pay and one of the leading voices in SaaS pricing strategy. Ulrik has spent years helping B2B SaaS companies redesign how they monetize their products. Not by tweaking price points, but by fundamentally changing the pricing structures, packaging models and commercial mechanics that drive growth. We dive into one of the...

What happens when a founder who has already built and exited companies decides to start over in the AI era? In this episode of Fail n' Grow, Wilma sits down with Kristopher Stenkula , founder of Garba and previously founder of Notified, today used by half of the Fortune 100 companies, with 10,000 customers across 90 countries. The conversation quickly turns into something much bigger than sales in...

In this episode we talk with Linus Wennerström , co-founder of Fenix Media Group — one of the leading media sales organisations in the Nordics, working with publishers, apps, podcasts, esports and out-of-home media across Sweden and Norway. But this episode is not really about media sales. It’s about what happens when a high-performing sales culture becomes so dopamine-driven that people eventuall...

In this episode we talk with Anna Modin , CRO at Stratsys , a Nordic SaaS company helping organisations create clarity, reduce risk, and turn strategy into action across compliance, governance, risk and strategy execution. Anna has been part of Stratsys’ journey for 16 years, moving from individual sales into leading the full revenue engine. She shares what it actually takes to go from sales-led g...

Charlotte Banning is the CMO at Monterro , one of the leading investment partners for B2B SaaS companies in the Nordics. With a background from companies like Salesforce and Telia, she has spent most of her career working hands-on with B2B marketing, growth, and scaling . software businesses. Today, she works closely with Monterro’s portfolio companies, helping them sharpen their positioning, mess...

Theo Zätterström has a pretty straightforward way of looking at scaling your sales team successfully. He has a proven Sales Operating System including like ramp-up, why deals stall, and what actually drives urgency in a process. ✨ Key takeaways: Most companies think they’re scaling sales, what they’re actually doing is just hiring more people.  If every rep sells differently, you’re not improving...

In this episode we talk with  Camilla Agardh , CEO and founder of  Siloy , a fast-growing HubSpot partner with nine companies across Europe. Siloy was also named partner of the year by HubSpot 2026.   Camilia shares her journey from entrepreneur to leader, insights on scaling into the upmarket space, and how she balances growth with quality. She opens up about the challenges of merging companies, ...

In this episode of Fail and Grow , Wilma meets Sophie Hedestad , CEO Noxit , and former top executive at Meltwater and Netigate. Sophie shares her extensive experience with OKRs (Objectives & Key Results) and explains why this powerful framework is essential for achieving true Operational Excellence. Discover how clear goal-setting, effective cascading, and transparent communication can align your...

In this episode of Fail and Grow, Wilma sits down with Marcus Möller, former growth leader at BrightBid—one of Europe's top SaaS success stories 📈—and current CEO of Meetric, a cutting-edge AI solution for Operational Excellence 🤖. Marcus shares how he successfully doubled sales results despite reducing his sales team by half, all through smarter use of AI and a relentless pursuit of truthful in...

In this episode of Fail and Grow, Wilma welcomes Robert Bråkenhielm, founder and CEO of Resultify—one of HubSpot's leading global partners. Robert openly shares stories of both success and hilarious failures from his entrepreneurial journey, from building thousands of websites to pioneering Resultify's results-based business model. SPONSORS Powered by vloxq CPQ (Configure Price Quote), rated as th...

Why do some sales teams consistently outperform the rest? The secret lies in data-driven decision-making. In this episode together with Johanna Korhonen from Dear Lucy, we dive into how to simplify analytics, avoid common pitfalls, and leverage data to boost efficiency, close more deals, and scale smarter. Tune in to hear expert insights on transforming sales performance—without drowning in dashbo...

Operational Excellence – How do successful companies do more with less? In this episode, we dive into the key strategies for maximizing efficiency, increasing profitability, and scaling without unnecessary complexity. From refining processes and leveraging technology to cutting out the noise in meetings, we uncover what really drives operational success. Tune in for actionable insights and real-wo...

Ingrid Bonde Åkerlind is a Principal at Oxx and a former executive at Volumental and BlaBlaCar. Ingrid is a true expert in pricing and has written the complete go-to-market toolkit for Oxx. Oxx is a venture capital firm that partners with the most promising European B2B software companies at the scale-up stage. SPONSORS Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly...

Felix Mörée , is a partner at Axholmen , specialized in pricing for SaaS and tech. Felix has published four books on commercial excellence and has advised >50 companies on marketing, pricing, and sales.  In this episode we'll cover the four cornerstones to find the perfect pricing level for your SaaS-tool:  Segmentation: Understand customer needs and willingness-to-pay Offering design: Design an o...

Wouter Dieleman has experience of working with 100+ marketing and B2B sales during his previous years at HubSpot agencies. Wouter has now niched into Account Based Marketing (ABM) and has, as a freelancer, helpt a dussin of companies to land their dream customers in a short amount of time. As a bonus, his customers also levels up the HubSpot CRM usage as a  "nice side effect".  Tune into to learn...

Anna Hansen brings extensive experience in customer success and customer retention from her time as CCO at the CRM company Lime Technologies. She is currently serving as the Chief Pricing Officer, offering an intriguing perspective thanks to her background. In this episode, we delve into Lime's discovery that pricing is another tool for creating successful and satisfied customers. We explore how t...

Alexandru Stan has been an entrepreneur for many years and in this episode he shares his beliefs and fails about pricing. Alexandru is currently the founder of Tekpon , the first marketplace for SaaS companies with a fully transparent pricing model, with a kickback driven business model. Having a transparent pricing model is something Alexandru thinks is important to succeed with Pricing as a Stra...

00:00- 03:23 > Intro 03:26 > Favourite After-Work drink 04:27 > Funniest work-related fuck-up 08:28-41:33 > Today's topic: Scaling a Team 41:37 > Earlier podcast guest business question 43:58 > Main challenges in your business right now? 45:41 > Outro SPONSORS Powered by vloxq CPQ (Configure Price Quote), rated as the most user friendly CPQ and a perfect fit when your CRM standardized quote module...

On November 8th, we hosted a webinar with pricing expert Ingrid Bonde, Principal of Oxx, and experienced entrepreneur Joachim Karlsson, CEO of Almi Invest and Chairman of vloxq. The topic of pricing as a strategic instrument is hot, but our overall impression is that only a few companies truly leverage it as a potent resource. Listen to this special edition of Fail n' Grow to learn more about how...

Now is the time to renew ourselves and discover our future ICP (Ideal Customer Profile). Allocate resources to map out what is needed to be competitive in the future and to be prepared for success when the economic climate changes for the better. This is Sofia Alexus' approach to recession. Sofia is the CEO of Kundo and an ex. Ericsson, Trustly and Airmee. Kundo helps companies make customer servi...

Teemu Ilola has gained extensive experience in building a successful and profitable outbound sales organization on an international scale during his years at Leadoo. With roles as Sales Director UK and VP of Sales Operations, managing a team from 30 to 80 sales reps entering the UK, Sweden, and Spain, Teemu has tried, failed, and ultimately succeeded. If you're frustrated about the number of booke...

Mathias is one of the co-founders of the revenue and profitability agency specializing in B2B companies with complex sales structures, Salesonomics. They serve as a strategic growth partner, achieving remarkable results:   Over the past three years, they have collaborated with over 100 companies, and the results speak for themselves. Over a 12-month period, on average, these companies increased th...

Andreas Sjölund the Co-Founder and former CRO at Quinyx and franctional CRO at Ingrid is contributing his wide and spot on expertise for international expansion.  Andreas has a deep understanding of how to succeed with your international expansion, in a cost efficient way.  We get true hands on advice: --> Narrow down your ICP --> A founder must run the show in the beginning  --> Pricing and packa...

"OPEX, which stands for Operational Excellence, may sound like a big, fancy term, but if you break it down, it essentially means aligning your strategies and processes with your overall goals and becoming highly efficient while maintaining quality."  In this episode, Sofia, CRO at Worldfavor (ex Klarna, ex EY), shares a few success factors: Principles based on company values Enabling quick decisio...

Per Tjernberg is the CEO and Co-Founder of Pipelips . Founded after 10+ years working in Talent Acquisition in a variety of roles and decided that it's time to do something new in the space. The problem they solve is how the recruitment process is perceived both from Hiring Managers and candidates. During 2023 they have already +200 customers and in this episode Per shares his experience of how yo...