S 01 | Ep 39 Elevating SaaS Events Alex Theuma built SaaStock from a bedroom podcast into Europe ' s largest B2B SaaS conference , drawing around 4 , 000 attendees to Dublin each year and expanding into the US . The conversation is part founder story , part pattern recognition from eight years of conversations with hundreds of SaaS CEOs and CMOs . This episode covers a lot of ground but the most useful parts are the observations that come from that kind of accumulated exposure . On marketing leadership , Alex is direct : the CMO role has the shortest tenure in the C - suite , often because companies hire wrong and lose patience fast . The exceptions , like the CMO who joined Muse . com at $ 10M ARR and was still there at $ 100M , tend to be the defining factor in a company ' s trajectory . On ICP , he notes a shift happening right now where SaaS companies that used to sell to one clear persona are suddenly selling to the CFO , the CRO , and the CMO simultaneously , which multiplies messaging complexity in ways most teams are not prepared for . His advice for founders on the path to $ 10M ARR distills to three things : build a genuine support network of peers and coaches rather than going it alone , stay relentlessly curious and learning , and stay close to customers because they hold the answers .