The growth strategies that fueled SaaS in the 2010s and early 2020s no longer deliver the same results. Attribution dashboards are increasingly unreliable, paid ads are less efficient, and customers no longer want to be followed around the internet. Sarah Stockdale, founder of Growclass and one of Canada’s most trusted growth voices, took stage at SAAS NORTH recently to explain why. Her message then was clear: whisper marketing is the future.

Jason Smith, CEO & Co-Founder of Klue, has built and scaled five startups over the past 25 years. From the dot-com era to the SaaS boom and now the AI age, he’s seen how markets evolve and how quickly competitive dynamics shift. At SAAS NORTH, Jason warned founders about a risk that cuts across every cycle: the competitive revenue gap (the share of pipeline lost directly to competitors). Too few SaaS companies track it, and the result is millions in lost revenue that could otherwise be won.

SaaS leaders often get caught in the noise of market shifts, AI waves, interest rate cycles, or the latest funding trends. But as Louis Têtu, CEO & Chairman of Coveo, reminded the SAAS NORTH audience: fundamentals always win. Louis has scaled three companies to unicorn status. His vantage point is shaped by decades of SaaS cycles, from the dot-com boom and bust to today’s AI-native economy. What stands out is how consistent the winning strategies are, regardless of the macro environment.

Asia Orangio helped a SaaS company 10x its revenue, without adding more marketing spend. Her approach? A deceptively simple, three-step process that puts your customer at the center of every growth decision. Keep reading to learn how this framework continues to deliver results in today’s market and why it might be exactly what your SaaS business needs right now.

At SAAS NORTH 2023, Peter Carrescia shared a founder story that revealed just how seasoned operators can build with urgency, clarity, and purpose. After Wave, Peter could have stepped back. Instead, a conversation with Kirk Simpson sparked an idea that became goConfirm, a startup now tackling one of the internet’s biggest trust gaps. Keep reading to see how they went from concept to launch and what SaaS founders can learn from the journey.

Simon De Baene built a $100M+ SaaS company by focusing on what most overlook: real problems, simple products, and strategic patience. If you're growing a SaaS business without a roadmap, this journey might be exactly what you need to hear.

In this session, Nathan unpacks the psychology behind trust, the gap between perception and reality, and how SaaS companies can close it using a mix of empathy, clarity, and smart creative. From pricing strategy and brand packaging to refund policies, this is a tactical blueprint for founders who want to build companies customers believe in.

Chris Arsenault has been investing in Canadian software since 2007, a time long before unicorns were a Canadian phenomenon, before cloud was the norm, and before AI dominated every boardroom agenda. At SAAS NORTH 2024, Chris shared what he was seeing in the market at that moment, and where he believed Canadian SaaS was headed next. He didn’t sugarcoat it. Capital was tightening. Investors were getting pickier. Growth was still possible but only for founders willing to adapt. Now, months later, the clarity of his message still resonates. Here’s what Chris laid out then and what it means for SaaS founders navigating 2025 and beyond.

Generative AI has become the loudest conversation in SaaS but at SAAS NORTH, Stephany Lapierre, CEO of TealBook, brought the clarity. In a refreshingly tactical session, she unpacked what it took to build and launch Aime, TealBook’s Gen AI-powered supplier intelligence tool. Rather than leaning into hype, Stephany focused on the operational realities: building with purpose, starting with clean data, and solving real problems inside real workflows. Her approach is a masterclass in how to move from prototype to production, and a reminder that in the age of AI, disciplined execution beats ambition alone. Here are four lessons every SaaS founder should take from TealBook’s tried and tested approach.