SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 168 - How Gen AI Is Rewiring B2B SaaS Feedback
Guest: Eli Portnoy, Founder & CEO at BackEngine
As B2B SaaS companies scale, they often lose touch with the customers who got them there.
In this episode, Eli Portnoy, founder and CEO of BackEngine, sits down with Ken Lempit to talk about the critical breakdown in customer feedback systems—and how generative AI can help leaders hear what really matters.
We unpack:
✅ Why customer feedback loops break as SaaS companies grow
✅ The hidden costs of misaligned feedback channels and weak ownership
✅ How AI can synthesize 100% of customer interactions—without surveys
✅ What separates elite SaaS companies from the rest when it comes to NRR and churn
✅ Why CS leaders are uniquely positioned to become strategic feedback owners
Eli also shares the story of losing his biggest customer before a major fundraise—and the moment he realized feedback was everyone’s problem, but no one’s job.
If you're a CMO, CRO, or CS leader building a feedback-driven growth engine, this is a conversation you won’t want to miss.
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