Guest: Kevin Jacobson, CEO at Foxen

Most SaaS companies try to scale by adding headcount and channels. Foxen scaled by tightening fundamentals.

In this episode, Kevin Jacobson, CEO of Foxen, joins host Ken Lempit to explain how an overlooked market — multifamily housing — became a durable SaaS growth opportunity through operational discipline and relationship-driven GTM.

Kevin breaks down why traditional industries lag in SaaS adoption, why consistency matters more than speed, and how Foxen scaled through direct sales, referrals, and systems built to support growth. He also shares lessons from raising growth equity and why systems, not people, ultimately unlock scale.

Key takeaways:

• Underserved markets reward execution over hype
• Consistency precedes scalable SaaS growth
• Direct sales still win in relationship-driven markets
• Systems, not headcount, enable scale

If you’re a SaaS leader selling into traditional industries or rethinking how growth really happens after PMF, this episode delivers a grounded, operator-first perspective.

Prefer to watch the episode? Check out this episode's video here. 

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting