Scaling a company from a scrappy startup to a billion-dollar unicorn is no small feat, and Bas Willems, VP of Corporate and Product Marketing at DataSnipper, has been at the forefront of this transformation. Under his leadership, the company has not only disrupted the audit and finance industry but also cultivated a thriving global community of users.
In this exclusive interview, Bas shares the inside story of DataSnipper’s meteoric rise, the challenges of scaling a global SaaS business, and the importance of building a community-first brand.
The DataSnipper growth story: From vision to execution
Founded in 2017, DataSnipper was born out of a mission to simplify and accelerate the audit process through intelligent automation. By leveraging AI, the company’s solution dramatically reduces the time auditors spend on repetitive tasks, freeing them up for higher-value work.
“When I joined as employee number six, the vision was clear, but we were still in the early stages of execution,” Bas recalls. “By 2021, we achieved $1 million in ARR, which was a critical milestone. Shortly after, we secured a $100 million investment from Index Ventures, which was both an endorsement of our vision and the catalyst for rapid expansion.”
Since then, DataSnipper has grown to over 220 employees across offices in Amsterdam, New York, Tokyo, and Kuala Lumpur. The company now serves thousands of audit and finance professionals worldwide, with a valuation that places it firmly in unicorn territory.
Navigating the complexities of scaling
Scaling at this pace comes with its own set of challenges. Bas emphasizes the importance of maintaining focus during periods of hypergrowth.
“One of the hardest parts of scaling is keeping the organization aligned,” he explains. “When you grow from 10 people in a single room to over 200 employees across multiple continents, things inevitably get more complex. To counter this, we made transparency and overcommunication our guiding principles.”
This approach involved clearly defining goals, setting KPIs, and constantly reinforcing them through repetition. “It’s not enough to say something once in a meeting. You have to keep repeating your vision, priorities, and metrics until everyone truly understands and embraces them,” Bas says.
Equally challenging was transitioning from a startup culture to a more structured environment. “Introducing systems and processes was necessary for global operations, but we were careful to preserve the agility and innovative spirit that made us successful in the first place.”
The secret weapon: Community building
While many SaaS companies prioritize aggressive demand generation, DataSnipper took a different path, focusing on building a strong community around its product.
“When I joined, we already had 100,000 users, mostly auditors, who are a highly analytical and interconnected group. Instead of bombarding them with sales pitches, we focused on providing genuine value,” Bas explains.
The team created resources, thought leadership content, and tools that empowered their users to do their jobs better. “Auditors talk to each other a lot—at conferences, in firms, and online. We knew that if we could win their trust and provide a product that truly delivers, they would become our best advocates,” Bas says.
This strategy not only fueled organic growth but also positioned DataSnipper as a trusted leader in its niche.
Overcoming challenges in global expansion
As DataSnipper expanded into markets like the U.S., Japan, and Malaysia, the team faced the challenge of adapting to different cultures and business environments.
“Localization was key,” Bas notes. “From language to sales strategies, we had to tailor our approach for each market. At the same time, we worked hard to ensure that our core values and brand identity remained consistent.”
Bas credits much of the company’s success to its people. “Hiring the right talent was critical, especially in leadership roles. We needed people who not only had the skills but also aligned with our mission and could thrive in a fast-paced, high-growth environment.”
What’s next for DataSnipper?
With a solid foundation and a global presence, DataSnipper is now focused on future-proofing its growth strategy. Bas sees continued innovation and customer-centricity as the keys to staying ahead in an increasingly competitive landscape.
“Our goal is to evolve alongside our customers. We’re constantly gathering feedback and finding new ways to add value, whether through new features, integrations, or entirely new solutions,” he says.
Bas is also passionate about maintaining the company’s culture as it continues to grow. “Culture is a living, breathing thing. It requires constant attention and nurturing, especially as you scale. We want to ensure that everyone who joins DataSnipper feels empowered to contribute and innovate.”
Reflections from SaaSiest: A community of builders
For Bas, events like SaaSiest are a reminder of the power of community in the SaaS ecosystem. “SaaSiest isn’t just an event; it’s a movement. The energy, the connections, the exchange of ideas, it’s incredible. And honestly, you can’t help but love the branding. Who else could make pink look this good?”
Bas’s keynote on building a community-first brand resonated deeply with attendees, offering actionable insights for SaaS leaders looking to replicate DataSnipper’s success.
Lessons for aspiring SaaS leaders
Bas’s journey with DataSnipper offers a masterclass in scaling a SaaS company while staying true to its mission. From prioritizing alignment and communication to embracing a community-driven growth strategy, his insights are invaluable for anyone navigating the challenges of hypergrowth.
As DataSnipper looks to the future, one thing is clear: with leaders like Bas Willems at the helm, the company is well-positioned to remain a pioneer in its field and an inspiration to the broader SaaS community.
