Dej Sonubi’s journey from community builder to SaaS systems operator reveals why most SaaS companies stall at $50k–$200k MRR.
In the world of B2B SaaS, scaling a business is a complex, often unpredictable process. Many founders know the struggle all too well: the early hustle, the unpredictable pipeline, and the constant pressure to “save the month.” For Dej Sonubi, this was an all-too-familiar reality. But instead of succumbing to the chaos, Dej decided to break free of the founder-dependent model and create something far more predictable—a sales system that runs itself.
The Birth of SellSoftware
Born in Dublin and raised in Hornchurch, a suburb outside London, Dej Sonubi’s career didn’t begin in the world of SaaS. His early years were shaped by a background in events management and community building. This foundational experience taught him the importance of building trust and relationships, two elements that would later prove crucial in his career as a systems operator.
Dej’s journey into SaaS began when a connection led him to scale a fledgling SaaS company. The experience, while rewarding, was not without its struggles. The company’s sales pipeline was chaotic, with feast-or-famine cycles, and the founder was still playing a significant role in closing deals. This was where Dej’s systems-first mindset began to take shape. He realized that sales revenue doesn’t scale on hustle alone; it scales on standards.
This epiphany led to the birth of SellSoftware, a company dedicated to solving the very problem Dej had faced: helping SaaS founders build predictable, repeatable revenue systems. SellSoftware was born out of Dej’s personal experience in scaling a SaaS business to $5M+ ARR and the lessons learned along the way.
The Problem with SaaS Growth at $50k–$200k MRR
In his years working with SaaS companies, Dej identified a recurring pattern: growth stalls between $50k and $200k in monthly recurring revenue (MRR). Why? Because most SaaS companies hit a wall at this stage. Without the right systems in place, growth becomes erratic, and revenue generation relies too heavily on individual sales reps or, worse, the founder themselves.
“Most SaaS companies don’t have a sales problem. They have a systems problem,” says Dej. “Revenue doesn’t scale on hustle—it scales on standards.” These words became the cornerstone of SellSoftware’s approach.
For Dej, the key to overcoming this growth barrier is simple: install systems that turn chaos into clarity. SellSoftware’s flagship offer, the SaaS Sales System Intensive, is a 16-week, done-with-you engagement that helps SaaS founders install the essential foundations that many companies overlook: pipeline math, ideal customer profile (ICP) targeting, outbound messaging and sequences, CRM stages, reporting, and hiring scorecards. By focusing on process and standards, SellSoftware helps businesses scale in a predictable, sustainable way.
Building Systems, Not Just Advice
What makes SellSoftware stand out from the competition? It’s not just about offering advice or a playbook. Most sales consultants hand over a strategy and leave their clients to implement it on their own. SellSoftware, however, takes a different approach. Instead of simply offering advice, SellSoftware becomes an integral partner, working side-by-side with clients for 16 weeks to build and implement a tailored sales system that is not just theoretical but tangible and actionable.
“We install the system, not just give advice,” Dej explains. “By the end of our engagement, you’ll have a machine your team can actually run.”
SellSoftware’s process is grounded in practicality and execution. Everything, from ICP targeting to CRM reporting, is designed to reduce founder dependency and create a sales engine that can function without constant intervention. This “done-with-you” approach is what sets SellSoftware apart and ensures that the systems created are both sustainable and scalable.
Outbound is Not Dead—Random Outbound Is
In the world of SaaS, outbound sales are often misunderstood. Many businesses mistakenly rely on a “spray and pray” approach, hoping to generate leads through mass outreach. However, Dej’s experience running Winagain, a cold outbound lead generation company, showed him that the key to successful outbound sales is not randomness but targeted, measurable outreach based on a clear understanding of the ideal customer profile.
“Outbound isn’t dead. Random outbound is dead,” Dej says. “Targeted outbound with standards is undefeated.”
SellSoftware’s outbound strategy is deeply rooted in systems that make outreach both targeted and measurable. The focus is on quality over quantity, ensuring that every outreach effort aligns with the company’s goals and generates high-quality leads.
The Goal: Predictable Growth Without Chaos
For many SaaS founders, growth is a rollercoaster. One month, the pipeline is full, and deals are closing. Next, there’s a drought, and the founder is scrambling to hit the numbers. This chaotic cycle is a result of a lack of systems and standards, which is exactly what SellSoftware aims to fix.
“We don’t sell a menu of random services. We sell one flagship engagement with one clear objective: predictable pipeline and repeatable conversion,” says Dej. By implementing systems that focus on pipeline math and sales cadence, SellSoftware helps SaaS companies forecast their growth with confidence.
“Our goal is to make forecasting boring again—because boring means predictable,” Dej adds.
This straightforward approach is not about complicating the process; it’s about simplifying it. By eliminating chaos and introducing structure, SellSoftware helps SaaS founders create a steady flow of qualified opportunities that can be consistently nurtured and converted into revenue.
The Personal Touch
Despite the systematized nature of SellSoftware’s approach, Dej’s background as a community builder is never far behind. Building relationships, fostering trust, and ensuring clients feel supported throughout the process are all crucial elements of SellSoftware’s success.
The “Done-With-You” approach is an extension of Dej’s belief in the power of collaboration. SellSoftware works closely with its clients, offering real-time feedback and adjustments to ensure the systems installed are perfectly tailored to each business’s unique needs. This personalized approach not only helps clients succeed but also builds long-term relationships that go beyond the typical client-consultant dynamic.
What’s Next for SellSoftware?
As SellSoftware continues to grow and help SaaS founders scale predictably, Dej is focused on refining his process and expanding his reach. While the flagship 16-week engagement is at the core of SellSoftware’s offering, Dej is already thinking about how to extend his systems-first philosophy to other areas of the business. He is committed to helping more SaaS companies break free from the chaos of unpredictable revenue and build businesses that run smoothly without the founder’s constant intervention.
SellSoftware is more than just a sales consultancy—it’s a movement towards predictable growth.
Ready to Scale Without Chaos?
If you’re a B2B SaaS founder struggling with unpredictable revenue and founder-dependent sales, SellSoftware could be the solution you’ve been looking for. Visit their website or contact Dej Sonubi directly to learn more about how you can install a sales system that runs without you. With SellSoftware, you can finally make growth predictable—and that’s something every SaaS founder deserves.
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