Most CEOs talk about growth. Very few talk about survival.

When Tomer Azenkot took over as CEO of VEE24, the company was weeks from running out of cash. Declining revenue, rising costs, and a product that wasn’t aligned with where the market was heading. It wasn’t a gentle onboarding. It was a reset under fire.

What followed is one of the most disciplined turnaround stories I’ve seen in 20+ years of advising CEOs and boards.

In this episode of Revenue Science, Tomer breaks down the mechanics of rebuilding a SaaS company from the inside out — not from theory, but from the trenches:
• Why most failing companies don’t have a revenue problem — they have a clarity problem
• How he rebuilt pricing, product strategy, and customer mix by getting granular with weekly cash flow
• The psychology of leading through layoffs, restructuring, and hard decisions no one prepares you for
• The real reason human-to-human digital engagement is becoming a competitive moat again
• Where AI enhances sales conversations vs. where humans still outperform technology

What impressed me most wasn’t the strategy. It was the discipline.

Instead of chasing “growth at all costs,” Tomer rebuilt the business around fundamentals — retention, cost structure, channel mix, and a product customers actually use. The results speak for themselves: stability, loyalty, and nearly two decades of customers who stay because the solution keeps delivering.

For any CEO stepping into a distressed business — or anyone questioning whether a turnaround is even worth attempting — this episode is a tactical masterclass on what it actually takes.

If you’re scaling a business in 2025, this is required listening.

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