Alexandra Roata is an entrepreneur and co-founder of Softlead, she is a passionate advocate for SaaS innovation and digital transformation. As a Forbes 30 Under 30 honoree, she is committed to helping businesses harness technology to scale, optimize operations, and drive meaningful impact in the fast paced (and fast evolving, obviously) digital landscape.

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Who is Alexandra Roata, the person?

In my professional working hours I am Co-Founder @Softlead, an integrated ecosystem which helps companies to choose the right software solution based on their Digital DNA. Over the last decade, I have developed a strong expertise and passion for the SaaS industry and lead generation. I am also a curious person, and creative, and I love strategy. Speaking about DNA, I strongly believe it is now a part of my own way of living.

How did you become an entrepreneur? Why did you go down this road?

I became an entrepreneur without fully understanding the term or the responsibilities that come with it. It all began in 2008, a challenging time to break into the advertising industry, the domain I was preparing for at the university. I took the plunge and, along with two technical colleagues, established a boutique agency. This move set us apart and gave us the confidence to make an impact in the local market.

I am proud to have chosen a challenging path, especially in the IT industry. This domain has been a great teacher, allowing me to expand my knowledge and build a strong professional network. It has also provided numerous opportunities to collaborate with intelligent, creative, and open-minded people.

What is Softlead’s mission, who is it for, and what makes it unique in a competitive market?

Softlead began as the first integrated software marketplace in Romania, offering companies the ability to compare, filter, and select the right software solution for their needs. After gaining a better understanding of software acquisition processes, we realized that companies require more than just a platform with numerous software options and sellers.

Many companies, particularly SMBs (our ideal buyer persona), struggle to identify the most suitable software for their business and may end up searching in the wrong category. However, most companies are able to describe their business processes, objectives, challenges, and expansion plans.

We refer to this as their Digital DNA, which has become our secret sauce. Softlead Digital DNA is our most advanced tool, capable of identifying the digital maturity of every company and recommending the appropriate software solution, the right vendor, estimated budgets, and industry benchmarks.This is the way we are transforming Software acquisition into the easiest and coolest process.

If you can change one thing about your industry. What is that thing and why? 

Happy to be challenged in this way :).  If I could change one thing in the software industry, it would be the expectations. The industry involves two main characters: the software buyer and the seller. Both have their specific expectations, but in many situations, these expectations are not aligned with the owner’s capabilities, such as budgets, knowledge, objectives, or resources.  

What does “success” look like for Softlead?

After years of entrepreneurship, I believe that true success lies in crafting a narrative that continues to resonate and make a positive impact on society. With Softlead, our goal is to (re)create a powerful and valuable business concept that offers insightful solutions for all types of companies and every level of management across all industries.

What’s your daily routine as a co-founder?

My routine is not having a routine 🙂 Every day is different, and sometimes things don’t go according to plan. That’s what I find most interesting about being an entrepreneur – it keeps me creative, engaged, focused, and motivated.

If you’d like, I can tell you more about my weekly routine, which involves reading tech and start-up news, tracking OKRs, and developing new strategies (I also handle PR, communications, and partnerships) – I fully dedicate my days to strategizing, ensuring that there are no distractions.

Additionally, we hold board meetings that are not part of a regular routine.

In the technology industry, I’ve observed an intriguing pattern with trends. They are often the result of responding to consumer needs, harnessing advanced technologies like AI, deep tech, and med tech, or seizing opportunities such as private investments and European funds. 

Looking back on your tech journey, what’s the most important lesson you’d share with someone just starting out?

In every industry, including the tech sector, it’s crucial to stay relevant by offering unique advantages. Identifying a genuine differentiator is one of the toughest challenges when engaging with various clients, but it’s also incredibly valuable.

How exactly does Softlead develop talents?

I am incredibly proud of our team of software developers, sales, and marketing. Over the past few years, we have successfully nurtured talent within our existing team.

Our experienced colleagues, who are passionate about our culture and values, have played a crucial role in attracting dedicated individuals to our team.

Additionally, we have established several internship programs that have enabled us to identify and recruit determined software developers.

In your opinion, what’s the best book in the world: 

Life and Work de Ray Dalio.

About Softlead

As part of an integrated ecosystem, Softlead Digital DNA is the only tool that generates 100% automated digital maturity audit reports.

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Our goal with this SaaSy interview series is to bridge the gap between SaaS & tech founders and marketing professionals. We bring useful tools and services closer to the community of specialists and we help our community better understand your industry. 

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