About

I'm Abe Dearmer — a SaaS operator and PE-backed CEO. I write essays from an operator on AI deployment in B2B sales, SaaS leadership, and the small lessons that survive a platform shift.

My career started in the Australian Defence Force. The military taught me leadership, planning, and operational discipline — the kind that scales when the chaos compounds. I carried that into the corporate world and built a track record across SaaS sales leadership and executive roles.

Career arc

As a CEO I've orchestrated entire acquisition processes, set strategic standards, and led successful business transitions across international boundaries. As a Senior General Manager I established KPIs and operating models, opened new revenue channels, and ran digital marketing and analytics programs that delivered real margin improvements. I've managed more than a hundred people through cultural change inside organizations pivoting to align with new strategic goals.

My focus is operational excellence — streamlining the parts of a business that should be simpler, reducing the costs that don't compound into customer value, and protecting the gross margin that funds the next thing. I work in SaaS by choice. I know the shape of the business, the failure modes, and where the leverage points sit.

I'm currently CEO of Sendspark in Austin, TX. Before Sendspark, I led software companies through acquisitions and cross-border scale-ups under private-equity backing. I also founded IronCoaching and co-founded GrowthGear Consulting — building from zero teaches a different set of muscles than running a PE-backed business at scale, and I draw on both sets in the essays.

What you'll find here

One essay a week. Topics rotate, but they cluster around three threads:

• AI in B2B sales — agents, vendor evaluation, the no-list before the yes-list, the management problem that's bigger than the capability problem.
• Founder and CEO lessons — pricing as the most under-revisited decision, hiring shape, distribution as moat, leading teams through acquisitions and platform shifts.
• SaaS operations — the handoffs where deals leak, the operating models that compound, the small mistakes that survive a quarter and become next year's problem.

What you won't find

No politics. No motivational filler. No AI doom or hype without a B2B operator angle. No press-release prose ("excited to announce"). I try to keep the essays specific enough that a sales leader, founder, or PE operator could act on them by Monday morning.

Background

• Master of Marketing — RMIT University
• Bachelor of Business Administration — Southern Cross University
• Officer / Australian Defence Force
• Founder of IronCoaching
• Co-founder of GrowthGear Consulting

Elsewhere

I post short-form thinking on LinkedIn almost daily. Code lives on GitHub. Sendspark is at sendspark.com.