About us

The SaaS industry moves fast, yet the way companies evaluate sales performance hasn’t changed much at all. Teams still rely on call recordings, dashboards, roleplays, and assumptions. Investors depend on pitch decks and founder narratives.

Secret SaaS Shopper was created to change that.

We bring a fresh, objective approach to understanding how SaaS companies actually perform in real-world sales scenarios. By stepping into the shoes of a genuine buyer, we reveal what’s working, what’s not, and what competitors are doing differently. Insights that traditional guess-work simply can’t uncover.

Our mission is simple:
Give startups, scale-ups, and investors an honest, buyer-level view of sales performance so they can make smarter decisions, grow faster, and stay ahead of the competition.

Where the Idea Was Born

The idea for this company didn’t come from a boardroom or a brainstorming session -
it came from a simple sales call. In one of my previous SaaS roles, I was reviewing a recording from a colleague. What struck me wasn’t a mistake or anything dramatic; it was something more subtle but meaningful: the conversation jumped straight into a product demo without uncovering the prospect’s needs first.

It was a moment that made me think. Not in a judgmental way (we’ve all been in high-pressure roles where we default to habits). But it made me realise something important: if I noticed this, and the manager didn’t happen to see the recording, how many valuable insights were being missed? And on the other hand, I wasn’t in a position to give feedback - it wasn’t my place, and internal dynamics make those situations tricky for anyone.

That’s when the thought landed: what if an external, neutral observer could assess these calls, provide objective insights, and help teams improve without internal politics? That question became the seed of what is now our Mystery Shopper service. Built to give teams clarity, coaching opportunities, and a real understanding of their customer experience from the outside in.

  • Why we exist

    After 10+ years in SaaS, we experienced firsthand how hard it is to truly understand sales performance from the inside. Reps behave differently in roleplays. Managers don’t have hours to analyze call libraries. Competitor information is vague or outdated. And investors often lack visibility into a startup’s real go-to-market execution. We built Secret SaaS Shopper to fill that gap, with assessments grounded in reality, not theory.

  • How we work

    We combine structured frameworks with real buyer behavior to deliver insights that are actionable, practical, and immediately valuable. Whether assessing internal teams, competitors, or potential portfolio companies, our approach stays consistent: objective, reliable, and built for high-growth SaaS environments.

Who we serve

  1. SaaS founders & revenue leaders who want a clear, unbiased view of their team’s effectiveness.

  2. Startups & scale-ups preparing to raise, grow, or refine their sales approach.

  3. VCs & investors looking for real-world due diligence insights before committing capital.

  4. Teams craving clarity on how competitors operate and how they can differentiate.