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The Player-Coach Philosophy: Building SaaS Companies Through Sports Mindset and Human Connection with Scott Nazdan, Panopto

Ever wonder if the key to SaaS success isn't about chasing every new growth hack, but about getting back to basics? Things like showing up, leading by example, and never forgetting that at the end of the day, people buy from people?

That's exactly what Charlene Ormo explores in this episode of Humans Behind the Metrics with Scott Nazdan, Vice President of Product Marketing and Strategic Communications at Panopto. Scott is a seasoned marketing and sales leader who calls himself a "player-coach," and he lives by one core belief: genuine human connection is the foundation of everything.

Scott's journey is truly inspiring. He took Ensemble Video from its early "guerrilla marketing" days in 2007 all the way to a successful acquisition by Panopto in 2020. Imagine a 15-year ride, pushing through constant market education, competitive battles, and the challenge of being ahead of the curve in a market that didn't even realize it needed video management solutions yet!

But here's why Scott's story stands out: He's not just another SaaS executive with a typical "hockey-stick" growth narrative. As a former Division I baseball athlete, he brings that same competitive fire, team-first mentality, and "practice when nobody's watching" work ethic to every single business challenge.

Now at Panopto, he's scaling those very principles, skillfully balancing the raw entrepreneurial hustle with the structure needed to compete in the big leagues. And if that's not enough, he's also a digital marketing professor at Syracuse University and hosts the "Learning Never Stops" podcast. He's someone who genuinely believes the best leaders are right there in the trenches with their teams.

If you're grappling with how to blend your instincts with established systems, maintain your raw drive within a corporate framework, or scale your business while keeping that personal touch, this conversation is your essential playbook.

"There is no secret pill for being great. It really is very simple in sports and in business. It's about the values and how you lead and how you operate daily and consistently. And that usually just means leading by example."

- Scott Nazdan

Meet Scott Nazdan — In 5 Fun Facts

  • The Division I Dreamer. Scott spent years dedicated to baseball, becoming a Division I athlete with professional aspirations — until his body and reality taught him that his real playing field would be business, not baseball.
  • The Accidental Entrepreneur. Started in K-12 education, taught himself web design and video production, and stumbled into solving a massive problem in higher education that would become his life's work for 15 years.
  • The Digital Deal: How Scott Nadzan Signed Away Ensemble Video with 75 Clicks During COVID. After 15 years of building Ensemble Video, Scott "sold" his company by clicking DocuSign file 75 times during COVID — no handshakes, no champagne, just digital signatures and tears of accomplishment.
  • The Professor-Practitioner. While building and scaling his company, Scott has been teaching digital marketing at Syracuse University, staying connected to the next generation of marketers and keeping his skills sharp.
  • The 4 AM Warrior. Scott's morning routine starts at 4-5 AM, getting ahead of the day to be productive and ready to serve others when "the bullets are flying" during business hours.

Topics Covered

[00:02:54] The Sport of Business Mindset: 

How Scott's Division I baseball background shaped his competitive business approach, applying sports values and Mark Cuban's "sport of business" framework to leadership. Greatness comes from consistent daily values and leading by example.

[00:10:38] Guerrilla Marketing for Startups: 

Master the three phases of early-stage SaaS marketing: Push, Differentiation, and Switch campaigns.

[00:15:07] People Buy From People: The Timeless SaaS Foundation: 

Learn why human relationships are the cornerstone of SaaS growth and how to build genuine, long-term connections.

[00:18:36] Customer Understanding: The Make-or-Break Factor: 

Why deep customer knowledge is crucial for creating content that resonates.

[00:25:05] Board & Executive Relationships: 

Scott's fundamentals for effective communication and planning with leadership.

[00:30:06] Navigating Acquisitions as a Leader: 

An insider's view on the mindset shifts required post-acquisition: "big leagues" mentality, humility, and becoming a valuable team player.

[00:35:32] Passion & Mentorship Post-Acquisition: 

Practical advice for acquired founders on finding your place, identifying mentors, and committing fully to the new ecosystem.

[00:38:51] The Acquisition Experience: 

Scott's emotional story of selling Ensemble Video during COVID, from digital signatures to feeling like winning the Super Bowl.

[00:42:34] Player-Coach Leadership: 

Master Scott's style of leading by example, getting in the trenches, and empowering your team.

[00:45:22] Intentional Time Management: 

Scott's key advice: be highly intentional with your time and focus deeply on what matters most.

[00:47:35] Generative AI in Marketing: 

Scott's perspective on AI tools like elai.io for content creation and enhancing authentic customer engagement.



3 Key Things You Can Apply Today

  1. Lead by example as a player-coach. Don't just direct from the sidelines — get in the trenches with your team. Show them how to do the work, practice when nobody's watching, and demonstrate the work ethic you expect from others. Your team will follow what you do, not what you say.
  2. Focus on quality metrics over vanity numbers. Instead of chasing leads for the sake of leads, prioritize win rates, conversion rates, and customer lifetime value. Build relationships for the long haul rather than optimizing for short-term transactions — some of Scott's customer relationships span 15+ years.
  3. Be intentional with your time and energy. Whether you're running campaigns, developing skills, or building relationships, invest real time and deep focus rather than reacting to every new trend or tactic. Develop genuine expertise and understanding instead of surface-level knowledge.


Connect with Scott Nazdan


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Humans Behind the Metrics

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