Marc Sanderson is the founder and CEO of INNERGY, but he didn't start as a software founder. After earning his MBA and searching for a company to buy, he and partner Walter Wilkie acquired a small architectural woodworking business in Minnesota in 1997. Running that business revealed a deep operational problem: there was no software built for how custom woodworking shops actually operated. So Marc built his own.

That internal tool eventually became Innergy, a vertical SaaS ERP platform for architectural woodworking and high-end residential millwork businesses. Today, Innergy handles everything from CRM and estimating to project management, engineering, fabrication, and field installation. In 2025, the company reached roughly $25M in revenue, is growing more than 50% annually, and expects to approach $40M in 2026.

After bootstrapping growth for years using profits from the original woodworking business, Marc sold 51% of Innergy to growth equity firm MainSail Partners in 2025 for more than $40M, while remaining CEO. In this episode, he shares practical lessons about vertical SaaS, customer intimacy, onboarding complex ERP systems, finding the right growth equity partner, and why strategy still matters more than AI.

Key Takeaways

Deep Domain — Marc built software from firsthand pain inside his own woodworking business, not from an outside startup idea.
Education Matters — INNERGY advantage isn't only software. Customer education and operational thinking drive adoption and retention.
Growth Equity Fit — Marc rejected investment several times before choosing a partner that could help scale—not just provide cash.
Meet Customers — ERP success came from meeting customers where they are instead of forcing "best practices" immediately.
Customer Intimacy — INNERGY's onboarding, benchmarking, and peer learning approach helped create ~95% retention.

Quote from Marc Sanderson, Founder and CEO of INNERGY

"AI is just a tool. I see organizations creating a chief AI officer. I don't have a chief Outlook officer. I don't have a chief Internet officer. I don't have a chief Web officer. It's just a tool at the end of the day."

"Just because you can cook rice infinitely at no cost doesn't make you a Michelin star restaurant. It's all the other aspects of these integrated activities that make you who you are. And at the end of the day, as long as we are creating value for our customer, they will continue to write a check to us."

"A lot of the AI efforts that are going on across the industry is focused on cost reduction, expense reduction internal to the software firm. Great. That helps us get to a breakeven or beyond. It helps with the rule of 40. However, it does not create more intimacy with the customer."

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