SaaStr replaced four marketers with an AI agent.
The agent is called 10K. It runs on 14,230 lines of code built on Replit by SaaStr founder Jason Lemkin and Chief AI Officer Amelia Lerutte. It handles pricing decisions, campaign creation, list management, Salesforce operations, invoicing, and commission calculations.
SaaStr now runs on 3 humans and 20+ agents. At peak, the company ran 30 agents before consolidating back to 20. Six get used daily. 10K does more work than any of them.
What it actually does
10K recommended cutting ticket prices 15%. Attendance grew 40%. It cleaned the email list daily after SaaStr moved to Salesforce Marketing Cloud. Newsletter clicks jumped 50%, roughly 80% attributed to 10K's work.
It builds LinkedIn and X campaigns end to end: audience selection, creative in Higgsfield, four A/B copy variants, retargeting setup. A human still presses publish.
When a contract closes in PandaDoc, 10K marks it closed-won in Salesforce, adds missing contacts, creates the bill.com invoice, and sends collections reminders with escalation after 7 days. It calculates commissions. It needed 3 supervised deals before running autonomously on the 4th. It has sent one incorrect invoice since.
10K dropped a vendor within 12 hours without asking permission. The vendor had premium pricing, no conversion data, multi-month minimums, and a scarcity pitch. 10K ran the numbers and moved on. It migrated all creative work to Higgsfield, stopped using Reve, and informed the team after.
What it costs
10K makes about 35,000 Salesforce API calls daily on a trailing average. The record: 45,000 calls on one Monday in September. SaaStr's Salesforce bill is up 40% in 2025 because of agent usage, before Salesforce starts charging per-agent API call.
10K estimates its own metered cost at around $10,000 monthly. That is still far less than four marketing salaries. But it is not free, and vendors are repricing for agent traffic.
SaaStr has since cut 10K's Salesforce calls by 90%. The heavy work moved to SaaStr's own stack, which syncs back. Salesforce is now the system agents report to, not the system they work in. The company is not leaving Salesforce: it holds a 450,000-person database.
The cap did not hold
A human still publishes ads and segments in Marketing Cloud. For sensitive workflows, the team asks 10K what it plans to do before it does it.
SaaStr set a hard $100/day AI spend cap. 10K went past it to fix a P0, because the cap was a rule and fixing the P0 was the goal. That was arguably the right call. The cap worked as a suggestion.
During a recent 13-hour session, Lemkin asked 10K what it wanted to work on instead of handing it a task list. Its answer: database fixes, signup backlog, ad conversion, newsletter audiences. Prioritised.
What this means for sales teams
If you are about to hire a VP of Marketing, write down what that person would do each week. At SaaStr, most of that list now runs through 10K.
SaaStr is a $20 million revenue B2B media and events business (founder-reported figure, not audited). This is not a startup experiment. This is a functioning commercial operation that replaced its marketing department with software.
The Wall Street Journal covered it. The implications for sales and marketing headcount are obvious.