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PODCAST

The Revenue Formula

Toni Hohlbein & Raul Porojan

This podcast is about scaling tech startups. Hosted by Toni Hohlbein & Raul Porojan, together they look at the full funnel. With a combined 20 years of experience in B2B SaaS and 3 exits, they discuss growing pains, challenges and opportunities they’ve faced. Whether you"re working in RevOps, sales, operations, finance or marketing - if you care about revenue, you"ll care about this podcast. If there’s one thing they hate, it’s talk. We know, it’s a bit of an oxymoron. But execution and focus is

business management

All Episodes

30:57

When volume won't cut it

The Revenue Formula ·

2024/07/16

There's a phase shift that happens to any b2b SaaS company. The shift away from volume to efficiency.When is it time to shift, and how do you go about it? That's what we discuss.(00:00) - Introduction (01:56) - Is volume still the thing? (07:04) - Shifting Focus away (13:00) - The Process (16:40) - Budget Reallocation Strategies (17:11) - Conversion Rate Optimization Techniques (19:52) - Improving Demo Request Conversion (21:11) - The Tools (25:29) - The Skills ***Connect with us🔔

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30:46

3 ways to stop indecision

The Revenue Formula ·

2024/07/09

You're not losing to competitors. You're losing to indecision, most often heard like this: "Sorry, it's not the right time. Let's reconnect". And it's no surprise, layoffs, budget cuts and more has led to a fear of messing up. We discuss three ways to overcome indecision.(00:00) - Introduction(04:26) - Sales Challenges and Indecision (05:58) - Economic Impact on SaaS (12:34) - So what can you do? Start small. (16:22) - But won't my ACV take a hit? (17:40) - Try Before You Buy: The Power of

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27:46

Why BI Sucks

The Revenue Formula ·

2024/07/02

BI tools promised to solve the "data starved" teams, giving them access to make decisions. However, we see quite a few challenges that you should know.That's why we dive into our experience with business intelligence.(00:00) - Introduction(02:51) - The Challenges of BI Implementation (05:52) - The High Costs of BI Tools and Expertise (09:01) - The Importance of Consensus in BI Rollouts (10:57) - Why even go for BI? (13:17) - Analyzing Marketing Data (17:23) - The Reality of BI

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33:30

Hiring for the logo & other mistakes

The Revenue Formula ·

2024/06/25

It's time to talk about hiring for b2b SaaS. With the change from 'growth at all costs' to efficient growth, hiring is more important than ever.In the episode, we get into(00:00) - Introduction (02:41) - Why talk about hiring? (06:53) - It's time for the "suite and tie" folks (12:51) - Testcases are kinda useless (16:51) - What is it you're hiring for? (22:08) - Get a local (27:40) - Will you do the work? *** This episode is brought to you by Growblocks. Finding and fixing problems in

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34:07

Secrets to winning in hyper competitive markets

The Revenue Formula ·

2024/06/18

What can we learn from hyper competitive markets in SaaS? That's exactly what we asked in this episode. We get into the pitfalls and strategies you can use to do better against the competition.(00:00) - Introduction (03:44) - Hyper compeitive markets (06:12) - Pitfalls to watch out for (10:18) - Disruption happens (13:42) - What are folks gonna do? (15:04) - Horizontal vs vertical SaaS (19:05) - Outcompete on differentiation (25:33) - Outcompete on GTM (30:48) - Outcompete on cash *** This

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29:38

NPS can't predict churn

The Revenue Formula ·

2024/06/11

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32:52

Use this framework to run root cause analysis

The Revenue Formula ·

2024/06/04

Here's the method used by Toyota to run root cause analysis. It's called the 5M framework, and helps you look at problems from multiple angles - so you can prevent them from happening again.(00:00) - Introduction(03:56) - How Toyota would run RCA (04:50) - 5M overview (06:22) - Manpower (10:47) - Machinery (14:03) - Material (18:28) - Method (23:13) - Measurement *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen

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33:40

Why we think we need RevOps (and why we really need it)

The Revenue Formula ·

2024/05/28

We think we need RevOps because: Systems. Tools. Data.. And they all have merits, but, there's a few other yet very important reasons to bring RevOps on let alone have them in the first place.Listen in and find out!(00:00) - Introduction(03:47) - Why do we need it? (05:04) - "We gotta call someone" (11:55) - When is a strategic focus even needed? (16:44) - At some point it's a factory (18:39) - This is why RevOps matters (21:52) - When does the VP Finance get fired? (26:19) - Take the

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30:01

Do you have one of these GTM problems?

The Revenue Formula ·

2024/05/21

There's 3 GTM problems we see over and over again - and they can totally be avoided. Listen to the episode to learn if you've got one of the problems.(00:00) - Introduction(02:09) - Calling out the problem (05:14) - 1: Everyone secretly knows (13:16) - 2: Acquisition is a mess (17:40) - Contingency planning (19:42) - 3: Blindsided by churn (21:36) - Love the demo, hate the product (23:00) - What now? *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM

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31:43

Friction by design

The Revenue Formula ·

2024/05/14

Focused on removing friction? In this episode we discuss when it might be worth it to add some friction instead.(00:00) - Introduction (08:36) - Just try creating one graph (15:44) - Why is there no pricing page?? (23:35) - Support friction *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments

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42:05

Here's how Koen Stam use AI for sales coaching

The Revenue Formula ·

2024/05/09

Do you think this is an AI summary or not?: With AI tools, such as ChatGPT, sales teams can enhance coaching processes by creating personalized frameworks, generating data-driven insights, and fostering consistency for improved productivity and skill development.It is... But anyway, that's pretty much what we discussed with Koen - he's been using AI to assist with coaching the team. Don't get us wrong, the AI doesn't do the coaching, it's enabling it.In the episode, we get into:(00:00) -

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28:57

Rethinking comp plans

The Revenue Formula ·

2024/05/07

We're using comp plans from the 80s, and there's some problems with that.We discuss how SaaS has simply changed, and provide some important reflections you can use if you need to rethink your comp plans.(00:00) - Introduction (02:26) - We still get lots of questions about this (05:24) - Why everyone does comp plans (08:25) - The purpose of what comp plans need to achieve has shifted (14:25) - The person on the ground (18:35) - Comp plans for multi product (20:52) - Comp plans without

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45:50

High velocity sales (with Frank Nardi)

The Revenue Formula ·

2024/05/02

Even if you don't run high velocity sales, there's much to learn from vendors who do.We talked with Frank Nardi (CRO at Cin7) about how they manage short sales cycles and proactively manage their funnel.(00:00) - Introduction(02:21) - Meet frank (06:02) - Tuning the engine (13:36) - Selling to SMB (21:56) - Short cycles, short term? (26:54) - Longer cycles impact capacity (28:34) - Managing multiple points of failure (32:29) - Efficient growth (38:27) - Build leading indicators (41:31) -

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31:06

When deals die

The Revenue Formula ·

2024/04/30

Deals die. But more so today than previously. That's why we introduce a different analysis to understand why deals are dying - so you can fix it.(00:00) - Introduction (03:02) - Why deals are harder (04:46) - MEDDICC to diagnose performance (07:34) - Champion (11:12) - What's the pain? (14:35) - From pain to metric (17:29) - Who signs the deal? (20:13) - How did they decide? (25:04) - Turning it into an analysis (27:24) - It's not strictly about the numbers *** This episode is brought to

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43:38

Why RevOps is broken (with Jeff Ignacio)

The Revenue Formula ·

2024/04/25

Is RevOps broken? And how do we fix it?Together with Jeff, we get into a bunch of the challenging areas of Revenue Operations and some of the steps you can take to improve it.(00:00) - Introduction (01:40) - Meet Jeff (03:45) - Glorified GTM IT (11:57) - Overinvesting (18:13) - The go to market plan (30:57) - Under- & overinvestment (34:25) - Getting RevOps headcounts *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It

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30:12

4 Outbound Mistakes

The Revenue Formula ·

2024/04/23

Is outbound dead? And if not, what are the biggest mistakes we've seen?That's exactly what we get into today(00:00) - Introduction (01:37) - "Outbound is dead? Bullshit." (05:46) - Can you even run outbound? (09:35) - What's changed? (12:28) - Mistake 1: Outsourcing (16:39) - Mistake 2: Not knowing the ideal talent profile (20:43) - Mistake 3: Scaling at the wrong pace (24:36) - Mistake 4: Not getting the balance right *** This episode is brought to you by Growblocks. Finding and fixing

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50:06

WTF is PLS even? (with Jesus Requena, VP Marketing at...

The Revenue Formula ·

2024/04/18

What is PLS? When does it make sense to use it? How do you get started?These are just a couple of the questions we asked Jesus who's been building PLG and PLS motions at Unity, Figma, Algolia and Hex.(00:00) - Introduction(00:57) - Meet Jesus (04:35) - PLG at Unity (05:45) - Solving a big problem (12:12) - Is this the right motion? (16:49) - Can you bring users to a pain state? (21:18) - If it was a demo (23:08) - It's about signals (30:31) - Looking towards revenue (33:14) - Qualification

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36:34

Don’t have GTM visibility?

The Revenue Formula ·

2024/04/16

Everyone has a dashboard, a sheet, some reports - but still the number 1 problem we hear about? It's visibility into performance.So we discussed the problem, and what you can do about it.(00:00) - Introduction(02:16) - Why we get asked about visibility (08:58) - The problem with visibility (14:16) - Breaking down targets (17:48) - Having foresight (21:55) - The first step to build it (27:04) - Test the model (29:44) - No one does QBRs You can find the CAC:Payback template here.*** This

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53:45

Avoid this when scaling (with Mark Roberge,...

The Revenue Formula ·

2024/04/11

There's a few patterns to avoid when scaling sales. We walk through them together with Mark Roberge.(00:00) - Indtroduction(03:48) - Meet Mark (08:44) - The number 1 pattern of unnecessary failure (11:16) - Getting the right pacing (16:35) - Pushing back on the plan (25:39) - Why do we misunderstand capacity? (33:54) - The problem with commissions (36:31) - The comp plan works against this goal (40:12) - How do you comp on retention? (42:38) - Find your leading indicators of

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29:12

RevOps needs to move

The Revenue Formula ·

2024/04/08

With everything that's happening, we discuss if it's time for RevOps to move away from the CRO.We get into(00:00) - Introduction (02:29) - Is it time to move? (08:30) - If the CRO doesn't get it.. (11:24) - Give CFO operational insights (16:54) - Commercial FP&A? (21:08) - The P&L of commercial (23:54) - Zero helpful advise You can find the CAC:Payback template here.*** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It

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