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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

45:45

How Paddle scaled with outbound to $100M (With...

The Revenue Formula ·

2024/04/04

Paddle scaled with one motion: outbound. They were incredibly focused on one ICP, and ended up developing a three folded funnel.(00:00) - Introduction(01:58) - Meet Harrison (06:28) - Figuring out how to sell (12:24) - How they scaled (15:11) - Changing the target customer profile (19:09) - Not running out of market (25:27) - RevOps - the secret sauce (32:01) - The three funnels (41:04) - The messy journey Check out the definitive guide to revenue architecture here.*** This episode is

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34:18

Making metrics matter

The Revenue Formula ·

2024/04/02

If you want to operate SaaS effectively - you need to know how metrics are constructed, and when to use them.Sounds obvious, but many many folks struggle with this, so we walk through two simple frameworks.(00:00) - Introduction (03:08) - Pain with metrics (05:54) - The reality level (10:16) - It takes time to move metrics (14:58) - Metrics tree (18:27) - Higher up, more actions (21:07) - Don't just build what VCs want (24:17) - The metric pyramid Check out the definitive guide to revenue

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49:44

Scale efficiently with RevOps (With Jeremey Donovan)

The Revenue Formula ·

2024/03/28

We asked Jeremey: How does RevOps help businesses right now switching from growth at all costs to efficient growth?We got into a bunch - how prospects are like fish. Will AI help?. A "moneyball" approach to hiring - and much much more.(00:00) - Introduction(02:49) - Fish are like prospects (04:49) - Meet Jeremey (06:13) - What does efficient growth even mean? (09:47) - Find your "on base percentage" (19:03) - How does AI play in? (25:09) - Reassessing outbound (33:23) - LTV to CAC (37:44)

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31:43

To grow faster, talk with this team

The Revenue Formula ·

2024/03/26

We all want to grow faster, but there's a pretty important team to work with to do that - finance.We get into how finance looks at the GTM and much much more(00:00) - Introduction (02:32) - Look at the cash being burned (07:26) - Asset or liability (11:29) - What it means for the GTM team (13:32) - Not running out of money (22:43) - What finance looks at (27:08) - What does it mean for growth? *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM

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42:05

+$100M & how Outreach got there

The Revenue Formula ·

2024/03/21

A pivot. One motion - and relentless focus. That's just some of the ingredients Manny Medina shared on how Outreach grew to $100M and beyond.In the episode we get into:(00:00) - Introduction(02:13) - Meet Manny (03:45) - Outreach's first motion: Outbound (09:30) - Outbound isn't dead (12:22) - AI changing the outbound game (16:14) - Scaling at 0, $10M and $100M (19:59) - You don't scale to enterprise. You turn into an enterprise machine (22:12) - Narrowing your ICP (23:25) - Kicking in the

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35:02

Do less = get more deals

The Revenue Formula ·

2024/03/19

Everything has been cut and more will be cut. Cost is more expensive, we need to be super efficient but we still want growth.Phew.. What are we to do? Less, that's what. In this episode, we walk through what you can do less of, and how it'll help you grow (faster).(00:00) - Introduction (02:37) - We're starting to do less (05:47) - More deals with less (08:18) - Reduce volume (15:59) - Priotitizing accounts (20:46) - Time & conversion rate (27:47) - WGLL *** This episode is brought to

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63:46

The SaaS Reset and what's next (with Jacco van der...

The Revenue Formula ·

2024/03/14

SaaS is being completely reset following the era of growth at all costs. But what's happening, how can you adapt and what's to come?This is exactly what we discuss with Jacco van der Kooij, founder of Winning by Design.(00:00) - Introduction(01:03) - Meet Jacco (05:02) - Pricing is no longer sust nable (07:51) - We're in a moment of change (13:40) - Multiple transformations (17:54) - AI as a disrupting force (20:57) - The people (24:13) - Changing buyer behaviour (29:50) - SaaS is under

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30:15

Lowering payback isn't the problem

The Revenue Formula ·

2024/03/12

The one metric that shouldn't go up and to the right is CAC Payback, and it's doing exactly that.Rather than trying to fix CAC, there's another solution.(00:00) - Introduction(02:53) - CAC Payback (05:59) - Look beyond CAC:PB (09:13) - Drawback of CAC:LTV (10:50) - How do you get there? (15:00) - The other thing is product (19:20) - What have you done for them lately? (21:54) - Aligning newbiz and existing biz *** This episode is brought to you by Growblocks. Finding and fixing problems in

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41:19

How Synthesia blew past 50K customers (With Steffen...

The Revenue Formula ·

2024/03/07

How do you get to this first million in revenue? And what does the journey past 10 look like? That's what Steffen from Synthesia shared with us.In the episode, we got into:(00:00) - Introduction(02:28) - Meet Steffen (03:47) - The backstory (09:58) - The first million (service revenue) (14:27) - The first first million (subscriptions) (19:11) - Getting to $10M (23:21) - Viral loop (30:34) - Enterprise early *** This episode is brought to you by Growblocks. Finding and fixing problems in

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32:17

4 ways to fix NRR

The Revenue Formula ·

2024/03/05

It's no longer land and expand - it's land and maintain. But what can you realistically do to fix your NRR?In this episode, we share 4 practical tips that'll help(00:00) - Introduction (04:27) - Expansion ladder (11:32) - What have you done for them lately? (16:38) - Involve the customer (20:35) - Take a hit on newbiz MRR (27:05) - Tripple down on succesful customers (31:17) - Wrapup *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take

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49:52

If your messaging sucks, listen to this (with Anthony...

The Revenue Formula ·

2024/02/29

How often do you visit a SaaS website and have literally no clue what they do despite multiple attempts? We'll, that's a surefire way to decrease your overall performance.So we invited Anthony from Fletch to help fix it - we focused on the difficulties especially surrounding being multi-product or segment.(00:00) - Introduction(01:33) - Meet Anthony Pierri (06:31) - Ugh messaging - why even bother? (12:01) - It's not just about outcomes (16:24) - Lead with one thing (20:59) - The channel

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33:19

How to build & scale outbound

The Revenue Formula ·

2024/02/27

Whether you're at $2, $10 or $20M ARR - if you want to add outbound as a motion, this episode is for you.We dive into the sequence here:(00:00) - Introduction(05:55) - 0-$1M - Founder led (09:55) - How to assess it (12:29) - $1-2M - The first SDRs (20:59) - $2-10M - Many SDRs (28:51) - +$10M - The factory MentionsSam Blond & Ashley Kelly discuss how to dominate outbound*** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It

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42:32

100%+ growth YoY, here’s how Walnut run their GTM...

The Revenue Formula ·

2024/02/22

How does a company scale after raising funds? And what changes are necessary to maintain a stellar go-to-market?That and much more we discussed with Catie Ivey, CRO at Walnut.(00:00) - Introduction (00:48) - Meet Catie (05:05) - The setup (10:03) - Finding GTM fit (15:38) - Scaling outbound (18:07) - The rituals (27:43) - The culture of problem solving (30:54) - When you don't own marketing (33:04) - A different sales process (37:31) - Spending resources purposefully *** This episode is

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36:30

This won't scale

The Revenue Formula ·

2024/02/20

There's a lot of things you couldn't scale - until today. In this episode we discuss how AI can remove some of your limiting beliefs and let you scale things that you couldn't before.(00:00) - Introduction (04:27) - It's all focused on output (08:01) - Quality increase for SDRs (13:37) - Faster ramp (20:04) - AEs: Ramp, training & research (28:59) - What will happen to marketing? *** This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take

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34:47

4 Signs your GTM is broken

The Revenue Formula ·

2024/02/13

Is your GTM broken? What do you even look for? Why does it matter?That's just some of the points we cover in this episode. Besides giving you four clear things to look out for - we also share some solutions. The outcome? You should see improved performance & efficiency.(00:00) - Introduction (03:09) - The stakes (08:35) - Disconnected operations (10:20) - Reporting isn't aligned (15:08) - No shared language (22:03) - Disconnected execution (33:28) - Wrapup MentionsDavid Sacks &

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43:46

How to manage multiple GTMs in SaaS (With Dave Boyce)

The Revenue Formula ·

2024/02/08

Is it time to add another GTM? Dave told us before recording "not until after $10M ARR". So of course, we discussed that and much more.We went through the process of establishing different Go-To-Market (GTM) strategies - including the importance of testing and tailoring strategies to match audience behavior, considerations when transitioning from sales-led to product-led growth, and the significance of unit economics in assessing GTM fit. Dave Boyce, a PLG and SaaS expert, shares his

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31:42

4 signs you're losing product-market fit

The Revenue Formula ·

2024/02/06

Even in good times, you're slowly falling out of PMF. Inspired by Jason Lemkin, we dive into the signs you need to watch out for, to avoid losing product-market fit.Sure, you might have been hired after PMF was achieved - but it's still your problem, especially if you're in the go-to-market team.In the episode, we get into:(00:00) - TRF - 088 - 4 signs pmf is gone (02:38) - Not just a founder issue (06:09) - 1: Easy gets redefined (12:00) - 2: The problem is gone (17:08) - 3: Buyer

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43:44

The top 1% of sales teams do this (with Kevin Dorsey,...

The Revenue Formula ·

2024/02/01

Here's the thing. Most content focus on what the top 1% of sales reps do. While that's great - we seek to understand what the top 1% of sales teams are doing.How do they operate? How are they managed? This and more we discuss with Kevin "KD" Dorsey, SVP of Sales and Partnerships at Bench.(00:00) - Introduction (01:51) - Meet Kevin KD Dorsey (03:30) - Understanding the top 1% of reps (06:25) - Creating a top 1% sales team (09:47) - The four Ds (16:59) - How to stack improvements (20:54) -

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30:05

Ask this before raising quotas

The Revenue Formula ·

2024/01/30

Thinking about raising quotas? Or being forced to? Then there's a couple of questions you need to ask yourself first.Because if you can't answer them, you'll be in trouble when the sales team asks them.(00:00) - Introduction (03:07) - Do we raise quotas (08:30) - How do you even dare to raise quotas? (10:52) - How many make quota? (13:56) - What did the winning reps get to hit? (16:10) - Where's the increased performance gonna come from? (23:52) - I get more opps.. How are you gonna do

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48:31

Surprising insights from 2.5 IPOs (With Robin...

The Revenue Formula ·

2024/01/25

What does it take to make it to IPO? What happens inside the company to the build up? Those were just some of the things we talked with Robin Daniels about. And he knows, because he's taken part in 2,5 IPOs.(00:00) - Introduction (02:15) - Meet Robin (02:17) - Meet Robin Daniels (03:04) - 1 week out (12:06) - 1 out of 100 went to IPO (15:35) - Barrier to use (23:26) - Box? You mean dropbox right? (26:14) - How to deal with 'more is not enough' (31:42) - Making room for greenfield

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