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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

34:20

When nobody owns GTM

The Revenue Formula ·

2024/01/23

Who really owns GTM, and what are the symptoms when you don't really have someone leading it?This and much more we discuss in todays episode(00:00) - Introduction (03:06) - Who owns your GTM? (04:42) - The RevOps hype (08:45) - Conequence 1: Marketing produced more low quality MQLs (13:48) - Account management upsell (15:03) - Who moved the cheese? (19:09) - Who should own the GTM? (25:51) - This is the responsibility

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38:29

WTF is nearbound? (With Jill Rowley, GTM Advisor at...

The Revenue Formula ·

2024/01/18

What is Nearbound really? How can you use it, and should you?Those are just some of the questions we asked Jill Rowley who's currently building this new category.(00:00) - Introduction (01:15) - Meet Jill (03:11) - How she stumbled into marketing automation (05:27) - Social selling (07:53) - Surround strategy (11:29) - Nearbound.. What is it? (16:03) - Not just about acquisition (19:36) - What's changed? (24:46) - The benefits of nearbound (30:15) - Software is removing the friction

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29:08

How to enter a new market (in a scrappy way)

The Revenue Formula ·

2024/01/16

How do you expand to a new market? When is the time right? How do you not burn a ton of cash?That's exactly what we discuss in todays episode(00:00) - Introduction (01:40) - Scrappy international (04:04) - Why should you even cross the border? (08:24) - Start with reps (10:26) - Opening up locally (14:04) - When is it time? (20:53) - Finding arbitrage (24:02) - It's never truly a TAM issue (26:25) - Soft start

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45:11

Returning to face-to-face (With Thomas Hansen,...

The Revenue Formula ·

2024/01/11

In this episode, we sit down with Thomas Neergaard Hansen, President at Amplitude, to delve into the critical role of face-to-face interactions in today's customer-centric world. (00:00) - Introduction (01:25) - Meet Thomas Hansen (11:07) - People have forgotten about face-to-face (17:58) - The customer-centric market motions (32:59) - Build the process for face-to-face (39:45) - Bill Gates and the most embarrassing moment of my career

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33:16

Why your GTM needs a digital twin

The Revenue Formula ·

2024/01/09

How do the biggest engineering projects in the world avoid potential disasters? They create a digital replica to address problems before they become problems.Stealing from the world of engineering, in this episode, we walk you through how you can create a digital twin of your GTM engine in order to help you focus on execution. (00:00) - Introduction (02:13) - It starts with a twin (07:26) - Applying a digital twin to business (09:13) - What does the twin consist of? (13:18) -

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49:02

5 types of ROI (With Sangram Vajre, Co-founder & CEO...

The Revenue Formula ·

2024/01/04

There are 5 kinds of ROI software provides - and understanding the difference is critical.With Sangram, we discuss that and much more(00:00) - Introduction (01:32) - Say hello to Sangram Vajre (04:48) - Buyers and ROI (07:10) - 5 types of ROI (10:41) - The ROI of slack (17:36) - What ROI do we provide? (21:18) - Changing ROI profile (30:26) - ROI is not just a sales tool (34:20) - Two kinds of people (38:19) - Where do we invest the next dollar Check out GTM Partners here.

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32:05

3 signs sales is broken

The Revenue Formula ·

2024/01/02

Having talked with lots of companies, we're still being asked how to make sales work, or at least work better. So today, we dive into the top 3 signs that sales is broken - and what you can do to fix it.(00:00) - Introduction (02:53) - The signs (05:08) - Trust and accountability (11:22) - Commitment (17:08) - Conflict (27:00) - Bonus: Bowtie

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34:01

Why marketing gets screwed

The Revenue Formula ·

2023/12/26

There are three ways marketing gets screwed - we discuss them all to help you unscrew marketing.In the episode, we get into:(00:00) - Introduction (02:05) - 3 reasons marketing gets screwed (03:21) - Your deal or my deal (13:28) - Make marketing do everything (24:38) - We need it now

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34:10

New research: Did we lose GTM fit?

The Revenue Formula ·

2023/12/19

Our friends over at winning by design is about to drop new research - suggesting that we might just have lost GTM fit.In todays episode, we discuss the research, and as usual what companies can do about it.(00:00) - Introduction (03:49) - Loss of go-to-market fit? (06:25) - Why did we lose it? (15:52) - What do we do now? (17:11) - Cut strategically (22:30) - Run a GTM diagnostic (27:12) - Improve in increments You can find the research here.Also check out David Spitz

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42:06

Underdogs and perception (with Norman Rohr, VP...

The Revenue Formula ·

2023/12/14

Today we talk with Norman about two unconventional underdogs, Google and Uberall, and how they changed the perception.We get into:(00:00) - Introduction (02:13) - Meet Norman (07:20) - Google, the underdog (11:25) - People didn't care about search, but.. (20:26) - Uberall - another underdog (27:14) - Because of us or despite of us (30:17) - Beyond one tactic (32:58) - Getting buy-in (38:26) - Finding the right profile

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27:20

Sales reps spend just 28% of their time selling.. Or...

The Revenue Formula ·

2023/12/12

If sales reps only spend 1/3 of their time selling... What are they doing with their time? And how can you fix it?Also.. Maybe people don't know what selling entails? Irregardless, we dive into:(00:00) - Introduction (01:56) - Just 30% of time spent on selling?! (06:43) - Find out the status (11:21) - Eleminate (15:38) - Delegate (23:27) - Simplify Find the salesforce report on sales here.

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32:41

5 takeaways from 2023

The Revenue Formula ·

2023/12/07

It's time to wrap the year - and what better way than to revisit some of the great conversations we've had with our guests.In this episode, you'll hear:(00:00) - Introduction (04:43) - Sales forecasts suck (06:32) - RevOps aren't system admins (09:13) - Jacco van der Kooij: Recurring revenue (12:58) - Chris Walker: You're gonna cheat (17:42) - Kyle Poyar: Raise the prices (23:34) - Chris Orlob: Quotas (27:11) - Udi Ledergor: Brand.. it's not what you think

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35:48

A better way to run your GTM

The Revenue Formula ·

2023/12/05

How do you get more predictive and more foresight? You make GTM forecasting a part of your rituals. And that's exactly what we discuss in todays episode(00:00) - Introduction (03:42) - How to use a GTM forecast (08:57) - Making it a ritual (14:47) - Next quarter (18:53) - Foresight in Marketing (24:32) - A different view into sales (29:20) - The forgotten child

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44:57

How Pleo drives hypergrowth (with Arun Mani, CRO at...

The Revenue Formula ·

2023/11/30

What does it look like inside the engine room of a hypergrowth company?That's exactly what we discussed with Arun Mani, CRO at Pleo.(00:00) - Introduction (01:43) - The atypical CRO (04:40) - The pains of hypergrowth (07:53) - Running a matrix Organization (15:14) - Context switching (17:26) - Managing the growth (20:22) - The big problem: GTM execution (32:11) - Believing in the goals

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37:35

A "good enough" GTM isn't enough

The Revenue Formula ·

2023/11/28

Lots of succesfull companies were built on OK customers, an OK team and with an OK infrastructure. Today, that's not enough.We cover the latest benchmarks from OpenView, and discuss what it means.(00:00) - Introduction (01:49) - New benchmarks out - Execution is the problem (05:00) - CAC:PB and ARR per FTE (07:33) - Easy days are gone (14:57) - Churn and burn (22:38) - Teh People (30:32) - Infrastructure

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38:49

Assess your GTM (with Anders Sogaard, Head of...

The Revenue Formula ·

2023/11/23

Whether you've just started annual planning now or are already done (lucky you) - you should consider running an assessment of your GTM.It'll help you find problems you didn't even know about. That's why we brought in Anders who's done lots of those.(00:00) - Introduction (01:35) - Meet Anders (03:04) - What it is and why it matters (08:14) - When do you do it? (12:21) - What does an assessment consist of? (20:59) - Effectiveness framework (22:39) - Reset of GTM fit (24:17) - A problem we

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32:04

Sales forecasts suck

The Revenue Formula ·

2023/11/21

Sales forecast have little to do with revenue growth. It's a great method for coaching and training - but not managing revenue growth.We discuss the limitations - and what you can do instead to manage revenue.(00:00) - Introduction (01:37) - The sales forecast (05:49) - This is what the salesforecast is for (08:21) - Tunnel vision (11:56) - The GTM forecast (17:00) - Building the GTM forecast (20:11) - How do you put this together? (25:05) - The rituals Check out the bowtie post Toni

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47:39

Driving change through RevOps (with Sandy Robinson,...

The Revenue Formula ·

2023/11/16

When there's an endless to-do list and lots of requests, how do you prioritize changes to the business? And how do you get those changes done?That's what we talked with Sandy Robinson (SVP of RevOps at Patra) about.(00:00) - Introduction (04:52) - Meet Sandy (13:35) - What was the purpose of RevOps? (16:49) - Beneath the surface (18:36) - Driving change (21:44) - How do you manage change? (26:16) - How do you know it worked? (31:57) - How do you get to the solution? (36:02) - Going up and

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33:37

Beat and raise your targets

The Revenue Formula ·

2023/11/14

Ever wondered why some public tech companies beat target and raise guidance?Today we talk about the practise to follow in order to build a plan you can beat - so you can raise target and build momentum.(00:00) - Introduction (04:47) - It starts with targets (07:30) - Confidence level and balance (11:38) - Isn't it unambitious? (13:33) - Give a different target to leadership (18:53) - The plan for the rest (25:16) - What goes on the dashboard? PS: Check out the ebook, "this is what strategic

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51:31

3 levers of customer growth (with Dan Steinman, Chief...

The Revenue Formula ·

2023/11/09

Hypergrowth comes from existing customers - and you have three growth levers to pull with customer success.We talked with Dan Steinman, Chief Evangelist at Gainsight about those levers.(00:00) - Introduction (07:00) - How do you grow through your customer base? (10:16) - Why don't we celebrate customer revenue? (13:04) - A leap of faith (16:47) - CS and PLG (20:20) - Don't raise prices, reduce discounts (24:43) - What's the role of the CSM? (29:58) - How to upsell (33:11) - CSMs and

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