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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

31:56

Outbound is 3x harder

The Revenue Formula ·

2023/11/07

Outbound is 3x harder than it used to be.We dig into what's happened, and what you can do to make it work.(00:00) - Introduction (01:30) - Challenges with outbound right now (04:39) - The most prevalent channel (11:08) - What it means now (15:29) - Get the message right (19:06) - Let's cut it (25:46) - Are you still a fit? SourcesPipeline from sales development (Ray Rike)1000-1400 touchers per opp (Jeremy Donovan)

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44:32

Pricing as a growth lever (With Kyle Poyar, Operating...

The Revenue Formula ·

2023/11/02

There's a growth lever you should know about: Pricing.We geeked out on pricing with Kyle Poyar, Operating Partner at OpenView to lay out how you can grow through pricing.In the episode, we got into 👇(00:00) - Introduction (10:41) - The scary growth lever (17:42) - The steps to change pricing (25:02) - Where do you anchor pricing? (27:07) - How do you stick the landing? (30:55) - What about the customers? (36:26) - Avoid these mistakes (39:50) - Pricing on the website? Check out growth

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24:44

PLG is just another motion

The Revenue Formula ·

2023/10/31

Product led growth (PLG) has been all the rage. But lately, a lot of things have happened in this space.Airtable "ditched" PLG and Insight Partners published some interesting stats comparing PLG with non-PLG companies.So today, we discussed PLG as another motion(00:00) - Introduction (02:39) - What's happened with PLG? (11:56) - PLG.. just another motion? (17:36) - Blending motions (21:04) - PLG + Outbound

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39:39

The path to VP RevOps (with Sowmya Srinivasan, VP of...

The Revenue Formula ·

2023/10/26

What does the path to VP look like? What's the mindset, how do you impact the business - and what does strategy even look like?We talked with Sowmya about her experience becoming a VP of Revenue Operations.(00:00) - Introduction (02:55) - Sowmya's RevOps journey (06:52) - What does it mean to have strategy in the title? (09:09) - Unnoticed opportunities (15:18) - The advantage of experience (17:32) - Commercial or business background? (21:52) - So how do you become strategic? (27:04) - How

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35:22

9 ways to build a moat

The Revenue Formula ·

2023/10/24

The most durable companies have built a strong moat around their business.While many things can be copied, we dive into some of the things that aren't so easy to copy - giving you a competitive advantage.(00:00) - Introduction (03:45) - 1: Lock-in (06:10) - 2: Complex implementation (08:46) - 3: Integrations (11:52) - 4: Increased usage (17:04) - 5: Ecosystem (20:51) - 6: Enterprise (25:36) - 7: Brand (28:08) - 8: Multiyear (30:46) - 9: Economic moat

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47:06

Why you need a plan you can beat (with Dave Kellogg,...

The Revenue Formula ·

2023/10/19

We grilled Dave Kellogg on planning in this episode.We get into why you shouldn't get any surprises, why you need a plan you can beat - and how to approach building a solid plan for next year.(00:00) - Introduction (04:15) - What sets great team apart right now (06:03) - Are you up to par? (10:02) - What can we learn from the dot com bust? (15:32) - What's a good number? (18:38) - Why you need to raise on an aggresive plan (22:10) - Planning requires discipline (27:04) - Assumptions (32:41)

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28:42

4 Sales excuses to watch out for

The Revenue Formula ·

2023/10/17

Today we walk through the top 4 excuses Toni has heard (and used) when hitting target gets difficult.While some are BS, a few actually reveal important insight.Today we get into 👇(00:00) - Introduction (01:50) - They're just lazy (10:09) - These opportunities are terrible... (16:31) - These inbounds... (20:56) - Just give me this one thing

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42:13

How to build RevOps for hypergrowth (with Sean Lane,...

The Revenue Formula ·

2023/10/12

From employee #75 to helping Drift become an over $1B valuation company, Sean Lane knows a thing or two about hypergrowth.In this episode, we talk to Sean about his RevOps journey and how to create a strategic team in fast-growing companies. Don't forget to listen to Operations with Sean Lane and check out his new company Minot Light Consulting.(00:00) - Introduction (00:42) - Meet Sean (01:30) - How Sean got into RevOps (07:09) - Expectations and misconceptions of RevOps (09:41) - What

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29:47

Don't use benchmarks like this

The Revenue Formula ·

2023/10/10

Benchmarks are generally speaking not really helpful. And unfortunately, many are using them the wrong way - causing a lot of problems.That's why we discussed benchmarks - and when it does make sense to use them (and how)(00:00) - Introduction (04:01) - Benchmarking (06:40) - Misled by benchmark (11:51) - People ratios (16:40) - Pipeline coverage (20:13) - Same metrics, different meaning (22:25) - The only good thing

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50:12

Cultivating an efficient GTM engine (with Sam Jacobs,...

The Revenue Formula ·

2023/10/05

How do you cultivate an efficient GTM engine? And what has Sam learned from building Pavilion and the community?In the episode, we get into:(00:00) - Introduction (05:48) - Culture and challenges (09:40) - The curated signs of an efficient gtm engine (16:29) - AEs = more revenue? (19:42) - Why sales gets all the love (24:28) - Alignment (30:48) - Free money created bad behaviour (32:32) - Going broad vs specific (TAM) You can check out GTM23 here and Pavilion here.

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29:16

Buy software like this

The Revenue Formula ·

2023/10/03

Software is bad. It makes RevOps look like system admins. But also, software is also good. In fact, it's very much needed.That's why we decided to cover how to approach buying software. In the episode, we cover:(00:00) - Introduction (02:51) - Buying software (04:40) - Text book purchase (10:30) - The wrong way to do it (11:10) - Forcing function (20:15) - Making the deal

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42:37

Do this to lift sales performance (with Chris Orlob,...

The Revenue Formula ·

2023/09/28

What can you really do to lift the performance of your sales team? That's exactly what we discussed with Chris Orlob, who was part of taking Gong from $200K to $200M in ARR.In the episode, we get into:(00:00) - Introduction (02:44) - Why quota attainment is down (06:06) - Why sales takes longer today (08:32) - How do you solve the problem? (10:48) - What does good look like? (12:56) - Discovery: Understanding the need behind the need (17:48) - Mutual action plan (20:00) - Understanding

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28:53

The Biggest blindspot of revenue operators

The Revenue Formula ·

2023/09/26

There's a big blindspot in commercial teams. And it'll limit your ability to grow - it's your product.Here's what we got into 👇(00:00) - Introduction (01:08) - Product market fit (05:19) - The blind spot (07:59) - Why it matters (09:38) - The first question: Do I have product market fit? (15:01) - Talking with authority (16:38) - Product limited (19:04) - When PMF is moving (23:27) - Changing your own perception (25:32) - Look with innocent eyes

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38:51

Strategic Execution with RevOps (With Shantanu...

The Revenue Formula ·

2023/09/21

While many wants to be strategic... the first step is understanding how to take a strategy to plan to execution.That's exactly what we discussed with Shantanu, Senior Director of GTM Operations at Gong.(00:00) - Introduction (01:35) - The path to RevOps (06:55) - The Role of RevOps (10:05) - Common misconceptions of RevOps (13:06) - What does strategy really mean for RevOps? (16:46) - Strategy in practise (22:54) - First principles (28:22) - Proactive vs Reactive (31:21) -

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31:11

Where hypergrowth comes from

The Revenue Formula ·

2023/09/19

Hypergrowth is fascinating - but where does it come from?Hint: It's not sales, and it's not marketing. Find out in this episode.(00:00) - Introduction (02:08) - Where does hypergrowth come from? (05:37) - The forgotten child of GTM (09:10) - When is it time to focus on customer experience? (12:02) - Who's enabling CS? (14:00) - Where's the most expensive headcount? (17:24) - Reporting depth: Renewed or churned (20:11) - What kind of software? (21:17) - Bound by margin (24:48) - What about

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41:14

Strategic Revenue Operations (With Mallory Lee, VP...

The Revenue Formula ·

2023/09/14

What does strategic RevOps look like, and how do you manage revenue production from RevOps? That’s exactly what we discussed with Mallory Lee, VP Operations at Nylas.(00:00) - Introduction (01:09) - Meet Mallory (02:48) - The difference between RevOps and unified RevOps (07:34) - Being a Strategic RevOps professional (11:32) - Weekly forecast meetings (15:39) - One KPI (21:34) - How do you get time to be strategic? (24:40) - Priorities, problems & solutions (27:44) - Pipeline

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30:41

4 things great teams do now

The Revenue Formula ·

2023/09/12

We've talked with a bunch of great folks. To help you improve GTM performance, we've distilled it into 4 things top teams are doing today.And... we've added a bonus, so it's really 5.(00:00) - Introduction (02:32) - What the great teams are doing (03:35) - More AEs doesn't mean more deals (08:31) - Unblend the funnel and optimize resource allocation (13:43) - Focus on the skill level (18:03) - The parking lot exercise (23:59) - Continuous improvement

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47:34

What unicorns know (with Pablo Dominguez, Operating...

The Revenue Formula ·

2023/09/07

Can you do less to achieve more? How did Gainsight drastically improve onboarding time? And what do unicorns really know?That's exactly what we talked with Pablo Dominguez about.(00:00) - Introduction (04:15) - Continuous improvement (14:36) - Efficiency as a competitive advantage (16:08) - Cutting the salescycle in half (19:51) - Going down market via efficiency (26:21) - Finite resources, finite time and finite dollars (29:15) - Who runs the process? (31:43) - The importance of

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26:11

The 2 things for your revenue plan

The Revenue Formula ·

2023/09/05

Don't start planning i February. You can start with a simple approach already now - and you'll just need two things.(00:00) - Introduction (04:14) - Push for early planning (08:06) - 2 Questions for the CFO (12:55) - How many can you hire? (15:03) - Tapping into FP&A (18:17) - And when there's disagreement? (24:53) - Wrapup

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42:38

Revenue motions at scale (with Alina Vandenberghe,...

The Revenue Formula ·

2023/08/31

How do you orchestrate revenue motions at scale? And how do you successfully go from one to many motions?This and more, we talked with Alina Vandenberghe (Co-founder & Co-CEO at Chili Piper) about.(00:00) - Introduction (06:33) - When a motion stops working (08:34) - Going from motion to motions (10:36) - Involving the team (13:17) - The outbound motion (17:59) - When was brand ready for outbound? (20:38) - Remote + Outbound = ??? (27:07) - Getting motions to compound (30:19) -

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