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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

33:10

Become unfireable

The Revenue Formula ·

2023/08/29

What does it take to become unfireable as a revenue leader?We boiled it down to three things you should do (besides just hitting target)(00:00) - Introduction (02:27) - Who's usually at risk? (05:48) - Are some roles more vulnerable? (08:47) - What are the table stakes? (10:12) - Keep a pulse on these 3 daily (10:45) - How's this quarter looking? (15:29) - And what about.. next quarter? (20:31) - And what if both quarters aren't great? (22:06) - And focus on the full year

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49:06

From marketing plan to revenue plan (with Chris...

The Revenue Formula ·

2023/08/24

It's time to rethink marketing planning. It needs to factor in revenue and not drown sales in dead-end leads.Together with Chris Walker, we talked about the problems with planning and how to apply a business mindset to marketing planning.(00:00) - Introduction (04:07) - Planning in reverse (05:34) - The first step - where do you capture demand? (07:50) - Second step - Creating net new demand (09:44) - Serial planning vs overall view (14:06) - The hidden cost of waste (15:40) - What $42

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34:38

The trillion dollar problem: Revenue Leakage

The Revenue Formula ·

2023/08/22

Every year roughly $2 trillion goes away unnoticed for companies. It's called revenue leakage.In this episode, we dive deeper into this massive opportunity:(00:00) - Introduction (02:38) - Revenue Leakage.. Cool... But what is it? (04:32) - How big of a problem is revenue leakage? (06:55) - Examples of revenue leakage (10:24) - How do you prevent Revenue Leakage? (11:49) - Time leakage (14:50) - Revenue leakage from cost (19:57) - The full revenue engine (22:49) - What now? Sources1-5% of

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52:51

Why performance is down & what to do (With Jacco van...

The Revenue Formula ·

2023/08/17

You've seen the research, maybe the problems. Performance is down across the board.In this episode, we talk with Jacco van der Kooij from Winning By Design about where we're coming from, what's change - and how to solve performance going forward.(00:00) - Introduction (02:18) - Where is SaaS today? (05:13) - Who do we blame? (07:48) - Then everything got worse (15:10) - Abusing PLG (18:50) - What are we dealing with? (21:51) - So.. What's changed? (23:26) - Nothing has changed (26:10) -

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31:26

RevOps aren't system admins

The Revenue Formula ·

2023/08/14

Revenue Operations should do more than service commercial teams. Yet most struggle to articulate what strategic revops looks like.That's exactly what we cover in this episode - how to become an advisor and actively help grow revenue, rather than just doing salesforce validation rules..In the episode, we cover:(00:00) - Introduction (01:57) - Don't get blinded by software (05:31) - Everyone struggles with articulating strategy (07:30) - Start monitoring (09:56) - 3 Thing RevOps should care

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46:56

Special: What you need to know about brand (With Udi...

The Revenue Formula ·

2023/08/10

Everyone agrees brand is important, but struggle to articulate why or even how to manage it.That's why we brought on Udi Ledergor from Gong to share his insights from building the gong brand.We get into:(00:00) - Introduction (02:29) - Why brands don't invest in branding (03:37) - What does brand even mean? (06:14) - Why even consider brand? (09:36) - Creating a category (15:48) - Brand at the early stages (18:37) - Investing in big brand bets (30:25) - How to handle budget and

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29:37

1 year in 30 min: 6 things you've missed

The Revenue Formula ·

2023/08/08

One year has passed, and maybe you've missed an episode or two. In this episode we've picked our 6 favorite takeaways and distilled them in a short 30 min episode. This is what we covered:(00:00) - Introduction (01:56) - Quick review of year 1 (05:23) - 1: the 10% rule to double revenue (08:57) - 2: CAC is useless (12:08) - 3: Want sales consistenct? Try this (18:19) - 4: 200 QBRs later, they're broken (23:03) - 5: 1 thing to scale (26:14) - 6: 5 efficiency plays you haven't thought of

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33:35

Cash Cows and Stars: Allocate resources like this

The Revenue Formula ·

2023/08/01

What if you had $10 million to allocate in 2024? How do you know to spend that cash in the best possible way? Simple: act like a portfolio manager.In this episode, we borrow lessons from Boston Consulting Group's Growth Share Matrix and show you how you can apply that to your revenue engine. After this, you'll never look at your GTM strategy the same way again.Read More: https://growblocks.com/blog/allocating-capital-is-easy/

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30:37

Forget alignment, just agree on this

The Revenue Formula ·

2023/07/25

In this episode, we want you to forget all about the word alignment. Because even if you do achieve it, it won't drive growth on its own. Alignment should be an outcome, not a tactic.In this episode, we explain why the classic concept of alignment is broken and what 3 things you should have your team focus agree on instead to drive efficiency.

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30:49

If your target is at risk, listen to this

The Revenue Formula ·

2023/07/18

2/3 sales reps aren't completing quota. Sales cycles are extending. Win rates are down. Yeah it's tough - that's why we cover what you can do to get back on track.What we covered 👇(00:00) - Introduction (01:35) - The problems in SaaS (05:05) - Only 2 out of 3 reps hit quota (06:44) - We need an impact now (07:28) - First step - do the analysis (09:09) - Time is neglected (12:09) - Where is the volume (13:24) - The limitations of CAC Payback (17:36) - Now what? (20:00) - Help customers

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31:12

NPS Sucks

The Revenue Formula ·

2023/07/11

Net promoter score is terrible - it's become useless for SaaS. We discuss the problems with it, and how to fix it.(00:00) - Introduction (01:39) - The old framework: Net promoter score (04:47) - The problem with NPS (06:21) - It's self-correcting (07:29) - A metric that can be gamed nicely (09:35) - Promoter today, detractor tomorrow (10:15) - A honeypot for promoters (11:35) - Are the teams using it? And what is it needed for? (11:56) - OK, NPS sucks. Now what? (12:28) - If the focus is

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28:38

Drive customer growth

The Revenue Formula ·

2023/07/04

The biggest growth lever you have? It's your customers. In this episode we talk about CSMs, incentives and 4 common expansion strategies.(00:00) - Introduction (02:17) - The CSM rule of thumb (04:39) - It's decided then, this year we focus on our customers (08:31) - The role of the CSM (11:33) - 4+2 ways to drive expansions (12:06) - Usage (12:53) - Tiered (13:31) - Add-on (13:56) - Products (14:14) - The add-on you can do today (20:03) - The 2 bonus tricks (21:27) - Track

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41:04

Special: Revenue Planning (With Ben Murray)

The Revenue Formula ·

2023/06/29

We’ve been zinging finance a bit on the show. Today we decided to invite a SaaS CFO, Ben Murray.We talked about how the two functions should create a solid revenue plan together - how to manage crazy ambitions and much more.(00:00) - Introduction: Finance + RevOps (03:52) - How the CFO sees RevOps (05:22) - The focus is on sales and marketing (07:09) - Getting operational (08:32) - CFOs (10:43) - What planning looks like (15:02) - Hidden improvements (24:22) - Driving the plan

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25:57

Pipeline coverage is worthless

The Revenue Formula ·

2023/06/27

You have a pipeline coverage ratio (PLC) of 10x. Is that good? Is it bad? Will you hit target? Will you team understand it?The only thing you know for sure: It needs a winrate of 10% to work out.But how do you use it operationally? Well.. It's pretty difficult. We dive into the problems with PLC in this episode.(00:00) - Introduction (01:26) - Pipeline coverage isn't helpful (11:53) - Pipeline coverage gets impacted so many ways (13:47) - This is how you can use PLC (16:33) - What's the

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30:27

Churn is dying, let’s save it

The Revenue Formula ·

2023/06/20

You can calculate churn however you want. The problem? Churn as a metric will start to lose meaning.Toni and Mikkel discuss the different options to make it useful.(00:00) - Introduction (01:58) - What churn was used for (04:35) - The intention behind churn (07:36) - Churn definitions from public companies (10:46) - The most brutal churn (12:42) - So what do you do with churn? (18:43) - Collateral damage (21:19) - Churn defined, now what? (23:11) - Vintages of customers (25:09) - Creating

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31:18

Want predictable revenue? This'll help

The Revenue Formula ·

2023/06/13

The most predictability businesses have for revenue is the forecast. But what are some other simple steps you can take to build more predictability on revenue?Toni and Mikkel discuss non-magic steps you can take towards predictable revenue.The industrialization of sales (05:09)How to go about it (06:32)Giving targets to your team (08:31)Steer clear of magic (10:31)The 10% rule (11:02)Give quarterly targets (13:44)Where will you add a buffer? (14:47)How do you get to quarterly targets

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44:30

Special: Leah Tharin on Modelling PLG

The Revenue Formula ·

2023/06/08

Product led growth is still all the rave. But is PLG right for you? How do you build the business case and how do you think about modeling it out? We're not experts in PLG. Fortunately we brought on Leah Tharin who is to discuss it.Here's what we covered:First: Is PLG right for you? (07:54)2 stages where you can implement PLG (09:54)PLG is not about acquisition (11:08)Can you easily explain your offering? (17:44)Modelling PLG (21:02)Product Qualified Accounts (30:57)Operating cadence for

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33:13

4 Steps to create data trust

The Revenue Formula ·

2023/06/06

"I don't have that number!"... "where did you get that data from?".. Ugh, so many objections to data, and the worst part? You get stuck chasing data perfection (which is an endless endeavour). Instead, follow this simple framework to create data trust.And the best part? It's self validating over time.In the episode, we discuss:The problem with data (02:19)Biases that break data (04:00)How to build data trust (10:24)First step: Go on a data diet (11:18)Establish accountability for the

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31:43

Want sales consistency? Try this

The Revenue Formula ·

2023/05/30

If you want predictable revenue, you need sales consistency. Not a "backlog" quarter where 80% of deals close in the last two weeks.That's pretty stressful - so we decided to share 3 ways you can work towards more consistency in your sales.We covered:The Unicorn of Sales: Consistency (01:47)The 80% of sales efficiency (05:00)#1 - Onboarding & offboarding (05:23)#2 - It's all about opportunity supply & demand (12:44)#3 - It's all about the mindset (24:24)Bonus: Fix to consistency

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33:31

The best ways to screw up comp plans

The Revenue Formula ·

2023/05/23

There are things that just shouldn't be in sales comp plans. And then there are things that definitely should be.In this episode we talk about a simple approach to drive the right behaviour for you and the sales team.Clawbacks (04:47)Step functions (08:40)Capped comp (10:42)Cliffs (12:56)Put this in your comp plans: Kickers (14:18)Negative kickers or debuffs (18:28)Contract length (18:40)Free months (22:30)Positive kickers aka buffs (23:24)Sales rep consistency (23:32)Intra Quarter Pacing

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