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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

26:36

Are warrants a scam? Here’s what you need to know

The Revenue Formula ·

2024/10/08

Between bad leaver clauses, dilution and liquidation preferences, we're willing to bet most folks out there don't understand their warrants. And who can blame them?In this episode, we break down the complexities of warrants in compensation packages and answer the question: Are they worth it? Or are they just a scam?(00:00) - Introduction (02:13) - Understanding Warrants: A Potential Scam? (04:22) - Warrants as Compensation: Myths and Realities (12:33) - The Complexities of Dilution and

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45:02

7 GTM problems everyone has, and how to fix them...

The Revenue Formula ·

2024/10/03

What if we told you there are 7 simple mistakes companies make over and over again?From the misalignment between sales and marketing to the mishandling of inbound leads, Eddie Reynolds joins us to shed light on why these mistakes happen, and how to avoid them.(00:00) - Introduction (04:16) - Transition to SaaS Companies Discussion (05:10) - The Importance of a True Revenue Leader (06:56) - Challenges in Marketing and Sales Alignment (16:43) - Inbound Lead Routing Issues (23:35) - Inbound vs

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32:48

To prevent burnout, this could be the answer

The Revenue Formula ·

2024/10/01

Do you recognize this in yourself or someone else: You're working hard. More than what's required. You're rxtremely busy, but at the end of the week, you're just not sure what you actually got done.Yes, that really hurts. And eventually, you'll burn out. The solution? Getting productive as F...(00:00) - Introduction(02:29) - Stress, burnout and productivity (08:06) - Keeping an inventory (08:26) - Waiting for list (10:54) - Fixing sleep with a list (12:00) - A not to do list & the

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29:36

Starting a new job? Do these 3 things

The Revenue Formula ·

2024/09/24

Whether you're a new CRO, VP of Marketing, or RevOps, if you want to earn your title, you'll want to onboard quickly and drive results early. But that's usually easier said than done.In this episode, we give you 3 things you should do when starting a new organization to bring value from day 1.(00:00) - Introduction (01:09) - How to onboard yourself (03:16) - Importance of Pre-Start Research (04:55) - Triaging the Organization (11:05) - Quick Wins and Early Impact (18:28) - Building

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31:02

Do we have a tenure problem in tech?

The Revenue Formula ·

2024/09/17

Yes. Tenure for tech is relatively bad when comparing to other industries. But is that a problem? And if so, how do we fix it? This and more we get into in todays episode(00:00) - Introduction(02:41) - After 3 years, half your team has moved one (07:02) - Boomers, millenials and different tenures (12:18) - The problem short tenure creates (13:10) - Employee Acquisition Costs (14:23) - The Hidden Costs of Recruitment (15:42) - Onboarding and Ramp-Up Time (17:53) - The Importance of Employee

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46:39

How to build & replicate stellar sales teams (With...

The Revenue Formula ·

2024/09/12

What does it take to build a succesful salesteam? And what does it take to replicate it? That's what we talk with Collin Cadmus about.(00:00) - Introduction (04:08) - Sales Success and Product Quality (09:28) - Identifying a Great Product (14:54) - Building a Strong Sales Team (20:55) - Replicating Successful Sales Teams (21:36) - Setting Attainable Quotas (22:12) - Incentivizing High Performance (23:39) - Scaling Sales Teams Efficiently (32:39) - Aligning Strategy with CFOs and

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30:28

Is it time to merge inbound and outbound?

The Revenue Formula ·

2024/09/10

When folks run outbound, they eventually also run inbound. But should those motions really be separate? What would happen if they were merged? And what problems would it resolve?This and more we discuss in todays episode(00:00) - Introduction(00:42) - Hunting Challenges and Reflections (02:43) - Transition to Business Discussion (02:59) - Outbound vs Inbound Marketing Debate (03:42) - Month-End Process and Opportunity Review (04:47) - Challenges in Marketing and Sales Collaboration (06:12)

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45:32

Does your data have credibility issues? (With Lindsay...

The Revenue Formula ·

2024/09/05

That's not the number I have. How did you calculate it? What field did you use!!?. Data promises amazing insights and great decision making.But more often than not, we tend to not trust the data. That's why we talk about data trust with Lindsay.(00:00) - Introduction(02:24) - Data Trust Issues (03:56) - Common Data Quality Problems (11:27) - Impact of Data Issues on Business (14:57) - Manual Data Correction Challenges (19:46) - Analyzing Opportunity Age in Salesforce (21:10) - Handling

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29:23

Customer Success isn't a profit center - here's why

The Revenue Formula ·

2024/09/03

Yes, customer success should be a profit center. But for many companies, it's just not.In this episode, we discuss why that's the case - and why it's not just a quick fix. We do share some tips to make it a profit center though.(00:00) - Introduction(03:01) - Challenges in Customer Success (05:18) - The Reality of Upselling (08:22) - Cultural Differences in Sales (11:37) - Strategies for Effective Upselling (14:37) - Do you have GTM fit? (24:13) - Real examples ***Connect with us🔔

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41:09

Creating a growth model for SaaS (with Anthony Enrico)

The Revenue Formula ·

2024/08/29

The fastest growing companies use growth models. You probably already have one - but is it fully built out? Does it really work?In this episode, we talk with Anthony who's build quite a few.(00:00) - Introduction(02:43) - Diving into Growth Modeling (11:39) - Challenges and Pitfalls in Growth Modeling (16:08) - Understanding Pipeline Needs (17:35) - Challenges in Planning and Execution (19:49) - Involving the Right People in Growth Planning (23:49) - Building a Comprehensive Growth

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27:33

GTM Inflation & the cost of doing nothing

The Revenue Formula ·

2024/08/27

Yes, inflation can be boring. No, you can't ignore it even in the GTM teams. We discuss what problems inflation is creating - and what to do about it.(00:00) - Introduction(01:20) - SaaS and GTM inflation (06:18) - Rising Costs and Business Adjustments (09:57) - Understanding Value Pricing in SaaS (11:00) - Check your T&Cs (13:50) - Using Price Increase Wisely (18:54) - Communicating Price Increases to Customers (25:11) - Case Study: Effective Price Increase Strategies MentionsWil

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45:14

Here's how AI is changing sales (With Kyle Coleman)

The Revenue Formula ·

2024/08/22

Will AI replace your sales team? Can it? Should it? What is AI even? This and much more, we talk with Kyle Coleman about.He's CMO at copy.ai, so he knows a thing or two about AI.(00:00) - Introduction(02:38) - AI in Sales: Initial Thoughts (03:26) - What's AI changing right now? (04:30) - Challenges with AI SDRs (07:24) - Future of AI in Sales (14:07) - Account strategy plans with AI (17:34) - Systematic Sales Process (24:20) - Maximizing Sales Efficiency with AI (24:59) - Getting Started

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31:09

Challenger brands: Forcing people to pick a side

The Revenue Formula ·

2024/08/20

What does a SaaS company, an airline and an oatmilk company have in common? They're challenger brands. And it can be a pretty powerful strategy you can take as a brand.We run through real examples and much more(00:00) - Introduction(02:10) - Challenger Brands... what is it? (03:50) - Salesforce vs. Siebel: The Ultimate Challenger Brand (09:55) - Salesforce's Guerrilla Marketing Tactics (13:22) - Reflecting on Bold Marketing Ideas (15:12) - The Power of Brand Exposure (15:39) - Richard

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46:28

The New GTM Playbook (With Sid Kumar)

The Revenue Formula ·

2024/08/15

The majority of revenue comes after the initial sales. A 5% lift in retention can lead to a 20-95% increase in revenue. But most companies neglect the customer side - so we need a new playbook.That's exactly what we talked about with Sid Kumar, VP of GTM Strategy & Planning at Databricks. (00:00) - Introduction(02:23) - Meet Sid (03:05) - The Need for a New Go-to-Market Playbook (03:17) - Defining a Connected Go-to-Market Strategy (04:52) - Challenges in Customer Journey

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33:35

4 Reasons customers aren't expanding

The Revenue Formula ·

2024/08/13

If you're north of $5M ARR, 40% of new revenue should come from existing customers. Are you seeing enough revenue from expansion?Even if you're getting expansion, maybe you can get more - we talk about a few ways to achieve it.(00:00) - Introduction(02:34) - Why does expansion matter? (05:45) - Challenges with Expansion (08:19) - Strategies for Effective Expansion (10:28) - Do you get the right customers and do they want more? (19:14) - Add-Ons and Multi-Product Strategies (26:45) -

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39:00

Can RevOps lead sales? Well, this person does (with...

The Revenue Formula ·

2024/08/08

Thought experiment: What would happen if you put RevOps in charge in sales? Well, we spoke Ryan from QuotaPath who started in RevOps, and now also runs sales.And there's a few interesting learnings you shouldn't miss(00:00) - Introduction(01:30) - Meet Ryan (02:02) - Transition from RevOps to Sales Leadership (03:52) - What we think sales is and what it actually is (06:35) - RevOps and Sales Alignment (08:13) - Advice for RevOps Professionals (12:49) - Sales Process and Deal

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31:43

The plan that kill teams

The Revenue Formula ·

2024/08/06

It's planning season again. The most agonizing process for GTM teams needing to plan their targets.We discuss how b2b SaaS teams should go about it.(00:00) - Introduction(01:34) - The Annual Plan: A Recipe for Disaster (02:37) - The CFO owns it (07:43) - The most important plan (12:43) - Multi year planning (18:30) - Resource Allocation: Balancing Headcount and Budget (20:04) - Commercial & financial planning in parallel (22:01) - Navigating Initiatives (25:04) - Short-Term vs

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42:57

Why PLG suck, and how to fix it (with Wes Bush)

The Revenue Formula ·

2024/08/01

PLG sucks. Especially if you don't know what you're doing.Too many people assume you just turn on the self-serve button and watch the money roll in. And they couldn't be more wrong.In this episode, we talk with Wes Bush, Founder of ProductLed.com, about everything you need to know about PLG and what you need to do to run it right.(00:00) - Introduction(02:18) - Introducing the Guest: Wes Bush (03:05) - Diving into Product-Led Growth (PLG) (05:16) - So why does it suck? (08:43) - Solving

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32:18

Do this before accepting a new job

The Revenue Formula ·

2024/07/30

Are you "on the bench" looking for a new job in b2b SaaS?. Not sure how to know if the next place is a fit for you?We share a few things to ask, analyze and get in the process.(00:00) - Introduction (01:02) - Navigating the Job Market (02:29) - People on the bench (06:26) - The first thing to think about (09:02) - Pressure test the stats (12:36) - Employer-Employee Fit (16:05) - When is an impact expected? (19:13) - Replacement hire? (21:34) - Runway (24:13) - Exit Package (28:22) -

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30:28

3 Reasons reps don't make quota

The Revenue Formula ·

2024/07/23

Plenty of reps aren't making quota - but there are some very simple reasons why we see again and again and again.We talk about the three reasons - and the best part? You can fix them.(00:00) - Introduction (03:03) - Sales Challenges and Observations (05:18) - Problem 1: Lots of MQLs that go no where (16:21) - Problem 2: Wrong meetings booked (19:42) - Defining Your Ideal Customer Profile (ICP) (21:58) - Problem 3: The AEs (24:24) - The Importance of Accurate Sales Data (29:08) -

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