Scaling a Startup: Unpacking the Funnel and Revenue Math

Matt Plank, CRO of Rippling, discusses the key role of funnel and revenue math in successfully scaling a startup. He shares insights from his experience at Rippling, a company that started with just five engineers. They focused on optimizing their email marketing and building a strong inbound sales organization. As they grew, they faced challenges in maintaining email deliverability and had to find creative ways to improve conversion rates. Matt also emphasizes the importance of aligning sales capacity with demand gen capacity and shares how they determined the ideal opportunity-to-demo ratio. He highlights the need for constant iteration, data-driven decision making, and aligning quotas with the cost of hiring reps.