The Revenue Formula For 2026, Don’t do more - Do better (w/ Koen Stam from Personio)
Nov 18, 2025
In this engaging discussion, Koen Stam, a senior revenue leader at Personio, emphasizes the importance of refining existing strategies rather than adding complexity for growth. He and host Toni Holbein dissect the pitfalls of the 'layer cake' approach, advocating for a focus on Ideal Customer Profile (ICP) and data-driven decisions. They discuss how to enable buyers with effective resources and the necessity of documenting processes to maintain business continuity. Koen stresses that doing less but executing better can yield significant long-term success.
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Layered Growth Adds Hidden Risk
- Adding new markets, products, or motions increases complexity and risks your core predictable revenue.
- Pulling people and budget to new bets makes existing revenue buckets shaky and less predictable.
Use The 80/20 To Reallocate Resources
- Map where your revenue actually comes from and apply the 80/20 rule to find high-impact channels and customers.
- Shift investment from low-performing programs into the channels and customer types that consistently convert and renew.
Diagnose Your Funnel With Simple Data
- Break down your funnel by product, geography, and channel across recent quarters to see what truly works.
- Use simple Excel analysis if needed and reallocate budget toward proven high-conversion programs.
