The Revenue Formula

How Paddle scaled with outbound to $100M (With Harrison Rose)

Apr 4, 2024

Harrison Rose shares how Paddle scaled to $100M with focused outbound strategies, evolving target customer profiles, and the importance of RevOps. They developed a three-folded funnel, ensuring they didn't run out of market while navigating the messy journey of scaling.

45:45

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Episode guests

Harrison Rose

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Episode notes

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Quick takeaways

Focused outbound strategy led Paddle to $100M revenue by targeting one Ideal Customer Profile (ICP).

Investment in RevOps aligned sales and marketing efforts, creating three distinct funnels for growth.

Navigating cultural inertia and internal resistance crucial for integrating marketing changes into sales-centric organization.

Deep dives

From Cold Emails to 100 Million in Revenue

The episode delves into the journey of co-founder Harrison Rose from starting with cold email outreach to scaling Paddle to a 100 million revenue mark. Initially targeting individual software developers with innovative ideas like a marketplace, Paddle pivoted as the market shifted towards SaaS companies, expanding their target market. This transition was marked by investment in revenue operations to strategically align sales and marketing efforts, leading to the creation of three distinct funnels to drive growth.

Introduction

2min

Exploring the Speaker's High School Beginnings and Co-founding of Paddle

3min

Evolution of Business Model and Target Market

22min

The Crucial Role of Data Analysis and Operational Excellence in Business Growth

3min

Evolution from Research to Revenue Operations and Organic Growth

3min

Evolution of Sales and Marketing Strategy

14min

Paddle scaled with one motion: outbound. They were incredibly focused on one ICP, and ended up developing a three folded funnel.

(00:00) - Introduction
(01:58) - Meet Harrison
(06:28) - Figuring out how to sell
(12:24) - How they scaled
(15:11) - Changing the target customer profile
(19:09) - Not running out of market
(25:27) - RevOps - the secret sauce
(32:01) - The three funnels
(41:04) - The messy journey

Check out the definitive guide to revenue architecture here.

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This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

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