The Revenue Formula

Mallory Lee, a seasoned VP of Revenue Operations and customer success guru, dives into the often-overlooked realm of Customer Success. She argues that companies must prioritize retention over acquisition to boost profitability. The discussion reveals how monitoring product usage signals can proactively prevent churn. Mallory also emphasizes the importance of maintaining customer context and treating renewals like a sales cycle. With insights on gamification and nurturing power users, this chat is a treasure trove for those looking to enhance customer loyalty.

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.

Scott Domareck, a four-time VP of Sales with a track record of scaling companies, shares invaluable insights on revenue planning. He emphasizes that most sales misses stem from flawed planning rather than execution and highlights the dangers of massaging Excel spreadsheets to appease investors. Scott discusses the importance of transparency, realistic ramp times, and aligning hiring with capacity needs. He also stresses the necessity of involving go-to-market leaders early in the planning process to mitigate risks and ensure successful execution.

Koen Stam, a senior sales leader at Personio and the mind behind GTMOS, dives into the reality of AI in sales. He argues that much of the AI hype is misplaced, particularly with AI SDRs and automated outreach. The discussion emphasizes the need for solid context and data quality for AI to be effective. Koen shares practical applications of AI for research, call prep, and churn prediction, highlighting that true success comes from augmenting human insights, not replacing them with automated solutions.

International expansion seems enticing, but it can be a perilous journey. The guests share insights on common pitfalls, emphasizing that merely translating a website isn't enough. They discuss the importance of understanding product fit in new markets and navigating complex local regulations. Cultural nuances and hiring the right leaders can make or break success abroad. The conversation reveals that expansion should be treated as a calculated bet, requiring strategic planning and commitment to preserving company culture.

Hiring salespeople is more challenging in 2025 than ever, with traditional methods failing to deliver results. The hosts discuss how founders often rely on resumes and gut feelings rather than a structured process. They emphasize defining specific job roles, necessary skills, and creating realistic assessments, such as role-playing scenarios. The conversation covers the importance of clarity in hiring needs and iterative improvements to the hiring process, ensuring that companies select candidates who can truly perform.

Raul Porojan, a go-to-market expert, shares insights on how AI is revolutionizing sales roles. He discusses the concept of the $5M ARR account executive and the emergence of hyper-optimized workflows. The conversation revolves around the transformation of sales meetings through AI assistance and the limitations of human-client interaction. Highlighting the ‘celebrity AE’ phenomenon, he explains how personal branding can enhance sales impact, merging influencer dynamics with traditional sales methods.

James Roth, Chief Revenue Officer at ZoomInfo, shares insights on how AI is transforming go-to-market strategies. He discusses the dramatic shift from inbound demand to intelligent outbound sales, emphasizing the importance of data integrity over AI hype. Roth unveils what go-to-market intelligence looks like in 2025 and why businesses should prioritize best-in-class tools over all-in-one platforms. He also highlights how AI can save sellers time and enhance their efficiency, revolutionizing the way companies approach sales and outreach.

Chris Walker, founder and former CEO of Refine Labs, shares his transformative insights on leadership and company culture. He discusses the shift from the Information Era to the 'Frequency Era,' emphasizing how energy and mindset are more critical than credentials. Walker explains the six tiers of frequency, illustrating how higher frequencies lead to personal and professional mastery. He highlights how urgency can diminish company morale and why trusting your intuition can lead to meaningful career changes.

Automation and cheap data turned outbound into spam and Google’s new rules are shutting the door on mass email. AI only made the noise louder. In this episode we break down how the predictable-revenue model collapsed, why reply rates keep falling, and why phone calls and research-driven outreach are proving more effective. JB Daguené, founder and CEO of Evergrowth, explains how his team uses AI digital colleagues to help sales teams start real conversations instead of just firing off sequences. (00:00) - Introduction (01:05) - JB's Journey with Trustpilot (04:04) - The Early Days of E-commerce and Customer-Centric Sales      (14:37) - The Impact of Predictable Revenue (17:47) - The Rise of SDRs and Data Challenges (18:53) - How did we get here? (21:57) - Automation, AI and Pipeline Management (24:40) - The SDR Playbook (26:57) - Challenges with Tools and Silos (29:17) - Google's Crackdown on Email Spam (33:04) - The Resurgence of Phone Calls (35:48) - Evergrowth's AI Tool (37:58) - Understanding Agentic Workflows (45:47) - Avoiding AI Hallucinations (53:55) - Wrapping up (55:51) - Next Week: Chris Walker on Frequency