

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 the key - that’s why each episode is designed to give 1-2 very concrete takeaways.
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 the key - that’s why each episode is designed to give 1-2 very concrete takeaways.
Episodes
Mentioned books

Feb 1, 2024 • 44min
The top 1% of sales teams do this (with Kevin Dorsey, SVP of Sales & Partnerships at Bench)
Here's the thing. Most content focus on what the top 1% of sales reps do. While that's great - we seek to understand what the top 1% of sales teams are doing.How do they operate? How are they managed? This and more we discuss with Kevin "KD" Dorsey, SVP of Sales and Partnerships at Bench.(00:00) - Introduction
(01:51) - Meet Kevin KD Dorsey
(03:30) - Understanding the top 1% of reps
(06:25) - Creating a top 1% sales team
(09:47) - The four Ds
(16:59) - How to stack improvements
(20:54) - You can't outsource this
(25:00) - Supporting functions of a winning team
(28:47) - Script or no script?
(36:32) - Recognize behaviour, not just results
Make sure to check out KD's sales leadership accelerator.

Jan 30, 2024 • 30min
Ask this before raising quotas
Thinking about raising quotas? Or being forced to? Then there's a couple of questions you need to ask yourself first.Because if you can't answer them, you'll be in trouble when the sales team asks them.(00:00) - Introduction
(03:07) - Do we raise quotas
(08:30) - How do you even dare to raise quotas?
(10:52) - How many make quota?
(13:56) - What did the winning reps get to hit?
(16:10) - Where's the increased performance gonna come from?
(23:52) - I get more opps.. How are you gonna do that?
(25:42) - The one trick

Jan 25, 2024 • 49min
Surprising insights from 2.5 IPOs (With Robin Daniels, CBPO at LMS365)
What does it take to make it to IPO? What happens inside the company to the build up? Those were just some of the things we talked with Robin Daniels about. And he knows, because he's taken part in 2,5 IPOs.(00:00) - Introduction
(02:15) - Meet Robin
(02:17) - Meet Robin Daniels
(03:04) - 1 week out
(12:06) - 1 out of 100 went to IPO
(15:35) - Barrier to use
(23:26) - Box? You mean dropbox right?
(26:14) - How to deal with 'more is not enough'
(31:42) - Making room for greenfield ideas
(37:48) - 80,000 signups... how?
(41:46) - Short time frames matter
(44:16) - Characteristics of high performing teams

Jan 23, 2024 • 34min
When nobody owns GTM
Who really owns GTM, and what are the symptoms when you don't really have someone leading it?This and much more we discuss in todays episode(00:00) - Introduction
(03:06) - Who owns your GTM?
(04:42) - The RevOps hype
(08:45) - Conequence 1: Marketing produced more low quality MQLs
(13:48) - Account management upsell
(15:03) - Who moved the cheese?
(19:09) - Who should own the GTM?
(25:51) - This is the responsibility

6 snips
Jan 18, 2024 • 38min
WTF is nearbound? (With Jill Rowley, GTM Advisor at Stage 2 Capital)
Jill Rowley, GTM Advisor at Stage 2 Capital, discusses Nearbound and its benefits, emphasizing the importance of relationships with existing customers. They explore the evolution of marketing automation, buyer behavior, and the concept of social selling. The podcast also touches on the demand waterfall, partner-led motion, unlocking customer data, and the components of Nearbound like partnerships and communities.

Jan 16, 2024 • 29min
How to enter a new market (in a scrappy way)
How do you expand to a new market? When is the time right? How do you not burn a ton of cash?That's exactly what we discuss in todays episode(00:00) - Introduction
(01:40) - Scrappy international
(04:04) - Why should you even cross the border?
(08:24) - Start with reps
(10:26) - Opening up locally
(14:04) - When is it time?
(20:53) - Finding arbitrage
(24:02) - It's never truly a TAM issue
(26:25) - Soft start

Jan 11, 2024 • 45min
Returning to face-to-face (With Thomas Hansen, President of Amplitude)
In this episode, we sit down with Thomas Neergaard Hansen, President at Amplitude, to delve into the critical role of face-to-face interactions in today's customer-centric world. (00:00) - Introduction
(01:25) - Meet Thomas Hansen
(11:07) - People have forgotten about face-to-face
(17:58) - The customer-centric market motions
(32:59) - Build the process for face-to-face
(39:45) - Bill Gates and the most embarrassing moment of my career

Jan 9, 2024 • 33min
Why your GTM needs a digital twin
How do the biggest engineering projects in the world avoid potential disasters? They create a digital replica to address problems before they become problems.Stealing from the world of engineering, in this episode, we walk you through how you can create a digital twin of your GTM engine in order to help you focus on execution. (00:00) - Introduction
(02:13) - It starts with a twin
(07:26) - Applying a digital twin to business
(09:13) - What does the twin consist of?
(13:18) - Planning
(21:13) - Execution

Jan 4, 2024 • 49min
5 types of ROI (With Sangram Vajre, Co-founder & CEO at GTM Partners)
There are 5 kinds of ROI software provides - and understanding the difference is critical.With Sangram, we discuss that and much more(00:00) - Introduction
(01:32) - Say hello to Sangram Vajre
(04:48) - Buyers and ROI
(07:10) - 5 types of ROI
(10:41) - The ROI of slack
(17:36) - What ROI do we provide?
(21:18) - Changing ROI profile
(30:26) - ROI is not just a sales tool
(34:20) - Two kinds of people
(38:19) - Where do we invest the next dollar
Check out GTM Partners here.

Jan 2, 2024 • 32min
3 signs sales is broken
Having talked with lots of companies, we're still being asked how to make sales work, or at least work better. So today, we dive into the top 3 signs that sales is broken - and what you can do to fix it.(00:00) - Introduction
(02:53) - The signs
(05:08) - Trust and accountability
(11:22) - Commitment
(17:08) - Conflict
(27:00) - Bonus: Bowtie