The Revenue Formula
This podcast is about scaling tech startups.
Hosted by Toni Hohlbein & Mikkel Plaehn, 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.
Latest episodes
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
Dec 26, 2023 • 34min
Why marketing gets screwed
There are three ways marketing gets screwed - we discuss them all to help you unscrew marketing.In the episode, we get into:(00:00) - Introduction
(02:05) - 3 reasons marketing gets screwed
(03:21) - Your deal or my deal
(13:28) - Make marketing do everything
(24:38) - We need it now
Dec 19, 2023 • 34min
New research: Did we lose GTM fit?
Our friends over at winning by design is about to drop new research - suggesting that we might just have lost GTM fit.In todays episode, we discuss the research, and as usual what companies can do about it.(00:00) - Introduction
(03:49) - Loss of go-to-market fit?
(06:25) - Why did we lose it?
(15:52) - What do we do now?
(17:11) - Cut strategically
(22:30) - Run a GTM diagnostic
(27:12) - Improve in increments
You can find the research here.Also check out David Spitz
Dec 14, 2023 • 42min
Underdogs and perception (with Norman Rohr, VP Marketing at Capmo)
Today we talk with Norman about two unconventional underdogs, Google and Uberall, and how they changed the perception.We get into:(00:00) - Introduction
(02:13) - Meet Norman
(07:20) - Google, the underdog
(11:25) - People didn't care about search, but..
(20:26) - Uberall - another underdog
(27:14) - Because of us or despite of us
(30:17) - Beyond one tactic
(32:58) - Getting buy-in
(38:26) - Finding the right profile
Dec 12, 2023 • 27min
Sales reps spend just 28% of their time selling.. Or do they?
If sales reps only spend 1/3 of their time selling... What are they doing with their time? And how can you fix it?Also.. Maybe people don't know what selling entails? Irregardless, we dive into:(00:00) - Introduction
(01:56) - Just 30% of time spent on selling?!
(06:43) - Find out the status
(11:21) - Eleminate
(15:38) - Delegate
(23:27) - Simplify
Find the salesforce report on sales here.
Dec 7, 2023 • 33min
5 takeaways from 2023
It's time to wrap the year - and what better way than to revisit some of the great conversations we've had with our guests.In this episode, you'll hear:(00:00) - Introduction
(04:43) - Sales forecasts suck
(06:32) - RevOps aren't system admins
(09:13) - Jacco van der Kooij: Recurring revenue
(12:58) - Chris Walker: You're gonna cheat
(17:42) - Kyle Poyar: Raise the prices
(23:34) - Chris Orlob: Quotas
(27:11) - Udi Ledergor: Brand.. it's not what you think
Dec 5, 2023 • 36min
A better way to run your GTM
How do you get more predictive and more foresight? You make GTM forecasting a part of your rituals. And that's exactly what we discuss in todays episode(00:00) - Introduction
(03:42) - How to use a GTM forecast
(08:57) - Making it a ritual
(14:47) - Next quarter
(18:53) - Foresight in Marketing
(24:32) - A different view into sales
(29:20) - The forgotten child
Nov 30, 2023 • 45min
How Pleo drives hypergrowth (with Arun Mani, CRO at Pleo)
What does it look like inside the engine room of a hypergrowth company?That's exactly what we discussed with Arun Mani, CRO at Pleo.(00:00) - Introduction
(01:43) - The atypical CRO
(04:40) - The pains of hypergrowth
(07:53) - Running a matrix Organization
(15:14) - Context switching
(17:26) - Managing the growth
(20:22) - The big problem: GTM execution
(32:11) - Believing in the goals
Nov 28, 2023 • 38min
A "good enough" GTM isn't enough
Lots of succesfull companies were built on OK customers, an OK team and with an OK infrastructure. Today, that's not enough.We cover the latest benchmarks from OpenView, and discuss what it means.(00:00) - Introduction
(01:49) - New benchmarks out - Execution is the problem
(05:00) - CAC:PB and ARR per FTE
(07:33) - Easy days are gone
(14:57) - Churn and burn
(22:38) - Teh People
(30:32) - Infrastructure
