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
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
Nov 23, 2023 • 39min
Assess your GTM (with Anders Sogaard, Head of Analytics at Growblocks)
Whether you've just started annual planning now or are already done (lucky you) - you should consider running an assessment of your GTM.It'll help you find problems you didn't even know about. That's why we brought in Anders who's done lots of those.(00:00) - Introduction
(01:35) - Meet Anders
(03:04) - What it is and why it matters
(08:14) - When do you do it?
(12:21) - What does an assessment consist of?
(20:59) - Effectiveness framework
(22:39) - Reset of GTM fit
(24:17) - A problem we didn't know of
(28:07) - What are the steps?
(34:32) - How do you deliver it?
Nov 21, 2023 • 32min
Sales forecasts suck
Sales forecast have little to do with revenue growth. It's a great method for coaching and training - but not managing revenue growth.We discuss the limitations - and what you can do instead to manage revenue.(00:00) - Introduction
(01:37) - The sales forecast
(05:49) - This is what the salesforecast is for
(08:21) - Tunnel vision
(11:56) - The GTM forecast
(17:00) - Building the GTM forecast
(20:11) - How do you put this together?
(25:05) - The rituals
Check out the bowtie post Toni mentioned here.
