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
Nov 16, 2023 • 48min
Driving change through RevOps (with Sandy Robinson, SVP of RevOps at Patra)
When there's an endless to-do list and lots of requests, how do you prioritize changes to the business? And how do you get those changes done?That's what we talked with Sandy Robinson (SVP of RevOps at Patra) about.(00:00) - Introduction
(04:52) - Meet Sandy
(13:35) - What was the purpose of RevOps?
(16:49) - Beneath the surface
(18:36) - Driving change
(21:44) - How do you manage change?
(26:16) - How do you know it worked?
(31:57) - How do you get to the solution?
(36:02) - Going up and down the hierachy
(42:05) - Communication is key
Check out her show RevOps unboxed
Nov 14, 2023 • 34min
Beat and raise your targets
Ever wondered why some public tech companies beat target and raise guidance?Today we talk about the practise to follow in order to build a plan you can beat - so you can raise target and build momentum.(00:00) - Introduction
(04:47) - It starts with targets
(07:30) - Confidence level and balance
(11:38) - Isn't it unambitious?
(13:33) - Give a different target to leadership
(18:53) - The plan for the rest
(25:16) - What goes on the dashboard?
PS: Check out the ebook, "this is what strategic RevOps looks like"
Nov 9, 2023 • 52min
3 levers of customer growth (with Dan Steinman, Chief Evangelist at Gainsight)
Dan Steinman, Chief Evangelist at Gainsight, discusses the three levers of customer growth. Topics include celebrating customer revenue, the role of customer success, upselling strategies, and the dynamics between CSMs and account managers.
Nov 7, 2023 • 32min
Outbound is 3x harder
Outbound is 3x harder than it used to be.We dig into what's happened, and what you can do to make it work.(00:00) - Introduction
(01:30) - Challenges with outbound right now
(04:39) - The most prevalent channel
(11:08) - What it means now
(15:29) - Get the message right
(19:06) - Let's cut it
(25:46) - Are you still a fit?
SourcesPipeline from sales development (Ray Rike)1000-1400 touchers per opp (Jeremy Donovan)
Nov 2, 2023 • 45min
Pricing as a growth lever (With Kyle Poyar, Operating Partner @ OpenView)
Kyle Poyar, Operating Partner at OpenView, discusses the power of pricing as a growth lever. They explore steps to change pricing, where to anchor pricing, how to stick the landing, and common pricing mistakes. They also touch on pricing on the website and the difficulties of gathering accurate private company metrics.
Oct 31, 2023 • 25min
PLG is just another motion
Product led growth (PLG) has been all the rage. But lately, a lot of things have happened in this space.Airtable "ditched" PLG and Insight Partners published some interesting stats comparing PLG with non-PLG companies.So today, we discussed PLG as another motion(00:00) - Introduction
(02:39) - What's happened with PLG?
(11:56) - PLG.. just another motion?
(17:36) - Blending motions
(21:04) - PLG + Outbound
Oct 26, 2023 • 40min
The path to VP RevOps (with Sowmya Srinivasan, VP of RevOps at HubSpot)
What does the path to VP look like? What's the mindset, how do you impact the business - and what does strategy even look like?We talked with Sowmya about her experience becoming a VP of Revenue Operations.(00:00) - Introduction
(02:55) - Sowmya's RevOps journey
(06:52) - What does it mean to have strategy in the title?
(09:09) - Unnoticed opportunities
(15:18) - The advantage of experience
(17:32) - Commercial or business background?
(21:52) - So how do you become strategic?
(27:04) - How do you go beyond tools?
(35:40) - A growth mindset
Oct 24, 2023 • 35min
9 ways to build a moat
The most durable companies have built a strong moat around their business.While many things can be copied, we dive into some of the things that aren't so easy to copy - giving you a competitive advantage.(00:00) - Introduction
(03:45) - 1: Lock-in
(06:10) - 2: Complex implementation
(08:46) - 3: Integrations
(11:52) - 4: Increased usage
(17:04) - 5: Ecosystem
(20:51) - 6: Enterprise
(25:36) - 7: Brand
(28:08) - 8: Multiyear
(30:46) - 9: Economic moat
Oct 19, 2023 • 47min
Why you need a plan you can beat (with Dave Kellogg, EIR at Balderton Capital)
We grilled Dave Kellogg on planning in this episode.We get into why you shouldn't get any surprises, why you need a plan you can beat - and how to approach building a solid plan for next year.(00:00) - Introduction
(04:15) - What sets great team apart right now
(06:03) - Are you up to par?
(10:02) - What can we learn from the dot com bust?
(15:32) - What's a good number?
(18:38) - Why you need to raise on an aggresive plan
(22:10) - Planning requires discipline
(27:04) - Assumptions
(32:41) - Getting ahead of plan
(34:12) - RevOps as the partner
(39:09) - Allocating resources
(44:07) - From plan to execution
You can find Dave's blog here.
Oct 17, 2023 • 29min
4 Sales excuses to watch out for
Today we walk through the top 4 excuses Toni has heard (and used) when hitting target gets difficult.While some are BS, a few actually reveal important insight.Today we get into 👇(00:00) - Introduction
(01:50) - They're just lazy
(10:09) - These opportunities are terrible...
(16:31) - These inbounds...
(20:56) - Just give me this one thing
