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
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
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
