The Revenue Formula

By Toni Hohlbein & Raul PorojanBusiness Management

The Revenue Formula episodes

April 04, 2024How Paddle scaled with outbound to $100M (With Harrison Rose)
Paddle scaled with one motion: outbound. They were incredibly focused on one ICP, and ended up developing a three folded funnel.
(00:00) - Introduction
(01:58) - Meet Harrison
(06:28) - Figuring out how to sell
(12:24) - How they scaled
(15:11) - Changing the target customer profile
(19:09) - Not running out of market
(25:27) - RevOps - the secret sauce
(32:01) - The three funnels
(41:04) - The messy journey

Check out the definitive guide to revenue architecture here.
***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
46 min
April 02, 2024Making metrics matter
If you want to operate SaaS effectively - you need to know how metrics are constructed, and when to use them.
Sounds obvious, but many many folks struggle with this, so we walk through two simple frameworks.
(00:00) - Introduction
(03:08) - Pain with metrics
(05:54) - The reality level
(10:16) - It takes time to move metrics
(14:58) - Metrics tree
(18:27) - Higher up, more actions
(21:07) - Don't just build what VCs want
(24:17) - The metric pyramid

Check out the definitive guide to revenue architecture here.
***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
35 min
March 28, 2024Scale efficiently with RevOps (With Jeremey Donovan)
We asked Jeremey: How does RevOps help businesses right now switching from growth at all costs to efficient growth?
We got into a bunch - how prospects are like fish. Will AI help?. A "moneyball" approach to hiring - and much much more.
(00:00) - Introduction
(02:49) - Fish are like prospects
(04:49) - Meet Jeremey
(06:13) - What does efficient growth even mean?
(09:47) - Find your "on base percentage"
(19:03) - How does AI play in?
(25:09) - Reassessing outbound
(33:23) - LTV to CAC
(37:44) - System level thinking & infinite LTV
(41:13) - Takers of OTE
(43:40) - OTE inflation & right-sizing

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
50 min
March 26, 2024To grow faster, talk with this team
We all want to grow faster, but there's a pretty important team to work with to do that - finance.
We get into how finance looks at the GTM and much much more
(00:00) - Introduction
(02:32) - Look at the cash being burned
(07:26) - Asset or liability
(11:29) - What it means for the GTM team
(13:32) - Not running out of money
(22:43) - What finance looks at
(27:08) - What does it mean for growth?

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
32 min
March 21, 2024+$100M & how Outreach got there
A pivot. One motion - and relentless focus. That's just some of the ingredients Manny Medina shared on how Outreach grew to $100M and beyond.
In the episode we get into:
(00:00) - Introduction
(02:13) - Meet Manny
(03:45) - Outreach's first motion: Outbound
(09:30) - Outbound isn't dead
(12:22) - AI changing the outbound game
(16:14) - Scaling at 0, $10M and $100M
(19:59) - You don't scale to enterprise. You turn into an enterprise machine
(22:12) - Narrowing your ICP
(23:25) - Kicking in the inbound engine at $50M
(26:44) - A competitive category
(29:51) - Lessons from Outreach's internationalization strategy
(32:20) - Deciding to go multi-product
(39:11) - Final advice to get to $100M

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
43 min
March 19, 2024Do less = get more deals
Everything has been cut and more will be cut. Cost is more expensive, we need to be super efficient but we still want growth.
Phew.. What are we to do? Less, that's what.
In this episode, we walk through what you can do less of, and how it'll help you grow (faster).
(00:00) - Introduction
(02:37) - We're starting to do less
(05:47) - More deals with less
(08:18) - Reduce volume
(15:59) - Priotitizing accounts
(20:46) - Time & conversion rate
(27:47) - WGLL

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
36 min
March 14, 2024The SaaS Reset and what's next (with Jacco van der Kooij)
SaaS is being completely reset following the era of growth at all costs. But what's happening, how can you adapt and what's to come?
This is exactly what we discuss with Jacco van der Kooij, founder of Winning by Design.
(00:00) - Introduction
(01:03) - Meet Jacco
(05:02) - Pricing is no longer sust nable
(07:51) - We're in a moment of change
(13:40) - Multiple transformations
(17:54) - AI as a disrupting force
(20:57) - The people
(24:13) - Changing buyer behaviour
(29:50) - SaaS is under enormous pressure
(32:35) - Who souledn't get scared?
(34:29) - What'll happen next?
(39:33) - The solution
(41:43) - Motions & the SaaS factory
(47:35) - There's a lag to metrics
(55:34) - Eventually, mature industries lead to factories
(01:01:46) - It's not the doom day

Check out his new book: Revenue Architecture.
***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
1 hr 4 min
March 12, 2024Lowering payback isn't the problem
The one metric that shouldn't go up and to the right is CAC Payback, and it's doing exactly that.
Rather than trying to fix CAC, there's another solution.
(00:00) - Introduction
(02:53) - CAC Payback
(05:59) - Look beyond CAC:PB
(09:13) - Drawback of CAC:LTV
(10:50) - How do you get there?
(15:00) - The other thing is product
(19:20) - What have you done for them lately?
(21:54) - Aligning newbiz and existing biz

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
31 min
March 07, 2024How Synthesia blew past 50K customers (With Steffen Tjerrild, co-founder & COO/CFO)
How do you get to this first million in revenue? And what does the journey past 10 look like? That's what Steffen from Synthesia shared with us.
In the episode, we got into:
(00:00) - Introduction
(02:28) - Meet Steffen
(03:47) - The backstory
(09:58) - The first million (service revenue)
(14:27) - The first first million (subscriptions)
(19:11) - Getting to $10M
(23:21) - Viral loop
(30:34) - Enterprise early

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: revenueletter.substack.com
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
42 min
March 05, 20244 ways to fix NRR
It's no longer land and expand - it's land and maintain. But what can you realistically do to fix your NRR?
In this episode, we share 4 practical tips that'll help
(00:00) - Introduction
(04:27) - Expansion ladder
(11:32) - What have you done for them lately?
(16:38) - Involve the customer
(20:35) - Take a hit on newbiz MRR
(27:05) - Tripple down on succesful customers
(31:17) - Wrapup

***
This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***
Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Email: [email protected]
📺 Watch: https://www.youtube.com/@growblocks
33 min