The Revenue Formula

By Toni Hohlbein & Raul PorojanBusiness Management

The Revenue Formula episodes

January 23, 2024When 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
35 min
January 18, 2024WTF is nearbound? (With Jill Rowley, GTM Advisor at Stage 2 Capital)
What is Nearbound really? How can you use it, and should you?
Those are just some of the questions we asked Jill Rowley who's currently building this new category.
(00:00) - Introduction
(01:15) - Meet Jill
(03:11) - How she stumbled into marketing automation
(05:27) - Social selling
(07:53) - Surround strategy
(11:29) - Nearbound.. What is it?
(16:03) - Not just about acquisition
(19:36) - What's changed?
(24:46) - The benefits of nearbound
(30:15) - Software is removing the friction
39 min
January 16, 2024How 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
30 min
January 11, 2024Returning 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
46 min
January 09, 2024Why 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
34 min
January 04, 20245 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.
50 min
January 02, 20243 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
33 min
December 26, 2023Why 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
35 min
December 19, 2023New 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
35 min
December 14, 2023Underdogs 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
43 min