The Revenue Formula

By Toni Hohlbein & Raul PorojanBusiness Management

The Revenue Formula episodes

November 26, 2024The unfair advantage: Why every founder needs a brand
There's an unfair advantage some startups and companies have. It's a competitive advantage that can't be copied. And it's on you should build as early as possible - a founder brand.
In todays episode, we talk about our experience with building a founder brand, what we've learned from others and much much more.
(00:00) - Introduction
(01:47) - Building a Founder Brand
(07:27) - You need this
(08:45) - Blank page problem
(11:11) - The Importance of Consistency
(15:28) - Distribution and Trust
(17:04) - The reason LinkedIn is interesting
(19:33) - The other option
(25:27) - What will you talk about

This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.
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35 min
November 21, 2024How This AE Built a $1M Pipeline Through LinkedIn (With Laura Erdem)
We've found a salesperson who's successfully sourcing 30% of her pipeline herself. How? Using LinkedIn.
Laura shares her playbook, giving you practical tips to get going and much more.
(00:00) - Introduction
(01:27) - Welcome
(02:53) - Challenges of Traditional Outbound Sales
(05:07) - The Shift to Social Selling
(05:57) - "You're not Gartner"
(10:40) - How much pipeline? And how do you calculate it?
(16:57) - Building a Social Selling Playbook
(20:32) - Getting founder support
(23:19) - Who to get on the team
(24:42) - How do we get started
(26:39) - Figure out the who and the what
(28:41) - Forget the POV
(31:54) - And now, book a demo!
(37:06) - But that deal is mine..
(41:25) - Laura's secret tricks
(45:54) - Concluding Thoughts and Final Tips

This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.
Never miss a new episode, join our newsletter on revenueformula.substack.com
48 min
November 19, 2024VCs hate services - here’s why SaaS shouldn't
Carta. HubSpot. Brandwatch. Rippling. These companies, and many others, offer services (even though VCs don't like it).
It's not about creating a services business, it's about using it to acquire, retain and grow customers. Here's what we get into:
(00:00) - Introduction
(03:08) - Why services aren't attractive
(04:54) - And why services are awesome
(11:46) - Services as an acquisition channel
(12:25) - First example: Carta
(16:34) - 2nd: Rippling
(21:24) - HubSpot's Onboarding

This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.
Never miss a new episode, join our newsletter on revenueformula.substack.com
33 min
November 14, 2024This founder shares his churn problem (with Adam Robinson)
Everyone talks openly about raising a new round or closing a massive deal. But churn, crickets. Except for one guy, Adam Robinson.
And he shares not only his churn problem, but how he solved it, how he's building a solid awareness engine and, how he built Rb2b.
(00:00) - Introduction
(07:02) - October 2022, the first LinkedIn post
(08:53) - Finding his voice
(11:15) - The first viral post
(13:51) - No product was decided yet
(16:05) - The product was not exciting...
(17:59) - 3 weeks after launch
(22:58) - The Impact of Transparency on Business
(23:49) - Churn: The thing people won't talk about (when it's bad)
(27:23) - Churn spiked to 15%
(29:49) - A few realizations
(36:37) - The strange issue
(45:05) - Confrontational Marketing
(48:10) - Final Thoughts and Farewell

This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.
Never miss a new episode, join our newsletter on revenueformula.substack.com
49 min
November 12, 2024The new outbound playbook we used to book 500 meetings
Outbound is being declared dead every week. AI is ruining outbound. Every business struggle to get it to work. But, we managed to get it working (again).
In today's episode, we share the new playbook for outbound we used to book 500 meetings in just a few months, with 3 SDRs.
(00:00) - Introduction
(03:38) - Where outbound started
(06:18) - AI SDRs
(09:29) - Text is dead
(11:22) - A different outreach
(15:06) - The one that worked
(16:45) - This won't scale
(20:00) - LinkedIn and Email Outreach
(22:11) - AI Integration in Outreach
(25:00) - Account Selection and Targeting
(30:12) - True sales and marketing collaboration

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35 min
November 07, 2024Don't create a category, do this instead (with Kyle Coleman)
Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.
He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.
(00:00) - Introduction
(02:45) - The TLDR of Kyle's presentation at Exit5
(03:27) - Are you differentiated?
(06:44) - How are you going to get the sale funded?
(09:42) - The stupid & simple questions to ask
(15:30) - Practical Implementation and Results
(18:55) - Am I the GTM bloat??
(23:18) - The Copy AI Pitch
(25:03) - Creating a Category Narrative
(26:23) - The Lightning Strike
(27:42) - Focusing on the Problem vs. Category
(30:24) - What changes in the day to day?
(32:33) - Lessons Learned at Clari
(38:59) - Connecting Positioning to Demand Generation
(43:01) - The AI Tailwinds
Sources & mentions
Brendan Huffords TL;DR of Kyle's presentation
Play bigger, Christopher Lochhead & the category pirates
Drive by ExitFive
Check the framework here
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46 min
November 05, 20243 Career Hacks You Should Know About
Here's two guys without a job doling out their top 3 career hacks. Don't worry, they had jobs when they used the hacks - and some of them they just observed.
But they had one thing in common: They worked. Give it a listen and use it to guide your teams or your own career trajectory.
(00:00) - Introduction
(03:52) - 1: Chaos is a ladder
(10:47) - 2: He who controls the spice controls the universe
(11:39) - Own a number
(14:52) - Efficiency is a Superpower
(16:09) - If you can't own a number now, own this
(17:25) - Challenges and Strategies in RevOps
(20:50) - 3: Last person standing

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29 min
October 31, 2024AI in Action: GTM use cases that work (with Andy Mowat)
Do you need an AI strategy? Do AI SDRs work? And if they don’t, what does?

This and more we talk about with Andy Mowat
(00:00) - Introduction
(05:47) - RevOps vs GTM Ops and retitling
(11:10) - AI Usecases in the GTM
(12:18) - The main sales usecase
(14:15) - AI SDRs: Efficiency vs. Conversion
(19:02) - AI that actually works in sales
(23:06) - AI and data
(26:08) - Generative AI and Data Normalization
(30:05) - Future of AI in Business

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38 min
October 29, 2024Growblocks is shutting down: here's what we've learned
Growblocks is done, but we're continuing the podcast - so we thought we'd share some of the things we've learned along the way in this episode.
(00:00) - Introduction
(02:43) - Growblocks shutting down
(03:36) - Why it didn't work
(04:36) - The people we were selling to
(07:56) - Internal Selling and Champion Challenges
(13:16) - Category Creation and Market Positioning
(15:50) - Impact of SaaS and AI on the Market
(19:55) - Consulting vs. Product Focus
(22:48) - Building Trust Through Branding
(26:24) - Effective Outbound Strategies
(28:29) - Future Plans and Show Continuation

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32 min
October 15, 2024Here are two simple ways to reduce burn
Need to be more efficient in your GTM? Then it's time to get serious about your burn rate.
In this episode, Mikkel and Toni break down some tactics you can start now to get your finances in line.
(00:00) - Introduction
(02:42) - Reducing Burn
(09:02) - Mastering Payment Terms for Cashflow
(12:07) - Strategic Pay Raises and Salary Bands
(14:32) - Effective Use of SPIFFs
(16:31) - Navigating Budget Challenges in Recruitment
(18:47) - Optimizing Sales Commissions and Performance
(23:12) - Balancing Owned, Earned, and Paid Marketing Channels
(27:28) - Reevaluating Tool Investments for Cost Efficiency

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Connect with us

🔔 LinkedIn: Toni / Mikkel
✉️ Newsletter: https://www.revletter.io/
📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]
33 min