Most teams obsess over new business and ignore the people already paying them. That blind spot is killing retention, bloating acquisition costs, and making growth harder than it needs to be.

In this episode, Toni sits down with Mallory Lee, a three time VP of Revenue Operations, to unpack why Customer Success is still treated like an afterthought and why that mindset breaks companies over time.

• (00:00) - Introduction
• (02:35) - CS Teams are the Forgotten Child
• (08:18) - The Customer Journey and Handoffs
• (11:46) - Maintaining Customer Context
• (22:02) - Product Usage Data and Signals
• (26:30) - Building Trust Through Customer References
• (32:17) - Identifying and Leveraging Power Users
• (35:03) - Gamification and User Engagement
• (38:14) - Systematizing Customer Loyalty
• (42:38) - Financial Implications of Customer Retention
• (44:24) - The Vicious Cycle of Churn
• (51:31) - Final Thoughts

Most teams think the answer to growth is simple. Add more. More markets, more products, more layers, more plays. The layer cake approach.

It almost never works.

It adds complexity, drains focus, and breaks what was already working.

In this episode, Toni Holbein and Personio's Koen Stam talk about a better path. Instead of piling on new initiatives, fix the foundation. Improve the things that already drive revenue. Tighten ICP. Narrow focus. Sell better. Enable buyers. Strengthen the ecosystem around you. Document the process so the business does not depend on a few heroes.

Do less. Execute better.

This episode is brought to you by ZoomInfo, the Go-To-Market Intelligence Platform. ZoomInfo gives you high-quality B2B data and sales intelligence on in-market buyers across companies of all sizes, powered by AI-driven automation with integrated outreach tools to help your GTM teams build pipeline and close deals faster.

Check them out at zoominfo.com/revenue-formula

Want to work with us? Learn more: revformula.io

• (00:00) - Introduction
• (04:37) - Addressing the Great Pipeline Starvation
• (07:22) - Challenges of the Layered Approach
• (14:58) - Understanding Revenue Sources
• (19:19) - Data-Driven Decision Making
• (24:36) - The Parking Lot Exercise
• (27:43) - Vanity in Expansion
• (30:28) - Understanding Y our ICP
• (31:43) - Building a Target List
• (34:23) - Enabling Buyers
• (38:51) - Leveraging Ecosystems
• (43:55) - Process Over People
• (48:35) - Final Thoughts and Wrap-Up

Most misses in sales are baked into the plan before the year even starts.

In this episode, Toni talks with Scott Domareck, a four-time VP of Sales who’s been through every phase of growth, exit, and burnout imaginable. Together, they break down the hidden mistakes that ruin annual planning long before execution begins.

From massaged Excel spreadsheets to unrealistic ramp times and compounding assumptions that look great to investors but kill execution, they get real about what actually happens inside revenue planning season, and how to build a plan you can actually hit.

This episode is brought to you by Evergrowth — Their Agentic GTM Workspace enables revenue teams to collaborate and win with AI-powered teammates, breaking down silos and helping B2B teams grow smarter with fewer resources.

Want to work with us? Learn more: revformula.io

• (00:00) - Introduction
• (04:16) - The Reality of Planning Season
• (07:22) - Transparency and Context in Planning
• (13:12) - Compounding Effects in Sales Planning
• (18:14) - Involvement of Go-to-Market Leadership
• (25:29) - Trust and Executive Leadership
• (28:43) - Top Mistakes in Hiring
• (30:49) - Staggering for Supply and Demand
• (34:02) - Challenges in Scaling and Execution
• (41:04) - The Reality of Adding New Elements to the Plan
• (43:34) - Risk Management and Buffers
• (46:31) - Planning for Attrition and Unexpected Events
• (49:13) - Final Thoughts and Future Discussions