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176: Why Headcount≠Growth: The 3-Lever Sales Planning Formula Every CRO Needs (w/ Dougie Loan, SourceWhale)

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Manage episode 519063507 series 1848080
Content provided by Move the Needle. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Move the Needle or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Databox is an easy-to-use Analytics Platform for growing businesses. We make it easy to centralize and view your entire company's marketing, sales, revenue, and product data in one place, so you always know how you're performing.


What if the secret to hitting your sales targets isn’t hiring more reps – but adjusting just three levers?

In this episode, we sit down with Dougie Loan, Chief Revenue Officer at SourceWhale, to break down the simple but powerful sales planning formula that’s reshaped how his team forecasts growth. Spoiler: It has nothing to do with throwing more headcount at the problem.

Dougie walks through how his team shifted from boardroom wishful thinking to a data-driven forecasting model built on three core metrics: Qualified Held Meetings, Close Rate, and Average Deal Value. You’ll hear how they use this model to build annual plans, set realistic targets, coach reps, align marketing and sales, and even decide where to invest R&D dollars.

Watch the full interview to learn how Dougie:
- Replaced headcount-based forecasting with a repeatable, lever-driven model
- Redefined what actually counts as a qualified opportunity
- Aligns marketing and sales teams around shared revenue metrics
- Profiles churned vs. retained customers to refine their ICP
- Uses CS adoption scoring to drive renewals and upsell strategy

  continue reading

203 episodes

Artwork
iconShare
 
Manage episode 519063507 series 1848080
Content provided by Move the Needle. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Move the Needle or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Databox is an easy-to-use Analytics Platform for growing businesses. We make it easy to centralize and view your entire company's marketing, sales, revenue, and product data in one place, so you always know how you're performing.


What if the secret to hitting your sales targets isn’t hiring more reps – but adjusting just three levers?

In this episode, we sit down with Dougie Loan, Chief Revenue Officer at SourceWhale, to break down the simple but powerful sales planning formula that’s reshaped how his team forecasts growth. Spoiler: It has nothing to do with throwing more headcount at the problem.

Dougie walks through how his team shifted from boardroom wishful thinking to a data-driven forecasting model built on three core metrics: Qualified Held Meetings, Close Rate, and Average Deal Value. You’ll hear how they use this model to build annual plans, set realistic targets, coach reps, align marketing and sales, and even decide where to invest R&D dollars.

Watch the full interview to learn how Dougie:
- Replaced headcount-based forecasting with a repeatable, lever-driven model
- Redefined what actually counts as a qualified opportunity
- Aligns marketing and sales teams around shared revenue metrics
- Profiles churned vs. retained customers to refine their ICP
- Uses CS adoption scoring to drive renewals and upsell strategy

  continue reading

203 episodes

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