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Secret Playbook for Revenue Acceleration

Armando Biondi on growing to 750k monthly visitors, the 4 qualities of a strong lead and 3 KPIs worth tracking

Armando Biondi · Breadcrumbs

Published September 1, 2022
About this resource

Armando Biondi, founder of Adspresso, Hootsuite, and Breadcrumbs shares his key learnings from a 14-years journey as startup founder, senior executive, and angel investor (250+) - and his playbook for engineering revenue growth.

In 20 minutes you’ll learn:

- How to go from 0 to 750k monthly unique visitors fast

- 3 data KPIs to watch (and why more isn’t better)

- The 4 qualities of a lead + why they matter

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What you’ll learn

Armando Biondi discusses revenue acceleration through aligning the customer journey, assessing risk and opportunity cost, using data as a revenue enabler, and avoiding unnecessary reinvention.

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Key moments

Find the ideas you need and go straight to the source.

Revenue acceleration context

“founders what's going on you guys know i love in-person events and they are back the recording you're about to hear is from our most recent event where we had hundreds of founders come together share intimate details templates kpis okrs about their business and it was something special something special we'd love to meet you in person if you want to see the next live events we have coming up via our schedule the link will be down below in the description if you're listening on itunes check this out on youtube you'll see the links in the description or you can just google”
Watch at 00:00

Managing the customer journey

“from discovery to advocacy is really important one of the things that i've heard over and over again is growth team growth teams uh being excited about having increased the conversion rate of a certain point in the funnel of like 10 15 25 and then you look down the funnel further and those metrics down the funnel decreased and so it's important to have that 360 view um another bunch of acronyms for you when it comes to pricing and packaging”
Watch at 04:50

Risk and opportunity assessment

“don't think very structurally around risks there are multiple types of risks there is a technology risk there is a market risk there is an execution risk there might be an existential risk right when it comes to ad espresso we have been growing like gang busters with no sales by being profitable and the market was hot for something like that like us and so the question for us was why did you guys sell right and the point there is that”
Watch at 09:42

Using data to enable revenue

“as a revenue enabler and here i cannot really overstate how game changing is the right insight to the right function of the organization at the right point in time and these are a bunch of kpis that we used to measure to measure back in the days lift per attribute cost per slash sal sales qualified lead and sales accepted”
Watch at 15:03

Focusing organizational innovation

“leads that again spends the whole funnel third if you can donate invent the wheel we see companies rebuilding the same thing over and over again it's hard enough to innovate on one thing you shouldn't innovate on everything all the time and bonus point here this is your marketing automation platform most likely state and you can see here on the left the majority of your fields will have”
Watch at 19:50

Revenue growth lessons

“March 2022 March 2022 | Armando Biondi, CEO of Breadcrumbs.io Armando Biondi CEO of Breadcrumbs The Secret Playbook for Revenue Acceleration”
Read slide 1

Aligning ICP and go-to-market

“2) Align: Ideal Customer Profile + Go To Market + Pricing/Packaging Journey: Discovery to Advocacy CAC/COGS BATNA Positioning User Buyer Company ICP + GTM + P&P one simple idea: the answer to “who’s your customer” shouldn’t be “everyone”.”
Read slide 6

Assessing risk and optionality

“3) The road not taken: opportunity cost vs work, time, risk adjusted return. Local Maxima Windows Risks Assessment Optionality & Leverage Kind of a mouthful. And yet, if you’re not thinking about it every day you’re missing out.”
Read slide 8

Measuring lead quality

“The 4 qualities of a lead: volume, value, velocity, conversion Quantifying how leads behave across the entire funnel (mktg, product, sales, success, ops) is the new normal Establish Baselines Expect a Power-Law Define Trade-offs”
Read slide 12

Designing for revenue efficiency

“3) Revenue efficiency as a core organizational design’s priority “Cross-functional alignment” sounds boring AF, yet it’s how you get it done and reach peak performance. People Processes Tools”
Read slide 16

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Resource files

  • Video

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  • $1m Secondary Cash Out (Slide 10)

  • Secret Playbook for Revenue Acceleration - Slide Deck

About the speaker
Armando Biondi

Armando Biondi

CEO · Breadcrumbs

LinkedInTwitter

Armando Biondi is a serial entrepreneur, senior executive and angel investor in over 300 startups. Currently leading Breadcrumbs.io, the first no-code scoring engine that will surface a companies’ hidden revenue opportunities in just a few clicks. Before Breadcrumbs, in late 2013 he co-founded AdEspresso, which became the #1 Facebook Ads Partner worldwide by the number of customers, processing ~$1B in Facebook Ads budget.

Company revenue
$2.1M
Team size
50

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Slide text

Find a passage in the slides and open the original deck.

25 passages

Revenue growth lessons

  1. Slide 1Open deck

    March 2022 March 2022 | Armando Biondi, CEO of Breadcrumbs.io Armando Biondi CEO of Breadcrumbs The Secret Playbook for Revenue Acceleration

  2. Slide 2Open deck

    Engineering Revenue Growth 0 to 750k monthly unique visitors Key learnings from a 14-years journey as startup founder (3X), senior executive (2X) and angel investor (250+) How we hit $6M ARR in 3 years Why we exited for 8 figures The 4 qualities of a high-performing lead More isn't better. 3 data KPIs to watch Demand Center: 0 to 30+ FTEs team The fill rate of 70% of your MAP fields The one metric that matters most Using Revenue Acceleration to GTM faster AdEspresso Hootsuite Breadcrumbs

  3. Slide 3Open deck

    AdEspresso – $1B+ AdSpend, 10k customers, 0 sales people

  4. Slide 4Open deck

    PSA: friendly periodic reminder that it’s the only acquisition channel that compounds over time. SEO is harder than ever, but ignore it at your own risk. Counterintuitive Perspective Compelling Narrative Unique Data-points

  5. Slide 5Open deck

    AdEspresso’s traffic growth by year Pro-Tip: be creative on how to add more value before asking for things in return.

Aligning ICP and go-to-market

  1. Slide 6Open deck

    2) Align: Ideal Customer Profile + Go To Market + Pricing/Packaging Journey: Discovery to Advocacy CAC/COGS BATNA Positioning User Buyer Company ICP + GTM + P&P one simple idea: the answer to “who’s your customer” shouldn’t be “everyone”.

  2. Slide 7Open deck

    AdEspresso’s ARR growth by year Pro-Tip: inflection points are the ones you should obsess about.

Assessing risk and optionality

  1. Slide 8Open deck

    3) The road not taken: opportunity cost vs work, time, risk adjusted return. Local Maxima Windows Risks Assessment Optionality & Leverage Kind of a mouthful. And yet, if you’re not thinking about it every day you’re missing out.

  2. Slide 9Open deck

    AdEspresso Revenue Growth Turned Down: $5m ($1m Secondary) Why we said no March 2016

  3. Slide 10Open deck

    Cashing out $1m? 1x Liq Pref, Board Control.

  4. Slide 11Open deck

    Hootsuite – 3 insights that unlocked ~$10M/yr in expansion revenue

Measuring lead quality

  1. Slide 12Open deck

    The 4 qualities of a lead: volume, value, velocity, conversion Quantifying how leads behave across the entire funnel (mktg, product, sales, success, ops) is the new normal Establish Baselines Expect a Power-Law Define Trade-offs

  2. Slide 13Open deck

    Hootsuite’s flywheel engine model Pro-Tip: averages are a lazy way of measuring, always cohort/breakdown.

  3. Slide 14Open deck

    2) The difference between data as a chore or as a revenue enabler Changing the game: the right insight at the right time to the right function of the organization. Lift per Attribute Cost per SQL/SAL Commercial & Enterprise Fit

  4. Slide 15Open deck

    The Hootsuite’s engine output 6 months later Pro-Tip: treat every variable in the conversion equation as such. Cost per Lead/SAL -35/39% Enterprise fit +55%

Designing for revenue efficiency

  1. Slide 16Open deck

    3) Revenue efficiency as a core organizational design’s priority “Cross-functional alignment” sounds boring AF, yet it’s how you get it done and reach peak performance. People Processes Tools

  2. Slide 17Open deck

    The core team behind the results Pro-Tip: RevOps needs to shift from service providers to strategic partners. DEMAND CENTRE Sales Development Demand Gen & Paid User Acquisition Marketing Automation/Ops Lifecycle Marketing Inbound Strategy, SEO & WebOps

  3. Slide 18Open deck

    …Now, I’m working on Breadcrumbs 0 to 750k monthly unique visitors How we hit $6M ARR in 3 years Why we exited for 8 figures The 4 qualities of a high-performing lead More isn't better. 3 data KPIs to watch Demand Center: 0 to 30+ FTEs team The fill rate of 70% of your MAP fields The one metric that matters most 3 steps to go to market faster using Revenue Acceleration AdEspresso Hootsuite Breadcrumbs

  4. Slide 19Open deck

    We help you build your own high performing flywheel engine

  5. Slide 21Open deck

    Most orgs Marketing Automation Platforms have <30% fill rate… … in >70% of fields. That’s ok. How do we know? We looked at 100+ Hubspot instances from companies of all stages. Start with what you have MQLs vs PQLs vs SQLs = EQLs? Don’t reinvent the wheel

  6. Slide 22Open deck

    This is Your “MAP” Most Likely State Pro-Tip: Your Top10 fields by impact will most likely have a 3-10X lift. Find them

  7. Slide 23Open deck

    2) Timeliness is disproportionally correlated with success This applies both to customers/prospects interactions as well as your organization’s reactions. Surprising, huh? Temporal Realities Digital Reflexes Agile Organization

  8. Slide 24Open deck

    3) Multiple buying journeys, objectives and models are the new normal Spoiler alert: the romantic idea of the “hourglass” conversion funnel we all grew up with is gone, for good. Breaking down functional silos Organization vs customer view Test, learn and iterate

  9. Slide 25Open deck

    In summary, I just showed you: 0 to 750k monthly unique visitors Key learnings from a 14-years journey as startup founder (3X), senior executive (2X) and angel investor (250+) How we hit $6M ARR in 3 years Why we exited for 8 figures The 4 qualities of a high-performing lead More isn't better. 3 data KPIs to watch Demand Center: 0 to 30+ FTEs team The fill rate of 70% of your MAP fields The one metric that matters most Using Revenue Acceleration to GTM faster AdEspresso Hootsuite Breadcrumbs

  10. Slide 26Open deck

    March 2022 | Armondi Biondi, CEO of BreadCrumbs.io Armando Biondi CEO of Breadcrumbs