The Revenue Equation

Frederik Jakobsen

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Marketing

Hosted by Frederik Jakobsen, Co-Founder of Danish Lead Co. The Revenue Equation sits down with CEOs and growth leaders to break down the strategies, challenges, and repeatable playbooks behind building predictable revenue in B2B.

5d ago

We Went Bankrupt Twice - What We Learned | The Revenue Equation #11

Two bankruptcies. €70 million frozen over a weekend. Customer acquisition cost crashed from €1,200 to €15. And somehow, 30,000 client companies and 700,000 cardholders later, it works. In this episode of The Revenue Equation, Frederik Jakobsen (founder of Danish Lead Co, danishleadco.io) sits down with Patrick Loeffler, co-founder and CEO of Givve, a German B2B2E employee benefits platform. Patrick has been building Givve since 2010. They survived two bankruptcies and the Wirecard collapse to become one of Germany's leading prepaid Mastercard benefit platforms, adding 1,000 new cardholders every single day with a team of just 70 people. What you'll take away: - Why "don't be the loudest, be the deepest" is the rule that wins long-term B2B - How to lead through a crisis without distracting your specialists from the work that matters - The mouse study that explains why founder conviction predicts company survival - "Type 2 fun" and why the hard adventures build the strongest businesses - How Givve cut CAC from €1,200 to €15 with no silver bullets, just relentless tracking - The dashboard tipping point that changed Givve's culture forever - Why you should always ask for the maximum (and stop negotiating against yourself) If this conversation lands for you, subscribe to The Revenue Equation and follow Frederik Jakobsen on LinkedIn. More episodes and resources at danishleadco.io. GUEST: Patrick Loeffler, co-founder and CEO of Givve HOST: Frederik Jakobsen, founder of Danish Lead Co (danishleadco.io) CHAPTERS: 00:00 - Meet Patrick Loeffler, co-founder and CEO of Givve 01:10 - Two bankruptcies and why founders should share their failures 03:00 - What Givve actually does (B2B2E benefits, 700,000 cardholders) 09:00 - Don't be the loudest, be the deepest (the B2B thesis) 09:30 - The Wirecard nightmare: €70M frozen over one weekend 12:00 - How to lead through a crisis without distracting your team 13:30 - The mouse study and why conviction changes everything 16:00 - Type 2 fun and why the hard adventures build the best companies 25:30 - Givve's inbound-only acquisition model (no cold outreach) 28:30 - Cutting CAC from €1,200 to €15 over the journey 31:00 - The dashboard that changed Givve's culture forever 36:30 - Ask for the maximum and stop negotiating against yourself KEYWORDS: Frederik Jakobsen, Danish Lead Co, Patrick Loeffler, Givve, B2B2E, employee benefits, Germany, prepaid Mastercard, customer acquisition cost, CAC reduction, inbound marketing, B2B founder, startup bankruptcy survival, Wirecard collapse, crisis leadership, pricing strategy, B2B sales, The Revenue Equation podcast

40 min
May 28

How To Sell Your Business For More (The 20% Rule) | The Revenue Equation #10

Most founders sell their business for less than it's worth. Not because the business is bad, but because they prepared the wrong things. In this episode of The Revenue Equation, Frederik Jakobsen (founder of Danish Lead Co, danishleadco.io) sits down with David Tobin, founder of Tobin Leff, a US M&A advisory firm that has spent 16 years helping owners of professional services, technology, and marketing communications businesses sell. Before founding Tobin Leff, David built and sold two of his own marketing agencies over an 18 year career. So he's been on both sides of every conversation in this episode. What you'll take away: - The 20% EBITDA margin threshold that separates premium exits from average ones - Why your founder salary is hiding your real margins (and how buyers see through it) - Strategic vs financial buyers, and why that choice locks you in for 4 to 6 years - The founder dependency trap that kills exit valuations even for great businesses - Pricing combined with over-servicing as the single biggest margin killer - Why M&A is about people and relationships, not just the numbers on a spreadsheet If this conversation lands for you, subscribe to The Revenue Equation and follow Frederik Jakobsen on LinkedIn. More episodes and resources at danishleadco.io. GUEST: David Tobin, Founder of Tobin Leff (tobinleff.com) HOST: Frederik Jakobsen, founder of Danish Lead Co (danishleadco.io) CHAPTERS: 00:00 - Meet David Tobin, founder of Tobin Leff 02:00 - Why your "why" comes before anything else in a sale 12:00 - The step-by-step process when you decide to sell 15:30 - Strategic vs financial buyers, and why the choice matters 22:00 - What buyers really analyse: growth, margins, dependency 25:30 - The 20% EBITDA margin rule 28:30 - Why founder dependency kills exit valuations 32:00 - The salary trap most founders never adjust for 36:30 - The biggest mistake: pricing combined with over-servicing 45:00 - M&A is about the people, not the numbers 48:00 - How to reach David and Tobin Leff KEYWORDS: Frederik Jakobsen, Danish Lead Co, David Tobin, Tobin Leff, M&A advisory, mergers and acquisitions, exit planning, business valuation, EBITDA margins, sell your business, B2B founder exit, marketing agency exits, professional services M&A, founder dependency, strategic vs financial buyers, The Revenue Equation podcast

36 min
May 26

Don't Be A Breadcrumb: The SaaS Category Trap | The Revenue Equation #9

There are gorillas, chimpanzees, and breadcrumbs in every B2B market. Most SaaS founders end up as breadcrumbs without realising it. In this episode of The Revenue Equation, Frederik Jakobsen (founder of Danish Lead Co, danishleadco.io) sits down with Peter Hedström, CMO of Learnster, to unpack how Learnster went from zero to $5M ARR over eight years in one of the most crowded SaaS categories there is: learning management systems. Peter walks through the early enterprise wins, the three years they spent trying NOT to be called an LMS, the pivot that unlocked their growth, and how he thinks about inbound, outbound, and category positioning today. What you'll take away: - Why being 80% right for everyone is more dangerous than being 100% right for someone - The gorillas, chimpanzees, and breadcrumbs framework for SaaS positioning - How Learnster closed its first three enterprise customers without a marketing team - Why trying to escape your product category usually backfires (and what to do instead) - How to integrate inbound and outbound so they amplify each other instead of competing - What changes in the playbook when you go from growth mode to growth-and-profitability mode If this conversation lands for you, subscribe to The Revenue Equation and follow Frederik Jakobsen on LinkedIn. More episodes and resources at danishleadco.io. — GUEST: Peter Hedström, CMO at Learnster (learnster.com) HOST: Frederik Jakobsen, founder of Danish Lead Co (danishleadco.io) CHAPTERS: 00:00 — Meet Peter Hedström, CMO of Learnster 02:30 — Eight years in SaaS, what actually changed 05:30 — Why timing mattered and the user-friendliness gap in LMS 08:00 — Pandemic, war in Ukraine, recession: surviving the macro 13:50 — How Learnster landed its first three enterprise customers 19:00 — Gorillas, chimpanzees, and breadcrumbs: the positioning trap 24:00 — Marketing and sales evolution at Learnster 30:30 — Where the demand actually came from: SEO, SEM, review sites, SDRs 34:00 — Inbound vs outbound, and why you need both working together 39:50 — Different strategy per market: Sweden vs international 42:00 — The Revenue Equation KEYWORDS: Frederik Jakobsen, Danish Lead Co, Peter Hedström, Learnster, B2B SaaS, LMS, learning management system, SaaS positioning, demand capture, demand generation, inbound vs outbound, ICP, niche player, market leader, $5M ARR, The Revenue Equation podcast

40 min
Apr 21

Why Most Cold Email Doesn’t Work Anymore | The Revenue Equation #8

Margaret Sikora, CEO of Woodpecker, shares insights on the evolution of cold outreach, challenges of adapting to market changes, and the importance of healthy infrastructure. She discusses the integration of cold outreach with acquisition strategy, considerations for channel selection, and the importance of a multi-channel approach and strategy. Additionally, she explores the understanding of buyer types, sales cycles, micro-segmentation for conversion, and the use of intense signals in outreach. The conversation delves into the nuances of cold outreach, emphasizing the importance of understanding intent signals, relevance in outreach, performance of smaller campaigns, belief in cold outreach, and best practices in cold outreach. The discussion highlights the significance of constructing email angles, identifying pain points, and the necessity of email in B2B business. It also explores the relevance of marketing, competition, scalability, and the performance analysis of smaller campaigns. Additionally, it addresses the validation of offers through outreach and investment in cold outreach, along with insights on subject line and copy length, language, and the impact of speaking about oneself in cold emails. Takeaways Adapting to market changes is challenging, but healthy infrastructure is crucial for success.A multi-channel approach and strategy are essential for effective outreach, and understanding buyer types and sales cycles is key to successful conversion. Understanding the pain points of the target audience is crucial for effective outreach.Relevance and personalization are key to successful marketing and outreach. Chapters 00:00 The Evolution of Cold Outreach11:49 Adapting to Market Changes16:58 Multi-Channel Approach and Strategy25:49 Micro-Segmentation and Intense Signals32:28 Relevance in Outreach41:48 Best Practices in Cold Outreach

42 min
Apr 17

Where Smart Money Is Going Right Now | The Revenue Equation #7

The conversation with Jonathan Charles Tyler from Vortex provided insights into the world of capital raising, energy, commodities, and the impact of technology on investment. It highlighted the differences between the US and European markets, the challenges of standing out in a competitive market, and the evolving landscape of renewable energy and storage solutions. The discussion also touched on the impact of geopolitics on investment flows and the rapid evolution of technology and its impact on investment opportunities. Takeaways Energy and commodities are key investment areasUS market is more open to raising capital than EuropeThe digital age has changed the way financial markets operate Chapters 00:00 Introduction to Vortex and Capital Raising05:03 Comparison of US and European Markets12:06 Challenges and Opportunities in the Energy Sector25:05 The Rapid Evolution of Technology and its Impact on Investment35:09 Challenges and Innovations in Renewable Energy and Storage Solutions42:18 Market Dynamics and Investment Opportunities in the US and Europe

42 min
Apr 10

The Truth About Selling Your Business | The Revenue Equation #6

Alan Misale, a managing partner at Viking Mergers and Acquisitions, shares insights on helping business owners transition out of their businesses, the importance of planning for life after ownership, and strategies for maximizing business value. He emphasizes the need for realistic expectations, effective planning, and the importance of seeking professional advice. Alan also highlights the significance of communication, community, and being prepared for the unexpected. Takeaways Transitioning out of a business requires realistic expectations and effective planning.Communication, community, and being prepared for the unexpected are key to business success. Chapters 00:00 Introduction to Alan Misale and Viking Mergers and Acquisitions06:22 Strategies for Business Owners11:30 Common Mistakes in Selling a Business20:38 Getting Started with Business Transition Planning30:28 Maximizing Stockholder Equity and Business Value

36 min
Apr 9

AI Killed Guesswork in Ecom | The Revenue Equation #4

The conversation with Henrik Hoffmann, co-founder and CMO of DEMA AI, covers the challenges and strategies of positioning an AI platform, the impact of AI on go-to-market, and the importance of physical events for client acquisition. The discussion also delves into the rebranding and positioning strategy of DEMA AI, as well as the role of product quality in go-to-market success. Takeaways AI-powered data analyticsChallenges of positioning a broad AI platformImportance of physical events for client acquisition Chapters 00:00 Product Quality and Marketing Strategy

43 min
Apr 6

How Companies Waste Millions on Cloud | The Revenue Equation #5

The conversation with Jesus Templado, COO of Less Than Three, delves into the strategic role of observability in cloud computing and the integration of AI agents for automated issue resolution. It also explores the platform's user-friendly UI, target audience, scalability, and the balance between scalability and customer understanding. Takeaways Observability as a strategic layerAI agents for automated issue resolution Chapters 00:00 Balancing Scalability and Customer Understanding

36 min
Feb 25

The New Constraint in Tech | The Revenue Equation #3

The conversation covers the changing landscape of software development, the rise of AI agents, challenges and opportunities in AI adoption, the role of QA and testing, marketing and sales strategies for AI solutions, balancing revenue and cost in AI tooling, and the importance of focus and iteration in business growth. Takeaways AI adoption challengesImpact of AI on software development Chapters 00:00 The Changing Landscape of Software Development18:29 Marketing and Sales Strategies for AI Solutions28:31 Balancing Revenue and Cost in AI Tooling

34 min
Feb 21

The $369B Licensing Play | The Revenue Equation #2

The conversation with Sam Bremner covers the vast landscape of licensing in the consumer products industry, highlighting the importance of licensing in B2B relationships and the potential for leveraging brand credibility. Sam also emphasizes the significance of processes and governance in scaling businesses and the role of AI in tracking and auditing usage for licensing purposes. Takeaways Licensing as a strategic toolImportance of processes and governanceAI's role in tracking and auditing usage Chapters 00:00 Introduction and Company Overview05:08 Licensing as a Tool for Brand Credibility11:01 The Role of Processes and Governance in Scaling Businesses18:03 AI Integration and Automated Royalty Tracking

31 min
Feb 16

From 0 to 15,000 Stores | The Revenue Equation #1

The conversation covers the journey of Ordo, a UK oral care brand, from its mission to make oral care accessible and affordable to its expansion into the US market, challenges in sales strategy, entrepreneurial journey, barriers to entry, and the realities of running a business. It also delves into the importance of measurable results, marketing metrics, and negotiating with retail chains. The conversation covers the challenges and strategies involved in finding retailers and distributors, the pitfalls and lessons learned in business, the importance of hard work in driving business growth, and the power of naivety and risk-taking in business success. Takeaways Challenging established categoriesResilience in business Hard work is a key driver of successLinkedIn and Google are essential for finding buyers and retailers Chapters 00:00 Introduction to Ordo and Its Mission26:55 Impact of COVID-19 on Sales Strategy32:58 Importance of Measurable Results in Business38:25 Finding Retailers and Distributors44:31 Pitfalls and Lessons Learned51:19 The Role of Hard Work in Business Growth

31 min

11 Episodes

Hosted by Frederik Jakobsen, Co-Founder of Danish Lead Co. The Revenue Equation sits down with CEOs and growth leaders to break down the strategies, challenges, and repeatable playbooks behind building predictable revenue in B2B.

Creator

Frederik Jakobsen
Years Active

2K
Episodes

11
Rating

Explicit
Copyright

© 2026 Frederik Jakobsen