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Jun 30, 2023 · 21m · top-founders

How I use sales data to increase revenue without hiring more reps

Kyle Van Voorhis · 15m spoken Nathan Latka · 46s spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this SaaSOpen keynote, sales expert Kyle Van Voorhis presents a data-driven framework for scaling B2B software sales teams, demonstrating how mathematical capacity modeling, pipeline diagnostics, and anti-fragile management practices drive predictable revenue growth.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 4.2% of the talking time here. How this is scored →

Nathan as informed peer 0.0 Guest teaching 0.0 Guest disagreement 0.4 Nathan pushing back 0.0
05100:0010:0020:000:00–3:18 · Nathan as informed peer 0/10 Nathan Latka Introduces the SaaSOpen Conference Session Nathan Latka delivers a brief promotional intro before handing over to a recorded stage keynote by Kyle Van Voorhis, who introduces himself and his sales background.3:19–6:32 · Nathan as informed peer 0/10 The 'Hire and Hope' Trap and the Three Poisons Kyle delivers a solo conference talk breaking down the pitfalls of 'hire and hope' management and defining the three poisons of sales culture.6:33–14:24 · Nathan as informed peer 0/10 Modeling the Sales Organization Using the Sales Team Calculator Kyle demonstrates his Sales Team Calculator model to the audience, demonstrating why hiring SDRs faster lowers cost of sales relative to AEs.14:25–19:10 · Nathan as informed peer 0/10 Diagnosing Funnel Bottlenecks with the Sales Metrics Analyzer Kyle reviews the Sales Metrics Analyzer and briefly engages with audience members who call out funnel bottleneck points.19:11–21:10 · Nathan as informed peer 0/10 Building an Anti-Fragile Sales Culture and Resource Access Kyle concludes his keynote by urging attendees to build an anti-fragile sales team and scan the QR code for resources.0:00–3:18 · Guest teaching 0/10 Nathan Latka Introduces the SaaSOpen Conference Session Nathan Latka delivers a brief promotional intro before handing over to a recorded stage keynote by Kyle Van Voorhis, who introduces himself and his sales background.3:19–6:32 · Guest teaching 0/10 The 'Hire and Hope' Trap and the Three Poisons Kyle delivers a solo conference talk breaking down the pitfalls of 'hire and hope' management and defining the three poisons of sales culture.6:33–14:24 · Guest teaching 0/10 Modeling the Sales Organization Using the Sales Team Calculator Kyle demonstrates his Sales Team Calculator model to the audience, demonstrating why hiring SDRs faster lowers cost of sales relative to AEs.14:25–19:10 · Guest teaching 0/10 Diagnosing Funnel Bottlenecks with the Sales Metrics Analyzer Kyle reviews the Sales Metrics Analyzer and briefly engages with audience members who call out funnel bottleneck points.19:11–21:10 · Guest teaching 0/10 Building an Anti-Fragile Sales Culture and Resource Access Kyle concludes his keynote by urging attendees to build an anti-fragile sales team and scan the QR code for resources.0:00–3:18 · Guest disagreement 0/10 Nathan Latka Introduces the SaaSOpen Conference Session Nathan Latka delivers a brief promotional intro before handing over to a recorded stage keynote by Kyle Van Voorhis, who introduces himself and his sales background.3:19–6:32 · Guest disagreement 0/10 The 'Hire and Hope' Trap and the Three Poisons Kyle delivers a solo conference talk breaking down the pitfalls of 'hire and hope' management and defining the three poisons of sales culture.6:33–14:24 · Guest disagreement 1/10 Modeling the Sales Organization Using the Sales Team Calculator Kyle demonstrates his Sales Team Calculator model to the audience, demonstrating why hiring SDRs faster lowers cost of sales relative to AEs.14:25–19:10 · Guest disagreement 1/10 Diagnosing Funnel Bottlenecks with the Sales Metrics Analyzer Kyle reviews the Sales Metrics Analyzer and briefly engages with audience members who call out funnel bottleneck points.19:11–21:10 · Guest disagreement 0/10 Building an Anti-Fragile Sales Culture and Resource Access Kyle concludes his keynote by urging attendees to build an anti-fragile sales team and scan the QR code for resources.0:00–3:18 · Nathan pushing back 0/10 Nathan Latka Introduces the SaaSOpen Conference Session Nathan Latka delivers a brief promotional intro before handing over to a recorded stage keynote by Kyle Van Voorhis, who introduces himself and his sales background.3:19–6:32 · Nathan pushing back 0/10 The 'Hire and Hope' Trap and the Three Poisons Kyle delivers a solo conference talk breaking down the pitfalls of 'hire and hope' management and defining the three poisons of sales culture.6:33–14:24 · Nathan pushing back 0/10 Modeling the Sales Organization Using the Sales Team Calculator Kyle demonstrates his Sales Team Calculator model to the audience, demonstrating why hiring SDRs faster lowers cost of sales relative to AEs.14:25–19:10 · Nathan pushing back 0/10 Diagnosing Funnel Bottlenecks with the Sales Metrics Analyzer Kyle reviews the Sales Metrics Analyzer and briefly engages with audience members who call out funnel bottleneck points.19:11–21:10 · Nathan pushing back 0/10 Building an Anti-Fragile Sales Culture and Resource Access Kyle concludes his keynote by urging attendees to build an anti-fragile sales team and scan the QR code for resources.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 29.1% · guest 70.9%0:00 · Nathan 29.1% · guest 70.9%3:00 · Nathan 0% · guest 100%3:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%6:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%9:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%12:00 · Nathan 0% · guest 100%15:00 · Nathan 0% · guest 100%15:00 · Nathan 0% · guest 100%18:00 · Nathan 0% · guest 100%18:00 · Nathan 0% · guest 100%21:00 · Nathan 0% · guest 100%21:00 · Nathan 0% · guest 100%
Sharpest disagreement ▶ 17:48 Audience member pushes targeting purity

An audience member interrupts to assert that sales funnel leverage is strictly a purity game rather than a quality or volume game.

 Hardest push from Nathan ▶ 0:00 Host introduction bar

As a keynote broadcast replay, Nathan introduces the high bar of the conference rather than engaging in direct interview pushback.

 Biggest teaching moment ▶ 12:40 Kyle demonstrates math error in conventional hiring

Kyle shows the audience how standard one-to-one sales hiring plans fail to hit revenue targets on paper compared to SDR-weighted modeling.

 Nathan holds their own ▶ 0:00 Nathan frames conference data standard

Nathan explains GetLatka's database and conference standard for vetting deep tactics and real revenue metrics.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Nathan Latka Introduces the SaaSOpen Conference Session 0000 Nathan Latka delivers a brief promotional intro before handing over to a recorded stage keynote by Kyle Van Voorhis, who introduces himself and his sales background.
The 'Hire and Hope' Trap and the Three Poisons 0000 Kyle delivers a solo conference talk breaking down the pitfalls of 'hire and hope' management and defining the three poisons of sales culture.
Modeling the Sales Organization Using the Sales Team Calculator 0010 Kyle demonstrates his Sales Team Calculator model to the audience, demonstrating why hiring SDRs faster lowers cost of sales relative to AEs.
Diagnosing Funnel Bottlenecks with the Sales Metrics Analyzer 0010 Kyle reviews the Sales Metrics Analyzer and briefly engages with audience members who call out funnel bottleneck points.
Building an Anti-Fragile Sales Culture and Resource Access 0000 Kyle concludes his keynote by urging attendees to build an anti-fragile sales team and scan the QR code for resources.

Statements from this episode (5)

Insight
Van Voorhis: Sales failures stem from unclear expectations, not software
“What I find is the number one challenge is not really a script, a piece of software, the individual skill of a rep. It's one of these three things, one of the three poisons. The first one here, the reps don't know what they have to do to be successful. Number …”
Kyle Van Voorhis Jun 30, 2023 ▶ 4:32
Disclosure
Van Voorhis: Standard SDR expectation is 100 activities per day
“I expect SDRs to do 100 activities per day. It's my standard. Sometimes we dial that down, depending on the organization and the type of outreach we have to do, but for the most part, my general is, let's get them to a hundred activities per day.”
Kyle Van Voorhis Jun 30, 2023 ▶ 9:05
Insight
Van Voorhis: Account executives should prospect until meetings fill their days
“I like AEs prospecting as well. Until we get to scale, and the AEs are truly back-to-back in meetings all day, and working pipeline, they're also doing activities.”
Kyle Van Voorhis Jun 30, 2023 ▶ 9:28
Insight
Van Voorhis: A 1:1 SDR-to-AE ratio increases CAC by idling expensive AEs
“SDRs are cheaper than AEs. So when you have the one-to-one ratio, you're, this is not full CAC, but it is impacting CAC. Your CAC is increasing because you have higher more expensive employees who are sitting around not doing demos.”
Kyle Van Voorhis Jun 30, 2023 ▶ 13:58
Insight
Van Voorhis: Reps skipping pipeline stages indicates too many irrelevant stages
“If you find your sales rep skipping stages, In your deal stages, that means you probably have too many stages and they're not relevant.”
Kyle Van Voorhis Jun 30, 2023 ▶ 16:14
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