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PODCAST

The Revenue Formula

Toni Hohlbein & Raul Porojan

This podcast is about scaling tech startups. Hosted by Toni Hohlbein & Raul Porojan, together they look at the full funnel. With a combined 20 years of experience in B2B SaaS and 3 exits, they discuss growing pains, challenges and opportunities they’ve faced. Whether you"re working in RevOps, sales, operations, finance or marketing - if you care about revenue, you"ll care about this podcast. If there’s one thing they hate, it’s talk. We know, it’s a bit of an oxymoron. But execution and focus is

business management

All Episodes

37:07

Not All Consultants Are Worth It (Here’s How to Tell)

The Revenue Formula ·

2025/07/08

Not all consultants are worth it. Some drive real impact. Others just burn your time and budget.In this episode, Toni and Raul dive into how to tell the difference. They break down when it actually makes sense to bring in outside help, how to vet someone properly, and the biggest red flags to avoid.You'll learn why consulting is a real skill, what good execution support looks like, and how to think about pricing and value. (00:00) - Introduction(02:48) - Do you actually need

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37:27

How Cliff Simon Drives Millions by Simply Showing Up

The Revenue Formula ·

2025/07/01

In a world of AI-generated noise and automated outreach, Cliff Simon has built a multi-million dollar business by doing something simple but rare: showing up in person.In this episode, Cliff shares how he turned events, community dinners, and authentic relationships into a powerful go-to-market strategy. He breaks down why most event-based approaches fail, what it really means to play the long game, and how founders and revenue leaders can drive growth without relying on cold outreach.Never

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37:55

Think CEO life is easy? Here's what they're really...

The Revenue Formula ·

2025/06/24

We sat down and unpacked the messy, unfiltered reality of being a startup CEO.The kind no one tells you about. Not at panels. Not in TechCrunch puff pieces. And definitely not on LinkedIn.This isn’t a “how I built this” highlight reel. It’s what actually happens when you’re juggling investors, layoffs, spin cycles, fundraising failures, and the kind of decisions that keep you up for months.We dig into why CEO life is less “Davos and private jets” and more “burnout, pressure, and zero

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38:23

How to not do outbound in 2025 (and what to do instead)

The Revenue Formula ·

2025/06/17

Is outbound dead? Not exactly. But it is changing fast.In this episode, Raul and Toni break down why the old outbound playbook is failing, where it still works, and how AI is reshaping the SDR role. We get into why brute force cold calls and emails are hitting their limits, why connect rates keep dropping, and where smart teams are still seeing success.We also talk about the rise of “new world SDRs,” how AI tools are changing prospecting, and how to use spiffs to actually build skills, not

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52:24

We just leaked Jacco's new playbook. Here's what's...

The Revenue Formula ·

2025/06/10

We got our hands on Jacco van der Kooij’s latest GTM playbook. The one he’s only been sharing behind closed doors at high-ticket, invite-only events. And yes, we’re leaking it. This isn’t just a few new tactics. It’s a complete shift in how revenue leaders think about growth. No more chasing leads at all costs. No more funnels that fall apart at scale. Instead, it’s about turning your users into your biggest growth engine. We dig into what’s changing, what companies like Notion and

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30:47

25% of SaaS Execs Are on the Bench. Here's Why.

The Revenue Formula ·

2025/06/03

Why are so many SaaS executives struggling to get hired?In this episode, Raul and Toni dive deep into the surprising stat that 25% of Pavilion members—many of them seasoned SaaS execs—are currently “on the bench.” We explore what’s really going on in the market, how layoffs and short stints are damaging even top-tier CVs, and why CROs are applying for AE roles just to stay in the game. We also talk mental health, the rise of “consulting” as a placeholder, and whether now might be the time

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43:23

$10M ARR per founder. No Employees. All Agents. (with...

The Revenue Formula ·

2025/05/27

What if a company could hit $10M ARR per founder—with zero employees? In this episode, Amos Bar-Joseph (CEO of Swan) joins Toni to break down their radical vision: scaling to $30M ARR with just three founders and an army of AI agents. They unpack what it really means to run an "autonomous business," why headcount isn't always the answer, and how AI is transforming go-to-market strategy from the inside out.If you're a founder, CRO, or GTM leader, this one's for you. Never miss a new episode

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49:46

Burn the old playbook (With Jacco van der Kooij)

The Revenue Formula ·

2025/05/20

AI won’t fix your sales model if the foundation is broken. In this episode, Jacco van der Kooij explains why the old go-to-market playbook is collapsing—and what the new, AI-powered future actually looks like.Never miss a new episode, join our newsletter on revenueformula.substack.com(00:00) - Introduction(02:32) - AI and the old playbook (10:34) - The role of customers in growth (25:56) - Human-Led Growth Powered by AI (33:57) - AI Integration in Sales (37:51) - The Future of AI in

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25:17

What you need to know about AI SDRs

The Revenue Formula ·

2025/05/13

Thinking about adding AI SDRs to your sales team? In this episode, we break down what actually works—and what doesn't—when implementing AI in your sales development process. From common onboarding mistakes to where AI truly shines (and stumbles), here’s what you need to know before you plug it in. Articles mentioned in the episode:11x CEO Hasan Sukkar steps down - https://techcrunch.com/2025/05/05/11x-ceo-hasan-sukkar-steps-down/Artisan Raises $25M Series A -

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32:36

RevOps to VP? Here's why you're not getting promoted

The Revenue Formula ·

2025/05/06

Why aren’t more RevOps leaders getting promoted to VP or CRO roles? In this episode, we break down the biggest career blockers holding Revenue Operations professionals back, from focusing too much on tooling to missing what execs actually care about. (00:00) - Introduction(03:00) - RevOps not getting promoted? (05:40) - What does the CRO want to hear? (13:57) - Sales experience in RevOps (16:39) - The importance of relationships (21:03) - Taking on orphan teams (24:04) - The RevOps

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43:02

How to build a $5M SaaS with 3 people and no VC...

The Revenue Formula ·

2025/04/29

After building a successful VC-backed company, Esben Friis-Jensen took a different path — bootstrapping his next SaaS startup to $5M ARR with just a team of 3.In this episode, he shares why he turned down venture funding, how he built an efficient, product-led growth engine, and lessons on scaling smart without sacrificing ownership or speed. (00:00) - Introduction(00:32) - Meet Esben Friis-Jensen (02:30) - The Decision to Bootstrap (06:27) - Product-Led Growth Strategy (11:25) - Competing

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30:52

Don’t Believe LinkedIn. Do This Instead.

The Revenue Formula ·

2025/04/23

If you're feeling anxious about AI. If LinkedIn's making you doubt your GTM. You need this episode.We break down what’s real, what’s hype, and why boring execution still wins.(00:00) - Introduction(02:51) - Don't believe the LinkedIn echo chamber (06:42) - Understanding Business Fundamentals (12:09) - Stop comparing yourself to AI companies (14:28) - Growing without outside capital (17:15) - The Importance of First Principles Thinking (24:13) - Focus on your team (30:08) -

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38:58

Founders maze: A real look at a company in the making

The Revenue Formula ·

2025/04/08

No. This is not a tactical episode. But. You will get a real look inside of a company being created.(00:00) - Introduction(04:01) - Scar tissue (09:31) - Feedback and Market Research (13:28) - AI in Data Analysis and Future Prospects (16:06) - AI's Growing Influence in Business (18:06) - Exploring New Data Sources (19:05) - Challenges and Opportunities in AI Adoption (20:07) - Pivoting to Product Marketing Managers (21:50) - VC Inbounds and Funding Decisions (23:02) - Mickel's Departure

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47:19

LinkedIn blueprint: How SDRs can book more meetings...

The Revenue Formula ·

2025/04/03

If you're running outbound. If you're using SDRs. Or planning to. You've got to listen to this episode.We got Morgan Ingram on the show, and he broke down his LinkedIn playbook to get replies at scale.(00:00) - Introduction(03:18) - Outbound Marketing and Career Choices (06:16) - Optimizing LinkedIn Profiles (07:45) - Common Mistakes in Outbound Messaging (11:34) - Effective LinkedIn Connection Strategies (17:58) - Using Videos and Voice Notes in Outreach (19:41) - Humanizing Your

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35:47

Did Klarna really delete 1200 SaaS apps?

The Revenue Formula ·

2025/04/01

Over the last year or so, Klarna has been on a rampage to automate away. They've sliced tools, costs and staff. Begging the question...Is this just a VC narrative or is there more than meets the eye?(00:00) - Introduction(02:44) - Klarna's Journey and Financials (05:49) - AI's Role in Cost Reduction (07:51) - Customer Service Innovations (10:28) - Internal Knowledge Management (13:47) - Introduction to Data Consolidation (14:29) - Enterprise Search and Internal Tools (15:20) - Klarna's

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39:10

Last week in software: 11x, Deel, Rippling & spy-bound

The Revenue Formula ·

2025/03/27

We had to record this unusual episode. In what feels like a single day, a year's worth of drama has unfolded in software.It almost seems like John Oliver would talk about it. But since he's busy, we decided to do an episode for him on 11x and the chaos that's emerging.(00:00) - Introduction(02:03) - Deel, Rippling and the spy (05:35) - 11x (08:13) - TechCrunch acquired (09:33) - Fake Customers Controversy (13:54) - Insane Churn Rates (19:38) - Investor lawsuit? nope (23:11) - Employees

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34:46

Your guide to getting AEs to self-prospect (finally)

The Revenue Formula ·

2025/03/25

Getting AEs to self-prospect is fun: AEs will complain, procrastinate, and straight up not do it.In todays episode, we share some simple tricks to get account executives excited and motivated to self prospect (hint: it's about $).(00:00) - Introduction(03:12) - AI in Sales and Self Prospecting (05:41) - Challenges of Self Prospecting (07:57) - Incentives for Self Prospecting (11:43) - Pipeline Generation and Commission Strategies (16:53) - Navigating AE and SDR Roles (17:43) - Impact of

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43:29

How to scale past $10M ARR and more (With Maja Voje)

The Revenue Formula ·

2025/03/20

How to scale past $10M ARR. GTM Engineering. How AI is changing the game and much much more.We got Maja Voje, also known as the GTM Strategist, to join us and share her thoughts on this and more.(00:00) - Introduction(02:34) - Challenges in Scaling Beyond 10 Million (03:30) - Inbound Marketing Struggles (04:50) - Outbound and ABM Strategies (07:05) - AI SDRs and Personalized Outreach (11:52) - Navigating LinkedIn's Compliance Issues (13:53) - Humanization vs. Automation in GTM (19:21) -

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34:53

The Red Bull playbook tech companies should steal

The Revenue Formula ·

2025/03/18

Usually, we share advanced analysis to run, cases of amazing tech companies, or something else.Today, we're talking about an energy drink. Stay with us because this potent drink can teach tech a lot about advertising.(00:00) - Introduction(02:26) - Energy Boosts and Red Bull (14:29) - Red Bull's Media Empire (17:34) - Examples of Media and Community Acquisitions (19:15) - Red Bull's Endless Content Stream (24:20) - Red Bull's Stratosphere Jump (26:21) - Outrageous Marketing Stunts (29:00)

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50:49

Your guide to killing Zendesk (with Marty Kausas,...

The Revenue Formula ·

2025/03/13

If there's something we all love, it's to root for david beating goliath.And right now, there's a small team doing just that. Pylon, led by Marty Kausas, is going head to head with Zendesk.Naturally, we asked Marty to share their playbook.(00:00) - Introduction(01:17) - The Motivation Behind Building Pylon (01:52) - The Journey to Becoming A-List (02:19) - Board Games and Strategic Thinking (04:16) - Targeting a Massive Market (09:46) - Building the First Product (11:42) - Competing with

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