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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

35:40

Killed by AI: What's happening with Chegg

The Revenue Formula ·

2025/03/11

With every new technology, there's a Kodak.. or Nokia.. For AI, that company is Chegg - a publicly traded, once highflying edtech company.We break down the story of Chegg, and distill four learnings for GTM leaders.(00:00) - Introduction(02:02) - The Role of AI in Our Show (05:34) - The Rise and Fall of Chegg (07:59) - Chegg's Business Model and COVID-19 Impact (13:44) - The ChatGPT Disruption (16:39) - The Resilient Business: Surviving Disruption (17:03) - AI's Impact on

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46:10

Your champion is probably fake (With Gal Aga)

The Revenue Formula ·

2025/03/07

Your main contact is not your champion. You champion might not be an experienced buyer. And the list goes on.The problem is: not getting this right can really hurt your ability to bring in newbiz revenue.That's why we invited Gal Aga from Aligned. Not only did he post a kick-ass meme on this problem, but he also has worked extensively with AEs and run into this problem too often.(00:00) - Introduction (01:56) - The Israeli Tech Ecosystem (04:35) - Understanding the Role of a

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32:38

Don’t create another podcast: Lessons from 200 episodes

The Revenue Formula ·

2025/03/04

So we've crossed 200 episodes. And we felt like, as usual, doling out some advice - this time focused on the thing we spend a lot of time on... Podcasts. Specifcally this one.If you've considered, or are constantly being suggested/told to do a podcast. This episode is for you. If not, maybe it'll just be fun to get a look under the hood. (and if nothing else? This episode also consist of non-work related conversation)(00:00) - Introduction(02:42) - Podcasting Journey and Milestones (03:28)

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42:28

How pitch narrowed their ICP and accelerated growth...

The Revenue Formula ·

2025/02/27

How's PLG different from outbound? We asked someone who's worked with both motions. And the interesting part? They used a very simple trick to accelerate their PLG: Defining their ICP.(00:00) - Introduction(10:02) - Finding the ICP (19:37) - Acquisition and Sales Strategy (20:04) - Brand equity (22:53) - Trigger for engaging (25:55) - Self-Onboarding and Offboarding Dynamics (28:44) - Outbound Strategies and AI-Enabled Lifecycle (41:54) - Conclusion and Final Thoughts This episode is

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31:10

Growth envy: How Cursor got to $100M with 20 people

The Revenue Formula ·

2025/02/25

Growth envy. We've all been there. Another company just blows up in what feels like seconds.Immediately you wonder, how could we achieve the same? Well, first step is understanding, and in this episode we break down the conditions that enabled Cursor to grow incredibly fast.(00:00) - Introduction (02:20) - Cursor and 0-100 (05:09) - The Power of Top Funnel (11:56) - The Future of Code Writing (12:10) - Teleportation and Sales (12:49) - Understanding the Funnel (13:05) - The Simplicity of

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36:48

When unicorns become zombies (With Roee Hartuv)

The Revenue Formula ·

2025/02/20

There are 1000s of privately held unicorns. But for many of them, they will truly struggle to make a meaningful exit.We discuss why together with Roee.(00:00) - Introduction (02:25) - Understanding Zombie Unicorns (04:30) - The Rise and Fall of Valuations (06:33) - VC Expectations and Company Growth (12:01) - The Fragility of High Valuations (15:17) - Current Market Trends and Valuations (19:35) - The Rise of Zombie Unicorns (20:18) - Down Rounds and Valuation Challenges (20:51) - Future of

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29:27

Reporting to the CEO - here's what we've learned

The Revenue Formula ·

2025/02/18

Are you about to report to the CEO? Are you already?In todays episode, we share our experience reporting to the CEO.(00:00) - Introduction(03:51) - Our first CEO (07:10) - Benefits and Challenges of Reporting to the CEO (13:03) - Effective Communication and Management Strategies (20:16) - Deliver 100% of your commits This episode is brought to you by by Fullcast, the only AI-powered platform that streamlines your entire sales lifecycle — from plan to pay. With modules like territory and

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39:15

No more free trials (Chris Pasquier from Slite)

The Revenue Formula ·

2025/02/13

Free trials don't work for AI products - so... what do you do?That's what we asked Chris, CEO and founder of Slite.(00:00) - Introduction(03:36) - Challenges in Selling AI (04:53) - Introduction to Slite and Super (06:31) - AI Implementation and Use Cases (08:50) - Customer Onboarding and Trials (10:15) - Why can't we just do freemium (13:10) - Overcoming AI Adoption Barriers (22:15) - Future of AI in Business This episode is brought to you by by Fullcast, the only AI-powered platform that

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34:42

SaaS was dead last week, but now it's back.

The Revenue Formula ·

2025/02/11

Wrappers are dead. LLMs are dead. SaaS is dead. The application layer is dead.It's moving pretty fast still in AI, and we thought it was time to take stock of what we know right now.(00:00) - Introduction (01:03) - OpenAI's Superbowl Ad Breakdown (02:29) - The Role of AI in Modern Life (03:16) - Teasing Future Content (03:50) - The Fast-Paced World of AI (05:35) - Understanding GPT Wrappers (07:40) - Hype vs. Reality in AI (10:04) - The Evolution of Solutions (14:22) - Consumer Perception

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39:05

You have no moat (With Bethany Stachenfeld)

The Revenue Formula ·

2025/02/06

If 4 developers at a unicorn got a $1m check, could they copy your feature? Well, yes. We discussed why this question is stupid, and how to build true competitive advantages.(00:00) - Introduction(02:11) - Remote Work and Team Dynamics (02:47) - Exploring New Features and Innovations (04:59) - Customer Experience and Building a Moat (15:05) - Sticky Features and User Retention (17:52) - Salesforce and the Challenges of Switching Providers (18:34) - Bad Industry Practices and Network

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25:50

Sellers don't sell

The Revenue Formula ·

2025/02/04

If sellers aren't selling anymore.. What are they doing? and why are we paying them so much?Find out in this episode.(00:00) - Introduction(02:50) - Sales Insights and Changing Dynamics (05:01) - The knowledge gap has reversed (07:57) - Proof of Concept: Ensuring Solutions Work (10:12) - The Role of Sellers in the New AI World (11:40) - The Importance of Customer Feedback (13:19) - Navigating the Buying Process (15:59) - The Value of Sales Skills (23:17) - Addressing Indecision in

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41:50

Stacking outbound (With Maximus Greenwald)

The Revenue Formula ·

2025/01/30

What can you learn from someone who's built a motion from scratch to scale? That's what we discovered with Maximus, CEO and Co-founder of Warmly. He shares how they built outbound from nothing.(00:00) - Introduction(03:05) - Building in Public (06:41) - Firing Customers (07:43) - Stacking Outbound (10:54) - Zero to One: Lessons and Learnings (19:08) - Dang outbound, it works! (19:52) - Consistency in Email Campaigns (20:34) - Profiles for Zero to One Phase (21:30) - Commandos, Soldiers,

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33:47

3 Signs your GTM is weak

The Revenue Formula ·

2025/01/28

Weaknesses are awesome. If you can identify them that is. We discuss three common GTM weaknesses and how you can identify them...So you can start fixing them and getting better.(00:00) - Introduction(03:23) - Parenting Challenges (04:22) - Go-to-Market Strategies (05:35) - 20-20 vision (06:22) - 1: I'm just not motivated (12:37) - You're a bad leader (15:04) - It's products fault (of course) (16:30) - Handling Bugs and Product Frustrations (17:09) - Building a Billion Dollar

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42:03

Better unit economics, PLG + SLG and more (with Kevin...

The Revenue Formula ·

2025/01/23

How do you get CAC:PB below 12? How do you get reps to close 50% more ARR? By focusing on unit economics.In this episode, we focus on that, merging PLG + SLG and more with Kevin McIntyre.(00:00) - Introduction(04:24) - Why merge (07:02) - Bringing together PLG and SLG (10:24) - Challenges and Strategies Post-Merger (13:38) - Focus on Unit Economics and Sales Efficiency (32:40) - Where AI will assist (38:01) - Reflections on CRO Tenure and Final Thoughts This episode is brought to you by by

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34:14

GTM Velocity: How to out-execute the competition

The Revenue Formula ·

2025/01/21

This is your quick guide to GTM velocity. We cover three simple areas you can focus on to accelerate your GTM — and outcompete your competition.(00:00) - Introduction(05:14) - Work Culture and Four-Hour Work Week (07:23) - Go-to-Market Velocity Explained (11:28) - High Tempo Testing and Experimentation (13:11) - Defining Kill Criteria for Projects (14:38) - Experimental Market Expansion Strategies (15:40) - Simplifying for Speed and Learning (18:34) - The Importance of Speed in

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49:41

Time to fire the VP Sales? (With Raul Porojan)

The Revenue Formula ·

2025/01/16

Is it time to fire the VP Sales? How do you know? How do you do it? Did s/he even get setup for success?This and much more we discuss with Raul Porojan(00:00) - Introduction(03:50) - Firing the VP of Sales: Initial Thoughts (04:49) - Challenges in Sales Leadership (05:58) - Setting and Achieving Sales Quotas (11:24) - Evaluating Sales Leadership Performance (21:09) - When to Fire a Sales Leader (24:41) - Final Considerations and Team Dynamics (25:45) - Identifying the Real Problem (26:35)

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30:53

The rise of the GTM engineer

The Revenue Formula ·

2025/01/14

There are <200 folks with the title "GTM Engineer" on LinkedIn. But somehow, this role gets discussed a lot.And it's an interesting discussion - especially because we created a similar role at out previous startup, and it worked extremely well.Not sure what the role does or why it matters? Then listen to this episode. We discuss(00:00) - Introduction(01:32) - Introducing the Go-to-Market Engineer Role (08:57) - The role in practise (20:49) - Where does the role sit? This episode is

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45:49

Community led growth, don't do it (with Matthew Volm)

The Revenue Formula ·

2025/01/09

Okay.. There's a few motions being covered plenty (inbound, outbound, plg etc.)But there's this other thing called community led growth that hasn't been covered a lot -- so we decided to discuss it with someone who built a succesfull community.And that's Matthew Volm, co-founder of RevOps Coop. We asked him to share, well, why you shouldn't do CLG.(00:00) - Introduction(02:53) - How the community became a thing (06:53) - Pivoting to Community Building (12:34) - Challenges in Building a

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27:07

5 things we hate about SaaS

The Revenue Formula ·

2025/01/07

Moats. Copycats.. The list goes on. There's a lot of reasons to hate being in SaaS.We discuss the most common headaches in todays episode.(00:00) - Introduction(04:22) - "It's so easy to copy us now" (08:51) - Do you have a.. moat? (16:00) - We need to be efficient (18:55) - More pipeline, fewer deals (21:47) - SaaS Selling to SaaS This episode is brought to you by by Fullcast, the only AI-powered platform that streamlines your entire sales lifecycle — from plan to pay. With modules like

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49:24

Why AI is eating software (with Jonathan Moss)

The Revenue Formula ·

2025/01/02

Remember Salesforce and Seibel? Well. We're about to see a lot of similar things happen thanks to AI.In today's episode, we discuss how AI is eating software - who's already being disrupted, and what a moat looks like now.(00:00) - Introduction (04:47) - AI's Impact on Software (08:34) - Understanding AI Agents (13:50) - AI's Role in Business Processes (18:16) - Challenges in AI Adoption (25:19) - The Rise of AI in Software Development (26:01) - The Importance of Smaller Models and

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