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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

25:41

5 mistakes that always breaks Q1

The Revenue Formula ·

2024/12/31

So Q1 is kicking off in hours, and most of you have already made a few mistakes. We discuss the most common ones, and what you can do to fix them.(00:00) - Introduction(03:23) - Preparing for Q1: Common Mistakes (05:42) - Make no room for sales excuses (06:35) - Setting Sales Targets and Comp Plans (09:37) - Hiring is late... again (13:05) - Maybe it's the right time now (17:22) - January got screwed in Q4 (21:57) - People leave This episode is brought to you by by Everstage - the highest

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38:31

Advise for your career in 2025 (with Robin Daniels)

The Revenue Formula ·

2024/12/26

Did you start reflecting over your next career steps? Whether it's about quitting, staying and growing -- we discuss all things career with Robin Daniels.(00:00) - Robin Daniels (06:54) - Energy and Initiative in Your Career (11:33) - The Importance of Soft Skills (12:35) - Evaluating Career Goals and Titles (17:48) - Weekly Self-Assessment for Career Satisfaction (20:04) - Impact of Work on Personal Life (20:16) - Advice for Those Unhappy at Work (20:42) - Introspection and

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34:34

Your guide to go-to-market trends in 2025

The Revenue Formula ·

2024/12/24

Will growth return? How will AI influence GTM? There's so many questions as we near the end of 2024. In today's episode, we cover the key trends and predictions for 2025.(00:00) - Introduction(01:21) - Go-to-Market Trends for 2025 (02:21) - But first: Will we see more growth next year? (04:17) - AI's Impact on Sales and Hiring (08:24) - More sales roles (12:34) - The rise of AI agencies (16:31) - GTM Engineers (21:53) - Teams of 20 will beat teams of 200 (29:03) - Branding in the Age of

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45:32

From seats to outcomes: How AI is changing pricing...

The Revenue Formula ·

2024/12/19

Because of AI, pricing models are changing fast - and they're not just disruptive to incumbents, but also to how teams operate.With Kyle Poyar, we discuss new pricing models focused on outcomes and units of work - and what ramifications they come with.(00:00) - Introduction(03:19) - The Evolution of SaaS Pricing (06:04) - How AI is changing pricing (09:31) - Challenges and Strategies in AI Pricing (27:01) - Challenges for incumbents (36:31) - It comes down to the CEO (40:24) - Hybrid

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32:44

$1M ARR Per FTE: How to get hyper efficient

The Revenue Formula ·

2024/12/17

What's a great ARR per FTE, and is it even realistic to get to $1M? And if you could, why should you?This and more we discuss in todays episode.(00:00) - Introduction(02:32) - Why $1 million, like really? (06:46) - The Mindset Shift (13:00) - What can we automate first? (18:31) - Average quality of talent (25:48) - Investing in Assets for Growth This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over

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45:55

You need to know these GTM trends (with Chris Walker)

The Revenue Formula ·

2024/12/12

2025 is around the corner - and we asked Chris Walker about his predictions for the next years. Will we see more efficiency? Growth? How will AI transform teams? And much much more.(00:00) - Introduction(03:17) - Has anything changed? (05:03) - Understanding the Core Problems (07:06) - The C suite (12:03) - Wrong KPIs (14:40) - No, we aren't more efficient (19:00) - AI and Market Efficiency (22:03) - Building Customer-Centric Software (24:12) - The Real Cost of Software and Market

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32:55

This is why your growth isn't picking up

The Revenue Formula ·

2024/12/10

There's been a bunch of change happening lately. And a lot of excuses to. It's time to accept the changes and adapt to (finally) start growing again.(00:00) - Introduction(05:47) - Growth and Market Dynamics (10:59) - So what exactly has changed? (11:23) - Changes in Buyer Behavior (11:48) - The Rise of Buying Committees (14:09) - Focus on Cost Reduction (16:13) - The AI Buyer Emerges (16:42) - AI's Rapid Improvement and Cost Efficiency (19:39) - AI's Market Impact and Investment (23:40) -

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37:27

The state of venture capital (with Peter Walker)

The Revenue Formula ·

2024/12/05

Will the funding market screw you, or accelerate your plans? In this episode, we talk with Peter Walker about funding and why it matters to GTM teams.(00:00) - Introduction(03:04) - What commercial teams need to know (05:44) - What does the market look like right now (07:19) - Are IPOs still backed up? (09:24) - Political landscape (12:29) - Two paths during a downturn (17:17) - Time Between Funding Rounds (20:28) - The AI Hype Cycle (27:31) - Startup Shutdowns (30:54) - Down Rounds and

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32:45

Take advantage of this zero day exploit now

The Revenue Formula ·

2024/12/03

If you're the first to exploit a new opportunity, your advantage will only get bigger over time. So, is there an exploit you can take advantage of? Find out in the episode.(00:00) - Introduction (03:06) - Understanding Zero Day Exploits (05:36) - E-commerce Evolution and SEO (12:31) - The Rise of SaaS (19:07) - AI in Go-to-Market Strategies (29:39) - Encouraging AI Experimentation (31:42) - Conclusion and Call to Action This episode is brought to you by by Everstage - the highest rated

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66:39

Why 70% of Sales Jobs Might Disappear (with Jacco van...

The Revenue Formula ·

2024/11/28

Have you read the phrase “AI won’t replace your job, but people who use AI will”? Well, that's not entirely true.In today's episode, we discuss how AI is disrupting the entire GTM at the moment - and we discuss it with Jacco van der Kooij.(00:00) - Introduction(04:24) - How AI is transforming GTM (15:01) - AI: Volume, cost and... what's the last one? (20:43) - Beyond talking leaflets (26:04) - Agentic World and AI Sub-Agents (30:13) - The First Mover Advantage (35:09) - From shovel to

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34:18

The unfair advantage: Why every founder needs a brand

The Revenue Formula ·

2024/11/26

There's an unfair advantage some startups and companies have. It's a competitive advantage that can't be copied. And it's on you should build as early as possible - a founder brand.In todays episode, we talk about our experience with building a founder brand, what we've learned from others and much much more.(00:00) - Introduction(01:47) - Building a Founder Brand (07:27) - You need this (08:45) - Blank page problem (11:11) - The Importance of Consistency (15:28) - Distribution and

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47:02

How This AE Built a $1M Pipeline Through LinkedIn...

The Revenue Formula ·

2024/11/21

We've found a salesperson who's successfully sourcing 30% of her pipeline herself. How? Using LinkedIn.Laura shares her playbook, giving you practical tips to get going and much more.(00:00) - Introduction (01:27) - Welcome (02:53) - Challenges of Traditional Outbound Sales (05:07) - The Shift to Social Selling (05:57) - "You're not Gartner" (10:40) - How much pipeline? And how do you calculate it? (16:57) - Building a Social Selling Playbook (20:32) - Getting founder support (23:19) - Who

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32:18

VCs hate services - here’s why SaaS shouldn't

The Revenue Formula ·

2024/11/19

Carta. HubSpot. Brandwatch. Rippling. These companies, and many others, offer services (even though VCs don't like it). It's not about creating a services business, it's about using it to acquire, retain and grow customers. Here's what we get into:(00:00) - Introduction(03:08) - Why services aren't attractive (04:54) - And why services are awesome (11:46) - Services as an acquisition channel (12:25) - First example: Carta (16:34) - 2nd: Rippling (21:24) - HubSpot's Onboarding This episode

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48:53

This founder shares his churn problem (with Adam...

The Revenue Formula ·

2024/11/14

Everyone talks openly about raising a new round or closing a massive deal. But churn, crickets. Except for one guy, Adam Robinson.And he shares not only his churn problem, but how he solved it, how he's building a solid awareness engine and, how he built Rb2b.(00:00) - Introduction(07:02) - October 2022, the first LinkedIn post (08:53) - Finding his voice (11:15) - The first viral post (13:51) - No product was decided yet (16:05) - The product was not exciting... (17:59) - 3 weeks after

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34:15

The new outbound playbook we used to book 500 meetings

The Revenue Formula ·

2024/11/12

Outbound is being declared dead every week. AI is ruining outbound. Every business struggle to get it to work. But, we managed to get it working (again).In today's episode, we share the new playbook for outbound we used to book 500 meetings in just a few months, with 3 SDRs.(00:00) - Introduction(03:38) - Where outbound started (06:18) - AI SDRs (09:29) - Text is dead (11:22) - A different outreach (15:06) - The one that worked (16:45) - This won't scale (20:00) - LinkedIn and Email

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45:35

Don't create a category, do this instead (with Kyle...

The Revenue Formula ·

2024/11/07

Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.(00:00) - Introduction (02:45) - The TLDR of Kyle's presentation at Exit5 (03:27) - Are you differentiated? (06:44) - How are you going to get the sale funded? (09:42) - The stupid & simple questions to ask (15:30) - Practical Implementation and Results (18:55) -

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28:15

3 Career Hacks You Should Know About

The Revenue Formula ·

2024/11/05

Here's two guys without a job doling out their top 3 career hacks. Don't worry, they had jobs when they used the hacks - and some of them they just observed.But they had one thing in common: They worked. Give it a listen and use it to guide your teams or your own career trajectory.(00:00) - Introduction (03:52) - 1: Chaos is a ladder (10:47) - 2: He who controls the spice controls the universe (11:39) - Own a number (14:52) - Efficiency is a Superpower (16:09) - If you can't own a number

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37:08

AI in Action: GTM use cases that work (with Andy Mowat)

The Revenue Formula ·

2024/10/31

Do you need an AI strategy? Do AI SDRs work? And if they don’t, what does?This and more we talk about with Andy Mowat(00:00) - Introduction(05:47) - RevOps vs GTM Ops and retitling (11:10) - AI Usecases in the GTM (12:18) - The main sales usecase (14:15) - AI SDRs: Efficiency vs. Conversion (19:02) - AI that actually works in sales (23:06) - AI and data (26:08) - Generative AI and Data Normalization (30:05) - Future of AI in Business Never miss a new episode, join our newsletter on

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31:24

Growblocks is shutting down: here's what we've learned

The Revenue Formula ·

2024/10/29

Growblocks is done, but we're continuing the podcast - so we thought we'd share some of the things we've learned along the way in this episode.(00:00) - Introduction (02:43) - Growblocks shutting down (03:36) - Why it didn't work (04:36) - The people we were selling to (07:56) - Internal Selling and Champion Challenges (13:16) - Category Creation and Market Positioning (15:50) - Impact of SaaS and AI on the Market (19:55) - Consulting vs. Product Focus (22:48) - Building Trust Through

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32:59

Here are two simple ways to reduce burn

The Revenue Formula ·

2024/10/15

Need to be more efficient in your GTM? Then it's time to get serious about your burn rate.In this episode, Mikkel and Toni break down some tactics you can start now to get your finances in line.(00:00) - Introduction (02:42) - Reducing Burn (09:02) - Mastering Payment Terms for Cashflow (12:07) - Strategic Pay Raises and Salary Bands (14:32) - Effective Use of SPIFFs (16:31) - Navigating Budget Challenges in Recruitment (18:47) - Optimizing Sales Commissions and Performance (23:12) -

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