The Revenue Formula

Hosted by Toni Hohlbein & Raul Porojan

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246

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Nov 2025

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About the show

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 the key - that’s why each episode is designed to give 1-2 very concrete takeaways.

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60 recent

November 25, 2025Episode 24654 min

Why no one cares about CS (w/ Mallory Lee)

Most teams obsess over new business and ignore the people already paying them. That blind spot is killing retention, bloating acquisition costs, and making growth harder than it needs to be.In this episode, Toni sits down with Mallory Lee, a three time VP of Revenue Operations, to unpack why Customer Success is still treated like an afterthought and why that mindset breaks companies over time.(00:00) - Introduction (02:35) - CS Teams are the Forgotten Child (08:18) - The Customer Journey and Handoffs (11:46) - Maintaining Customer Context (22:02) - Product Usage Data and Signals (26:30) - Building Trust Through Customer References (32:17) - Identifying and Leveraging Power Users (35:03) - Gamification and User Engagement (38:14) - Systematizing Customer Loyalty (42:38) - Financial Implications of Customer Retention (44:24) - The Vicious Cycle of Churn (51:31) - Final Thoughts

November 18, 2025Episode 24551 min

For 2026, Don’t do more - Do better (w/ Koen Stam from Personio)

Most teams think the answer to growth is simple. Add more. More markets, more products, more layers, more plays. The layer cake approach.It almost never works.It adds complexity, drains focus, and breaks what was already working.In this episode, Toni Holbein and Personio's Koen Stam talk about a better path. Instead of piling on new initiatives, fix the foundation. Improve the things that already drive revenue. Tighten ICP. Narrow focus. Sell better. Enable buyers. Strengthen the ecosystem around you. Document the process so the business does not depend on a few heroes.Do less. Execute better.This episode is brought to you by ZoomInfo, the Go-To-Market Intelligence Platform. ZoomInfo gives you high-quality B2B data and sales intelligence on in-market buyers across companies of all sizes, powered by AI-driven automation with integrated outreach tools to help your GTM teams build pipeline and close deals faster. Check them out at zoominfo.com/revenue-formula Want to work with us? Learn more: revformula.io(00:00) - Introduction (04:37) - Addressing the Great Pipeline Starvation (07:22) - Challenges of the Layered Approach (14:58) - Understanding Revenue Sources (19:19) - Data-Driven Decision Making (24:36) - The Parking Lot Exercise (27:43) - Vanity in Expansion (30:28) - Understanding Y our ICP (31:43) - Building a Target List (34:23) - Enabling Buyers (38:51) - Leveraging Ecosystems (43:55) - Process Over People (48:35) - Final Thoughts and Wrap-Up

November 11, 2025Episode 24450 min

In Excel, Everyone Hits Quota (w/ Scott Domareck)

Most misses in sales are baked into the plan before the year even starts.In this episode, Toni talks with Scott Domareck, a four-time VP of Sales who’s been through every phase of growth, exit, and burnout imaginable. Together, they break down the hidden mistakes that ruin annual planning long before execution begins.From massaged Excel spreadsheets to unrealistic ramp times and compounding assumptions that look great to investors but kill execution, they get real about what actually happens inside revenue planning season, and how to build a plan you can actually hit.This episode is brought to you by Evergrowth — Their Agentic GTM Workspace enables revenue teams to collaborate and win with AI-powered teammates, breaking down silos and helping B2B teams grow smarter with fewer resources. Want to work with us? Learn more: revformula.io(00:00) - Introduction (04:16) - The Reality of Planning Season (07:22) - Transparency and Context in Planning (13:12) - Compounding Effects in Sales Planning (18:14) - Involvement of Go-to-Market Leadership (25:29) - Trust and Executive Leadership (28:43) - Top Mistakes in Hiring (30:49) - Staggering for Supply and Demand (34:02) - Challenges in Scaling and Execution (41:04) - The Reality of Adding New Elements to the Plan (43:34) - Risk Management and Buffers (46:31) - Planning for Attrition and Unexpected Events (49:13) - Final Thoughts and Future Discussions

November 4, 2025Episode 24350 min

Why most AI in your GTM is BS

AI in go-to-market is mostly bullshit.In this episode, Toni talks with Koen Stam, a senior sales leader at Personio and creator of GTMOS. They break down where AI is actually helping in sales, marketing, and customer success, and where it’s falling apart.They talk about why “AI SDRs” don’t live up to the pitch, why outbound emails generated by AI are useless without context, and why most teams don’t have the data or workflows to make AI perform. Koen shares how he uses AI at Personio for tasks like research, call prep, and churn prediction, and why the fundamentals still matter more than hype.Visit Personio: https://www.personio.com/Read Koen's Substack: https://koenstam.substack.com/Learn more about Attive: attive.ai (00:00) - Introduction (04:04) - The Importance of Context in AI (07:14) - Challenges in AI Implementation (10:47) - AI and SEO (14:56) - AI in Sales and SDRs (23:06) - Proactive AI Assistance (25:43) - Balancing Automation and Relevance (28:10) - AI in Sales and Call Coaching (31:35) - The Importance of Practical AI Applications (41:28) - Proactive Churn Prediction with AI (48:05) - Wrapping up

October 28, 2025Episode 24250 min

Why you shouldn't internationalize (w/ Shantanu & Koen from Personio)

Everyone dreams about taking their company global. But most teams have no idea how hard it really is.In this episode, Toni sits down with Shantanu and Koen from Personio to talk about why expanding into new markets can easily sink your go-to-market strategy. They’ve both helped companies like Gong, LinkedIn, and Personio grow across borders, and they’ve got the scars to prove it.They dig into what founders get wrong about international expansion, how to tell if your product actually fits a new geography, and why “just translating the website” is never enough. You’ll hear how cultural nuances, regulations, and even small hiring decisions can make or break your success abroad.This episode is brought to you by Evergrowth — Their Agentic GTM Workspace enables revenue teams to collaborate and win with AI-powered teammates, breaking down silos and helping B2B teams grow smarter with fewer resources. Want to work with us? Learn more: revformula.io(00:00) - Introduction (03:57) - Common Mistakes in Expansion (09:10) - Product Geo Fit (11:59) - Localized Market Strategies (19:25) - Cost and Investment in New Markets (24:07) - Finding the Right International Leader (25:53) - Practical Approaches to Market Entry (32:07) - Viewing Expansion as a Bet (34:51) - Team and Culture Considerations (37:31) - Leadership Advice for International Expansion (43:13) - Balancing Global and Local Needs (47:24) - Navigating Complexity in International Operations

October 21, 2025Episode 24147 min

How to Hire Salespeople in 2025

Most companies still hire salespeople wrong in 2025.They rely on resumes, gut feeling, and vague interviews instead of testing real skills. In this episode, Raul and Toni explain why that approach fails and how to replace it with a system that actually works.They break down a practical process to identify what you really need, define the skills that matter, and test candidates in realistic scenarios. No fluff, no guesswork, just a repeatable way to hire people who can actually sell.This episode is brought to you by ZoomInfo, the Go-To-Market Intelligence Platform. ZoomInfo gives you high-quality B2B data and sales intelligence on in-market buyers across companies of all sizes, powered by AI-driven automation with integrated outreach tools to help your GTM teams build pipeline and close deals faster. Check them out at zoominfo.com/revenue-formula Want to work with us? Learn more: revformula.io(00:00) - Introduction (01:41) - Hiring is Broken (07:09) - Basics of Effective Hiring (12:35) - The Myth of the Perfect Candidate (14:20) - Understand your Needs and Context (16:56) - Time Pressure in Hiring (22:02) - The Three Step Solution (29:10) - Assessing Candidates: Interpretation (30:16) - Assessing Candidates: Talking (31:21) - Assessing Candidates: Showing (32:53) - Assessing Candidates: Doing (36:53) - Iterating on the Process (39:57) - Roleplaying in Sales Hiring (43:33) - Hiring Sales Leaders (46:00) - Final Thoughts and Takeaways

October 14, 2025Episode 24041 min

How to Create a $5M ARR AE with AI

What does the future AE look like in the age of AI?Toni and Raul break down how AI could transform sales productivity, reshape go-to-market structures, and create the $5M ARR AE. From hyper-optimized workflows to the rise of the “celebrity AE,” this episode explores three new models that redefine what top performance looks like.This episode is brought to you by Evergrowth — Their Agentic GTM Workspace enables revenue teams to collaborate and win with AI-powered teammates, breaking down silos and helping B2B teams grow smarter with fewer resources. Want to work with us? Learn more: revformula.io(00:00) - Introduction (03:00) - The 5M ARR AE with AI (11:17) - Hyper Optimized Enterprise AE (15:18) - AI-Assisted Sales Meetings (19:04) - Maximizing Sales Efficiency (20:50) - Salesperson as a High Performer (22:01) - Factory Automation (24:42) - The SMB Multitasker (32:44) - The Celebrity AE (35:29) - Influencer Crossovers in Sales (39:00) - Wrapping up (40:42) - Next Week: The 2025 Hiring Playbook

October 7, 2025Episode 23953 min

$1.2B ARR CRO on AI in GTM (w/ James Roth from ZoomInfo)

James Roth, CRO at ZoomInfo, joins Toni to break down how AI is reshaping go-to-market. From the collapse of inbound demand to the rise of intelligent outbound, he explains how teams can stay efficient, use AI without the hype, and turn data into real impact.We also talk about ZoomInfo’s $1.2B ARR growth, the myth of “AI-native” startups, and what go-to-market intelligence actually means in 2025.Want to work with us? Learn more: revformula.io(00:00) - Introduction (01:38) - ZoomInfo's Growth and Public Perception (06:45) - AI's Role Today (10:04) - ZoomInfo's Approach to AI and Competition (15:35) - Go-to-Market Intelligence Explained (21:09) - Integration and Collaboration in the Industry (26:01) - SEO Challenges and Market Impact (28:45) - The Resurgence of Outbound Sales (33:27) - AI's Role in Sales Efficiency (39:46) - Leveraging AI for SMB Data (46:39) - The Drive for Efficiency with New Tools (53:10) - Next Week: $5M ARR per AE with AI

September 30, 2025Episode 2381 hr 11 min

Chris Walker on why you should look for a new job

Feeling burned out or stuck in your job? Chris Walker says the real problem might not be your boss or your paycheck, it’s the frequency you operate in.In this episode, he shares with Toni how trusting his intuition led him to sell Refine Labs and step away from the company he built, and why he believes we’re leaving the Information Era and entering a new “Frequency Era,” where your energy and mindset matter more than credentials or experience. Chris explains the six tiers of frequency, what it takes to move beyond stress and burnout, and how urgency and constant pressure can quietly pull a whole company into low-frequency habits.Want to work with us? Learn more: revformula.io(00:00) - Introduction (01:56) - The Decision to Exit Refine Labs and What's Next (11:09) - The Shift from Information Era to Frequency Era (15:37) - What is Frequency? (20:13) - Frequency Tiers and Personal Growth (22:46) - Tier One: Recognizing the Illusion (24:05) - Tier Two: Breaking the Illusion (26:17) - Tier Three and Beyond: Energetic Mastery (32:10) - Example: How You Relate to Time (33:49) - Where Frequency meets Business (37:06) - Defining Success Beyond Financial Metrics (42:39) - The Power of Choice and Awareness (44:13) - Examples of Different Company Frequencies (46:54) - The Role of Urgency and Pressure (51:19) - Impact of Venture Capital on Company Frequency (55:16) - Leadership and Frequency Alignment (01:05:45) - Final Thoughts and Personal Journey (01:09:13) - Next Week: Zoominfo's James Roth on AI in Sales and Marketing

September 23, 2025Episode 23756 min

Stop Spamming, Do This Instead (w/ JB Daguené, CEO of Evergrowth)

Automation and cheap data turned outbound into spam and Google’s new rules are shutting the door on mass email. AI only made the noise louder. In this episode we break down how the predictable-revenue model collapsed, why reply rates keep falling, and why phone calls and research-driven outreach are proving more effective. JB Daguené, founder and CEO of Evergrowth, explains how his team uses AI digital colleagues to help sales teams start real conversations instead of just firing off sequences. (00:00) - Introduction (01:05) - JB's Journey with Trustpilot (04:04) - The Early Days of E-commerce and Customer-Centric Sales (14:37) - The Impact of Predictable Revenue (17:47) - The Rise of SDRs and Data Challenges (18:53) - How did we get here? (21:57) - Automation, AI and Pipeline Management (24:40) - The SDR Playbook (26:57) - Challenges with Tools and Silos (29:17) - Google's Crackdown on Email Spam (33:04) - The Resurgence of Phone Calls (35:48) - Evergrowth's AI Tool (37:58) - Understanding Agentic Workflows (45:47) - Avoiding AI Hallucinations (53:55) - Wrapping up (55:51) - Next Week: Chris Walker on Frequency