The Revenue Formula

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

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 miss a new episode! Join our newsletter at revenueformula.substack.com

• (00:00) - Introduction

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 control.” What it’s like to be the person everyone expects answers from, even when you’re not sure yourself. And why founders need less hype—and way more empathy.

Never miss a new episode! Join our newsletter at revenueformula.substack.com

• (00:00) - Introduction

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 just spike activity. If you lead a sales team or run outbound, this one’s for you.

Never miss a new episode! Join our newsletter at revenueformula.substack.com

• (00:00) - Introduction

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 Snowflake are doing differently, and why this approach might be the healthiest way to grow in B2B right now.

Never miss a new episode! join our newsletter at revenueformula.substack.com 

• (00:00) - Introduction

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 to walk away from SaaS altogether. If you're a founder, CRO, or GTM leader, this one's for you. 

Never miss a new episode! join our newsletter at revenueformula.substack.com 

• (00:00) - Introduction

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! join our newsletter at revenueformula.substack.com 

• (00:00) - Introduction

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

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 - https://www.forbes.com/sites/dariashunina/2025/04/09/artisan-raises-25m-to-replace-repetitive-work-with-ai-employees/
11x.ai Review worth the hype? - https://saassalesdirector.medium.com/11x-ai-review-worth-the-hype-a33e89a9716f

Never miss a new episode, join our newsletter on revenueformula.substack.com 

• (00:00) - Introduction

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