The Revenue Formula

By Toni Hohlbein & Raul PorojanBusiness Management

The Revenue Formula episodes

February 04, 2025Sellers don't sell
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 Sales

This episode is brought to you by Fullcast, the only AI-powered platform that streamlines your entire sales lifecycle — from plan to pay. With modules like territory and quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
26 min
January 30, 2025Stacking outbound (With Maximus Greenwald)
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, and Policemen
(24:24) - Scaling Sales Processes
(25:15) - Layering in more channels
(27:54) - Hiring and Team Culture
(29:19) - Navigating Growth Challenges
(35:27) - AI in Sales and Marketing

This episode is brought to you by Fullcast, the only AI-powered platform that streamlines your entire sales lifecycle — from plan to pay. With modules like territory and quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
42 min
January 28, 20253 Signs your GTM is weak
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 Business
(22:17) - I'm not listening to you (the customer)
(26:24) - The Value of Qualitative Data

This episode is brought to you by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.

Never miss a new episode, join our newsletter on revenueformula.substack.com
34 min
January 23, 2025Better unit economics, PLG + SLG and more (with Kevin McIntyre)
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 Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.

Never miss a new episode, join our newsletter on revenueformula.substack.com
43 min
January 21, 2025GTM Velocity: How to out-execute the competition
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 Hiring
(24:01) - Optimizing Team Capacity
(27:47) - Effective Time Management and Meetings

This episode is brought to you by Fullcast, the only AI-powered platform that streamlines your entire sales lifecycle — from plan to pay. With modules like territory and quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
35 min
January 16, 2025Time to fire the VP Sales? (With Raul Porojan)
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) - Deciding to Let Go of the VP
(27:00) - Handling the Transition
(28:06) - Founder Involvement in Sales
(29:22) - Bridging the Leadership Gap
(30:34) - Dealing with Team Dynamics
(33:25) - Internal Promotions
(39:02) - Avoiding Common Hiring Mistakes
(40:34) - Making the Right Hiring Decision

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 quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
50 min
January 14, 2025The rise of the GTM engineer
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 brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.

Never miss a new episode, join our newsletter on revenueformula.substack.com
31 min
January 09, 2025Community led growth, don't do it (with Matthew Volm)
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 Community
(21:30) - Learning on the Job: The Challenges of Revenue Operations
(22:19) - The Impact of COVID-19 on RevOps
(22:46) - Building a Community for RevOps
(23:18) - Starting a Community: Key Considerations
(23:59) - The Importance of Niche Focus
(25:20) - Community-Led Growth: Success Stories
(26:49) - The ROI of Community Participation
(28:48) - Effective Community Engagement Strategies
(34:31) - The Role of AI and Human Connection in Communities
(38:01) - The Mindset for Building a Community
(41:20) - Customers and prospects

This episode is brought to you by by Everstage - the highest rated Sales Commissions Platform on G2, Gartner Peer Insights, Trustradius with over 2,000+ customer reviews. Some of their customers include leading brands like Diligent, Wiley, Trimble, Postman, Chargebee etc.,
You can go to https://www.everstage.com/revenue-formula to check out Everstage and mention Revenue Formula to unlock a personalized Sales Compensation Strategy Session with Everstage’s RevOps experts—crafted for enterprise teams to maximize performance.

Never miss a new episode, join our newsletter on revenueformula.substack.com
46 min
January 07, 20255 things we hate about SaaS
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 territory and quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
28 min
January 02, 2025Why AI is eating software (with Jonathan Moss)
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 Data
(28:12) - The Role of Memory in AI
(29:54) - Knowledge Graphs and Their Impact
(31:08) - Customer Success and AI
(33:12) - Navigating AI for Incumbents
(38:27) - The Future of AI-Driven Companies
(42:34) - Practical Tips for AI Integration

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 quota management, routing, and capacity planning, Fullcast adapts to your unique needs — whether you need one solution or an all-in-one platform.
Ready to see the difference? Visit Fullcast.com and mention the Revenue Formula Podcast to unlock an exclusive premium gift, just for listeners!
Never miss a new episode, join our newsletter on revenueformula.substack.com
50 min