

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

Jul 22, 2025 • 33min
No One Wants to Touch Pricing. Here's why You Should.
Nobody wants to touch pricing. It’s political, it’s messy, and if it goes wrong, everyone remembers who led the project. But here’s the thing—when it works, it really works.In this episode, Toni and Raul talk about why pricing changes freak people out, what actually happens when you go through with them, and how even small tweaks can drive serious revenue. They’ve both run pricing projects that paid off big, and they’ve got the scars to prove it.If pricing’s been on your to-do list forever but you keep punting it… this one’s for you.(00:00) - Introduction
(01:36) - The dread of pricing changes
(04:29) - Balancing new prices and losing customers
(05:53) - Lead pricing changes without losing your job
(08:55) - Who should own pricing changes?
(10:10) - Creating a pricing steering committee
(12:38) - Consultants in pricing projects
(17:00) - Are we over complicating it?
(19:44) - Churn and pricing relationship
(25:02) - The external and internal narrative
(29:47) - Phasing pricing changes
(31:10) - Pricing moves in PLG
(32:59) - Conclusion

Jul 15, 2025 • 52min
Why weak Product-Market Fit is quietly destroying your Go-To-Market strategy (with Chris Tottman of Notion Capital)
In this episode, we’re joined by Chris Tottman from Notion Capital. Before becoming a VC, Chris co-founded MessageLabs and helped grow it into a $700 million exit, so he’s seen the startup journey from both sides of the table.We talk about what really happens when your product-market fit starts to slip—and why it quietly wrecks your entire go-to-market strategy. Sales start missing targets. Marketing can’t get traction. Churn creeps up. But most teams keep pushing forward without realizing the core problem is the product just doesn’t fit anymore.(00:00) - Introduction
(09:55) - Common mistakes in Go-To-Market strategies
(19:54) - Identifying a VC case
(30:05) - Importance of Product Market Fit
(39:38) - Transitioning from VC to PE
(50:07) - Next week: pricing changes

Jul 8, 2025 • 37min
Not All Consultants Are Worth It (Here’s How to Tell)
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
(02:48) - Do you actually need consultants?
(05:22) - The consulting relationship with startups
(08:29) - Identifying red flags
(10:41) - The hammer people
(16:17) - Consulting is a skill
(21:14) - Consultants as challengers
(24:40) - Pricing and value in consulting
(30:06) - Execution and enablement
(33:38) - Summary
(35:45) - Next week: Chris Tottman on VCs

Jul 1, 2025 • 37min
How Cliff Simon Drives Millions by Simply Showing Up
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
(01:53) - The Importance of In-Person
(06:01) - The Role of Pavilion
(08:08) - Building Relationships
(12:09) - Building for Long Term
(16:41) - Modern Networking Tactics
(21:58) - Evaluating Event Success
(24:57) - Common Misconceptions in Event Strategy
(26:34) - Effective Event Strategies
(31:39) - The Power of Personal Branding
(32:13) - Comparing Rev Ops Events
(36:28) - Next Week: What You Need to Know About Consultants

Jun 24, 2025 • 38min
Think CEO life is easy? Here's what they're really dealing with
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
(01:44) - Inside the minds of CEOs
(06:47) - Transparency and communication
(08:37) - Dealing with the worst problems
(09:51) - Limited control and influence
(10:59) - Fundraising challenges
(15:54) - Financial realities of CEOs
(24:57) - The emotional toll
(27:24) - Decision-making pressures
(37:16) - Final thoughts

Jun 17, 2025 • 38min
How to not do outbound in 2025 (and what to do instead)
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
(02:09) - Problems with the old world SDR approach
(12:31) - The role of SDRs in the age of AI
(16:15) - What should SDRs do now?
(25:26) - Using SPIFS to drive change
(36:09) - Conclusion and final thoughts
(37:25) - Up next: the real life of a CEO

24 snips
Jun 10, 2025 • 52min
We just leaked Jacco's new playbook. Here's what's inside.
Discover the secrets of a groundbreaking GTM playbook, previously reserved for elite gatherings. It shifts the focus from relentless lead chasing to harnessing users as growth champions. Explore how companies like Notion and Snowflake are redefining revenue through community engagement and genuine connections. Learn about the value of tailored interactions and innovative strategies to nurture user relationships. Plus, find out how charismatic launch events can amplify brand presence and foster customer loyalty.

Jun 3, 2025 • 31min
25% of SaaS Execs Are on the Bench. Here's Why.
A surprising 25% of experienced SaaS executives are currently unemployed, prompting a deep dive into the challenges of the job market. The discussion highlights how layoffs and short stints on resumes contribute to career instability. Mental health struggles are prevalent among job hunters, leading some to seek consulting roles as a temporary solution. The episode also questions the relevance of traditional CVs and urges a reevaluation of recruitment strategies in the evolving SaaS landscape.

5 snips
May 27, 2025 • 43min
$10M ARR per founder. No Employees. All Agents. (with Amos Bar-Joseph)
Amos Bar-Joseph, the CEO of Swan, discusses an audacious plan to achieve $10 million ARR per founder using only AI agents and no employees. He challenges traditional business models, arguing that scaling can be achieved through orchestration rather than headcount. Amos emphasizes the importance of collaboration between AI and human talent, redefining go-to-market strategies for small and medium-sized businesses. He also predicts the future of AI in workforce dynamics, advocating for a balanced approach in integrating artificial intelligence into operations.

May 20, 2025 • 50min
Burn the old playbook (With Jacco van der Kooij)
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
(02:32) - AI and the old playbook
(10:34) - The role of customers in growth
(25:56) - Human-Led Growth Powered by AI
(33:57) - AI Integration in Sales
(37:51) - The Future of AI in Business Operations
(46:09) - Wrapping up
(48:37) - On the next episode