The Revenue Formula
Toni Hohlbein & Raul Porojan
Recent Episodes
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
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
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
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