Explore every episode of the podcast Revenue Brothers

If you’re scrambling to justify a weak Q1 to your board, start here.

Because you’re not alone, and you’re probably blaming the wrong things.

In this episode, Toni and Raul dissect why so many revenue teams are falling short. They cover everything from unrealistic quotas and planning blind spots to the hidden dangers of action bias and over-experimentation (looking at you, AI-obsessed founders). They also dive into why “just one more deal” isn’t a strategy, how founder-led magic doesn’t scale, and why your reps are probably single-threading deals with fake champions.

Is planning your best weapon or your biggest waste of time? Depending how you do it, it’s probably both.

In this episode, Toni and Raul unpack the paradox of startup planning. Spoiler: it's not about having a perfect plan, it's about building a fast loop for better decisions. They explain why founders get stuck chasing outdated roadmaps, how most "plans" are investor theater, and why the real power lies in the act of planning itself.

Corporate espionage, bribery, and fist-fighting customers? Just another day in SaaS sales!

In this episode, Toni and Raul swap wild startup war stories—from the Deel vs. Rippling spy case to real-life "hookers and blow" closers—and explore just how blurry the line gets between hustle and handcuffs.

Trying to force your mid-market BDR playbook into enterprise deals? That's why you're failing.

In this episode, Toni and Raul tackle the common misconceptions about enterprise BDR motions. They explain why activity metrics don't matter anymore, why your junior SDRs are struggling, and how the AE-BDR relationship fundamentally changes at the enterprise level.

Learn why enterprise BDRs need to think like strategic account managers, not cold callers, and why understanding the "Game of Thrones" approach to stakeholder mapping is crucial for breaking into large accounts.

Stuck between building something that makes sense and chasing unicorn status? You're not alone.

In this episode, Toni and Raul get real about the growing number of founders who are saying "screw the metrics" and just building good businesses instead. But here's the catch - your investors signed up for unicorns, not profitable mid-size companies.

We're diving into this messy, often unspoken tension that's reshaping how founders think about success. Why are metrics suddenly taking a backseat? What happens when your definition of "winning" changes midway through the journey? And how do you navigate that awkward conversation with your board?

Think your "Hey {FName}" and "I see you went to {University}" messages are winning you deals? Think again.

In this episode, Toni and Raul dismantle the myths of modern personalization and reveal why most attempts fall flat. They explore the three critical layers of real personalization, why AI can't (yet) replicate human relevance, and how spending 10 minutes on a genuinely tailored message beats sending 100 automated ones.

If you're sick of crickets after your outreach campaigns and want to know what still works when everyone else is letting robots do the talking, this one's for you.

Your sales team seems weird: they stretch the truth, party hard, and break every process you create. But there's a method to the madness.

In this episode, we dive into what really makes salespeople tick. From why your best reps think like entrepreneurs to how 'wonderful weirdos' often outperform polished professionals.

Learn why hiring MBAs for early sales roles backfires, how to harness unconventional personalities instead of fighting them, and why getting close to your sales team matters more than perfect processes.

All your sales reps hit 150% quota, but cash flow is down, and churn is up. How can that be? It’s because your comp plans suck.

In this episode, we share the real (and often messy) stories behind sales compensation plans gone wrong - and what actually works. 

Learn why "make it simple" is the hardest advice to follow, how to prevent gaming without complex rules, and why taking away commission is worse than never giving it in the first place.|

Ever wonder why some buyers jump on every new tool while others wait until their business is on fire before making a move? 

In this episode, we dive into the psychology of tech buyers and break down the three types you'll meet: the perfectionist, the procrastinator, and the pragmatist, as well as practical selling strategies for each.

Essential listening for anyone in B2B tech sales who wants to understand what really makes their buyers tick.

When should founders stop being their company's best salesperson? We break down the art of transitioning from founder-led sales to a sales team, sharing practical triggers for timing, hiring tips, and common pitfalls to avoid. A must-listen for founders planning their next phase of growth

Should early-stage startups hire a Founder's Associate or Chief of Staff? In this episode, we tackle this increasingly popular roles in startups.

We break down the differences between these roles, share our experiences, and discuss when these hires make sense - and when they don't. 

From managing special projects to building sustainable team structures, we give you practical insights for founders considering these strategic hires. 

• Shifting Dynamics in VC Investments: Venture capitalists (VCs) are becoming more selective in their investments, focusing on true business potential and founder-VC alignment. This shift is driven by a challenging market environment, including reduced IPOs and acquisitions, which has forced VCs to reassess their strategies and priorities.

• The Rise of Operating VCs: Increasingly, VCs are differentiating themselves by offering operational support beyond capital. This includes specialized expertise, industry connections, and access to unique resources, such as securing exclusive deals (e.g., GPUs for startups). However, founders remain cautious, often prioritizing valuation over these added services.

• Founder and VC Fit Matters: Both founders and VCs are emphasizing the importance of personal compatibility, recognizing the long-term nature of their partnerships. VCs are also focusing more on working with founders who demonstrate self-awareness and a realistic understanding of their business challenges.

• Evolving Founder Mindset: Founders are increasingly thoughtful about capital needs, opting for venture funding only when it serves as a clear accelerator for growth. The focus has shifted from raising large rounds for hype to building sustainable, scalable businesses that align with market realities.

Planning for Series A Success:

• Detailed execution plans can prevent overwhelm. Raul shares a framework for prioritizing tasks: focus on two key items at a time while de-prioritizing others.
• Start with foundational tasks like defining your Ideal Customer Profile (ICP) before scaling processes like CRM systems or advanced forecasting.

Saying No vs. Scaling Gradually:

• Toni and Raul discuss why outright rejection of ideas isn’t always feasible. Instead, adopt a level-based approach to progress incrementally while maintaining focus on the core.

Revenue Engine and Predictability:

• VCs value predictability in growth. Toni explains the importance of demonstrating a clear input-output relationship for scaling revenue efficiently from $2M to $10M ARR.
• Transparency around risks and uncertainties can foster better investor relationships and help control the narrative during funding discussions.

Execution and Performance:

• Experimentation is crucial, but commitment matters. Raul warns against superficial efforts (e.g., half-hearted PLG attempts) and advocates for thorough exploration of growth channels.
• The value of learning what works—and what doesn’t—on the path to Series A.

1. The Current Climate: Why So Challenging?

• Raul sets the stage with a candid reflection: "Why is everything so difficult, and what can we do about it?"
• Acknowledging 2023 and 2024 as tough years for many, Toni emphasizes the importance of moving beyond the "big whine" to identify actionable solutions.

2. AI Hype: Magic Button or Misguided Expectations?

• The promise and pitfalls of AI: While AI dominates VC funding and customer expectations, the hype often outpaces its practical applications.
• Toni critiques the trend of superficial AI strategies, warning that adding "AI" to a pitch isn’t a long-term recipe for success.
• Raul highlights the need for genuine value and strong ROI cases as the hype inevitably cools.

3. Sales Efficiency & Market Dynamics

• Pipeline struggles persist across industries, even as buyer behavior begins to stabilize.
• Toni observes a shift in buyer expectations: customers increasingly seek “magic” solutions and demand more from software providers.
• Raul sees a silver lining: rising expectations push companies to deliver better products, more personalized solutions, and stronger customer outcomes.

4. Decision-Making in Organizations: CEOs and CFOs Take the Lead

• Toni notes a tightening of decision-making power, with CEOs and CFOs often being the sole gatekeepers for major purchases.
• This shift makes it more critical than ever to craft messaging that resonates with top executives while addressing the needs of operational teams.

Revolutionizing Customer Experiences with Conversational AI | Featuring Joachim Schreiner (CRO, Parloa)

In this episode of The Revenue Brothers, host Raul sits down with Joachim Schreiner, the Chief Revenue Officer of Parloa and a pioneer in conversational AI. Despite Toni’s absence, the show continues with a deep dive into the transformative potential of AI in customer interactions.

Joachim, who previously led Salesforce Germany for over 16 years, shares his insights on:

• Why conversational AI is the next big technological shift.
• How Parloa aims to redefine customer experiences by creating AI agents capable of human-like conversations.
• The importance of building trust, loyalty, and personalized interactions with customers.
• The ethical and technical boundaries between bots and true AI agents.
• The future of AI in sales, customer success, and service industries, and its potential to enhance—not replace—human roles.

From real-time customer support to proactive engagement, Joachim explains how conversational AI is not just a trend but a game-changer. Whether you're a SaaS enthusiast, a revenue leader, or curious about the future of AI, this episode is packed with actionable insights and forward-thinking perspectives.

🎧 Tune in to discover how technology is reshaping the way businesses connect with their customers!

Ever wondered how a near-firing can lead to a top executive role? 

Raul and Toni take a deep dive into Toni's career journey. From his beginnings as a struggling part-timer in Copenhagen to becoming the Chief Revenue Officer at Falcon. Plus, a candid discussion of mistakes made and lessons learned along the way. 

• (00:00) - Introdcution
• (03:13) - Toni's Origin Story
• (06:32) - Life in Copenhagen vs. Germany
• (10:20) - The Falcon Journey
• (15:39) - From Intern to CRO
• (21:32) - Lessons and Reflections

You're brand new in an organization and you have 90 days to figure out what's going wrong and what you need to fix now. How do you start?

In this episode, Raul and Toni run through how to run a proper GTM diagnosis.

• (00:00) - Introduction
• (01:15) - Live Podcast at Pakcon
• (02:40) - Reunion in Mannheim
• (05:21) - Understanding GTM Diagnostics
• (07:47) - Approaching Organizational Diagnostics
• (26:43) - Recognizing the Need for Diagnostics
• (31:20) - Final Thoughts

What makes a good must-hire revenue leader? What sets them apart? And how can you spot the fake ones?

In this episode, Raul and Toni talk about their experiences in hiring the role, and what they think you should watch out for.

• (00:00) - Introduction
• (00:55) - The SaaS events scene
• (05:00) - What makes a good revenue leader?
• (08:31) - Hiring and Testing for Scrappiness
• (13:15) - Evaluating the new hire
• (21:06) - Stop changing what's working
• (27:13) - When leaders speak bullshit
• (29:18) - Final Thoughts and Wrap-Up

So you want to RevOps.

Great, but where do you start? What kinds of talent should you look for? And who should they report to?

In this episode, Raul and Toni the different archetypes of RevOps backgrounds—whether from consulting, finance, or commercial roles—and where to best place these individuals within your organization. They also share anecdotes about the challenges and strategies for growing RevOps talent internally and what to look for when hiring from outside. 

• (00:00) - Introduction
• (00:22) - Vacation stories and missing episodes
• (05:19) - RevOps talent: Who to hire and why
• (10:17) - The Importance of Sales Experience in RevOps
• (17:26) - Who should RevOps report to?
• (23:51) - Finding and growing RevOps talent

Whether you're in B2B or B2C, seasonality is practically universal. So what can you do?

In this episode, Raul and Toni share how to recognize and manage seasonal cycles in sales. 

From understanding fiscal year ends, budget cycles, and the psychology behind customer and sales rep behaviors to practical tips on managing pipelines and leveraging seasonal trends, this episode equips you with the tools to stay ahead.

• (00:00) - Introduction
• (04:18) - Seasonality in Sales
• (05:35) - Understanding Seasonality: Input and Throughput
• (11:24) - Stop blaming bad results on seasonality
• (16:54) - Best practices: conquering seasonality
• (30:29) - Conclusion and Final Thoughts

Should we still gate quality content? Or should we release it for free? No matter what side you side, the answer is never easy in SaaS today. 

Raul and Toni debate the pros and cons of gating and how to think about your content strategy to get results in your pipeline.

• (00:00) - Introduction
• (00:37) - Berlin Event Recap
• (04:29) - Gated vs. Ungated Content
• (07:10) - Pros and Cons of Gated Content
• (12:01) - The Value of Quality Content
• (14:25) - Balancing Gated and Ungated Approaches

How often do you argue about your data? How many times have numbers been questioned? And is the data you're even gathering helpful in the first place? We all want to make data-driven decisions. But what happens when you lack that data trust?  

In this episode, Raul and Toni talk about the reason why so many companies struggle with data trust, and introduce a framework to get it back.

• (00:00) - Introduction
• (08:06) - The data diet
• (15:29) - Rolling out metric frameworks
• (19:03) - ATAA: Acccuracy, Transparenct, Analyzability & Acrionability
• (26:17) - ATAA: Transparency
• (35:29) - ATAA: Analyzability and Actionability

Class is in session! Raul and Toni constantly bring up different frameworks and acronyms in the SaaS revenue world. In this episode, they put on their professor hats and explain some of their favorites and go-tos. 

In this episode you'll learn about:
- The revenue engine/factory
- The revenue formula
- How compounding works
- CAC Payback and CAC:LTV

• (00:00) - Introduction
• (02:11) - What's the revenue engine/factory?
• (07:12) - What's the revenue formula?
• (14:43) - How compounding works in the funnel
• (21:36) - Defining CAC Payback and CAC to CLTV

Despite having around 1,000 employees and 11 offices, Julius Koehler, a co-founder of sennder, still spends most of his time on the road, meeting customers face-to-face.

It may not be the typical play from a founder, but he discusses with Raul and Toni why it works for him and his team, as well as the challenges it brings.

• (00:00) - Introduction
• (00:55) - Meet Julius and sennder
• (03:59) - Everytime you double the business, you need to rebuild the company
• (05:52) - Still meeting face-to-face as a founder
• (14:34) - Saving hopeless deals
• (19:38) - The difficulties of face-to-face
• (22:33) - What I would have done differently

The modern definition of a CRO is changing, and not enough current CROs are noticing.

In this episode, Raul and Toni talk about why they're falling behind, what the role should look like going forward, and what current CROs need to do to get there.

Are consultants worth their price tag? Or have all the bad players out there ruined it for everyone?

As former consultants themselves, Raul and Toni debate if consultants are a con or a cure, and give us tips on what to look out for when you want to hire one for your project.

• (00:00) - Introduction
• (00:58) - Consultants: Con or Cure?
• (03:52) - The misconceptions of consultants
• (08:59) - When all you have is a hammer, everything looks like a nail
• (12:22) - Strategies-only consultants
• (15:38) - Skin in the game
• (22:32) - How to weed out bad actors

Is the SDR role dead? Are their methods obsolete? Or have they been completely replaced by AI and automation? 

In this episode, Raul and Toni talk about the perception of the job, and how a lot of people just don't understand the role SDRs do.

• (00:00) - Introduction
• (01:35) - Is the SDR dead?
• (05:30) - What is an SDR today?
• (08:45) - The future of SDR work
• (15:22) - The truth about cold calling
• (20:42) - Everything works
• (23:38) - Reality check: A lot of people don't have a clue

SaaS Benchmarks: Are they valuable tools? Or are they misleading and potentially harmful to your business?

In this episode, Raul and Toni debate the merits of benchmarks and give real-world examples of challenges associated with them and how to make them more meaningful to your company.

• (00:00) - Introduction
• (01:00) - Benchmarks: Con or Cure?
• (09:02) - If you use benchmarks, this is what you need
• (25:52) - Funnel benchmarking by trend

From Adam Robinson vs 6sense, to Hubspot vs Salesforce, there are plenty of SaaS companies starting public fights with competitors. But could it be the ultimate marketing play for you? Or are you just asking for trouble?

In this episode, Raul and Toni talk about their favorite company fights, when you should consider picking a fight, and how to identify an enemy to go after.

• (00:00) - Introduction and new format changes
• (02:18) - Adam Robinson vs 6sense
• (07:20) - Choosing and enemy for marketing purposes
• (09:59) - Can you stage a fight?
• (15:49) - Identifying and naming your enemy

In this episode Raul and Toni debate if MEDDIC is the magic Sales framework everyone claims it to be. Or should you ditch it for a more custom framework instead?

If you've been keeping up with SaaS news, you'll have seen that SalesLoft recently acquired Drift (in reality, it was more of an acquisition). In this week's episode, Raul and Toni debate if it’s another SaaS collapse or if it’s actually a brilliant move by Vista Equity Partners.

• (00:00) - Introduction
• (01:42) - The Salesloft and Drift Merger
• (03:55) - Another SaaS collapse?
• (13:21) - Are companies hesitant to sell?
• (20:43) - Best of Breed vs. Unified Solutions
• (32:10) - A genius move by Vista Equity Partners?

Are VCs helping us become better companies? Or are we just stuck breeding mice?

In this episode, Raul and Toni debate the realities of the VC/Startup relationship today, the trap many companies keep falling into, and how you should build your company instead.

• (00:00) - Introduction
• (00:41) - Goodheart's Law and the Mice Problem
• (05:33) - The VC Perspective
• (17:46) - The Future of the VC Game

In today's special fatherly advice episode, Raul and Toni talk about what advice they would give their kids when it comes to business today. 

• (00:00) - Introduction
• (03:06) - Play the long game
• (05:52) - What's more important than money? Leverage
• (07:42) - Focus more on the behavior
• (11:26) - Do you even need University anymore?
• (16:19) - Trust the process
• (21:43) - Want above average returns? Don't be average
• (25:03) - Don't compare yourself to competitors
• (28:01) - Execution is more valuable than ideas

Are you still focused on optimizing every single department? Well, I’m sorry, that’s not enough anymore. In today’s episode, we’re talking about how companies need to start thinking about the entire go-to-market as a whole to get you to target in 2024.

Is SaaS doomed in 2024? If you've been listening to the LinkedIn pundits, you might think so. 

In this week's episode, we debate the future of SaaS and find that the truth isn't actually so gloomy.

• (00:00) - Introduction
• (01:17) - Is SaaS dying in 2024?
• (06:37) - If not SaaS, then what?
• (10:03) - Confusing business models and go-to-market models
• (12:17) - The fundamentals of SaaS today
• (20:01) - SaaS isn't going to die

2024 is here, but are you ready for it? In this episode, Raul and Toni talk about some of the practical things you should be doing now to kick off the year and be smarter with your strategies.

• (00:00) - Introduction
• (02:30) - How to kick off 2024
• (02:38) - Study the financial plan again
• (06:49) - Set the pace from day 1
• (12:05) - Start the year cleaning and preparing
• (14:37) - The commercial kickoff
• (23:27) - Align strategies with the rest of the company
• (28:28) - Pre-mortem
• (35:16) - Don't get caught up in your own BS
• (40:23) - Wrapping up

In today's episode Toni and Raul debate about the role of Revenue Operations in SaaS today. Is it the cure it's been promised? Or does it not live up to the hype?

• (00:00) - Introduction
• (02:44) - RevOps as a cure
• (06:59) - RevOps as a Con
• (13:12) - Toni's vision of RevOps
• (19:56) - What is a revenue engine?
• (23:17) - Your first RevOps hire
• (28:21) - The state of RevOps right now

Are AI tools in your tech stack worth the hype? Could they really make your sales team better? Or replace them completely?

In this week's episode, Raul and Toni debate if they're really the cure they claim to be. Or if it's just another con.

• (00:00) - Introduction
• (02:00) - AI in Sales
• (05:45) - The current state of AI in Sales
• (09:08) - The future of AI in Sales
• (13:09) - The limitations of current AI
• (26:52) - Wrapping up

Outsourcing your outbound sales team: Is it worth the promise that agencies have been feeding us? Or is it just a scam?

In this week's episode, Raul and Toni debate the pros and cons of hiring an outsourced outbound team, talk about their outsourcing experiences, and tell you what you need to know if you're thinking of going down that path.

• (00:00) - Introduction
• (00:58) - Outsourcing outbound: Con or cure?
• (07:38) - Learnings of outbound
• (09:23) - Selecting an ousourced team
• (16:19) - The 2 agency plays
• (29:01) - Outsourcing and revenue planning
• (32:43) - Wrapping up

Can hybrid work actually work in the world of Sales? Or is it really just a big scam?

In this episode, Raul and Toni join the ongoing debate and give a bit of a controversial take to this new way of working.

• (00:00) - Introduction
• (02:58) - Hybrid work in Sales: Scam or scheme?
• (05:05) - Feeding off outbound energy
• (09:10) - The work that can be done at home
• (14:46) - Devloping a sensible approach for the company
• (21:36) - Do customers even need Sales?
• (24:36) - Wrapping up

Product led growth is still trending. But can you run this motion? Is it just another lever? Is it a scam or not?

Those were some of the things we got into today

• (00:00) - Introduction
• (02:14) - Scam or not?: PLG
• (07:50) - Maybe it's just a lever?
• (10:50) - Can you run this motion?
• (15:21) - PLG and.. nothing else?
• (20:59) - Product led sales

Is planning boring?.. Not in this episode - because we jump into what's broken and a very different approach you can take.

• (00:00) - Introduction
• (02:28) - It's planning season
• (05:37) - The levels of planning
• (16:09) - This is what planning is for
• (19:29) - Looking forward
• (23:07) - The hangover quarter
• (32:14) - What is GTM forecasting even?

If you've found yourself blaming the bad results in your GTM engine on the current market, then stop. Because your boss and board don't care.

In this episode, Toni and Raul talk about the common excuses they hear throughout their funnels, and what you should be doing about them instead.

• (00:00) - Introduction
• (00:56) - Stop blaming bad results on your environment
• (05:28) - What do Sales folks need to understand?
• (06:55) - Pushing for ROI
• (10:38) - The opportunity problem
• (20:45) - The AI question

In this week's Super Revenue Brothers episode,Toni and Raul talk about the stages of growth in SaaS, the intricacies of each, and what you need to consider along your growth journey.

• (00:00) - Introduction
• (02:36) - Reach Product-Market Fit
• (05:01) - Go-to-market fit
• (09:56) - Find the channels that you can expand
• (23:00) - Build your brand
• (31:45) - Focus on Customer Success

From creating a strong cadence and having the right people included to ensuring everyone is actually prepared before it starts. There's a lot to think about when running internal sales meetings.

Raul and Toni break down their experiences and give examples of what a proper meeting should look like.

Nervous about your next board meeting? Then make sure you listen to this episode. 

Toni (from the perspective of a CEO/CRO) and Raul (from the perspective of a VC) break down how to present bad news, how to present good news, and how to (ideally) not get fired. 

What's better? Having an AE/SDR combo? Or running a full-cycle AE?

Raul and Toni debate their favorite, and break down what you should run depending on your business and sales cycles.

Proper Sales and Marketing alignment is like a marriage... for better or worse.

In this episode, Toni and Raul talk about the common problems that cause misalignment, debate the best ways to solve it, and challenge each other to find ways to measure alignment in the first place.

Does outbound still work in 2023? Or are the boiler room days of old gone and buried?

Toni and Raul swap sales stories and debate the future of the motion.

In our inaugural episode, Toni and Raul break down 5 things modern revenue leaders should (but often don't).