Welcome to episode 14 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis has squeezed in a day’s cricket, courtesy of Khalid Rahmany from InnoVyne, and Harry Riseborough and Matthew Hobson from Xactly. It was a T20 match, meaning it was extremely fast paced and didn’t entail blocking out the whole week! Simon recounts his time at the Anticon conference, including his panel session. Watch this space for a write-up soon and in the meantime check-out his video round-up from the ever present Joel Harrison!

This week we tackle revenue operations and enablement, the first of several episodes on this critical area of GTM strategy execution. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode:  Revops and enablement are often underpowered and mispositioned within SaaS organisations. They're seen as tactical support arms rather than strategic enablers of growth. But they're actually essential components of GTM strategy, execution, and performance. 

Listen on as we emphasise the importance of recognising revops and enablement as essential components of GTM strategy, execution, and performance, highlighting that they must be integrated into the overall GTM strategy to drive growth effectively. The discussion also touches on the need for these functions to be seen as strategic partners rather than mere support roles, which can significantly impact the success of SaaS companies. We’ll be diving into these topics in more detail in upcoming episodes, including with some special guests.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Other mentions in this episode:

 Compensation Matters podcast

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 13 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis is back in Porto to do some work with one of the start-ups at Founders Founders, the tech incubator based there. He has also been sailing in the Solent on a SaaS sailors trip organised by Paul French at Intrinsic Executive Search. Simon speculates as to whether “4 SaaS revenue leaders on a sailing boat” is either the opening line for a joke or somebody's worst nightmare…

Moving on to this week’s discussion, we’re getting onto the topic of leveraging data and technology effectively, crucial to scalable and effective GTM strategy. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode:  It’s not about buying more tools, it's about using what you already have in smarter ways. Most teams are overspending on tech and they're underusing their stack and making poor decisions because they're chasing flawed or incomplete data. 

Listen on as we highlight common issues such as overspending on tech and underutilising tech stacks, leading to poor decision-making due to missing, incomplete, or inaccurate data. We discuss the importance of data governance and the need to invest in continuous data quality management. All too often, we agree, short-term thinking takes precedence over addressing long-term data issues. And find out what tech maintenance has in common with growing roses!

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Other mentions in this episode:

Tijs van Santen, AI Co-Founder & CEO

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Welcome to episode 4 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues. 

Louis laments the early mornings he has been facing this week in order to get up and deliver (virtual) training in Singapore, although it’s been worth it to spend time with some talented sellers, he says. Discussing the engagement of participants in the classes, Louis highlights that the most important thing is bringing the right attitude and having a willingness to engage and learn. Simon has also been involved with sales training of a sort, joining Emma Maslen at sales development consultancy inspir’em to discuss pipeline tracking and marketing support on a customer webinar. Simon also joined the Rockstar CMO podcast with Ian Truscott to talk about all things revops, including Simon’s plan to save the MQL…(not!). 

The conversation then moves on to the topic of the week, Segmentation, Targeting & Positioning. Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode: Segmentation, targeting, and positioning form the backbone of any successful GTM strategy. Many SaaS companies though fall into the trap of adopting a scattered approach, effectively creating a blancmange of inconsistent messaging and poorly aligned sales efforts that must be overcome. 

Listen on as we discuss the critical role of segmentation, targeting, and positioning in developing a successful B2B SaaS go-to-market strategy. Accurate segmentation, including firmographic, technographic, behavioural, and use case segmentation, ensures that resources are allocated effectively and growth opportunities are not missed. This includes careful ICP development, including what Simon refers to as buying-group ICPs, that describe the make-up of all the personas making a purchase decision. Targeting involves aligning product delivery with the specific needs of organisations, requiring a detailed understanding of the target audience. Positioning focuses on communicating how the product addresses customer needs and resonates with their desired outcomes, forming the backbone of an effective strategy. Louis and Simon make reference to the excellent segmentation, targeting, and positioning that accounting software vendor Xero has undertaken for their market. 

Other mentions in this episode: 

Simon Sharp, Private Equity funded SaaS Go To Market Specialist (We will be speaking to Simon on a forthcoming episode!) 

Jacco van der Kooij, Founder, Winning by Design 

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter. 

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 3 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis recaps his time at the CRO Connected Summit in East Sussex, including a nice walk in the countryside not ruined by having to play golf! More seriously,  Louis found the talk on seller productivity by Gerry Hill very valuable and recommends following him for more insight. Moving on to this week’s discussion on revenue growth versus cost containment, we discuss how to balance these opposing forces to ensure success.

Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode: Revenue growth at all costs isn't viable anymore and while revenue growth is important, it must be combined with ensuring against spending too much on it. Equally, aggressive cost cutting must also be avoided, as that will also hurt long-term success.

Listen on as we discuss the importance of balancing revenue growth with cost containment, especially in the face of economic challenges like inflation and geopolitical events. We highlight the role of generative AI in improving efficiency and productivity, suggesting that investments should focus on enhancing these areas rather than aggressive cost-cutting. Targeted spending in sales and marketing, are recommended for better results. Additionally, we advocate strategies such as optimising headcount, rationalising tools, focusing on expansion revenue, and implementing effective Account-Based Marketing (ABM) to strike the right balance. And avoid falling into the trap of sacrificing long-term brand development for short term sales activation. Louis recommends The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field for anyone who wants to go deeper.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 2 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

In this episode we start by chatting about whether SaaS is facing an inflection point with the rise of alternative software models, buyer fatigue, and challenges to start-up funding. Then, we pick-up on a point raised last week regarding TAM, SAM and SOM and drill into why these acronyms are crucial to really understanding market opportunity.

Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode: Understanding the differences between TAM and SAM and SOM is crucial for companies to assess their market potential, set realistic expectations with investors, and make properly informed strategic decisions.

Listen on as we breakout the definitions for TAM (total addressable market), SAM (serviceable available market) and SOM (serviceable obtainable market), the relationship with ICP (1ideal customer profile) and indeed product-market fit that we discussed last week. Properly understanding the market opportunity sets realistic expectations with leadership, boards and investors while enabling effective go-to-market strategy aligned with company goals. Go-to-market leaders must also ensure they have credible data to back up their market sizing before approaching investors and keep in mind that, sometimes, the biggest competitor is customer apathy or the decision to do nothing.

 Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 1 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we’ll be exploring the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to the common issues.

In this episode we dive into the foundation of any successful go-to-market strategy, namely Product Market Fit or PMF. In case you don’t have time to listen, here’s the TL;DL (that’s “too long, didn’t listen”): Product market fit is not just for Christmas and it doesn't get solved overnight, but companies that invest the time and effort to get it right will experience more sustainable and profitable growth.

Listen on as we discuss what is meant by product-market fit, whether it should actually be market-product-fit, the consequences of misjudging PMF, the role of geography, and the importance of Product Marketing to ensuring a well-defined PMF.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 12 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week we’re joined again by a guest, Jon Clarke, Data Partnerships Director at intent data platform 6Sense. Here’s the TL;DL (“too long, didn’t listen”) in case you don’t have time for the whole episode: Intent data isn't just a list of engaged accounts, it's your early warning system for buying behaviour. When sales and marketing align around it, they stop chasing leads and start prioritising real opportunities. Done right it doesn't just sit at the top of the funnel, it accelerates the whole thing.

Listen on as Jon shares his journey into the intent data space. He discusses the evolution of intent data from simple keyword-based behaviours to sophisticated AI-driven models that triangulate multiple signals. Jon emphasizes the importance of aligning sales and marketing around intent data, avoiding premature handovers, and ensuring a shared vision for successful execution. Jon also gives us a preview of Inspire, 6Sense’s B2B Revenue Conference taking place next week in London, with lots of learning, networking, and troubleshooting opportunities. Jon will be hosting the Rev Talks stage so be sure to stop by if you’re attending!

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 11 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week sees us arriving at episode 11, placing us into the hallowed company of the 4% of podcasts that make it past ten instalments, invoking a moment of reflection! Louis has been struck by the relevance of the topics covered in the podcast so far, frequently encountering the issues we’ve been discussing with revenue leaders and founders he meets. Simon agrees and has also been enjoying the opportunity to step back from the revops coal face and reflect on the broader strategy and purpose behind the topics we’ve been discussing. The podcast, Louis reckons, is providing valuable insights that many GTM leaders don't have the time to consider in their daily routines. So keep listening for bite-sized chunks of guidance!

Moving on to this week’s discussion, we address the topic of unit economics. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode:  SaaS companies have for years chased vanity metrics, like pipeline coverage, logo counts, opens, and clicks. But now in today's paradigm investors and boards are asking tougher questions about profitability and scaling. That's where unit economics comes in. 

Listen on as we discuss the importance of unit economics for revenue leaders (not just CFOs!), encompassing the costs associated with acquiring, retaining, and expanding revenue. Key metrics such as CAC, LTV, CAC/LTV ratio, CAC payback period, and NRR are essential for understanding profitability. We cover key challenges including bloated GTM infrastructures and misalignment of goals, which can lead to inflated costs and inefficiencies. SaaS companies should focus on narrowing their ICP, shortening the CAC payback window, enhancing customer onboarding and retention, and investing in a robust pricing strategy.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider. 

Welcome to episode 10 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week we’re joined by our second guest, Simon Sharp, CEO at program management platform Verto and pick-up the discussion from a few episodes ago on sales motions. Simon recently posted an article on LinkedIn about managing multiple GTM  motions that piqued Louis’ interest and we were keen to dig further into his thinking in this area.

Here’s the TL;DL (“too long, didn’t listen”) in case you don’t have time for the whole episode: It's very easy to go awry by managing multiple different GTM motions. And never has the mantra crawl, walk, run been more apt. So, excellence in one motion always beats mediocrity in many. 

Listen on as Simon elaborates on the complexities of managing multiple GTM motions and ensuring they interoperate rather than compete. He emphasizes the need for balance and strategic timing when introducing new motions, particularly as ARR  grows. Simon highlights the role of AI in defining ideal customer profiles and enhancing both strategic and operational aspects of GTM motions. He stresses the importance of alignment across sales, marketing, and customer success teams to ensure a seamless customer experience. The conversation also touches on practical examples, such as Slack's approach to combining PLG and enterprise motions, illustrating the need for a customer-centric strategy that transcends organisational silos.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 9 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

It’s Louis’ birthday, the six-month anniversary of the first What's Broken in GTM and How to Fix It newsletter, and the two-month anniversary of the podcast! Felicitations and self-congratulations out of the way, Louis is feeling energised following a few days away with the team from his side (or is it main?) gig, Toggle Switch Consulting. Simon is preparing for his upcoming talk on buying signals at the SME Forum meeting in London and also the panel session on scaling marketing he is leading at Anticon in a couple of week's time.

This week we continue discussing the topic of operating models. Here’s the TL;DL (“too long, didn’t listen”) in case you don’t have time for the whole episode: Don’t treat your operating model like it's a one-time diagram. It's a living system, so you have to design it with the same rigour as you would your strategy, because that's what's going to deliver it.

Listen on as we emphasise the importance of treating the operating model as a dynamic system, including careful selection of tools, focusing on essential metrics like ARR and customer satisfaction, and how the right model can drive alignment between marketing and sales. The discussion also outlines what constitutes a successful operating model, including clear team roles, regular review cycles, comprehensive enablement, and aligned compensation plans. Ultimately, the key to a successful operating model is shared goals and rewards.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 8 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis shoe-horns a business lesson into the conversation based on the sales promotion incentive fund (aka SPIF) he has implemented for his estate agent and recounts another AI experience, this time with training and coaching platform Avarra. Simon has been deep diving on buying groups, participating in a CMO roundtable discussion on the topic as well as joining B2B Marketing webinar Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups.

This week’s topic is operating models. Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode:  Most GTM strategies fail, not because the strategy was wrong, but because the operating model couldn't deliver it.

Listen on as we discuss the critical role of operating models in the success of GTM strategies, highlighting that they encompass more than just organizational charts. We cover some common frameworks and mental models to consider when building the operating model, together with symptoms of a broken operating model that need to be identified. We also look at what how operating models should evolve with the different lifestages of SaaS businesses, ensuring the right people have been brought on board at the right time, the importance of keeping stakeholders in sight, and avoiding overlapping responsibilities.

Other mentions in this episode:

Jay Galbraith's Star Model 

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 7 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

It’s been an AI-kind of a week, with Louis exploring conversational agentic AI customer service platform, Parloa, while on a trip to Germany. Meanwhile, Simon has been hanging out with Boardy, the voice AI super networker. As well as offering advice on goals and projects, Boardy also endeavours to connect with other people in its (or “his”!) network. All with a charming Australian accent… Read more about Simon’s experiences with Boardy and feel free to hit him up for an introduction!

This week’s topic is optimising sales motions. Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode: optimising sales motions isn't just about doing more, it is about being customer centric. SaaS GTM leaders must avoid generic approaches and instead take an approach to sales motion design that is customer centric.

Listen on as we discuss how to optimise sales motions, emphasising the importance of aligning sales strategies with buyer needs rather than business processes. We highlight the challenges SaaS companies face, such as overcomplicating sales motions and treating different market segments with a one-size-fits-all approach. Crucially, SaaS GTM leaders must strive for clarity in sales motions to avoid confusion for both internal teams and customers, with a focus on the quality of interactions rather than just activity metrics.

Other mentions in this episode:

Jacco van der Kooij, Founder, Winning by Design

Jon Clarke, Data Partnerships Director, 6sense (formally Chief Product Officer, 

Cyance)

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 6 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis recounts his energising time spent with start-up incubator Founders Founders[SD1] , based in Porto, Portugal. The conversation, it just so happens, spanned everything we’ve been discussing on the podcast so far! Coincidence, or is just that these are the key topics that founders need to be thinking about…? Regardless, shout-out to Art Linkov and Miguel Albuquerque who organised the meet-up. Meanwhile, Simon hasn’t travelled much further than LinkedIn, where Ian Truscott’s article on the non-sensical nature of the term “MQL” amused him. They’re not qualified and they’re not leads, says Ian, much like Carphone Warehouse isn’t a warehouse and doesn’t sell car phones adds Simon!

This week’s topic is how to build a clear, impactful, and memorable GTM strategy. Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode: In today's competitive SaaS markets, too many companies end up overcomplicating their GTM strategies, causing friction, confusion, and panic in the market. Having a straightforward, simple, easy to understand GTM strategy that customers can articulate, helps you get to value and aligns your teams.

Listen on as we discuss the importance of simplicity in developing a go-to-market (GTM) strategy. Overcomplicated strategies lead to friction and confusion, while a straightforward approach ensures team alignment and value delivery. We draw inspiration from the single mindedness and simplicity of Coca-Cola's approach and Louis outlines the rule of 1 3, 5 for developing GTM strategy. As Ben Rudgley commented on the newsletter, quoting one of his business school strategy professors: “If you can’t define your strategy in 2-3 sentences, or 140 characters, you don’t have a strategy.” The key takeaway is that clarity and consistency drive long-term success.

Other mentions in this episode:

Kasper Skou, CEO | co-founder, Synthesi

HBR IdeaCast  - When Sales Incentives Backfire

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 5 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues. 

This week sees our first guest joining us on the podcast as Mark Walker, Founder and CEO at Revved Up as we continue the discussion on segmentation, targeting and positioning. Here’s the TL;DL ( “too long, didn’t listen”) in case you don’t have time for the whole episode:  Mark's core point is around discrimination - you have to pick the segments you want to serve. You cannot be all things to all people. 

The discussion moves on to highlight the critical role of segmentation, targeting, and positioning in developing a successful B2B SaaS go-to-market strategy. Accurate segmentation, including firmographic, technographic, behavioural, and use case (or “jobs to be done”) segmentation, ensures that resources are allocated effectively and growth opportunities are not missed. Targeting involves aligning product delivery with the specific needs of organizations, requiring a detailed understanding of the target audience. Positioning focuses on communicating how the product addresses customer needs and resonates with their desired outcomes, forming the backbone of an effective strategy. Finally, we ask Mark to choose between better segmentation or better positioning. Listen to find out what he picked! 

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider. 

Welcome to episode 21 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Simon has been moonlighting again and appearing on another podcast, none other than Rockstar CMO with Ian Truscott. Picking up on Simon’s recent LinkedIn post sharing some links about campaign design, set-up, and measurement, Ian was keen to learn more, not least about the beer he was drinking at the time of catching-up on the reading that inspired the post!

Returning to our own podcast and this week the Summer Cognoscenti Series guest is  Andy Champion SVP and GM International at intent data provider 6Sense. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Andy started his career in the Army and  we explore how those foundational values from military service translate into effective leadership in today's fast moving, complex, SaaS environment.

Listen on as Andy shares a reflective and practical view of leadership shaped by his military background and extensive experience in B2B SaaS. Andy discusses servant leadership, trust, and psychological safety as foundational principles, advocating for leaders to facilitate rather than dominate. He goes on to highlight the importance of pattern recognition, collective decision-making, and developing future leaders through stretch opportunities. We are also treated to “Andy’s Three Cs” of curiosity, coachability, and commitment as key traits to look for when recruiting. Taken together, Andy’s insights offer a compelling blueprint for effective leadership in today’s evolving SaaS landscape.

Other mentions in this episode:

Jon Clarke, Data Partnerships Director at intent data platform 6Sense

Jon’s appearance on What's Broken in GTM and How to Fix It

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 20 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week the Summer Cognoscenti Series continues with Sarah Rhodes, recruitment director and co-founder at go-to-market recruitment specialists, n8talent. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Sarah shares some candid insights into the shifting recruitment landscape, the impact to market conditions on hiring behaviours, and what it really takes to find, hire, and retain top SaaS sales talent.

She also discusses how market conditions have shifted, influencing hiring behaviours across the SaaS landscape. In a more cautious or volatile market, companies may hesitate to invest in top-tier talent or delay hiring decisions, despite the ultimately negative impact on growth. Another key point Sarah raises is the importance of senior sales talent in SaaS. Hiring at this level isn’t just about filling a role; it’s about finding individuals who can drive revenue, shape culture, and scale operations. The businesses willing to take some risks in their approach to growing teams and bringing on new talent, Sarah tells us, are the ones that will succeed. And don’t forget, interviews are a two-way process with the candidate evaluating the employer just as much as the other way round!

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 19 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week, Louis attended the CRO Connected get together, a breakfast briefing courtesy of Jodie Battson at Alpha Group, and was introduced to the redoubtable – and potential future guest (hint, hint!) – Scott Vaughan. Simon has been on retreat in the beautiful West Dorset countryside, enjoying some sunshine while getting through the to-do list!

This week we continue our Summer Cognoscenti Series with B2B Marketing co-founder Joel Harrison. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: After two decades at the heart of B2B marketing, Joel has kind of seen it all and we talk about about trust, thought leadership, and the strategic clarity that are the new imperatives for B2B marketers.

Listen on as Joel highlights the disruptive impact of AI, economic uncertainty, and outdated perceptions of marketing that led to budget cuts and structural shifts. Joel emphasises the growing importance of trust, thought leadership, and brand-building beyond traditional advertising. Distinguishing thought leadership as a strategic initiative that shapes market conversations, Joel stresses the power of customer advocacy and employee-led communication in building credibility. Influencer marketing is now gaining traction, encompassing a broader range of voices. He urges marketers to communicate commercial value to CFOs while maintaining creativity, positioning marketing as the go-to for understanding customer needs.

Other mentions in this episode:

B2B Marketing Propolis

2025 Edelman Trust Barometer 

B2B Stars Search & Review

Trusted - customer-led growth platform

Mark Choueke’s Do More With Less podcast 

HBR, “How B2B Sales Can Benefit from Social Selling" 

McKinsey, “Five Fundamental Truths: How B2B Winners Keep Growing”

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 18 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis has been deepening his wine tasting knowledge and expertise, gaining his next set of qualifications. He’s getting quite good at it, he reckons… And it turns out that the Portuguese drink more wine per capita of any nation in the world! Meanwhile, Simon has been attending the B2B Marketing Ignite conference and shares a few key highlights.

This week we welcome our second Summer Cognoscenti Series guest, fractional CMO and Managing Partner at growth-stage B2B tech go-to-market advisory firm Velocity B, Ian Truscott. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Too often marketing is treated as a tactical execution arm, tasked with generating leads and filling funnels. But it's often excluded from the real strategic decisions that shape business growth and we argue that marketing must step up and reclaim its role as a strategic partner in go-to-market design.

Listen on as Ian emphasises the key role of marketing in go-to-market execution, advocating for marketing to be seen as a strategic partner in business growth rather than being restricted to narrow, tactical activity. He discusses common challenges faced by SaaS GTM leaders, such as aligning marketing efforts with overall business objectives and ensuring marketing's involvement in strategic decision-making. To overcome these challenges, Ian advises integrating marketing into the strategic planning process and leveraging marketing insights to drive business growth. Ian also outlines his concept of "ART" (awareness, revenue, and trust) as a framework for evaluating marketing activities. He emphasised that while revenue is crucial, it cannot be achieved without building trust through consistent and authentic content marketing, and awareness through effective campaigns. This framework helps marketers resist distractions and focus on activities that contribute to these three key areas.

Other mentions in this episode:

Russ Powell, Founder & Managing Director, Sharper B2B Marketing

Andy Champion, General Manager International, 6sense

Uncensored CMO

Ian’s "analyst inside” concept

Ian’s "free puppies vs free beer" article

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field

CMO Survey on AI as part of budgeting

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Welcome to episode 17 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week we close-out the revenue operations and enablement arc with another fantastic guest, and the first in our Summer Cognoscenti Series, Ambre Jeanneau, to help us really understand the enablement aspect in real life. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Enablement is the engine that transforms potential into performance. It's not about onboarding or content. It's about creating repeatable behaviours, measurable impact, and being embedded in the way revenue teams actually sell.

Listen on as Ambre shares her insights on the evolution and importance of revenue enablement for equipping revenue teams with the right tools, processes, and skills. We discussed the transition from sales enablement to revenue enablement, highlighting the importance of supporting the entire customer journey, not just the sales team. Ambre also touched on the creation of playbooks, the role of coaching, and the need for continuous learning and adaptation in enablement practices. Finally, we looked at the evolution of enablement to be seen as a strategic function at the leadership level and how early-stage companies can benefit from external consultants to set foundations before hiring full-time enablement roles.

Other mentions in this episode:

Ambre’s LinkedIn newsletter - Scaling Smarter: Enablement Blueprint for SaaS Startups

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider. 

Welcome to episode 16 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

We share insights from the recent revenue leaders dinner Louis co-hosted with Tim Ogle at Toggle Switch Consulting, to which Simon was kindly invited! The discussion during the evening focused on attracting, developing, and defending top sales talent, highlighting the balance between gut instinct and scientific assessment, particularly for first-time managers. The importance of onboarding and enablement was emphasised, with a debate on the optimal duration for onboarding new hires – up to 30 days in some situations! The conversation also covered strategies for developing and maximising the performance of top sales talent while simultaneously managing lower performers. A great evening with stimulating conversation! Thanks again to everyone who took part.

This week we finalising the conversation about revenue operations and enablement, focusing on enablement itself. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Revops should scale insight, not just infrastructure. However, great revops doesn't just build dashboards, it builds trust.

Listen on as we explore the transformative power of enablement within revenue organisations. Far from being just training, enablement is a continuous, strategic discipline that begins before day one and extends throughout a seller’s tenure. We emphasise structured onboarding, cross-functional collaboration, and the importance of coaching over one-off training. There’s no shortage of compelling data demonstrating significant boosts in win rates and quota attainment, and we argue that enablement - when owned by GTM leadership and aligned with revops - can be a major growth lever. Ultimately, we conclude, enablement should be treated as a core business function, not a checkbox exercise.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Welcome to episode 15 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis and Simon spent the day recently at Inspire, the 6Sense customer conference, courtesy of Andy Champion and Jon Clarke. The both agreed it was a great event, especially sessions from Saima Rashid, April Dunford, and Gemma Greaves. The stat of the day, reckons Louis, is that 81% of B2B decision makers have already decided who's at the top of their list before they speak to a seller. That leaves marketing with a lot to do up to that point and means sales has to be absolutely on it when they engage! Read Simon’s three takeaways from the day in his LinkedIn post, which he also discusses with Ian Truscott and Jeff Clark on Ian’s Rockstar CMO podcast. (And there’s a couple of bonus takeaways as Ian likes to do things in 5s!) Louis also attended The Future of the Future seminar at the International Centre for Sustainability (ICfS) in London with Rohit Talwar and Jerome Glenn, from The Millennium Project. Read more about it in Louis’ LinkedIn post.

This week we continue the discussion about revenue operations and enablement. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode:  Revops should scale insight, not just infrastructure. However, great revops doesn't just build dashboards, it builds trust.

Listen on as we drill into the importance of revops in aligning teams, standardising processes, and driving performance, examining its strategic importance beyond the traditional perception as a mere support function. We emphasise the need for revops to align teams, standardise processes, and drive performance. This requires, we agree, overcoming common misconceptions about revops, such as its role being limited to reporting and dashboards, while stressing the importance of viewing revops as a strategic enabler. We also touch on ideal organisational design and the roles that make the ideal team.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Episode 26: Sales Methodologies pt1 - Overview.

Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis went viral on LinkedIn when he wrote about his son Max heading off on his gap-year travels, invoking a discussion as to what LinkedIn is for these days. (A topic covered in considerably more detail on a recent episode of the On_Discourse podcast that Simon’s brother Toby co-hosts.) Next week Louis and Simon attend the CRO Connected Learning Summit, where they will be recording a “live” podcast session so listen out for that in coming weeks. And finally, this episode marks six months of the What's Broken in GTM and How to Fix It podcast! Thanks to everyone who has been listening along, we appreciate your support and input.

This week we are kicking off a new series of episodes, focusing on sales methodologies. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Sales methodologies often get dismissed as training courses or old school frameworks, but the truth is they're what turn sales from an art into something predictable, repeatable, and scalable. Without a methodology, you are relying on individual heroics. With one, you are building a system that can consistently deliver.

Listen on as Simon and Louis emphasise that sales methodologies are not optional and rather are foundational for predictable, scalable, and effective sales execution. Methodologies provide structure, common language, and a framework for coaching, which are critical in an environment where quota attainment remains low and deal complexity is increasing. Misconceptions, such as viewing methodologies as mere training or administrative burdens are debunked, with evidence showing they accelerate deals and improve forecasting accuracy. In the SaaS era, methodologies must adapt to shorter deal cycles, recurring revenue models, and rapid onboarding needs. This episode sets the stage for the forthcoming series exploring SPIN Selling, the Challenger Sale, JOLT, MEDDPICC, and SPICED, concluding that the real value lies in applying these methodologies thoughtfully and in combination.

Other mentions in this episode:

Christopher Marriott’s LinkedIn post on the Oracle Cloud wind down that Louis mentions

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Episode 25: Summer Cognoscenti Interview Series Wrap-up.

Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis and Simon agree how much they enjoyed the recent ON_Discourse Supper Club dinner in London to which Simon’s brother Toby invited them. As well as a lively evening with a bunch of interesting people from a wide range of businesses, it turned out to be a great opportunity to road test some of the takeaways from our recent chats on the podcast. Talking of which…

The Summer Cognoscenti Interview Series has come to an end and so we thought it would be good to reflect on the fantastic conversations we’ve been having. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: We've spoken to some brilliant guests, with some amazing insights covering everything from trust as the currency of GTM to alignment, leadership, and talent as being core functions.

Listen on as Simon and Louis recap five core themes raised by their guests during the series: alignment, trust, AI, talent and leadership, and execution. Persistent misalignment between marketing and sales, driven by metric conflicts and short-term pressures, remains a critical challenge. Trust emerged as the foundational currency of GTM, vital for both customer acquisition, retention, and growth. While AI offers transformative potential they agree, it must be applied with intent and not as a substitute for critical thinking. Talent strategies should prioritize human qualities and leadership that fosters success. Finally, it’s clear that execution remains the ultimate differentiator, where coherent orchestration across GTM functions determines outcomes and cold calling isn't dead-but brute force is. Huge thanks to our guests, Ian Truscott, Joel Harrison, Sarah Rhodes, Andy Champion, David Meyer, Gerry Hill, and Nicky Briggs for joining us!

Other mentions in this episode:

Simon’s Summer Reflections Over a Beer LinkedIn post

The Solow Paradox       

The Diary Of A CEO with Steven Bartlett

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Episode 24: Nicky Briggs – Portfolio marketing.

Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis and Simon reflect on how quiet is around these parts right now and whether the summer lull will come to an end sooner…or later! Decisions have to start being made at some point, they agree.

The Summer Cognoscenti Series reaches its finale this week and our guest is Nicky Briggs, VP, Principal Analyst at Forrester Research. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: In our conversation with Nicky, we unpack ABM evolution, we define what portfolio marketing's growing role actually is, and how we close the loop between strategy and execution in those spaces.

Listen on as Nicky tells us about her beginnings as a pioneer ABM practitioner and analyst before making the switch to portfolio marketing. She emphasises the strategic nature of ABM when properly executed and highlights how portfolio marketing helps unify fragmented efforts across go-to-market. A surprising finding from the most recent Forrester portfolio marketing survey though is just how much is being thrown at portfolio teams. Nicky also notes the growing influence of AI on buyer behaviour and marketing execution, as well as making the observation that many ABM tools are rebranding as GTM or revenue marketing platforms. She also critiques the inefficiencies in content creation and product launches, advocating for a more intentional, research-driven approach. Looking ahead, Nicky sees portfolio marketing as a strategic linchpin in go-to-market, provided it maintains focus and avoids becoming overburdened by all those additional executional tasks.

Other mentions in this episode:

Nicky’s Call For Zero-Waste B2B Marketing blog post

Forrester B2B Summit EMEA

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Episode 23: Gerry Hill - Outbound Sales, Trust and Cold-Calling Mastery.

Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week our Summer Cognoscenti Series guest is Gerry Hill ex-VP EMEA at ConnectAndSell. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: In an era of over automated cadences, real human conversations still rule. Cold calling is alive, but the art of conversation needs reviving. That old smile and dial brute force approach is broken. The new winning formula is precision at scale. Genuine curiosity, active listening and human connection are what open doors far more than any gimmicky email subject lines.

Listen on as Gerry shares his journey into B2B sales via a thwarted aspiration to play professional rugby, culminating in a key role at Connect and Sell where he helped drive outbound calling as a distinct discipline. He reflects on the evolution of sales, emphasising its scientific nature and the critical role of data and process optimisation. Gerry discusses the inefficiencies in traditional cold calling, pointing to bottlenecks and unpredictable outcomes that hinder productivity. Despite not being embedded in technology himself, Gerry emphasises the importance of tools that facilitate meaningful conversations. And echoing past guests, Gerry highlights trust and grit as key attributes in engaged in outbound calling.

Other mentions in this episode:

 Jesse Ouellette, Lead Magic

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Episode 22: David Meyer, Clarify B2B - real-world insight from navigating the frontline tensions between sales and marketing.

Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Louis is in Cornwall, where his son is attending a ski chalet hosting course. While there, word has reached him that he has achieved the status of ambassador for Winning by Design's revenue architecture. Simon and Louis agree that the Ferrero Rochers are now on him!

This week the Summer Cognoscenti Series guest David Meyer is co-founder and CRO at revenue optimisation agency Clarify B2B. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode:  David sits at the intersection of sales, marketing, and pipeline in a way few others do. As the CRO of a demand generation agency he sells to marketing, but delivers results for sales, especially in large, complex enterprise tech environments. Expect some real-world insight from someone who's spent 22 years navigating the frontline tensions between sales and marketing.

Listen on as David shares his unconventional path into sales (aka a degree in marine biology!), before going on to discuss the challenges and nuances of aligning sales and marketing functions, and the importance of shared language, trust, and metrics. An important element of this is to act as a translator between sales and marketing to bridge cultural and linguistic divides, such as terms like “enablement” that mean different things depending on who you ask! David also highlights the importance of talent development and equipping teams with the right tools and processes to succeed in high-variance, high-stakes sales environments. In particular, he looks for signs of "fellowship" and "authority" when developing talent. And we also make an audacious bid to add a fourth “C”, context, to Andy Champion’s “Three C’s” (discussed last week)!

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

Episode 27: Sales Methodologies pt2 – SPIN Selling.

Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week we are looking at the first model in our new topic arc focusing on sales methodologies, starting with SPIN Selling. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Spin selling is over 30 years old. It remains one of the most powerful methodologies in B2B sales. The trouble is that most people reduce it to four types of questions and treat it like a checklist. In reality, SPIN comes from one of the largest pieces of sales research ever conducted, and it's changed the way we think about discovery forever.

Listen on as Simon and Louis emphasise that SPIN Selling remains a foundational, research-based methodology for modern sales, including SaaS. While often reduced to a rigid checklist, SPIN’s real power lies in its structured approach to discovery - moving beyond surface-level symptoms to uncover root problems, implications, and business impacts. Misconceptions include treating SPIN as linear and over-focusing on situational questions, which can alienate enterprise buyers in particular. Instead, sellers should prioritize implication and need-payoff questions to create urgency and demonstrate value. SPIN’s flexibility across deal sizes and its alignment with SaaS complexity mean it remains highly relevant today. Ultimately, those who master SPIN’s deeper elements differentiate themselves through insight-driven conversations that drive better outcomes.

Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter.

Other mentions in this episode:

SPIN Selling developer Neil Rackham at Huthwaite International

 Scott Brinker's 2025 Marketing Technology Landscape Supergraphic

What's Broken in GTM and How to Fix It - Ep5 - Mark Walker, Founder, Revved Up

What's Broken in GTM and How to Fix It ep22: David Meyer

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.