What's Broken in GTM and How to Fix It – Details, episodes & analysis

Episode 41 - Christmas Cognoscenti Interview: Isa Sher 

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. 

Simon hits day sixty in his new role at Accenture Song which he marks with a LinkedIn post about the topic clients most want to talk about, go-to-market measurement. Meanwhile, Louis is treating us to some truly awful (and entirely non-AI generated) Christmas jumpers in his 12 Days of GTM Christmas LinkedIn series. 

This week the Christmas Cognoscenti mini-series reaches its conclusion as we speak to Isa Sher at Cognism about what GTM looks like for the next generation of revenue leaders. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  Most of our guests are seasoned GTM leaders, who've already in inverted commas made it. Today we're doing something a little bit different. We're talking to somebody still on the climb. We're going to explore how the next cohort of leaders are experiencing today's GTM paradigm as they become the leaders of tomorrow. 

Other mentions in this episode: 

Cold Calling Live 

Letter: The double life of the family office executive – the other reference to pottery as stressbusting pastime that Simon was trying to remember! [Subscription required] 

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 40 - Christmas Cognoscenti Interview with Mark Stouse

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.

The Christmas Cognoscenti mini-series to close-out the year continues. Last week Louis and Simon spoke to Mark Sherwood Edwards from Clearview Legal who let us know afterwards that he felt one of his final answers wasn’t his best work so he wrote-up a better version in his Oh Lawdy! newsletter! We though the original was fine, you can judge for yourselves…

This week we are joined by Mark Stouse, CEO at Proof Causal.ai to introduce us to the exciting world of causal analytics. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Most GTM metrics are correlative, not causal, and that means most SaaS companies are optimizing for noise, not impact. Causal analytics identifies what actually drives revenue in an open, noisy system, quantifies the time lags between activities and results, and tells leaders where to invest for sustainable compounding growth.

Listen on as we explore how causal AI transforms go-to-market strategy by replacing correlation-based assumptions with cause-and-effect insights. Mark emphasizes that most GTM outcomes depend on factors beyond immediate control, making traditional short-term tactics ineffective. With deal cycles lengthening, CAC rising, and attribution models failing, leaders must adopt analytics that reveal true drivers of performance. Causal AI enables this by modelling dynamic systems, operationalizing insights, and guiding decisions like a GPS. Finance teams increasingly mandate its use Mark tells us, reinforced by global regulatory demands. For CROs, the path forward is to learn, experiment, and leverage results to scale adoption.

Other mentions in this episode:

Simon’s LinkedIn AI analytics post

Mark’s article LinkedIn archive

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 31 - Sales Methodologies pt5 - MEDDPICC with Pim Roelofsen

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 we continue the sales methodology series as we move on to MEDDPICC, which focuses on deal qualification, and we're joined by Pim Roelofsen, Chief Revenue Officer at MEDDICC. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Most sales teams say they qualify deals, but in reality, they're just forecasting hope. MEDDPICC is one of the most rigorous qualification frameworks in sales, and when it's applied properly, it transforms win rates, forecast accuracy, and deal pipeline.

Listen on as Pim Roelofsen explains why MEDDPICC is far more than a deal qualification checklist. Rather, he says, it’s a strategic common language that unites marketing, and sales, customer success, and even product teams to deliver cohesive value throughout the customer lifecycle. Originating as a framework to understand why deals are won or lost, MEDDPICC now addresses silos, improves onboarding, and reduces churn. Pim highlights decision criteria as the most impactful element, advocating for proactive shaping rather than reactive collection. He stresses that champions must be cultivated with power, influence, and vested interest, and that qualification is an ongoing process, not a stage. Operational success depends on leadership-driven cadences, cultural trust, and consistent application, avoiding the pitfalls of tick-box usage. Ultimately, MEDDPICC delivers its greatest dividends when adopted organization-wide as a shared language, enabling better buying journeys and stronger revenue outcomes.

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 30 - Sales Methodologies pt4 - The JOLT Effect with Ted McKenna

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.

While putting together a presentation on his favourite topic of buying groups Simon discovered a word apparently missing from American English compared to British English, namely “scuppered”. A quick Friday afternoon LinkedIn post confirmed this is the case, while invoking an interesting etymological discussion! What does this have to do with buying groups? Well, the point is to make sure you identify all of your buying group members early on in the process in case any late comers scupper the deal…

This week we return to our sales methodology series, and not only are we discussing the JOLT Effect, which helps buyers overcome indecision, we are joined by one of its creators, Ted McKenna, to do so. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Most deals don't die because of a competitor. They die because buyers do nothing. We sat down with Ted, the co-author of the JOLT Effect, to explore why fear of messing up paralyses deals, and how sellers can use JOLT to help buyers move forward with confidence.

Listen on as Ted McKenna emphasises that indecision - rooted in the fear of messing up - is the primary reason deals stall, not competitive pressure. His research shows that 40–60% of opportunities die because buyers do nothing, often due to options overload, information overload, and unrealistic expectations. The JOLT framework (Judge indecision, Offer recommendations, Limit exploration, Take risk off the table) equips sellers to proactively address these fears rather than relying on pressure tactics, which typically backfire. McKenna stressed that indecision is a hidden competitor in every pipeline, requiring both sellers and managers to adapt their strategies, forecasting, and coaching. In an era of SaaS and AI-driven solutions, where uncertainty is high, JOLT provides a structured approach to build buyer confidence and move deals forward.

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:

Ted’s latest book The Activator Advantage on how today's best professional service partners win, retain, and grow client relationships.

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 29 - Live at CRO Connected Autumn Summit - The Human Element in the Age of AI.

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’s episode was recorded live in front of the audience at the recent CRO Connected Autumn Summit where we undertook a group exercise to examine the human element in the age of AI. We explored how AI is reshaping go-to-market strategies, emphasising both opportunities and risks. While AI can enhance efficiency in areas like forecasting, prospecting, content creation, and coaching, its effectiveness hinges on accurate data and thoughtful application. Participants warned against over-reliance, which could lead to homogenised content, diminished creativity, and erosion of critical human skills. The consensus: AI should serve as an augmentation tool, not a replacement for human judgment, emotional intelligence, and critical thinking—qualities that remain essential for long-term success in GTM leadership.

Other mentions in this episode:

Josh Smith, Chief Executive Officer, CRO Connected

Geoffrey Hinton

Andrew Grill

Amazon Web Services CEO Matt Garman called replacing entry-level staff with AI tools “one of the dumbest things I’ve ever heard.”

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 28 - Sales Methodologies pt3 - Challenger Sale.

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 and Simon reflect on last week’s CRO Connected Autumn Summit and discuss their favourite sessions, especially the Scared So What framework overview with Dr Grant Van Ulbrich, Alex Abbott on Social Selling, and a deep dive into what AI holds in store for us all courtesy of futurist Andrew Grill. Louis and Simon also trail next week’s episode, recorded live at the event with audience participation! Many thanks and kudos for Josh Smith and team for putting on a great event and allowing us to be a small part of it!

This week we are discussing the next model in our sales methodology series, the Challenger Sale, which really shook things up when it came out. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: When the Challenger Sale burst onto the scene in 2011 and identified five distinct profiles, it found that challengers dramatically outperformed the rest. The idea of teaching tailoring and taking control reshaped how we think about complex B2B selling.

Listen on as Simon and Louis explore the Challenger Sale methodology, emphasising its research-backed origins and its disruption of traditional relationship-based selling. They outline the five seller archetypes and explain why Challengers outperform others in complex, consensus-driven environments. The conversation details Challenger’s structured approach - teaching, tailoring, and taking control - while cautioning against misapplication that can lead to aggression rather than constructive tension. They stress the methodology’s continued relevance in SaaS and AI-driven markets, where educating buyers and reframing assumptions are essential. The episode concludes with the key takeaways that Challenger is about value creation, requires strong discovery, and, when executed well, drives urgency and positions sellers as trusted advisors.

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:

Andrew Grill’s LinkedIn post on how Josh found him as a speaker using ChatGPT

In a Downturn, Provoke Your Customers HBR article

The Five Dysfunctions of a Team by Patrick Lencioni

Bounce: The Myth of Talent and The Power of Practice by Matthew Syed

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.

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

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 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.