Explore every episode of the podcast What's Broken in GTM and How to Fix It

Episode 65 - What Have We Learned About Why GTM Breaks? 

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. 

Marking100th editions of Louis’ newsletter, in this episode of the podcast we step back from individual topic arcs to ask what all those editions have taught us about why GTM breaks, how the thinking has evolved along the way, and where it goes next. Here’s the TL;DL: We began by examining individual disciplines, because that’s how most organisations experience GTM problems. Across 100 instalments of the newsletter, that argument has changed. The individual frameworks still matter, but none can be understood or implemented in isolation. Their effectiveness depends on the connections between the data model, customer journey, behaviours, incentives and management cadence. It all has to work together, and the missing piece has always been the wiring between them. 

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: 

Episode 21 with Andy Champion on leadership and pattern recognition 

Episode 52 with JD Miller on the new CRO playbook 

Episode 58 with Gerry Hill on why GTM teams should stop suppressing their TAM 

Jim Collins’ Hedgehog Concept, from Good to Great 

Simon Sinek’s TED Talk, “How Great Leaders Inspire Action” 

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Episode 64 - Quick Fire Series: Closed Won Is Where Value Creation Begins

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.

In this final episode of our five-part Quick Fire series running through Louis's What B2B Forgot newsletter arc, we start at the moment most companies think the job is done, when the deal closes, and ask why closed won is where value creation begins. Along the way we draw the series together through revenue architecture, growth architecture and revenue operating governance. Here's the TL;DL: Closed won records a transaction. It does not prove value. In a recurring revenue business, the commercial job runs from awareness through onboarding, impact, retention, and expansion. Recurring impact creates recurring revenue, so retention is a verdict on the whole system, and that system needs visible architecture, connected economics, and operating governance.

Read more on this topic in the corresponding edition of Louis' What's Broken in GTM and How to Fix It newsletter: “Closed Won” Is Not the Finish Line.

And a quick look ahead at what's coming up on the podcast, as next week we're back with a full-length episode marking 100 editions of Louis's newsletter. Then, returning to our biweekly cadence, we reprise the Christmas Cognoscenti series with an all-female lineup, as we speak to three leading women in the GTM space, taking us to the end of the year! Keep listening…

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Episode 63 - Quick Fire Series: The Customer Does Not Experience Your Org Chart 

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. 

In this penultimate episode of our five-part Quick Fire series running through Louis's What B2B Forgot newsletter arc, we turn inward to ask how the organization itself can quietly break the customer experience, from the airline that sends you from desk to desk to the customer who ends up acting as the API between your internal functions. Here's the TL;DL: Companies organize vertically into functions, but customers experience them horizontally as one journey. Every team can hit its local target while context, promises, and accountability disappear at the joins. While specialization is necessary, making the customer integrate the specialists is the design failure. 

Read more on this topic in the corresponding edition of Louis' What's Broken in GTM and How to Fix It newsletter: The Customer Does Not Experience Your Org Chart. 

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Episode 62 - Quick Fire Series: The Market Does Not Begin with Your Sales Motion 

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 reports back from the Winning by Design London Impact Roadshow, which saw the launch of their new 3X Seller paper on using AI to make sellers three times more effective rather than take people out of the equation. The paper is due out shortly, so get in touch with Louis directly if you'd like a copy. 

We're three episodes into our Quick Fire series running through Louis's What B2B Forgot newsletter arc. So far we've argued that revenue is a system and that ICP without segmentation is a trap; today we widen the lens again to route to market and the crucial role brand plays. Here's the TL;DL: A go-to-market strategy describes how a chosen market becomes aware, develops interest and trust, can be reached, buys, adopts and becomes profitable to serve, whereas a route to sales merely describes how work moves through the seller. One is customer-centric, the other isn't. 

Read more on this topic in the corresponding editions of Louis' What's Broken in GTM and How to Fix It newsletter: B2B Has Built a Route to Sales Not a Route to Market and Brand Is Not a Marketing Veneer. 

Other mentions in this episode: 

Episode 19 with Joel Harrison on trust from last year’s Summer Cognoscenti Series 

Episode 58 with Gerry Hill on Stop Suppressing Your TAM from this year’s Summer Cognoscenti Series 

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 61 - Quick Fire Series: ICP Is Not Segmentation 

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. 

We're two episodes into our Quick Fire series running through Louis's What B2B Forgot newsletter arc — and keen to hear what listeners think of the shorter, weekly format, so do let us know. Last time we set up the thesis that revenue is a system, not a sales number; today we get concrete, starting with one of the most misused terms in GTM: ICP. Here's the TL;DL: An ICP helps a seller find accounts that look plausible. Segmentation explains why groups of customers buy, what they value, how they need to be served, and whether the economics work. If that distinction is missed, the damage appears later as generic messaging, variable sales cycles, massive discounting, expensive onboarding and churn. 

Read more on this topic in the corresponding edition of Louis' What's Broken in GTM and How to Fix It newsletter: ICP Is Not Segmentation. 

Other mentions in this episode: 

Louis' cryptic trademark LinkedIn post 

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 60 - Quick Fire Series: Revenue Is a System Not a Sales Number 

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 previews a busy week ahead: he's speaking at the NEXO Conference on Friday, giving a fireside chat on scaling businesses across Europe, before co-hosting the Winning by Design London Impact Roadshowthe following week alongside Jacco van der Kooij and Mike Boogaard. 

We launch a brand new run on the podcast this time — a five-part Quick Fire series adapting Louis's What B2B Forgot newsletter arc, starting with the case that revenue is the output of a commercial system, not simply a sales number. Here's the TL;DL: B2B often treats revenue as the output of Sales, when it's actually the result of connected choices about market, proposition, price, channel, customer experience and value delivery. A modern CRO's job should therefore be to make the whole system coherent and to optimise the quality of revenue, not simply its volume. 

Read more on this topic in the corresponding editions of Louis' What's Broken in GTM and How to Fix It newsletter: What B2B Forgot and Your CRO Should Think More Like an FMCG Brand Director. 

Other mentions in this episode: 

NEXO Conference 

Winning by Design London Impact Roadshow 

The Revenue Operating Governance paper, co-authored by Louis with Kevin Brown and Travis Brown 

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 59 - Summer Cognoscenti Wrap-up with Ian Truscott 

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 marks a milestone before getting into the main topic — next week’s newsletter edition will be his 100th, two years since he started writing it. He also shares news that he’ll be co-hosting the Winning by Design London Impact Roadshow with Jacco van der Kooij and Mike Bugard on 7th October, an invite-only session for senior SaaS revenue, GTM ops and executive leaders. 

In a special wrap-up episode, Louis and Simon revisit this year’s Summer Cognoscenti Series to draw out the common threads running through it, joined by returning guest Ian Truscott, managing partner at B2B tech fractional leadership and advisory consultancy VelocityB. Here’s the TL;DL: SaaS doesn’t primarily have an execution problem — it has a governance and operating model problem that manifests itself through execution. The connective tissue running through this summer’s Cognoscenti series has been governance: organisations can optimise individual functions, metrics and tactics while still degrading the performance of the whole system. Under pressure, local optimisation becomes easier to justify, competitive imitation erodes tactical advantage, and faster execution can compound poor choices just as effectively as good ones. 

Huge thanks to our fabulous guests: Mark Walker, JD Miller, Kevin Brown, David Keene, Travis Brown and Gerry Hill. 

Listen back to all the episodes in the Summer Cognoscenti Series - 

Mark Walker on the RevvedUp shutdown 

JD Miller on the new CRO playbook 

Kevin Brown on governance before scale 

David Keene on technology architecture 

Travis Brown on governance at scale 

Gerry Hill on suppressing your own TAM 

Other mentions in this episode:  

Ian’s Rockstar CMO podcast and his 5 F’in’ Marketing Fundamentals 

The Revenue Operating Governance paper, co-authored by Louis with Kevin Brown and Travis Brown 

Simon’s LinkedIn article: How a Throwaway Line About Money Supply Explains the GTM Measurement Trap 

Excerpts from the Accenture Song Client Buying Index 2026 

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Episode 58 - Summer Cognoscenti Series - Gerry Hill: Stop Suppressing Your TAM 

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. 

We close out our Summer Cognoscenti Series with Gerry Hill, VP Customer Strategy at TitanX, who returns to the show to make the case that most GTM teams are suppressing their own TAM. Here's the TL;DL: While AI has made outbound activity almost free, buyer attention has never been more expensive. The response has been to shrink the market to the accounts displaying visible intent, then hammer the same small pool of buyers everyone else is chasing too. Gerry's challenge is that we are suppressing our own TAM. We need an architecture in which brand creates memory, intent informs sequence, conversations create evidence, and expensive sellers are deployed where they can generate the greatest economic return. 

Other mentions in this episode: 

Gerry previously joined us on Episode 23 to discuss cold calling. 

Louis and Simon first unpacked TAM, SAM and SOM back on Episode 2. 

Louis references Simon’s Goodhart's Law article discussed in the previous episode. 

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 57 - Goodhart, Governance and the GTM Machine 

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 kicks things off with news of his move from London to Porto. With the move itself out of the way, Louis is turning his attention to what's next — he's looking for a new senior GTM leadership role helping scale a SaaS business through that $20 to $60 million revenue range, ideally in a European remit spanning sales, revenue, or go-to-market management. Read more, and get in touch! 

This week Louis and Simon dig into why go-to-market teams keep making the same mistake: noticing a measure that correlates with success, turning it into a target, attaching incentives, then acting surprised when people optimise the measure instead of the outcome. Here's the TL;DL: Targets change behaviour. Revenue Operating Governance asks the harder question: if that's inevitable, how do we design the system so the behaviour we induce is driving the outcomes we actually need? 

Other mentions in this episode: 

• Simon's LinkedIn article: How a Throwaway Line About Money Supply Explains the GTM Measurement Trap 
• Mark Walker's LinkedIn post on aligning everyone around the real goal of revenue 
• The conversation with Mark Stouse on correlation, causality and data attribution 
• The conversation with Travis Brown on Revenue Operating Governance and the Revenue Operating North Star 
• The conversation with Kevin Brown on the discipline of walking away from bad-fit deals 
• Simon Sinek's TED Talk, "How Great Leaders Inspire Action" 

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 56 - Cognoscenti Archive: Andy Champion & Wayne Starritt 

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 episode heads back into the Cognoscenti Archive to revisit the original conversation with Wayne Starritt, Founder & Managing Director of Bullingstone Associates, and Andy Champion, Global Head of Enterprise Sales Atlassian and a returning friend of the show, recorded following Bullingstone's CROs Who Succeed research into why so many Chief Revenue Officers fail within 18 months. Louis explains why the conversation is worth hearing again rather than leaving it in the archive: when it was first recorded, the discussion was framed principally as a people question — hiring for adaptability over pedigree, diagnosing before prescribing, holding strong ideas lightly. Having since spent much more time on revenue architecture, growth architecture, and revenue operating governance, Louis now hears the same conversation differently — not just as a question about the individual CRO, but about the system they're placed into. Fragmented objectives, incentives that reward local optimisation, and a reliance on one heroic leader holding everything together can undermine even a very capable CRO. 

Here's the TL;DL: Great revenue leadership matters, but sustainable performance comes when great leadership is supported by great architecture and great governance. 

Other mentions in this episode: 

CROs Who Succeed The Bullingstone Associates white paper behind the original conversation. 

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 55 - Summer Cognoscenti Series - Travis Brown: From Leadership Intent to Organisational Behaviour 

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 confesses to a new addiction: The Rest Is Football, with Gary Lineker, Micah Richards and Alan Shearer, which has had him up at both ends of the day throughout the World Cup. Simon, no football fan himself but equally swept up in the tournament, flags a tongue-in-cheek LinkedIn post he put together imagining fake commentary lines for every World Cup host city. 

Continuing the governance thread picked up with Kevin Brown earlier in the Summer Cognoscenti Series, this episode turns to Travis Brown, CXO at Opiniion and co-author of the Revenue Operating Governance Working Paper, who explores how governance moves from principles a founder believes to routines and behaviours an entire organisation consistently follows. Here’s the TL;DL: This episode isn’t primarily about the seven revenue operating governance principles — it’s about the gap between knowing the right thing and getting an organisation to repeatedly do it. Where Kevin’s episode explored governance as internalised founder judgment, Travis explores how it becomes distributed organisational judgment. 

Other mentions in this episode: 

Revenue Operating Governance Working Paper 

Winning By Design's Bow Tie model 

The Five Dysfunctions of a Team by Patrick Lencioni 

Kevin Brown's episode 

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 54 – Summer Cognoscenti Series - David Keene: AI, Trust and GTM Architecture 

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 recently hosted the Rethink B2B Customer Growth event in London, run under the Accenture Song umbrella, which brought together research, client perspectives and practitioner insights on B2B growth strategy. Simon shared findings from the Customer Buying Index study, led a session on revenue planning, and made the case for planning at the buying group level in enterprise settings — arguing that account-level planning lacks the fidelity needed to align renewal, expansion and multi-motion strategies. He also published a roundup post drawing together attendee reflections and key data points from the day. Louis noted that several of the themes — revenue architecture, growth architecture and revenue governance — dovetail closely with recent content arcs on the podcast.

In this episode, continuing the Summer Cognoscenti Series, David Keene, Co-Founder and CRO at Agentive — who brings three decades of experience across Google Cloud, Salesforce, SAP, Oracle and Wipro — joins Louis and Simon to explore what’s really broken in B2B go-to-market and where agentic AI fits in. Here’s the TL;DL: AI won’t fix broken GTM — it’ll expose it. The opportunity isn’t to automate more activity; it’s to move from systems that record what happened to systems that help revenue teams decide what should happen next. But that only works if the business has clear architecture, good governance, trusted data, and a genuine focus on customer impact rather than internal activity.

Other mentions in this episode:

Simon’s Rethink B2B Customer Growth 2026 roundup post

Episode 52 with JD Miller on The New CRO Playbook

Episode 53 with Kevin Brown on Governance Before Scale

Episode 51 with Mark Walker on AI-Native SaaS

Pavilion — peer community for GTM leaders

CMO Circle — peer community for senior marketing leaders

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 53 - Kevin Brown - Governance and Building the Operating Discipline Before Scale

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 episode continues our Summer Cognoscenti Series, with Kevin Brown, CEO and co-founder at SMVue, joining the conversation. Here’s the TL;DL: Governance isn’t bureaucracy, and it isn’t something you bolt on after scale — it’s the discipline of making trade-offs conscious before they become accidental strategy. For founders, that means how you avoid turning short-term survival decisions into long-term operating drift.

Other mentions in this episode:

Revenue Operating Governance working paper, co-authored by Louis Fernandes, Kevin Brown and Travis Brown.

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 52 – Summer Cognoscenti Series – JD Miller: The New CRO Playbook 

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.

Before getting into the main conversation, Louis shares news of the launch of the Revenue Operating Governance working paper, developed together with Kevin Brown and Travis Brown in conjunction with the Winning by Design Growth Institute, and recently presented at the Winning by Design Impact Summit Virtual. The paper addresses why well-designed revenue systems still break under pressure, arguing that while revenue architecture provides the system design and growth architecture explains how the system behaves, organisations also need a governance layer to keep the system aligned as short-term pressures and local optimisation pull it apart. Simon, meanwhile, flags two upcoming speaking engagements: the Accenture Song B2B Customer Growth Conference, where he will be discussing revenue planning, and the SME Forum for asset management distribution sales and marketing leaders, where he will be covering go-to-market measurement.

Kicking off the Summer Cognoscenti Series, this episode brings a conversation at the intersection of private equity, revenue leadership, and AI, with guest JD Miller, Operating Partner at Rothschild Five Arrows and a multi-time CRO. Here’s the TL;DL: CROs can no longer rely on heroic selling, instinctive deal judgment, or a single forecast number. In a PE-backed environment, they must understand the investment thesis, translate it into the revenue architecture, and communicate early and clearly with the board. AI raises that standard further but it cannot replace trust, judgment, leadership, or the human dynamics of complex B2B buying.

Other mentions in this episode:

The CRO’s Guide to Winning in Private Equity by JD Miller

The AI Handbook for Sales Professionals by JD Miller

JD's AI Handbook bonus materials – free 90-day AI adoption plan

CROs Who Succeed report and our ep37 discussion with Wayne Starritt and Andy Champion

Episode 19 with Joel Harrison

Episode 21 with Andy Champion

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Episode 51 - When an AI-Native SaaS Bet Doesn't Work Out

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.

In this episode Simon and Louis welcome back returning guest Mark Walker, Co-Founder at AI GTM Studio, who last appeared on episode five to discuss segmentation, targeting and positioning. This time, Mark generously agreed to talk through his experience as a seasoned GTM operator who set out to build an AI-native SaaS business — RevvedUp — in one of the most volatile markets in B2B software for quite some time. Louis frames the conversation not as a story about failure as an endpoint, but as an exploration of what the market teaches founders when the assumptions beneath a business change faster than the business can adapt.

Here's the TL;DL: RevvedUp set out to make ABM personalization and outbound relevance scalable through AI. It gained early traction, it gained funding and it gained recognition, but the market shifted fast. Gen AI changed buyer expectations. SaaS funding became less forgiving and the boundary between software, automation, services and agentic execution began to blur.

Other mentions in this episode:

Mark Walker on LinkedIn: buy vs build

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 50: The Story So Far

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.

Marking the 50th episode, we reflect on the podcast’s journey before diving into the detail. Louis outlines what he sees as three defining themes that have shaped their thinking across the series: first, methodologies — from the early influence of the 95/5 concept and the 2009 HBR article “In a Downturn, Provoke Your Customers” through to Challenger, MEDDPICC and ultimately SPICED; second, leadership, and the distinction between strategic leadership and day-to-day management; and third, revenue and growth architecture, which Louis credits with bringing all of the preceding ideas into sharp relief and providing a coherent operating model for SaaS businesses.

Here’s the TL;DL: Over 50 episodes, the biggest lesson is that revenue is not something you simply chase — it’s something you design, lead, govern, and systematically improve. Most SaaS companies default to more activity when things get difficult. But growth isn’t linear. It’s a system. And if that system is badly designed, adding more activity just scales the noise.

Other mentions in this episode:

A big thank you to the guests who have featured across the our Cognoscenti Series and other episodes, several of whom are heard in clips in this episode: Andy Champion (Atlassian), Mark Stouse (Proof Causal AI), Joel Harrison (B2B Marketing), Ian Truscott (Rockstar CMO), Nicky Briggs (Forrester), and Jon Clarke (6sense).

Let’s Get Real or Let’s Not Play by Mahan Khalsa and Randy Illig

“In a Downturn, Provoke Your Customers” — Harvard Business Review, March 2009

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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.

As we bring to a close our topic arc on growth architecture, in this episode we arrive at the critical shift from insight to action — and specifically at the question of why most SaaS revenue leaders are solving the wrong problem. Here's the TL;DL: Most SaaS leaders think their problem is forecasting. It isn't. The forecast is just the output. If the number is wrong, it's because the system producing it is broken. Stop trying to predict the number, start designing the system that produces it.

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:

Episode 40 on causal analytics with Mark Stouse, CEO at Proof Causal.ai

Episode 48 when we covered Monte Carlo simulations in depth

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Episode 48 - Growth Architecture pt3

Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each episode, 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 organizing the inaugural Winning By Design Growth Institute UK London chapter meet-up taking place on the 22 April. Some existing Winning By Design revenue architects will be coming along and introducing a number of the concepts we've been talking about on the podcast, making for an interesting evening. Get in touch to apply for an invitation. Meanwhile the Accenture Song Rethink Replay series has now concluded, featuring full sessions from last year's conference that are available for anyone to watch.

As we near the conclusion of our growth architecture topic arc, in this episode we arrive at forecasting. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Most forecasts assume certainty when none exists. The problem though isn't bad data, it's bad assumptions about how systems behave. The reality is that revenue is not a fixed outcome, it's a range of probabilistic 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:

Matthew Codd's BDR hiring LinkedIn post

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 47 - Growth Architecture Part 2 

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 the process of reviewing a new book that's out by JD Miller, called the AI Handbook for Sales Professionals. JD is actually, now an operating partner for Rothchild and Co Five Arrows, and he's exited about five different businesses successfully as CRO, which gives him a unique lens to be able to look at how companies really grow revenue and what they need to be doing. Louis will let is know what he thinks about the book after he’s finished reading it! 

In this episode we continue our topic arc on growth architecture, turning our attention to revenue systems. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  Most SaaS companies think they have one revenue engine when in reality they have many, and each one behaves differently. If you try to forecast them as one system, you don't get accuracy, you get averages, and average is hide reality. 

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: 

Ian Truscott’s Hope in a Strategy LinkedIn newsletter article that Louis and Simon mention 

BONUS LINK! Simon’s April Fool LinkedIn post! 

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 46- Growth Architecture Part 1

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 explains why, in a change to our scheduled programming, we won’t be covering forcasting after all and instead returning to it at the end of our new topic arc, Growth Architecture, leading on from Revenue Architecture that we've been discussing recently.

Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  Most SaaS companies think growth is a pipeline problem, so when revenue slows, they focus on generating more activity. SaaS growth doesn't behave linearly like that though, it behaves multiplicatively across the entire customer journey. That means if the system is broken, adding more volume just scales that inefficiency. Growth architecture helps solve that problem.

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 45- Revenue Architecture Part 4

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 has recently taken on the role of UK Chapter Lead for Winning by Design's Growth Institute and was buzzing from his first official Impact Roadshow in London. The event saw a real shift in revenue‑leadership thinking, from “do more” to “do better (and sometimes smarter)” and noted how this will shape future conversations around growth architecture and the rising role of AI. Louis and Simon also note the recent, infamous Citrini Research blog post on the future of AI and the impact on SaaS, and agree to circle back to it in a future episode.

We roll on to part four of our Revenue Architecture topic arc, this time discussing growth methods and the benchmarking model. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  Growth is not about adding levers. More levers don't fix weak mechanics. Benchmarks don't mean what you think they mean. A benchmark without context is just theatre.

Read more on this topic in the corresponding editions (part 7 and part 8) of Louis’ What's Broken in GTM and How to Fix It newsletter.

Other mentions in this episode:

Winning by Design's Bowtie Benchmarks

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Episode 44 - Revenue Architecture Part 3

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 the success of the previous episode’s bot takeover and Louis joins friend of the show and RevvedUp.ai Co-Founder Mark Walker (who joined us on episode 5 to discuss segmentation, targeting and positioning) for a webinar discussing the true impact of ABM in 2026. 

We’re up to episode three of our Revenue Architecture topic arc and we’re covering the GTM and growth stages models. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Your GTM motion has got to align with your maths and your system has to evolve with your stage. If either of those is out of date, more effort is not going to fix it.

Read more on this topic in the corresponding editions (part 5 and part 6) 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 43- Revenue Architecture Part 2

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 back in Porto and has been working with Founders Founders again to support development of future tech unicorns. Simon notes that another business to have previously benefited from Louis’ sage advice, Parloa, have just close a $400mn funding round to achieve a $3bn valuation. All being well, Louis will be sprinkling some of his start-up fairy dust across the Porto tech scene too! 

It’s the second episode of our topic arc on Revenue Architecture and we look at the data model and the mathematical model, building on what we talked about last time. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: We are going to get into why managing conversion and time beats managing volumes, and why revenue growth behaves like a compounding system, not a linear plan.

And we’re doing something a little different for this episode. In the spirit of innovation and experimentation we’re handing the discussion over to Notebook LM. Our AI presenters are going to discuss the data and mathematics models, so let’s see how they get on. Do let Louis and I know what you think! 

Read more on this topic in the corresponding editions (part 3 and part 4) 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 42 - Revenue Architecture Part 1

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.

We’re back from the Christmas break with a brand new content arc, details to follow. Simon and Louis note that this being episode 42, regardless of the topic, they will of course be covering life, the universe, and everything…! In other news, the podcast moves to a bi-weekly (that is, every other week) publishing cadence, so be sure to subscribe in your preferred podcast app to avoid missing an episode.

The new topic arc spanning the next several episodes is going to deep take us on a deep dive into Revenue Architecture. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Most GTM systems don't fail. They simply never become a functioning system. We're going start unpacking how revenue architecture really addresses creating that functioning system.

Read more on this topic in the corresponding editions (part 1 and part 2) of Louis’ What's Broken in GTM and How to Fix It newsletter.

Other mentions in this episode:

Guy Rubin, MD Insights, Fullcast

Episode 40 with Mark Stouse, CEO at Proof Causal.ai on causal analytics

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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 39- Christmas Cognoscenti Interview: Mark Sherwood-Edwards

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.

Back in the summer, Louis and Simon spoke to the Summer Cognoscenti and they’re closing out the year chatting with another set of leading thinkers spanning go-to-market with the Christmas Cognoscenti mini-series.

We kick off our with sales-side lawyer Mark Sherwood Edwards from Clearview Legal. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  If you've ever wondered why your MSA reads like the Dead Sea Scrolls, why procurement becomes the pantomime villain in Q4, or why half your legal clauses contradict your own product, you’re about to find out what to do about it.

Listen on as we learn how a lot of SaaS companies create friction that slows deals and confuses customers with legal frameworks that don't reflect how their business actually works. Simplicity, proportionality, and clarity dramatically improved deal velocity, reduce negotiation pain and build trust with procurement. In the absence of a robust approach to handling contracts and the myriad other legal considerations facing SaaS revenue leaders, there’s a considerable risk of everything going to pieces.

Other mentions in this episode:

Mark’s Oh Lawdy! Newsletter

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Episode 38 - Setting-up for FY26

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 tee-up this week’s conversation by reflecting on their experience of companies’ fiscal years starts. Most run January to December, according to Simon’s research, although there are notable exceptions! When is yours?

Regardless of whether or not your fiscal year starts in January, this week we take a look at how to get the year off to a good start. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: You can finish the year well and still start the next one badly. Q4 isn't about landing the number, it's about creating strategic clarity, capability, and momentum that your team will carry into the new financial year. So great leaders don't wait for January to set direction, they use Q4 to build it.

Listen on to find out why closing the year is all about execution, while preparing for the next one is all about leadership, and the best revenue leaders don't separate the two. Q4 isn’t just a race to the finish line, it’s the leadership window that defines the first 12 weeks of the new financial year. While most organisations focus exclusively on closing the year, high-performing GTM leaders use the final weeks to reset strategy, rebuild clarity, re-energise teams, and set the early momentum for the next fiscal year.

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 37- Andy Champion & Wayne Starritt

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 give a shout out to friend of the show Helen Sutton who is publishing a “5 Best (and 5 Toughest) Things About…” LinkedIn post series, which just arrived at Revenue Operations. Needless to say, Simon is very pleased for his people to be recognised!

This week we are joined by Wayne Starritt and Andy Champion to look at the CROs Who Succeed report that Wayne's firm, Bullingstone Associates has just published. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode:  We're going to explore what operating partners have learned from seeing dozens of revenue leaders succeed and fail across their portfolios and discuss the six traits that truly predict CRO success today.

Listen on as Louis discusses with Wayne and Andy why many CROs fail and how organizations can reverse the trend. Short tenures often stem from misaligned expectations and outdated hiring practices that prioritise pedigree over adaptability. The report identifies six traits that predict success, and of course we couldn’t not mention Andy’s “Three Cs”! Ultimately, companies that hire for traits rather than titles, define roles based on context, and foster diagnostic discipline will create revenue leadership that thrives beyond the 18-month cycle.

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 36- ART of Winning Beyond the 5%

Welcome to What's Broken in GTM and How to Fix It with Simon Danielsand guest co-host Ian Truscott. 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 on the road to Porto so Simon is joined by B2B tech go-to-market advisory consultancy, Velocity B’s Ian Truscott as guest co-host on this week’s episode! Ian explains that he and his partner Alex Simonson help primarily smaller and growth B2B tech organizations accelerate their sales and marketing, with a particular focus on alignment across the “revenue department” as well as wider corporate objectives. Ian is right at home on this podcast!

This week we talk about how to approach the long tail of buyers who are not actually in market. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: Create ART - Awareness, Revenue, and Trust - to beat your competitors to address the 95% of your future buyers who are not currently in market.

Listen on as Simon and Ian explore how B2B marketers can win beyond the 5% of buyers currently in-market by addressing the 95% who are future buyers. Ian emphasizes that early-stage decision-making now happens before sales engagement, making brand-building essential. Over-focusing on short-term lead generation neglects the long-term benefits of awareness and trust, which reduce friction and amplify revenue efforts. Ian’s ART framework - Awareness, Revenue, Trust - offers a balanced approach: educate and build visibility, drive demand for active buyers, and foster trust through advocacy and consistent experiences. Companies that invest steadily in brand see significant long-term gains, positioning themselves to convert tomorrow’s buyers into loyal customers.

Read more on this topic in Ian’s blog post on the Velocity B website.

Other mentions in this episode:

Rockstar CMO podcast

Ian’s newsletter edition discussing the role that Marketing should play in sales methodologies

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

Uncensored CMO

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 35- Closing Out 2025

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 announces the new website for his consultancy business Magnitude 10 Associates and invites feedback on his web coding handywork! In addition to outlining his offerings GTM advisory, strategy, sales enablement, and propositions, Louis is also building out the site with back issues of the What's Broken in GTM blog together with episodes of the podcast. Over time, this should become a pretty handy resource for all things go-to-market`

This week we look towards the end of the year and discuss how to successfully close out 2025. Here’s the TL;DL (“Too Long; Didn’t Listen) in case you don’t have time for the whole episode: In that final stretch of Q4, every SaaS revenue leader feels the tension between managing the number and leading the team. The instinct is to double down on inspection. More meetings, more dashboards, more pressure. But the leaders who actually land the year successfully don't manage harder, they lead better.

Listen on as Louis and Simon emphasise that finishing Q4 strong is less about frantic activity and more about disciplined leadership. Panic-driven over-inspection undermines trust and creates chaos, while maintaining cadence, clarity, and confidence ensures stability. Leaders should focus on proactive deal management - rigorous qualification, stakeholder engagement, and clear action plans - without abandoning established processes. Enablement and RevOps must support consistency rather than last-minute fixes, and frontline managers should model calm, composed behaviours. Ultimately, how teams are led in Q4 shapes organizational culture for Q1: fear breeds dysfunction, while confidence builds momentum. Success comes from leadership that prioritizes clarity, cadence, and coaching over heroics.

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 34 - Sales Methodologies pt7 - Dinner Party Discussion

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 bring our sales methodologies series to a close with a fantastic dinner party discussion when we're joined by Ambre Jeanneau, Ian Truscott and Helen Sutton. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: We've been breaking down the major sales methodologies in quite a lot of detail. Each one solves a very different problem, but in the real world, most organizations don't need just one, they need to design the right blend for their motion, their maturity, and their market.

Listen on as the discussion highlights that while sales methodologies like MEDDPICC, Challenger, JOLT, and SPICED offer valuable frameworks, their success depends on clarity, cultural fit, and cross-functional alignment. Over-engineering and treating methodologies as administrative tasks undermine adoption. Effective implementation requires strong leadership, integration into daily operations, and clear value for teams. Context is critical – start-ups need flexibility, while enterprises benefit from structured approaches such as MEDDPICC combined with Challenger. Marketing’s involvement and revops orchestration are essential for consistency across the revenue lifecycle. Ultimately, methodologies should enable predictability, growth, and collaboration, not create friction.

Other mentions in this episode:

The First 90 Days by Michael Watkins

Marketing in the STARS – Ian’s Rockstar CMO Podcast episode on the STARS context model

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 33 - Sales Methodologies pt6 (SPICED)

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 shares exciting news about his new role, bringing a revenue operations capability to account based marketing consultancy MomentumABM. Louis and Simon agree that ensuring ABM has solid operational underpinnings is crucial to success.

This week as the sales methodology series draws to a conclusion, we move on to the Winning By Design model, SPICED, designed specifically for recurring revenue businesses.. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: SPICED aligns every touchpoint to customer impact, and that's not just for the first order. It overlays the bow tie model, so you sell, deliver, and then re-earn value as a customer.

Listen on as Louis explains that SPICED, developed by Winning By Design, is a customer-centric sales methodology tailored for recurring revenue businesses. Unlike traditional funnels that stop at “closed won,” SPICED spans the entire customer lifecycle, ensuring recurring impact through acquisition, retention, and expansion. The acronym for Situation, Pain, Impact, Critical Event, Decision, guides diagnosis and solution design, emphasising both rational and emotional outcomes. Integrated with the bow tie model, SPICED enables seamless handoffs between marketing, sales, and customer success, reducing churn and driving growth through upsell and cross-sell opportunities. By complementing frameworks like SPIN, MEDDICC, and JOLT, SPICED provides a unified approach that aligns all functions around measurable impact and customer success, making it a powerful tool for SaaS and subscription-based organizations.

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 32 - Summer Cognoscenti Interview: Sarah Rhodes (repeat)

Welcome to episode 32of 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 is unable to join us for personal reasons, and so we're taking the opportunity to hear again the fabulous Summer Cognoscenti conversation we had with Sarah Rhodes, recruitment director and co-founder at go-to-market recruitment specialists, n8talent. Here’s the original 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.

Sarah 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 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.

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

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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.

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

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 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.