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

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

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

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

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

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

Other mentions in this episode:

 Compensation Matters podcast

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

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

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

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

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

Other mentions in this episode:

Tijs van Santen, AI Co-Founder & CEO

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

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

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

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

Other mentions in this episode: 

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

Jacco van der Kooij, Founder, Winning by Design 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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