What's Broken in GTM and How to Fix It

Louis Fernandes and Simon Daniels
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Exploring the key go-to-market challenges that SaaS organisations face and how to overcome them to ensure success.

  1. JAN 14

    Revenue Architecture Part 1

    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 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.

    34 min

  2. 12/18/2025

    Christmas Cognoscenti Interview: Isa Sher

    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.

    45 min

  3. 12/11/2025

    Christmas Cognoscenti Interview: Mark Stouse

    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.

    51 min

  4. 12/04/2025

    Christmas Cognoscenti Interview: Mark Sherwood-Edwards

    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 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.

    34 min

  5. 11/27/2025

    Setting-up for FY26

    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.

    22 min

  6. 11/20/2025

    Andy Champion & Wayne Starritt

    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.

    47 min

  7. 11/13/2025

    ART of Winning Beyond the 5%

    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.

    30 min

  8. 11/06/2025

    Closing Out 2025

    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.

    25 min
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About

Exploring the key go-to-market challenges that SaaS organisations face and how to overcome them to ensure success.

Information

  • Creator
    Louis Fernandes and Simon Daniels
  • Years Active
    2025 - 2026
  • Episodes
    42
  • Rating
    Explicit
  • Copyright
    © 2026 Louis Fernandes and Simon Daniels
  • Show Website
    What's Broken in GTM and How to Fix It