What's Broken in GTM and How to Fix It

Louis Fernandes and Simon Daniels
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  • MARKETING

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

  1. 5D AGO

    Summer Cognoscenti Interview Series Wrap-up

    Episode 25: Summer Cognoscenti Interview Series Wrap-up. Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues. Louis and Simon agree how much they enjoyed the recent ON_Discourse Supper Club dinner in London to which Simon’s brother Toby invited them. As well as a lively evening with a bunch of interesting people from a wide range of businesses, it turned out to be a great opportunity to road test some of the takeaways from our recent chats on the podcast. Talking of which… The Summer Cognoscenti Interview Series has come to an end and so we thought it would be good to reflect on the fantastic conversations we’ve been having. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: We've spoken to some brilliant guests, with some amazing insights covering everything from trust as the currency of GTM to alignment, leadership, and talent as being core functions. Listen on as Simon and Louis recap five core themes raised by their guests during the series: alignment, trust, AI, talent and leadership, and execution. Persistent misalignment between marketing and sales, driven by metric conflicts and short-term pressures, remains a critical challenge. Trust emerged as the foundational currency of GTM, vital for both customer acquisition, retention, and growth. While AI offers transformative potential they agree, it must be applied with intent and not as a substitute for critical thinking. Talent strategies should prioritize human qualities and leadership that fosters success. Finally, it’s clear that execution remains the ultimate differentiator, where coherent orchestration across GTM functions determines outcomes and cold calling isn't dead-but brute force is. Huge thanks to our guests, Ian Truscott, Joel Harrison, Sarah Rhodes, Andy Champion, David Meyer, Gerry Hill, and Nicky Briggs for joining us! Other mentions in this episode: Simon’s Summer Reflections Over a Beer LinkedIn post The Solow Paradox        The Diary Of A CEO with Steven Bartlett Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.

    33 min

  2. AUG 21

    Summer Cognoscenti Interview: Nicky Briggs

    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.

    30 min

  3. AUG 14

    Summer Cognoscenti Interview: Gerry Hill

    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.

    49 min

  4. AUG 7

    Summer Cognoscenti Interview: David Meyer

    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.

    38 min

  5. JUL 31

    Summer Cognoscenti Interview: Andy Champion

    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.

    34 min

  6. JUL 24

    Summer Cognoscenti Interview: Sarah Rhodes

    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.

    39 min

  7. JUL 17

    Summer Cognoscenti Interview: Joel Harrison

    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.

    33 min

  8. JUL 10

    Summer Cognoscenti Interview: Ian Truscott

    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.

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

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