What's Broken in GTM and How to Fix It
Exploring the key go-to-market challenges that SaaS organisations face and how to overcome them to ensure success.
Quick Fire Series: Closed Won Is Where Value Creation Begins
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...
Quick Fire Series: The Customer Does Not Experience Your Org Chart
Episode 63 - Quick Fire Series: The Customer Does Not Experience Your Org ChartÂ
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.Â
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 yo...
Quick Fire Series: The Market Does Not Begin with Your Sales Motion
Episode 62 - Quick Fire Series: The Market Does Not Begin with Your Sales MotionÂ
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.Â
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 eq...
Quick Fire Series: ICP Is Not Segmentation
Episode 61 - Quick Fire Series: ICP Is Not SegmentationÂ
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.Â
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...
Quick Fire Series: Revenue Is a System Not a Sales Number
Episode 60 - Quick Fire Series: Revenue Is a System Not a Sales NumberÂ
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.Â
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 an...
Summer Cognoscenti Wrap-up with Ian Truscott
Episode 59 - Summer Cognoscenti Wrap-up with Ian TruscottÂ
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.Â
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...
Summer Cognoscenti Series - Gerry Hill: Stop Suppressing Your TAM
Episode 58 - Summer Cognoscenti Series - Gerry Hill: Stop Suppressing Your TAMÂ
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.Â
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 ha...
Goodhart, Governance and the GTM Machine
Episode 57 - Goodhart, Governance and the GTM MachineÂ
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.Â
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...
Cognoscenti Archive: Andy Champion & Wayne Starritt
Episode 56 - Cognoscenti Archive: Andy Champion & Wayne StarrittÂ
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.Â
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 re...
Summer Cognoscenti Series - Travis Brown: From Leadership Intent to Organisational Behaviour
Episode 55 - Summer Cognoscenti Series - Travis Brown: From Leadership Intent to Organisational BehaviourÂ
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.Â
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 hims...
Summer Cognoscenti Series - David Keene: AI, Trust and GTM Architecture
Episode 54 – Summer Cognoscenti Series - David Keene: AI, Trust and GTM ArchitectureÂ
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...
Summer Cognoscenti Series - Kevin Brown: Governance and Building Operating Discipline
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 d...
Summer Cognoscenti Series – JD Miller: The New CRO Playbook
Episode 52 – Summer Cognoscenti Series – JD Miller: The New CRO PlaybookÂ
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...
When an AI-Native SaaS Bet Doesn't Work Out
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...
The Story So Far
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 Down...
Growth Architecture pt4
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. Th...
Growth Architecture pt3
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...
Growth Architecture Part 2
Episode 47 - Growth Architecture Part 2Â
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.Â
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 hi...
Growth Architecture Part 1
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...
Revenue Architecture Part 4
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...
Revenue Architecture Part 3
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...
Revenue Architecture Part 2
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 be...
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-w...
Christmas Cognoscenti Interview: Isa Sher
Episode 41 - Christmas Cognoscenti Interview: Isa SherÂ
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.Â
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 hi...
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 be...
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 fr...
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 Jan...
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...
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 grow...
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...
Sales Methodologies pt7 - Dinner Party Discussion
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...
Sales Methodologies pt6 - SPICED
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...
Summer Cognoscenti Interview: Sarah Rhodes (repeat)
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 th...
Sales Methodologies pt5 - MEDDPICC with Pim Roelofsen
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’...
Sales Methodologies pt4 - The JOLT Effect with Ted McKenna
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 i...
Live at CRO Connected Autumn Summit - The Human Element in the Age of AI
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...
Sales Methodologies pt 3 – Challenger Sale
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 fo...
Sales Methodologies pt2 – SPIN Selling
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 year...
Sales Methodologies pt1 - Overview
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...
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 ou...
