Go-To-Market Transformation, Built on Evidence and Experience
Magnitude 10 Associates brings together proven revenue growth frameworks, operational experience, and analytical rigour to fix what’s broken in GTM.
From strategy to execution, we help leadership teams clarify positioning, align functions, and deploy data-driven operating models that accelerate growth without compromising efficiency.
Experience That Translates Into Results
ABOUT
Magnitude 10 Associates (M10) is a consulting firm specialising in Go-To-Market strategy, design, and transformation for B2B SaaS and technology companies.
We help leadership teams align their commercial operations — across marketing, sales and customer success — around a single goal: building a scalable, high-impact revenue system.
We work with founders, CROs, and investors who recognise that building a scalable GTM engine demands more than just process — it requires perspective, discipline, and design.
Our belief is simple: performance isn’t a matter of luck or hustle. It’s a system — and systems can be designed, measured, and improved.
M10 was founded by Louis Fernandes, a former SaaS revenue leader with over two decades of experience building and leading go-to-market organisations across Europe.
His career includes senior roles at Uberall (VP Sales EMEA), HRS (Managing Director, Northern Europe), and Basware (General Manager, UK & Ireland) — each with full P&L and revenue responsibility.
After years of seeing how fragmented go-to-market systems held companies back — and how disciplined design could unlock exponential performance — Louis created Magnitude 10 to help others avoid the same mistakes and build for lasting success.
Louis is a Winning By Design Revenue Architecture Ambassador and a Founding Member of The Growth Institute, a Think Tank for GTM strategic development and executional excellence in recurring revenue businesses.
He is also the author of the What's Broken in GTM and How To Fix It blog and co-host of the podcast by the same name.
OUR PHILOSOPHY
Systems create scale
Most GTM challenges aren’t caused by people or tools. They stem from a lack of system design — unclear processes, misaligned functions, and disconnected metrics.
At M10, we treat revenue as a system of impact: a set of interconnected parts that must work together with purpose, rhythm, and accountability.
Our work blends the science of revenue architecture with the art of leadership alignment, ensuring every client engagement delivers measurable commercial outcomes.
OUR APPROACH
Practical. Structured. Impact-Led.
Our work is grounded in the principle that revenue performance is a system, not a series of functions.
We apply the same discipline and frameworks used by the world’s most successful SaaS businesses — from Winning by Design to the best of Bain and McKinsey GTM thinking — and tailor them to your stage, structure, and strategy.
The result is clarity, accountability, and measurable impact.
SERVICES
Making revenue growth predictable
Identify What’s Broken — and Why.
Before you can fix performance, you have to understand it. Our diagnostic work examines every layer of your revenue engine — strategy, structure, process, and metrics — to expose the underlying pain points.
Measure Capability. Predict Performance. Build for Impact.
Behind every revenue system are the people who power it — but most organisations rely on instinct rather than evidence to assess capability.
Build the System for Sustainable Growth.
Once the current-state architecture is understood, we work with leadership to design the future-state GTM system — aligning commercial strategy, functional roles, and sales motion design.
Turn Process into Performance.
High-performing revenue teams aren’t just motivated — they’re equipped. We help organisations translate strategy into frontline execution through tailored enablement programmes that embed consistency, capability, and confidence.
Supporting Leaders Through Change.
Transformation requires alignment — not just of process, but of people. We provide senior advisory and coaching support to founders, CROs, and functional leaders as they navigate growth challenges, organisational change, and investor expectations.
Experienced Leadership — Exactly When You Need It.
Some organisations need more than advice — they need leadership in the room.
Our Fractional Revenue Leadership service provides hands-on senior capability without the full-time overhead, embedding proven experience at a critical stage of growth or transformation.
COLLEAGUES
Industry experts we collaborate with...
Simon is a principal consultant at MomentumABM (part of Accenture Song), an ex-Forrester analyst, and co-host with Louis of the What's Broken In GTM and How To Fix It podcast.
Ambre is the founder of Scaling Edge, a Berlin-based sales enablement consultancy. She has created and led enablement functions at Series A-through-C unicorn and PE-backed scale-ups Uberall and Parloa.
Jon is the founder of management consultancy, Adjacency. A highly respected business analyst, he helps brands articulate the value they deliver to customers. Jon was previously at Hewlett Packard Enterprise.
