Magnitude 10 Associates partners with Private Equity firms, Operating Partners, and leadership teams in Series B–D and mature recurring revenue businesses facing structural growth complexity.
This is not GTM advisory.
This is Revenue Architecture.
We work at the system level — redesigning the commercial engine across marketing, sales and customer success to create predictable, capital-efficient growth.
Experience That Translates Into Results
ABOUT
When growth stalls at scale, the issue is rarely effort.
It is architecture.
-
Conversion layers lack definition.
-
Forecasting is narrative rather than probabilistic.
-
Retention is under-leveraged.
-
Expansion motions are misaligned.
-
Capital is deployed without diagnostic clarity.
As a Fractional CRO and Revenue Architecture partner, Magnitude 10 helps boards and executive teams:
-
Diagnose structural friction in recurring revenue systems
-
Redesign conversion mathematics (M1/CR1 → M4/CR4)
-
Establish North Star governance
-
Align revenue models with capital allocation
-
Shift from activity-led growth to system-led performance
The objective is simple:
Build a revenue system that scales without distortion.
Founded by Louis Fernandes — a three-time PE-backed SaaS revenue leader — Magnitude 10 blends operator experience with the structured methodologies of Winning by Design’s Revenue & Growth Architecture frameworks.
Louis has led full P&L and revenue functions at Uberall (VP Sales EMEA), HRS (Managing Director Northern Europe), and Basware (General Manager UK & Ireland), and held senior commercial leadership roles at SAP, SAS and HPE.
He is a Winning by Design Revenue Architecture Ambassador and UK Chapter Lead for the Growth Institute — a think tank dedicated to advancing recurring revenue design in complex SaaS environments.
Louis also writes the What's Broken in GTM and How To Fix It blog and hosts the both the WBIGTM and CRO Connected podcasts
PAST PROJECTS
Who we've worked with...
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 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.
