GTM

In today's competitive SaaS markets, too many companies end up overcomplicating their GTM strategies, causing friction, confusion, and panic in the market. Having a straightforward, simple, easy to understand GTM strategy that customers can articulate, helps you get to value and aligns your teams.

Whether you're a mature enablement function looking to recalibrate and get back to the basics or a startup without a dedicated enablement resource, these six assets will give you the foundation to drive consistency, efficiency, and impact—without needing a huge budget or a complex tech stack.

When revenue performance deteriorates, the organisational response is remarkably consistent. Pipeline targets are raised. Sales activity is scrutinised. Marketing is asked to deliver more volume. Enablement is tasked with sharpening execution. Pressure is applied at the edges of the system. What is rarely questioned is whether the  revenue model itself  — the way money is monetised, realised, and scaled — is fit for purpose. Yet in many B2B SaaS organisations, the most persis

Strategy answers important questions: who you serve, what you sell, where you compete. But strategy alone does not determine whether revenue is produced consistently, predictably, or profitably. That responsibility falls to the system that sits beneath it. Without architecture, execution relies on individual heroics. Growth depends on effort rather than leverage. When conditions change — as they inevitably do — the system amplifies volatility instead of absorbing it.

As 2025 draws to a close, it is striking how consistently SaaS leaders have rediscovered the same truth: the GTM engine is not a playground for clever tactics, but a system whose performance depends on clarity, discipline, and coherence. In that spirit, the final WBIGTM essay of the year looks back at what 2025 has taught us — not through the lens of novelty, but through the lens of accumulated wisdom.

As a bit of end-of-year fun, Louis put together some Christmas Video Cards that went out on LinkedIn. Here they are in all their splendour! Oh, and apologies for the absolutely hideous Christmas Jumper... Day 1: A TAM That Isn’t Actually TAM Most markets aren’t too small. They’re just misunderstood. If your TAM feels enormous but growth feels hard, the problem probably isn’t demand. It’s clarity. Real scale comes from knowing exactly  who you serve, why they buy, and what cha

When it comes to segmentation, targeting and positioning, you have to discriminate: you have to pick the segments you want to serve. You cannot be all things to all people. 

Traditional sales processes are mapped around funnel stages. The Bow Tie Model reimagines the funnel by visualising the entire customer lifecycle — not just what happens before a deal is signed, but everything that follows.

GTM Enablement isn’t just about sales - it’s about the entire customer journey, from the first touchpoint to retention and expansion. That means looking at the bigger picture and ensuring that every team involved is aligned and empowered.

Segmentation, targeting, and positioning form the backbone of any successful GTM strategy. Many SaaS companies though fall into the trap of adopting a scattered approach, effectively creating a blancmange of inconsistent messaging and poorly aligned sales efforts that must be overcome. 

Join Louis Fernandes and Tom Rudnai on the Demand-Genius podcast where they discuss

Why do organisations find it so hard to articulate and quantify the value they deliver to their customers? Challenger propositions are excellent devices for solving one of the hardest problems in business development – crossing the gap from “awareness raised” to “conversation held”.

#WBIGTM Episode 3: Revenue Growth vs Cost Containment with Louis Fernandes & Simon Daniels This week on the  What's Broken in GTM and How to Fix It  podcast I recap his time at the  CRO Connected Summit in East Sussex, including a nice walk in the countryside not ruined by having to play golf! More seriously,  I found the talk on seller productivity by  Gerry Hill  very valuable and recommend following him for more insight. Moving on to this week’s discussion on revenue growt

In the fast-paced world of B2B SaaS and technology, having a robust go-to-market (GTM) strategy is not just an advantage - it’s a necessity. Without a clear, scalable plan, even the most innovative products can struggle to find their footing.

In too many organisations, methodologies become silos. A team might run Challenger training, dabble in SPIN, sprinkle in a bit of MEDDPICC, and declare victory. But without a unified framework to tie it all together, reps fall back on old habits, managers coach inconsistently, and execution becomes patchy.

Niall Simpson takes Louis through his paces in the gym... and they talk about how sales leaders must become better coaches in order to thrive.

Product market fit is not just for Christmas and it doesn't get solved overnight, but companies that invest the time and effort to get it right will experience more sustainable and profitable growth.

SPIN is an acronym for the four types of questions great salespeople use to uncover and develop a customer’s needs.