Demand Geniuses: Revenue-Driven B2B Marketing The Real GTM Fundamentals: Lessons From Failure, Focus and Leadership
Louis Fernandes is a seasoned SaaS leader with over 30 years of experience in sales, marketing and revenue leadership. Louis opens up about his early career in banking, the highs and lows of running his own business, and how those lessons shaped his playbook for building efficient, profitable go-to-market strategies. Discover classic traps of sales and marketing misalignment, the dangers of over-specialisation, and the commercial fundamentals that drive sustainable growth.
Tune in to this episode as we explore:
(05:44) Lessons from failure in business
(09:39) Marketing fundamentals and go-to-market strategy
(12:42) Specialisation vs shared goals
(15:46) Focusing early for sustainable growth
(20:29) B2B marketing and strategic revenue focus
(24:17) Balancing short-term wins with brand building
(27:33) Attribution: misuse and optimisation
(28:52) Prioritising revenue and growth strategy
(33:50) Marketing beyond customer acquisition
(37:20) Why marketers struggle with internal storytelling
(39:51) Lessons from losing a company
(42:17) Politics, television and marketing insights
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