Demand Geniuses: Revenue-Driven B2B Marketing

Louis Fernandes is a seasoned SaaS leader with over 30 years of experience in sales, marketing, and revenue leadership — and in this minisode, he cuts straight to what separates smart GTM from expensive mistakes. From ICP enforcement to comp plan design, Louis delivers a masterclass in building go-to-market motions that are actually built to last.

Tune into this episode, as we explore:
(00:32) The fundamentals that never change - and why ignoring them still tanks GTM
(02:50) Why knowing your ICP means nothing if your comp plan rewards the wrong deals
(04:44) Stop paying for leads. Start paying for outcomes that actually move the needle
(06:40) Is revenue really your north star? Louis challenges the metric everyone defaults to
(07:55) Crossing the Chasm in practice - why too many sales motions too early destroys unit economics

Listen to the full episode here: https://open.spotify.com/episode/5FHhixA3OMfXNB6gcy3IV1

What is Demand Geniuses: Revenue-Driven B2B Marketing?

Demand-Geniuses is the podcast for revenue-focused B2B Marketers. We bring you the latest insights and expert tips, interviewing geniuses of the B2B Marketing world to bring you actionable advice that you can implement to accelerate growth and progress you career. The role of Marketing in B2B go-to-market strategy has changed drastically. It's more important to revenue generation than ever as buyer engagement becomes more digital. We equip you with the information you need to thrive in this new, revenue-critical role.