Demand Geniuses: Revenue-Driven B2B Marketing · 2026-03-24 · 9 min
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:
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Maisa Fernandez on Transforming Partner Marketing into a Revenue EngineNever GTM Alone · on B2B marketing74 / 100
How Revenue Marketing Makes the CMO a Business Growth DriverThe B2B Revenue Executive Experience · on Revenue marketing71 / 100
Why Great Marketing Is Built on Honesty, Not Hacks with Emma Davies & Ruta SudmantaiteSpotlight on B2B Marketing · on B2B marketing65 / 100
#191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at AscendionFinite By Clarity · on B2B marketing60 / 100
How B2B Marketers Use White Space Analysis to Map Enterprise Account GrowthB2B Marketing with Fexingo · on B2B marketing57 / 100
Best of Linkedin: Account-based Marketing CW 34/ 35Best of LinkedIn: Strategic B2B Marketing · on B2B marketing
Jess Cook: Brand Beats Demand Gen72 / 100
Neil Patel: $20M Super Bowl Spend, Little Growth (Minisode)76 / 100
CMO Jillian Als: Rebranding in the age of AI70 / 100
Justyna Dzikowska: Building Brands in the AI Era56 / 100
Brand Marketing Expert: How to make B2B brands stand out78 / 100