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:
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