Episode 60 – Quick Fire Series: Revenue Is a System Not a Sales Number 

Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues. 

Louis previews a busy week ahead: he's speaking at the NEXO Conference on Friday, giving a fireside chat on scaling businesses across Europe, before co-hosting the Winning by Design London Impact Roadshowthe following week alongside Jacco van der Kooij and Mike Boogaard. 

We launch a brand new run on the podcast this time — a five-part Quick Fire series adapting Louis's What B2B Forgot newsletter arc, starting with the case that revenue is the output of a commercial system, not simply a sales number. Here's the TL;DL: B2B often treats revenue as the output of Sales, when it's actually the result of connected choices about market, proposition, price, channel, customer experience and value delivery. A modern CRO's job should therefore be to make the whole system coherent and to optimise the quality of revenue, not simply its volume. 

Read more on this topic in the corresponding editions of Louis' What's Broken in GTM and How to Fix It newsletter: What B2B Forgot and Your CRO Should Think More Like an FMCG Brand Director. 

Other mentions in this episode: 

NEXO Conference 

Winning by Design London Impact Roadshow 

The Revenue Operating Governance paper, co-authored by Louis with Kevin Brown and Travis Brown 

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.