GTM 156: Revenue Marketing Unpacked: GTM Lessons, AI, and What’s Really Broken in Attribution | John Fernandez

John Fernandez is SVP at Datasite, with a track record as GTM leader at Glia, ContentWise, and Diligent, having scaled teams through IPOs, acquisitions, and $1.4B in equity events. At Glia, John pioneered revenue marketing’s impact, driving 71% of pipeline and 60% of new business revenue from marketing. Connect with him for real-world GTM lessons, scaling playbooks, and unique frameworks for aligning marketing with revenue.

Discussed in this Episode:

• How to architect a B2B marketing org that is truly accountable for pipeline and revenue, not just “influence”
• Aligning product, content, and campaign teams to ONE goal: pipeline creation (culture, incentives, and operations)
• The “Value Chain” framework for mapping marketing’s full-stack impact across the GTM engine
• John’s “4 Whats” Framework for operationalizing measurement: what's working, what's not, what's new, what's next
• What’s broken about attribution today and why multi-touch measurement is often a red herring
• The shift from SEO to GEO: How generative AI is re-writing digital discoverability and B2B content strategy
• AI in marketing without losing authenticity: human-in-the-loop, voice, and trust factors you need to watch
• Why more Martech isn’t the answer (and the tech stack crisis facing GTM teams)
• Deep problem understanding as a GTM superpower (what chess can teach SaaS leaders about winning)
• Key moves for founders and GTM leaders facing today’s attention and signal problem

Guest Speaker Links (John Fernandez):

• LinkedIn: https://www.linkedin.com/in/johnfernandez/
• Datasite: https://www.datasite.com/

Host Speaker Links (Sophie Buonassisi):

• LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/
• Newsletter: https://substack.com/@sophiebuonassisi

Where to find GTMnow (GTMfund’s media brand):

Website: https://gtmnow.com/
LinkedIn: https://www.linkedin.com/company/gtmnow/
Twitter/X: https://x.com/GTMnow_
YouTube: /@gtm_now
The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.