Calming

Chaos at Scale-Ups

Trusted by investors & innovators

"The UKs leading venture fund"
"Edwin is one of the best out there"
"It was great working with Edwin"
100+ recommendations on Linkedin

A weekly digest for investors and CEOs.

GTM insights, prompts, and what works (and doesn’t) to help VCs and CEOs execute better.
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100+ recommendations on Linkedin
for investors
Turning messy GTM into value creation

I partner with investors to turn messy portfolio execution into value creation. With two decades in SaaS and as an Operating Partner at a leading UK VC fund, I’ve built a system that strengthens GTM foundations and operating rythms.

The first step is a GTM audit, either pre-deal or mid-cycle when growth is off-plan.

for CEOs
Marketing is the master of business

I help CEOs build the right marketing foundations and quickly unblock the GTM challenges that slow growth. Through our strategic differentiation sprint and the GTM Accelerator we create clarity, focus, and momentum.

The process begins with a Clarity Call to review challenges and we’re a fit to work together.

free GTM Curriculum
GTM insights, frameworks & Tools.

The GTM Curriculum uses two decades of GTM experience to help investors, CEOs, and LT sharpen execution through free toolkits, frameworks, and advisory shortcuts. It helps improve judgment to make better decisions.

The first step is simple and free. Access the Curriculum, go through it at your own pace.

[ SOLVING BIG PROBLEMS, QUICKLY. ]
[ SOLVING GTM BIG PROBLEMS, QUICKLY. ]

Scaling a company is like staring into the abyss and eating glass.

It’s daunting and it’s painful.

GTM advisory + execution for SaaS / Services ($5M–$25M ARR), guaranteed to sharpen differentiation, accelerate value creation and value recovery!

Wrestling with GTM?

It doesn’t have to be this hard.

There are lots of ways to grow. And there are tonnes of advisors promising to help. You’ve probably tried some. Yet, here you are.

Unfortunately, most advisors bring outdated experience and add more noise than signal. Complex strategies, generic tactics, outdated playbooks and another thing they picked up on LinkedIn. You know?

But more isn’t the answer.

The real work is in constraints, differentiation, and building one straight line marketing system that actually scales. That’s where I come in.

I bring the vantage point of an Operating Partner, not a consultant. On the investor side you care about whether a company can hit plan, not about endless activities. I’ve worked with more than 50+ scaleups and know what works, what doesn’t, and why. My approach is simple: focus on the fundamentals, remove distractions, and fix the system so execution gets easier. I operate with the mindset of an investor, not a consultant.

Whether you’re pre-deal validating GTM readiness, post-deal addressing execution concerns, or mid-cycle fixing a messy GTM, I help investors, CEOs, and leadership teams improve performance and hit plan. I help you change, peace of mind and focus follow.

Have a poke arond
[ my partners ]

Companies I’ve worked with

[ three ways i can help you ]
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Strategic Differentiation Sprint

Most teams have a story but still miss plan because they can’t explain why they are different right now. In two weeks we find your strategic differentiation and show you how to use it across sales, marketing, and growth.

GTM Accelerator Program

Most CEOs want to build a marketing system but get stuck in scattered activities. The GTM Accelerator is a 90-day sprint that gives you the foundations, rhythm, and focus to create a system that drives growth.

Rapid GTM Sprints to Drive Value Creation

Rapid GTM Sprints target the issues that slow growth. Typical use cases include sharpening positioning, focusing the ICP, unblocking pipeline, and installing a marketing system. Each sprint tackles one problem and gets execution moving.

[ recent issues ]

Recent Articles on GTM

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[ insight of the week ]
Not one variable or team drives the growth
of the pipeline
.
Read more on my LinkedIn