How Do You Get Feedback From Customers to Sharpen Your Proposition Messaging?

The other day, I reviewed a portfolio company's 2025 strategy deck. Although the deck used all the right buzzwords—AI transformation, vertical SaaS expansion, and product-led growth—something felt off. That's when I realized we're all at risk of making a classic mistake: following someone else's "proven strategy" instead of trusting our strategic instincts. 

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Investors often need help understanding marketing metrics and their context, creating confusion and tension between CEOs, marketing leaders, and themselves. You’re thinking about money in, money out, growth, valuation, and returns, but the marketing data presented doesn’t align with that framework.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Nothing is more rewarding than seeing a company take your advice, make a few changes, and watch everything start to click into place.Because let’s face it: even companies with great products can hit a wall if their sales and marketing teams are out of sync. It happens more often than you’d think, and the reasons behind it aren’t always obvious.That’s precisely what happened with a company I worked with recently; let’s call them “Company A.” They reached out for help because their revenue numbers were stuck despite generating what seemed like a mountain of leads. They were putting in the effort. The original problem statement was “we have too many leads” (sounds too good to be true!!), as the results weren’t coming.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor