Marketing

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

If you're an investor or CEO of a scaleup, you probably hear at every board meeting or in general that you have a pipeline problem—it's a top-of-funnel issue. We don't get enough leads, or our pipeline is flat. If we had more leads, we'd close more business—a linear relationship, right? As the CEO, you could communicate that to investors, or the CEO might get that narrative from the CMO / CRO. 

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Over the last three years, I've had the pleasure of advising, doing due diligence over 10+ during the previous 24 months, and coaching, advising, and working with CEOs and chairs in the UK and US. As part of that process, I've learned a lot about the acute go-to-market challenges most scale-ups have, from a starting revenue of $2 million to $25 million.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Most scaling companies in a VC portfolio will have an apparent tension. That tension is that they want to grow fast with investment, but their brand is developing and needs more awareness.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Be “data-driven.” It’s the most cliched recommendation from “investors, thought leaders and CEOs to the CMO.” However, while everyone recommends being data-driven, few do it well. I’d love to know how data-driven certain CMOs or thought leaders are when running their teams.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Amidst the buzz that AI might replace marketers, a nuanced understanding of its role in go-to-market (GTM) strategies is essential.‍AI doesn’t replace marketers; it redefines how GTM strategies are executed.‍AI helps average CMOs stay average.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Many SaaS companies struggle to establish a differentiated point of view in the market (it's one of the most common GTM challenges). AI can help.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Being in a fast-growth scale-up is stressful when you have poor pipeline conversion—top-of-funnel, mid-funnel, and bottom-of-funnel. As a VC/investor, you want to see smooth conversion metrics and hockey stick growth. So does the CEO. So does the CMO.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Most board meetings have a request to look at funnel conversion. You either have a top-of-funnel problem (primarily) or a middle or bottom-conversion issue. Compounding this issue are sales and marketing leaders tending to go away and get back into the day-to-day. Guess what?

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

In today’s post, I want to show you how I use distinct question sets to craft a differentiated POV, message, value proposition and sales story. ‍The core focus of your GTM is grounded in a relentless pursuit of specificity in your product positioning.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Explore the complexities CEOs face in understanding B2B marketing and discover the crucial role of a CMO in navigating this intricate landscape.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor