SaaS GTM

I sat through another investor panel yesterday where everyone kept talking about how to "support" their portfolio companies.Things like reviewing board decks, troubleshooting hiring issues, jumping into pipeline reviews, or offering feedback on positioning.A few years ago, I would've nodded along. It all sounds helpful.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

One of the most challenging calls to make as a VC or CEO is knowing when to walk away from your current go-to-market strategy.Most people don't.They tweak it, adjust tactics, and hang onto the plan because it feels like progress—a new campaign here, a messaging refresh there, maybe a different mix of channels. But here's the reality: tweaking doesn't fix the fundamentals, and sometimes, those fundamentals are broken.I recently had a conversation with an investor that made me completely rethink how I advise on GTM. We were looking at his portfolio, and the same question kept coming up: How do you really know if your GTM strategy is working? And when do you call time on it?

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Most marketing plans fail in execution. Learn the 7-step system to turn your strategy into a weekly marketing machine that actually gets done.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

The big problem my readers repeatedly face is the lack of action in turning customers into advocates or even customers into case studies, testimonials, or references. The reason for this is interesting regarding the UK versus the US. In the US, SaaS companies appear far ahead in being comfortable engaging customers and getting advocacy.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Every week, I see the same problem play out. As an investor, you get handed overly complicated marketing plans and struggle to make sense of them. It feels like a tangled mess of strategies, channels, and projections. I know that feeling because I’ve been there. After reviewing over 50 go-to-market plans in due diligence over the last four years, one truth stands out: there is a luxury in doing less.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

It’s a question I hear often from portfolio companies. Founders believe that scaling is about adding more fuel (especially wanting to create the “marketing machine”)—bigger budgets, more hires, new tools. But the truth is, scaling doesn’t happen by doing more of what worked at $1M ARR. Scaling happens when marketing leads the business.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

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