What changed for the better
after working with Edwin? 
Here was one response:

We engaged Ed to carry out a full Marketing and Sales due diligence. He not only provided us with a honest and frank review of how we are working, but also some fantastic insights and recommendations that have now been embraced by the team.

— Guy Battle, CEO Social Value Portal

Edwin worked at Appirio for 4+ years and was critical to building Appirio’s European business from the ground up.

Highlights include:
- Industry leading marketing sourced pipeline and pipeline creation overall
- Critical to launching new markets including France & Nordics
- Built PR, SDR, Demand Generation, and Field marketing engine
- Consistently exceeded pipeline quota goals each month

Edwin drove results and built an incredible team. He hired amazing talent and groomed them to be their best. He had a positive impact on our business, careers, and lives. Ultimately this is the mark of great leadership.

Edwin is a constant student...from some new piece of technology he wanted us to pilot to self-help programs he was pushing us to try, he was always working on himself and raising the bar for all of us.

— Latané Conant, Chief Revenue Officer at 6sense

I had the pleasure of working with Ed, an Operating Partner at Mercia Ventures, while I was with a Mercia portfolio company. Ed always provided invaluable assistance and offered his unique perspectives on the go-to-market challenges faced by high-growth businesses.

His extensive experience allows him to quickly identify problems and share practical, actionable guidance that my team and I could quickly use. Ed’s insights helped us accelerate our growth, and his ability to simplify complex issues into clear, effective strategies is truly impressive.

I highly recommend Ed to any business looking for expert advice on scaling and overcoming growth challenges.

—  John Robertson, Marketing consultant at Robertson Collaborate

I am pleased to recommend Edwin for his exceptional expertise in go-to-market strategies and revenue growth. We worked and continue to work together, and he regularly offers a modern approach to go-to-market due diligence, focusing on the entire revenue engine rather than outdated sales-led or marketing-led methods. He understand the importance of value proposition, GTM alignment, service/product delivery — a holistic and 360-degree view.

Personally, Edwin has been an invaluable sounding board for me and Voxpopme’s Go-To-Market Team. He provides clarity and solutions amidst complex decision-making processes, and makes recommendations that cuts through the clutter. Without him, the growth that Voxpopme experienced in 2023-2024 amidst tough macroeconomic conditions would’ve been impossible.

I highly recommend Edwin’s advisory and GTM Due Diligence services for its ability to make a measurable impact on any organization.

— Miguel P., VP, Marketing & Sales Development at Voxpopme

Ed is a fantastic GTM strategist. I’ve worked with Ed on an advisory basis, both a recipient of his work and alongside him with clients. Ed has the ability to cut-through the noise and get straight to the heart of the issue, focusing on best practice and what clients really need. He’s a thought leader, which you can see from his LinkedIn and I would recommend Ed if you’re looking to build your marketing machine.

— Rob Dumbleton, Founder at Four/Four

Edwin is a first class marketeer. While engaged with Adludio he was able to distill complex marketing needs and requirements with a clarity of thought and messaging that was invaluable to the business. His network was also accessed to help us accelerate the team building that was greatly needed. 
Working with Edwin is incredibly easy and straight forward. No jargon, just facts. It was a pleasure to work with him.

— Rob Dumbleton, Founder at Four/Four

Ed is a first class marketing strategist who is highly regarded by everyone he works with. He is expert in ideation, design & execution of first class B2B SaaS. Highly recommended.

— Pete Crosby, CEO & Co-founder at Revelesco

Ed brought expertise, creativity, and clarity to our work together. He provides a helpful blend of strategic challenge and advice coupled with strong support on implementation and team leadership. All while keeping things focused and fun.

— Estelle McCartney, CEO, Arctic Shores

Ed is a master at distilling complex projects into simple, actionable plans that get buy-in and results.

Since working with Ed in a coaching vicinity over the past six months, his guidance has proved invaluable for helping to build the marketing machine at Mention Me and shaping my approach as a marketing leader. Even in the most chaotic of times, a conversation with Ed leaves you feeling inspired and in control. On top of all that, he’s incredibly easy to get on with and genuinely wants to help.

I’d highly recommend Ed and the unbeatable combination of strategic know-how, hands-on management and smart insights that he offers.

— Sophia King, Head of Brand at Honest Mobile

Ed is all around PRO. Wealth of practical hands-on experience bundled with stratigic and structured mind.

Ed joined us as an advisor but then quickly stepped into interim position and formed and scaled new Growth team under him. 
Ed is a vivid reader and that clearly shows in his professional and personals domains.

Additionally and clearly most important he is a top class human and it was a true pleasure working with him

—  Andrew Verbitsky, Former Deputy CEO at Gett

Few people experience truly integrated cross functional sales and marketing collaboration as I did when working with Ed at Gett.

As Director of Sales, my team and I were able to work effectively with Ed as he built out and inspired his team, working collaboratively to understand the market, client persona, positioning and value proposition.

Ed’s ability to juggle multiple projects made a dramatic difference – highly recommended.

— David Kaye, Head of Europe — Sales at Soldo

Ed worked with Evotix from December 2021 to April 2022 to support our marketing team while we established new leadership and engaged and onboarded agencies. Ed provided advice to me (CEO — but effectively acting CMO over this period) and coaching and support to the team collectively and individually.

Ed has deep and practical insight into all aspects of marketing and was always available and helpful. He has a framework or template for everything!! We thoroughly enjoyed working with him.

— Matthew Elson, CEO at Evotix

'Vision of a leader' is the phrase that comes to mind when I reflect on my time with Ed. Ed was brought into my organization to help take our marketing program up a notch and he expertly helped guide us into the next level of SaaS marketing.

I was always impressed by his strategic mind and how he helped me become a more self-aware, stronger marketer. 
I would absolutely follow Ed and his advice to anywhere it leads!

— Marissa Jambrone, Vice President Marketing at MirrorWeb

Ed is a fantastically smart Marketing and GTM leader. I always benefit from our conversations, where his knowledge across every aspect of Marketing shines through.

You can clearly see Ed's experience in building and scaling, with the frameworks he uses and a pragmatic approach from strategy to tactics. I love Ed’s passion for leadership and continuous learning.

If you are a CEO looking to understand how to establish a Marketing engine to power your growth, or an aspiring Marketing leader looking to learn, Ed is the person you need.

— Josh Morse, VP Marketing at Elucidat

Edwin is a killer CMO advisor, someone I bounce ideas and questions off regularly, and has extensive experience of scaling marketing functions. He has an ability to dive into tactics and detail, as well as asking questions and giving advice on overall strategy and business model.

— Andrew Davies, CMO at Paddle

Ed's professional approach and insight in to not just Marketing but general Leadership has had a big impact on our scaling business during our 6 month engagement with him.

— Kimberly Baker, Chief People Officer at Evotix

I had the pleasure of working with Ed for 2 years at Modulr, where he transformed the marketing function and the way in which sales and marketing work together which helped supercharge the growth of the business move he way in which we were operating to the next level.

Ed is also always keen to offer coaching, guidance and mentoring to team members to help in developing their career and has offered me many valuable hints and tips whilst we worked together.
I would highly recommended Ed for any ambitious business that is looking to reach the stage in their growth.

— Gavin Waddell, Director, Strategic Account Sales (Lending) at Modulr

Ed's constant energy, positivity and laser focus makes him a real pleasure to work with. He a guy that gets things done!

As a leader he's always going the extra mile to make sure that understands the needs and drivers of his team and colleagues and does what ever he can to help them succeed by sharing his insights and wealth of experience in personal/professional development.

Ed was hugely successful as CMO for Modulr creating the strong recognisable brand it is today. I would jump at the opportunity to work with Ed again some time in the future.

— James Markham, Property Manager, Eccord

Ed has been a super marketing leader in the manner in which he launched our brand in the European market. A super busy space that required cut through using appropriate brand collateral to start building our brand. Ed used his experience to jump from the domestic market to the international market in a seamless manner.

— John Irwin, Fintech Leader

A great mentor and someone who has helped me accelerate my career into sales" — Edwin has been great to work with over the last year and a half, a real point of reference, and someone who has been genuinely invested and interested in helping everyone around him achieve their goals.

I felt very fortunate to work so closely with Ed and I contribute a lot of my success and professional development down to learnings from him. Ed really has been driven to build a successful team and I have no doubt he will continue to do so and continue to add benefit to any team and individuals he works with.

— Gareth Farley, Account Executive at Revolut

Edwin has been extremely generous with his time and advice over many years and has been important to us in creating the world-class marketing function we have today at Growth Intelligence!

One of Edwin's stand-out characteristics is his robust common-sense approach that cuts through the potential minefields of modern marketing best-practice and technology.

— Tom Gatten, CEO at Adzact

I have had the pleasure of watching Ed work over the last 2 years in his role as CMO at Modulr. Ed arrived in the business just after we'd invested and his impact was immediate, attempting to effect some control and direction over a critical function.

Ed is one of the new breed of marketers, who understands that the marketing priority is to foment revenue opportunity but also thinks deeply about leadership, culture and the clever use of technology to enable all this.

For me, Ed is a rare blend of consideration and action; lots of analysis and reflection allied to just getting stuff done and delivering results. Oh and his choice in football teams is pretty much perfect too...

— James Bagan, Chairman

Ed is an excellent CMO and manager who is highly skilled at inspiring, encouraging and motivating his team. He goes above and beyond to make sure the whole team feels supported and equipped to do their best work.

He’s a great listener who recognises and nurtures the strengths of individual team members. He’s also organised, goal-oriented and highly knowledgeable – this lifts our whole team and inspires us to work hard and succeed.

— Caitlin Sisley, Senior Content Writer, DroneDeploy

Above all, Edwin is a motivator and a coach. A colleague and a confidant. He really knows his stuff but also knows how to add value to the success of the wider team. He strives for excellence and insists on process efficiency, leading to well thought strategy and execution.

— David Beach, Content Marketing EMEA at Airwallex

I have worked with Ed for nearly a year now at Modulr within the Sales and Marketing team with him as the CMO. Ed is the best boss I have had. From the very start, Ed has been a motivating, methodical and supportive leader.

He sees everyone's individual strengths and uses that to motivate and push them to be their best. He cares so much about the team and has such a focus on what goals we are trying to reach. His organization skills are exceptional and he is someone I truly admire and look up to.

— Lucy Merrick-McCammon at Square

Edwin changed my whole point of view of the CMO role. We had an in-depth discussion about Growth career paths and what would be the best fit for me. He's a very knowledgeable person with a solid career background who can put himself in the other person's shoes.

— Filip Pabisek, Product Growth at DocPlanner

I worked with Ed as part of the sales and marketing team at Hive Learning and can say that he is one of the most methodical and organised managers I have worked for. Ed helps you keep grounded and focused on the big picture when working in an ever changing, challenging start up world.

— Rebecca Davies, Enterprise Account Executive EMEA, Perceptyx

I worked with Edwin at Appirio for approximately four years. In that time, Edwin single-handedly built up the European Sales & Marketing function through his relentless creativity, problem solving and willingness to take on any challenge.

Edwin has a unique ability to stitch together amazing solutions that deliver results. Constantly testing, refining, and building campaigns that delivered for his team propelled Ed to a well-deserved leadership position within Appirio.

I would strongly recommend Edwin to any position requiring relentless creativity, tenacious drive and passionate leadership.

— Michael George, Principal Brand Consultant at 6sense

Few people have the opportunity to report to manager that makes it his personal mission to bring out the best in you through inspiring coaching and mentoring — I had that opportunity with Edwin.

I had the pleasure of joining Appirio under Edwin just under 4 years ago as a Business Development Manager helping C Level prospects to choose the right blend of strategy and technology to achieve their targets.

Edwin supported and coached me to over achieving every target set, which in turn has seen me have 3 promotions at Appirio, I now head up the demand generation and cloud management team for Europe.

He's an extraordinary technology visionary, transforming the way we took our solutions to market in Europe — for example making our Worker Experience Tour a sell out in 3 cities with over 300+ attendees.

If you want someone who's going to take your pipeline generation to the next level — Edwin is your man.

Extremely sad to see him go, his morning motivational speeches got me through some tough days!

— Tom Landers, UK&I Regional Director at SoftServe

I worked with ed on various web projects over the last few years. He is a highly focused results-driven web recruitment specialist with real entrepreneurial drive. He knows web marketing inside out and is genuinely innovative.

— Nick Watts, Art Director. Founder of Nick Watts Design

Had a solid hour with Edwin — he gave me straightforward, practical advice that’s easy to apply. Definitely a valuable conversation.

—  Pac O'Shea, CEO & Co-Founder at Round Treasury

I highly recommend working with Edwin. He has been a fantastic burst of energy into our business, and I am very grateful to have met him. Edwin is extremely knowledgeable and resourceful. He quickly identified the cause of the issue we were experiencing and introduced us to some amazing people now working closely with us.

— Barrie Hadfield, CEO & Co-Founder at Mindset AI

We engaged Ed to help develop our GTM strategy in the ever changing post covid environment. He took us through a step-by-step process that was easy to follow and, most importantly, helped us to execute with clear actions. The advice is not a theoretical or abstract strategic exercise but a great blend of tactical, actionable and honest insight.

His thinking on scaling and doing human things that don't scale, narrative alignment and buyer-led growth models is leading the pack. Highly recommended Ed to other CEOs, if you're high-growth, SaaS and B2B like Mo you sit right in Ed's sweetspot!

— Luke Fisher, Founder and CEO at Mo

We've been collaborating with Ed for the past few weeks as we aim to improve how we connect with customers in our marketplace business. Ed really had us take a good look in the metaphorical mirror, helping the team realise that, "it seems like we've been getting dressed in the dark." His straightforward, practical advice energised the team and they wasted no time putting it into action in the following days. Having his expertise on tap has given us the boost we needed as we kick off our transformation.

— Andrew Jones, CEO at Tutorful

Edwin has been hugely helpful while supporting us with our marketing plans. He brings a wealth of direct B2B SaaS experience, theory and content that is otherwise very rare in one package. He is also an absolute pleasure to work with and I have no hesitation in recommending him as a trusted advisor.

— Paul Coggings, Entrepreneur, Advisor, CEO, Chair

Edwin was a pleasure to work with and gave excellent go-to-market strategy insights during the due diligence of a B2B SaaS investment we made at Octopus Ventures. He gave tailored advice and recommendations and was not afraid to make out of the box suggestions on S&M org structure and customer acquisition & upsell strategies. I would highly recommend Edwin for GTM Strategy advice and due diligence.

— Oliver Jupp, VP Finance at Chip

Ed worked with us as an external CMO, 
and he’s been fantastic.

Not only has Ed provided so much support to our marketing team, but he’s proactively helped to put new processes in and ways of working across departments to maximise our function. Not only has he helped with the practical side, but during his time with us, he pioneered projects like our value proposition and our tool kit for sales. 
I’d recommend working with Ed if you need clarity, and if you need to kick-start that marketing/sales engine!

— Abigail Stephenson, Head of Marketing at Arctic Shores

Ed is encyclopaedic when it comes to the latest go-to-market strategies for B2B SaaS businesses. For me, he is a go-to reference point on all things marketing. With his broad view and deep experience, Ed is able to distill complex concepts down to actionable insights.

Ed is a pleasure to work with, generous with his time and his network. He has made a real difference to businesses I am involved with. I always learn something new talking to him.

— Martin Brown, Non-Executive Director at Workscope

Edwin makes the perfect thinking partner for any start-up or scale-up marketing leader. He’s incredible smart and perceptive, he provides practical advice and ideas that you can immediately test out in your teams. He’ll challenge and question your strategy and plans and guide you with practical frameworks and models backed by his own experience.

Sign up for his excellent weekly newsletter the content of which shows that Ed totally understand the challenges and opportunities of being a B2B SaaS marketing leader today. I’d love to work with him again and can highly recommend.

— Rachel Dennis, GTM Marketing Leader, Fractional CMO at NorthRow

Edwin has been delivering the Demand Generation Masterclass on the PwC Scale Programme focusing on supporting over 50+ Series A+ companies with their go-to-market strategies and scaling their demand generation capabilities. Feedback from multiple cohorts is consistently high across the board. Thanks Edwin for delivering a great session to our cohorts.

— Stephen Meager, & co-founder at GrowthBuilders

I worked with Ed for a relatively short time, but the impact he made was high. Almost overnight, Ed added a lot of meaningful structure, direction, and vision that was very needed. Few marketing leaders bring such a great amount of clarity especially on team dynamics and ways of working.

The fact that he brought that in a short space of time tells you just how dedicated Ed is to the craft of modern marketing. He was accessible, fair, collaborative, and empowering as a leader, he knew when to push the stop button and when to get obstacles out of the way.

— David Hooker, Head of Brand at Printify

It was great working with Edwin on a recent pre-investment DD project. Edwin's holistic understanding of the entire commercial function for a B2B SaaS organization made him a compelling fit for this particular project, whereby the quality of his report and recommendations were of high value to us in tailoring post-investment action plans.

He has also gone out of his way to continue to support the founders with relevant advice which I know has been valued.

— Adam Said, B2B SaaS Investor, Principal at Octopus Ventures

Ed is without doubt one of the best Marketing & Revenue leaders I have had the pleasure of partnering with. Not only was he a client during our time but a mentor for me too — a brilliant collaborator & always has a ‘future focused’ mindset when building out impactful B2B campaigns together. Great leader who is highly respected by those who work alongside him.

— Karl Ghamsari, CCO at Kisaco Research

Ed gives great, useful and actionable advice. He has a natural and human approach that is underpinned by experience, diligence and a focus on the important details that make all the difference. He's helped me reevaluate and tighten up lead gen and sales processes.

— Katherine Torrence, Co-FounderSupercharged Marketing Sprints

Ed and I have worked together across a number of different companies, and he's one of the most inquisitive, innovative marketers I know. He's both a team builder and a brand builder, and never satisfied with the status quo.

He's helped a lot of B2B companies and revenue leaders over the years fine tune the different levers in B2B marketing and sales, and isn't afraid to pass on his knowledge.

— Michelle Swan, Partner and CMO at Tercera

I worked with Ed at Modulr when he was our CMO where he transformed the way we thought about marketing. His positive, energetic demeanour and can do attitude made him a pleasure to work with. Even more amazing though was his knowledge of numerous leadership technics and readiness to share his brilliant insights. 
I wish him all the very best.

— Ritesh Tendulkar, Chief Innovation Officer, Modulr

Ed is a diligent, strategic, well-read CMO with years of experience in SaaS marketing. He has extensive knowledge of demand generation techniques and how they have evolved over the last decade to power both brand and pipeline. Ed is receptive to new ideas and a great guy to work with.

— Tim Bond, Founder at NetworkSunday.com & TechPros.io

Ed is an inspiring leader with an exceptional capability in building, motivating and managing teams. His knowledge of and experience in digital marketing and channels is frankly scary. A delight to work with and always a positive influence.

— Nick Adams, Commercial Director at NatWest Boxed

It was a true pleasure working with Ed at Modulr and since this was during the period of Covid the fact that he is an expert marketer, highly meticulous in his planning and always proactively working with his peers and team made it possible to deliver amazing results in such a tough period.

Ed was the source of a wealth of information and ideas that were invaluable in supporting the multiple revenue generating activities underway. Ed would be a great asset to any marketing team.

— Peter Baxendale, CCO at Lerex

It's been an absolute pleasure working with and getting to know Edwin, both as a member of the London Revenue Collective Steering Committee and as an Adviser to Scalewise. He is generous with his time, thoughtful with his advice and an all round great human!

Although I've never been managed by Ed, I know him well enough to be convinced that he's an exceptional leader who creates high-performing, engaged teams through open communication, trust and proper coaching conversations. Thanks for all your support, Ed.

— Tom Glason, SaaS GTM Leader, CEO at ScaleWise

Ed is the definition of a marketing leader.

I've had the pleasure of working with him at Hive and Modulr, where he's built marketing functions from scratch and turned them into high performing teams.

Ed manages to brilliantly balance being an empathetic manager and culture-builder, with being an inspiring thought and business leader. All while being a great guy who's fun to work with.

I'd thoroughly recommend Ed to any business wanting to transform their marketing function, or any marketeer wanting to learn from the best.

— Nick Gardner, Strategy Director at Kinsfolk

I've been introduced to Ed through the Blenheim Chalcot scale-up support scheme, and it's great to be able to draw on his wide experience of sales and marketing.

He understands the numerous challenges that you come across when growing your business, and can offer practical ideas on how to overcome them.

It's very energising to get real-world, sensible marketing advice from a professional.

— Tim Rawles, Tiara Software Consultants Limited

Ed is not only a great leader but an amazing person. He's always keen on helping others to become their best self, showing that you can shorten the way by leveraging on teamwork and use learning as an everyday tool that will help you to quickly move forward.

Sales and Marketing strategies are among his strengths, he's very knowledgable on how to make things happen, best CMO ever :)

— Kristha Pokus, Practice Enablement Manager at Modult

I've been fortunate to spend time with Ed and share B2B marketing and growth challenges. Mentorship from Ed and his newsletter have really helped me add value in my own company and improve my own practices.

Ed is great at relating to real-life challenges most marketers face and pragmatic ways to approach them. I recommend Ed as a mentor.

— Tom W., Head of Marketing at Nurole

I worked with Ed at Appirio where he successfully led the EMEA marketing team. He is a consummate professional with a fantastic, proactive outlook on business and always works well in a team outlook. Ed is a great guy and a really excellent asset to any company!

— Roger Bailey, VP Sales — Salesforce BU (Europe), Coforge

I had the pleasure of working with Edwin for 3+ years at Appirio where Edwin was focussed on leading the marketing efforts for Europe.

Edwin was a highly regarded and influential strategic and commercial leader within the Europe leadership team. Edwin brought an entrepreneurial and creative approach to business imperatives whilst being a passionate, dynamic, agile and innovative leader who focused specifically on his teams personal learning and development.

A unique aspect of Ed’s leadership style is his collaborative, innovative and personable approach, utmost professionalism and "can do" attitude.

— Jenny Burns, Director, People Business Partner (EMEA) for GTM at GitlabDirector

I can highly recommend the work of Edwin Abl — he is bright, fast, reliable, creative and enormously helpful. This is why we have relied on his support for a number of years.

— Rev. Dr. Susan Goldsworthy OLY, Of Science and Spirit IMD Affiliate Professor

Edwin always manages to deliver great results, in a timely fashion, at a fair price, and is also great to work with, being very personable.

Particularly great within the online space, marketing and supporting SME's and Entrepreneurs, having a mindset of "can do" and creating clear goals.

He's trustworthy, consistent and reliable, and has a great understanding of what's required.

— Jonathan Geitner, Serial Entrepreneur & Strategic Leader ar Rakdog

I've been working with Ed for just over a year at Hive Learning where he's helped the sales and marketing function get off to a storming start. As well as being a brilliant and supportive coach and mentor, his creative approach to demand generation and brand building is laser sharp.

I'm always inspired by Ed's continuous endeavour to find the best tools and processes to drive efficiency and pipeline growth. Ed is the best marketing leader I've been lucky enough to work with.

— Hannah Garner, CRO at Arctic Shores

From the initial meeting with Edwin I knew that he was absolutely the right sort of person to work with us. Edwin has a combination of integrity and honesty that you don't often come across in business and he is immediately and immensely likable.

His business skills are a match — he has great interpersonal skills as well as a depth of domain knowledge from running his business. He is passionate about developing and improving his already strong technology skills and really cares about his customers and clients.

I have absolutely no problems with strongly recommending him — in fact I wish he was working for us!

— Tim Pullen, Chief Executive Officer at Cloud Technology Ltd.

Ed is a great guy to know and to work with. His ability to master the sales and marketing mix and his deep knowledge of the cloud technology space combine to deliver highly effective brand awareness and demand generation initiatives.

While a true advocate of cloud and innovative web technologies, he's also at home with more traditional marketing channels and knows how to put on thoroughly enjoyable events!

— Chris Edwards, Product Architect building Patient Services applications for the Healthcare and Life Sciences industry