We’ll help you define the unique Point of View that differentiates your product, sharpens your messaging and resonates with prospects — all in 3 workshops.
01
Having a unique perspective connects what you do to what prospects care about.
02
It’s your sales hook that sparks meaningful conversations.
03
It’s how you stand out in markets where value messages converge.
04
It’s what positions you as experts / thought leaders, not salespeople.
We’ll help uncover your differentiating POV and align your sales and marketing around it — in just 3 workshops.
Uncover your ingredients for differentiation
Our first workshop helps (re)define your customers’ use cases, market’s competitive forces and company’s best levers for difference.
Identify your unique point of view
We present back options for your unique POV and differentiation strategy, helping to quickly decide on your winning positioning.
Make it tangible for sales and marketing
We approve the canvas, flowing your positioning into marketing messaging and sales narrative. Then we help brief it into your team.
Edwin Abl
SaaS GTM Expert & B2B SaaS Advisor
I work on your business (not in it) to scale outputs (not activities). I bring the value and experience of operating as a Fractional Operating Partner for VCs to guide you to understand what works, what doesn't and WHY.
To learn more about my style and thinking, explore my blog, subscribe to my Scale Smarter Digest or read my 100+ recommendations on Linkedin.
I work on your business (not in it) to scale outputs (not activities). I bring the value and experience of operating as a Fractional Operating Partner for VCs to guide you to understand what works, what doesn't and WHY.
To learn more about my style and thinking, explore my blog, subscribe to my Scale Smarter Digest or read my 100+ recommendations on Linkedin.
Nick Gardner
Brand & GTM for Starters & Scalers
Edwin is one of the best out there when it comes to advisory related to go to market / marketing in the enterprise SaaS world — both software and services.
Chris Barbin
Founder & Former CEO at Appirio
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 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.
Paul Coggins
CEO at Adludio
Edwin worked at Appirio for 4+ years and was critical to building the Appirio European business from the ground up. 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.
Latané Conant
Chief Revenue Officer at 6Sense
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.
Sam Hussain
CEO at Log my Care
Edwin has been a delight to work with and exceptionally valuable to the work we do with young companies. He has helped struggling companies to turnaround their challenged marketing strategy, as well as support growing companies to further refine their value proposition.
Alex Gwyther
Venture Capital Investor at Mercia Asset
When it comes to B2B SaaS marketing, Ed hits the sweet-spot. Clear, methodical, well thought through guidance to what can be a complex area. Ed would be a great part for most scale-up (if you can get into his diary).
Mike Reid
Founder & Senior Partner, Frog Capital
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.
Adam Said, CFA
B2B Software Investor at Octopus Ventures
I had the honour to work with Ed during his time at Gett as an advisor and Interim CMO.
Matthew Elson
CEO at EVOTIX — exited for $150m
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
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.
Oliver Jupp
B2B Software Investor at Octopus Ventures
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
Executive Coach, Advisor & Co-Founder at Revelesco
Three online workshops (90min + 90min + 60min)
Differentiating POV Canvas
Key Marketing Messages
Sales Crib Sheet
Sales and Marketing Briefing (30 min)
6-month Health Check
We will never sign off on a tool that you are unhappy with.
While we do not offer money-back guarantees, we will always work with you to improve the final output and ensure we deliver on our original promise. Any design or development work that extends beyond this scope will incur additional costs.
