We help B2B companies identify their differentiation, and translate it into sales and marketing - in three simple systemized steps.
Trusted Partner to B2B Founders and Investors
If you’re not the category leader, winning deals on features is hard - you need a story.
Your POV reframes buyers’ mindsets and answers the question - why you?
When you have a unique POV embedded in your sales team, they can tell a better story.
A clear POV makes your messaging stand out and resonate with the right audience.
No long consulting project. We’ll help uncover your differentiating POV and align your sales and marketing around it — within three weeks.
With one proven questionnaire and process, we identify external opportunities and internal ingredients to build differentiation around.
Next, we narrow in on your unique POV and differentiation - captured in a simple one-page canvas.
Finally, we make your differentiation actionable with messaging pillars and a practical sales story.
Edwin Abl
Fractional Operating Partner & GTM Advisor
Ed works on your business (not in it) to scale outputs (not activities). He brings the value and experience of as an Operating Partner for VCs to guide you in understanding what works, what doesn't, and WHY.
Nick is a Go-to-market strategist with almost 20 years’ experience in Branding and Venture Building. He’s helped 100’s of founders and investors launch early stage brands and scale them as they grow. He hates overly-complex, impractical brand strategy frameworks and loves making differentiation actually differentiating.
Nick Gardner
Brand & GTM for Starters & Scalers
100+ Recommendations from Clients, Peers, CEO’s, VC’s; People Coached, Mentored & Managed
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.
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.
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).
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.
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.
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.
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.
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.
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.
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.
I had the honour to work with Ed during his time at Gett as an advisor and Interim CMO.
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.
A new compelling point of view
Clarity on your differentiation
Marketing messaging pillars
Sales deck storyboard
All within a simple "LeanPOV" Canvas
Implementation advice & 3-month follow-up
We won’t sign off on a tool that is not practical (unlike many brand positioning decks). Your output will be simple, on purpose. We know getting to simple is harder than being complicated.
