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 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.
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.
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.
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!
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.
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.
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.
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.
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
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.
