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With my 15+ years of experience and proven methodologies, I orchestrate the creation of B2B marketing machines and provide GTM coaching to help companies consistently generate revenue—access my private newsletter.
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“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. He's been invaluable to our team at @Tercera in helping diligence companies and providing super helpful guidance to our portfolio companies. His frameworks, approach and importantly style is engaging and efficient. Super thankful to work with him in prior lives and ongoing as part of his role in our Tercera Advisor Network!”
Sustainable B2B SaaS marketing success isn’t about tactics. Lacklustre execution, overburdened teams, a lack of strategic focus, missed targets, and poor communication are all symptomatic of bigger-picture marketing problems.
I get hired by VCs, CEOs and other leaders of £2M-15M ARR companies who want to get to the next level because I understand the complexities of B2B SaaS marketing. I know where it goes wrong — and I know how to fix it.
As an advisor, my sweet spot is taking a broader view — validating organisations’ GTM approach and offering pragmatic guidance on how to implement systems and processes that build capacity whilst limiting risk and ensuring resources are allocated wisely.
“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 monthEdwin 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.”
“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.”
“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”
“When it comes to B2B SaaS marketing, Ed hits the sweetspot. 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). Team Frog.”
“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.”
“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.”
“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”
“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.”
“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. On top of that, he's educated our investment team on what good looks like in sales systems and processes. Edwin also isn't afraid to advise on sectors beyond his classical SaaS experience - something that's very helpful for generalist investors. Thank you Ed!”
“I had the honour to work with Ed during his time at Gett as an advisor and Interim CMO. He joined us to support the business in a complete re-think of our marketing strategy (on a term), but his input became so embedded in the organisation that we worked together for more than one year!
Ed helped us to redesign the structure of the team, re-assess all the various tools used for all digital marketing and CRM activities, created a culture of excellence on content and — probably the most important thing — attracted incredible talent into the organisation. I can genuinely say that Ed is the "go-to" person if you need a strong mix of strategy, knowledge sharing, hands-on execution for all growth matters. It will definitely be for me!”
“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.”
Access one-time support for a pressing need. Book a call with me to develop your ICP, build a GTM playbook, or answer a strategic marketing question.
Looking for a broader engagement? My ongoing advisory services encompass strategic planning, due diligence, mentoring, and coaching.
Gain a better understanding of my approach to B2B SaaS marketing through my Weekly Briefing newsletter, my free ABM Playbook, my blog, and more.
Every Saturday at 11:30 GMT, I publish a weekly briefing that includes commentary on 7 articles I've found useful during the week, an actionable Q&A section with a key learning, and a recommendation for your tech stack — all consumable within 3 minutes.
