100+ recommendations on Linkedin

Calming Marketing Chaos
at High-Growth B2B SaaS Scale-Ups

I help organisations build scalable B2B marketing machines that produce consistent, repeatable revenue, drawing on proven due diligence, advisory, and mentoring methodologies I’ve developed over 15+ years of operational experience.

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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.

Chris Barbin, Founder and former CEO at Appirio

About Edwin

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 to due diligence — 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.

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.

A portfolio of recommendations From Clients, Peers, CEO’s, VC’s; People Coached, Mentored And Managed

“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!”

Matteo de Renzi, CEO at Gett

“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, CPA, B2B Software Investor at Octopus Ventures

“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, CPA, B2B Software Investor at Octopus Ventures

“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 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 Market Advisor, 6Sense

“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, Evotix

“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, Evotix

How I Can Help

Standalone Support

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.

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Strategic Advisory

Looking for a broader engagement? My ongoing advisory services encompass strategic planning, due diligence, mentoring, and coaching.

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Helpful Resources

Gain a better understanding of my approach to B2B SaaS marketing through my Weekly Briefing newsletter, my free ABM Playbook, my blog, and more.

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