How Successful Marketing Teams Operate

It’s a question I hear often from portfolio companies. Founders believe that scaling is about adding more fuel (especially wanting to create the “marketing machine”)—bigger budgets, more hires, new tools. But the truth is, scaling doesn’t happen by doing more of what worked at $1M ARR. Scaling happens when marketing leads the business.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

The other day, I reviewed a portfolio company's 2025 strategy deck. Although the deck used all the right buzzwords—AI transformation, vertical SaaS expansion, and product-led growth—something felt off. That's when I realized we're all at risk of making a classic mistake: following someone else's "proven strategy" instead of trusting our strategic instincts. 

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Investors often need help understanding marketing metrics and their context, creating confusion and tension between CEOs, marketing leaders, and themselves. You’re thinking about money in, money out, growth, valuation, and returns, but the marketing data presented doesn’t align with that framework.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor