SaaS GTM

Last week, I reviewed a GTM plan for a startup gearing up to raise its Series A. The startup had a good product, a credible team, and solid revenue. But what stood out wasn't what they were doing. It was what they hadn't considered.There is no mention of how AI would reshape their customer journey, no plan for how their team structure might evolve, and no visibility into how automation might impact what they need humans to do in their GTM motion. And this isn't rare—it's most teams I speak to.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

One of the most common questions I hear from investors is, "How do we drive or impact value creation?" CEOs might not think about value creation, but that's the game. Ultimately, value creation for CEOs is a good exit strategy driven by growth—value creation equals growth. The upside is that it benefits everyone.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

I spoke with a CEO yesterday who’d just crossed $5M in ARR. The product-market fit was solid, and GTM was showing early signs of repeatability. She had a good head of marketing in place and had just brought in a product marketer to support growth.I asked her what felt hardest right now.She said: “I want to build a better team around me, but I’m unsure how.”

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

I sat through another investor panel yesterday where everyone kept talking about how to "support" their portfolio companies.Things like reviewing board decks, troubleshooting hiring issues, jumping into pipeline reviews, or offering feedback on positioning.A few years ago, I would've nodded along. It all sounds helpful.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

One of the most challenging calls to make as a VC or CEO is knowing when to walk away from your current go-to-market strategy.Most people don't.They tweak it, adjust tactics, and hang onto the plan because it feels like progress—a new campaign here, a messaging refresh there, maybe a different mix of channels. But here's the reality: tweaking doesn't fix the fundamentals, and sometimes, those fundamentals are broken.I recently had a conversation with an investor that made me completely rethink how I advise on GTM. We were looking at his portfolio, and the same question kept coming up: How do you really know if your GTM strategy is working? And when do you call time on it?

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Most marketing plans fail in execution. Learn the 7-step system to turn your strategy into a weekly marketing machine that actually gets done.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

The big problem my readers repeatedly face is the lack of action in turning customers into advocates or even customers into case studies, testimonials, or references. The reason for this is interesting regarding the UK versus the US. In the US, SaaS companies appear far ahead in being comfortable engaging customers and getting advocacy.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

Every week, I see the same problem play out. As an investor, you get handed overly complicated marketing plans and struggle to make sense of them. It feels like a tangled mess of strategies, channels, and projections. I know that feeling because I’ve been there. After reviewing over 50 go-to-market plans in due diligence over the last four years, one truth stands out: there is a luxury in doing less.

Edwin Abl, SaaS GTM Expert & B2B SaaS Advisor

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