Fletch is a product marketing consultancy that has helped 400+ B2B software companies find their positioning strategy, document it in an internal deck, and share it on a rewritten homepage.
A focused two-week process to nail your primary positioning, capture it in an internal deck that aligns your teams, and showcase it on a rewritten homepage.
Collaborative workshops to review strategic positioning options, align on messaging, and shape the core story you'll tell on your homepage (and beyond).
6 slides documenting the exact language to describe what your product is, who it’s for, the problem it solves, and the value it delivers.
A full homepage outline with real, ready-to-use copy mapped to your new positioning.
Lifetime access to Figma templates, examples, and proven patterns we've used across 400+ positioning projects.
Pricing tiers based on your size:
(and the resulting complexity & impact)
Early Stage, less than $2m annual revenue
Growth Stage, $2m - $20m annual revenue
Mature, $20m+ annual revenue
If you are struggling, or simply want to turbo charge, your GTM success take the time to reach out to Edwin for practical advice and insight. You won't be disappointed.
At a time when so many people and companies were saying they could easily and quickly transform our marketing and sales I must say Edwin was a bit of a beacon in that fog. He gave me some great advice and constructive, structured guidance in a thoughtful and incisive way, rooted in experience. Wholly customer and market focused. Would definitely work with him again given the opportunity.
Participating in Edwin Abl’s Personal Accelerator Programme has been incredibly valuable, helping me sharpen and refine my approach to marketing leadership. Ed’s style is both supportive and constructively challenging, bringing planning, priorities, and performance into sharp focus.
(Check all that apply)
Fletch analyzes your website, demo, sales calls, competitors, and intake questionnaire to identify strategic positioning options. Each bet includes possible risks and downstream implications for your go-to-market and product strategy.
Nobody is going to read a 50-slide positioning presentation. We deliver a focused deck with the exact words to describe what your product is, who it’s for, the problem it solves, and the value it delivers.
Fletch analyzes your website, demo, sales calls, competitors, and intake questionnaire to identify strategic positioning options. Each bet includes possible risks and downstream implications for your go-to-market and product strategy.
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!
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!
Edwin was a pleasure to work with and gave excellent go-to-market strategy insights during the due diligence of a B2B SaaS investment we made at Octopus Ventures.
He gave tailored advice and recommendations and was not afraid to make out of the box suggestions on S&M org structure and customer acquisition & upsell strategies.
I would highly recommend Edwin for GTM Strategy advice and due diligence.
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 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.
Wouldn't hesitate for a second in recommending Ed after getting to know him during our funding round last year.
The DD project undertaken was pretty unique from my perspective in the way that it got the job in hand done, but also really helped me enhance my thinking around things we should be doing at Delio post investment.
Often the report output is a means to an end but Ed's work has been something tangible that we've been able utilise going forward. I continue to stay in touch with Ed as we look at other ways of working together at Delio now and in the future.
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!
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.
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.
