What makes you win. In 2 weeks we find it and show you how to use it everywhere that matters. The result: higher win rates, bigger margins, and category leadership.
"The UKs leading venture fund"
"Edwin is one of the best out there"
"It was great working with Edwin"
A simple process to uncover what makes you different and embed it into every part of your go-to-market.
Most categories are full of companies
that sound the same. AI makes this
worse, pumping out “balanced” ideas that check every box but drag everything toward the algorithmic average. We'll uncover a clear view of where everyone blends in.
Get clear on the one problem or
outcome customers actually care
about. What matters is the real pain
they feel or the result that makes
them buy.
Decide what you will not do. That sacrifice is your asymmetric bet and the focus that makes you stand out.
Turn your difference into a simple statement everyone can understand and repeat.
Build the process to use your differentiation across sales, marketing, and content strategy.
I’m Edwin Abl, CEO here at Demand Karma LLC
The biggest challenge I have seen in the last three years, working with 100+ companies, running pre-investment due diligence, mid-cycle GTM audits and advising leadership teams, is that most companies cannot explain why they are different.
It creates an acute problem for anyone who is not a unicorn software or HOT AI company. If you cannot explain the difference, you cannot create demand, win deals, or hit plan.
The Strategic Differentiation Sprint was built to solve this.
across the world.
I have studied this problem for years, trying to find a repeatable way to solve it. After testing and refining across dozens of companies, I discovered a process that consistently unlocks the big question and makes differentiation practical in sales, content, and every customer conversation.
Complete a short questionnaire on your current challenges, differentiation gaps, product value, insights into stalled deals, marketing content, point of view and a few unorthodox prompts.
We’ll review your insights, product, study your market, analyse trends and build the first stage of the strategic differentiation discussion.
Discuss strategic differentiation directions, product differences and align on the strongest strategic path.
Your team meets internally to choose the strongest, truest direction.
Agree the way forward on your differentiation, POV, narrative and value proposition.
Your team signs off the final options for us to build on.
We begin building the first strategic differentiation deck, POV and messaging pillars.
We finalize V1 of your strategic differentiation deck, POV and messaging pillars
Review V1 with your team and agree on final deliverable.
You get your strategic differentiation canvas, a sales crib sheet and clear messaging pillars you can use in sales immediately.
Share any last notes and we will make the updates and send the final deliverables.
Strategic Differentiation is the system to uncover what makes you different and make it practical.
Strategic Differentiation is the system to uncover what makes you different and make it practical.
Strategic Narrative explains where the market is going and why your company matters in that story.
Strategic Differentiation forces you to answer a different question: why are you different right now, and how does that show up in sales, marketing, and growth?
I like Strategic Narrative and I love Andy Raskin’s work. But in my work as an Operating Partner, I see companies with strong narratives still missing plan. Even with a good story, they cannot clearly say why they are different in the market today.
That gap is what Strategic Differentiation solves.
Many of the UK’s most active investors turn to me for Strategic Differentiation and GTM expertise.
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.
Chris Barbin
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.
Martin Brown
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.
Adam Said, CFA
I had the honour to work with Ed during his time at Gett as an advisor and Interim CMO.
Matthew Elson
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.
Latané Conant
Edwin has been hugely helpful while supporting us with our marketing plans. He brings a wealth of direct B2B SaaS experience, theory and content that is otherwise very rare in one package.
He is also an absolute pleasure to work with and I have no hesitation in recommending him as a trusted advisor.
Sam Hussain
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.
Oliver Jupp
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.
Alex Gwyther
When it comes to B2B SaaS marketing, Ed hits the sweet-spot. 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).
Mike Reid
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.
Guy Battle
Edwin is a first class marketeer. While engaged with Adludio he was able to distill complex marketing needs and requirements with a clarity of thought and messaging that was invaluable to the business.
His network was also accessed to help us accelerate the team building that was greatly needed.
Paul Coggins
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.
Pete Crosby
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