In this week's newsletter: The Case For Making an Investment in Brand Building 
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Weekly Briefing No. 186
by Edwin Abl

Hey — It's Ed. Welcome to my weekly briefing. 

Quick Reminder: You are receiving this email because you subscribed to my weekly newsletter. It's not a link dump of "hey, here's what I'm listening to and reading." It's 7+ articles, with summaries, notes, views, and commentary, spanning topics on leadership, B2B SaaS marketing, SaaS GTM, sales, well-being, or other interesting finds from around the web. Occasionally, I send long-form articles on leadership, marketing, and personal growth.

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==> In this week's briefing: 

  • Five things high performing teams do differently
  • The case for making an investment in brand building
  • How to calculate Lead Velocity Rate
Thank you for subscribing 🙏. 


1. Book news: my November pick for a read is When: The Scientific Secrets of Perfect Timing by Daniel Pink. It's a fascinating read about managing your energy and brain during the day for maximum results. In general, it's a struggle for people to manage their time. Especially those not in leadership roles. Reading this should make you rethink your weekly design. At the same time, reflect on what you expect from individuals across your team. How do you make people go faster by understanding individual productivity levels?  

> Quote: 
"We all experience the day in three stages—a peak, a trough, and a rebound. And about three-quarters of us (larks and third birds) experience it in that order. But about one in four people, whose genes or age make them night owls, experience the day in something closer to the reverse order—recovery, trough, peak."

"High performers, its research concludes, work for fifty-two minutes and then break for seventeen minutes."

2. Here are five things high-performing teams do differently

3. Do you ever feel that no matter how hard you work, you can't keep up? Granular read on how to manage the queue of queues. 



4. Honestly, I get asked this question at least once a week. It’s should Sales Development Reps sit in sales or marketing? Read the post here from last year. I love to hear your views. It’s always a polarising topic.  

5. Why Lead Velocity Rate (LVR) is the most crucial metric in SaaS.

6. When I saw this, I thought. What on earth is Aggregation theory? 

Well, aggregation theory will be the proper framework to understand both opportunities for startups and threats for incumbents. Some questions that shape the framework: 

🟢 What is the critical differentiator for incumbents, and can some aspect of that differentiator be digitised?

🟢 If that differentiator is digitised, competition shifts to the user experience, which gives a significant advantage to new entrants built around the proper incentives.

🟢 Companies that win the user experience can generate a virtuous cycle where their ownership of consumers/users attracts suppliers, which improves the user experience.



7. From the archive: 10 habits of unsuccessful people you don’t want to copy

1. Always being distracted
2. Only talking the talk
3. Spending time with the wrong people
4. Always focusing on the negative
5. Procrastinating
6. Not listening to others
7. Giving in to laziness
8. Not being curious
9. Not being nice
10. Giving up



One more thing...Thanks for reading.

Enjoy your day. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.



 🤔 The Case For Making an Investment in Brand Building 

Customer acquisition costs are through the roof, but CEOs are still reluctant to spend on brand building. Only being focused on demand generation is an old-school way of thinking. 

Here's why you are scared to spend on building brand awareness: 

- Hard to prove instant ROI, i.e. easier to spend on ads 
- Attribution is a challenge, i.e. easier to see a lead from an event 
- It's not data-driven, i.e. can not use a model from day 1 to prove it works 
- The lens is on the short term, i.e. only thinking about this quarter's number

Demand and acquisition is the easy route. 

The challenging route is investing in the long-term leverage of building a movement and message. That's why most opt for easy. But if you choose the hard way, you'll be forced to work through big problems that will help support your go-to-market success. 

These are: 

- How to improve the clarity of messaging and positioning  
- How to be positioned in a noisy market
- Does the value proposition resonate 
- Are people engaging with what you do and the mission
- Who is your ideal audience profile 

Isn't it time to rethink the value of brand spending?

The case for ROI is what if you don't do anything.

What happens in 6 months when you have no ad budget spend, Linkedin ads increase prices by 40% with a crowded category, or you have no outbound/ demand generation team? 

You'll wish you built a brand when those situations happen, that's for sure. 



Routine - Take back control of your time

Pitch: Unify your calendars, centralise your work, plan your days and focus on what matters now!

Take it for a test drive.



This newsletter is my passion project. I hope it helps you gain deeper insight and equips you to learn at the pace needed to keep up. Many readers have asked about how we can work together. In case you’re interested, I do three things.

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model ‘DEMAND KARMA’ that delivers DD services to investors, VC firms and CEOs. 

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine.

(3) MENTORING: Designed for people looking to get to the next level — Director, VP and new CxO. My sweet spot is helping to mentor developing VPs / "Head of"  / aspiring leaders to step into the CxO role.

If you’re interested, let’s jump on a call to see if you’re a good fit. 

Click here to schedule a call.
Copyright © 2020 Edwin Abl, All rights reserved.

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Edwin Abl · 32 Lavender Sweep · London, London SW11 1HA · United Kingdom