In this week's newsletter: 5 Questions That Build a Clearer Picture of Your Marketing Plan 
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Weekly Briefing No. 189
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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==> Good grief, it’s December. Here’s what I thought was worth sharing 

  • The seven levels of busyness 
  • Questions to get back to basics for 2023 
  • Why I write this newsletter 
Thank you for subscribing 🙏. 


1. This is the time of year I start working on my goals list. I’ve done this since 2014. This year I’ve focused more on spending my time “productively”. I call this protecting my valuables. Drop me an email if you want to learn about this process. 

You might want to review this post on the seven levels of busyness.

Where do you want to sit on this scale? I know I desire levels two and three. 

2. Any action, no matter how small, can spark momentum. Once we’re moving, we find the motivation to keep going. Don’t wait for motivation. Act for momentum. Interestingly, this fits my anti-scaling advice to scale-ups; the connection is the same principle. Don’t think about doing “scaling” activities before you get the basics working and building momentum. 

3. The best thing you can do for your team is to give them reasons to stay hopeful and optimistic. To do that, leverage the Progress Principle



4. I’m out of sync with writing up my normal “trends for the following year”, but it’s a good time of year to learn from others, as everybody posts their predictions in December. Here are the top SaaS marketing trends for 2023.

It’s nice to see point seven, building a brand experience, on this list and many others. The tide is turning away from demand generation. 

5. Thinking about getting back to basics in 2023?

Often, the threat of an impending slow-down helps to re-focus the mind (well, I find that true). Think deeper about removing bloat from your go-to-market plans and OTT strategic wish lists. In terms of making progress towards the number, I’d suggest just breaking down and learning about what little things drive the biggest leverage. 

To scale the business, you need to NOT focus on the big outcome; you need to: 

1. Get the little things right. 
2. Understand what your little things are. 
3. Then, the big things will take care of themselves. 

6. Starting. Community. Is. So. Hard. I know. I’ve probably failed at doing it multiple times. Here’s why. The first step in the right direction is this cool idea called ‘first study your people. Because, to build a community, you need to understand your people first



7. This is why I am writing this newsletter.

Writing is a powerful thinking tool. 



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.



 🤔 5 Questions That Build a Clearer Picture of Your Marketing Plan 

An easy way to validate a marketing strategy:

(You need to ask these fundamental questions to the marketing leader and team). 

1. How do we get people to understand what we do?
2. How do we show the value we deliver?
3. Where are our buyers?
4. How do we educate, engage and inspire our audience? i.e. take action 
5. There seems to be a lot here; what will the team "actually do"?

You don't need to understand the whole marketing machine. But you do need to know the fundamentals. You'll also test the leader's and team's ability to simplify the approach. 

This way, you'll have confidence in the plan. 

Here's a broader playbook. 

Get Started



Download my ABM (LITE) PLaybook

Pitch: ABM — where do we start? Access a practical guide on how to build a successful ABM strategy to scale revenue growth.

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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