34 min
Modulr’s Edwin Abl on Why MQLs are Irrelevant, Pipeline is a Vanity Metric & Sales Don’t Find Personas Useful Built to Scale | B2B SaaS Edition
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- Marketing
In episode 18, I sat down with Edwin Abl, CMO of Modulr a business payments platform company who is building a new digital payment service to make money flow more efficiently through both businesses and the economy.
For those not familiar with Edwin, he’s an experienced P&L leader in the EMEA and international SaaS software sector with deep expertise in revenue generation marketing, business development, enterprise sales, strategy and go-to-market partnerships.
Previously, Edwin led and built marketing at Appirio, Inc. (Global strategic partner of Salesforce.com, Workday and Google) in Europe - $30k - $133M pipeline growth in 4 years (acquired in 2016), helped scale Hive Learning's marketing function (part of Blenheim Chalcot's venture portfolio), co-founded 2 companies in the SaaS tech space and worked as a new business / go-to-market advisor to scaling startups.
Being CMO of Modulr, he is responsible for taking to market our unique API driven payments solution, building a team and scaling systemized processes. In his spare time provides mentorship on leadership, sales and marketing.
During our conversation, we discuss:
Why MQLs are irrelevant Why sales teams don’t find personas useful If someone should own the entire marketing and sales funnel If Chief Revenue Officers (CROs) will replace the CMO role How first-time CMOs should approach their first 100 days, present to a board, and build a world-class team The one book Edwin gives all new hires
Enjoy
P.S. Before you go, please leave a review on Apple Podcasts 🙂 🙏🏻
In episode 18, I sat down with Edwin Abl, CMO of Modulr a business payments platform company who is building a new digital payment service to make money flow more efficiently through both businesses and the economy.
For those not familiar with Edwin, he’s an experienced P&L leader in the EMEA and international SaaS software sector with deep expertise in revenue generation marketing, business development, enterprise sales, strategy and go-to-market partnerships.
Previously, Edwin led and built marketing at Appirio, Inc. (Global strategic partner of Salesforce.com, Workday and Google) in Europe - $30k - $133M pipeline growth in 4 years (acquired in 2016), helped scale Hive Learning's marketing function (part of Blenheim Chalcot's venture portfolio), co-founded 2 companies in the SaaS tech space and worked as a new business / go-to-market advisor to scaling startups.
Being CMO of Modulr, he is responsible for taking to market our unique API driven payments solution, building a team and scaling systemized processes. In his spare time provides mentorship on leadership, sales and marketing.
During our conversation, we discuss:
Why MQLs are irrelevant Why sales teams don’t find personas useful If someone should own the entire marketing and sales funnel If Chief Revenue Officers (CROs) will replace the CMO role How first-time CMOs should approach their first 100 days, present to a board, and build a world-class team The one book Edwin gives all new hires
Enjoy
P.S. Before you go, please leave a review on Apple Podcasts 🙂 🙏🏻
34 min