In this exclusive interview, we're delighted to introduce Edward Locher, a seasoned executive with extensive experience in constructing, optimizing, and aligning Go-To-Market teams. With a focus on B2B SaaS sector, Locher has served a multitude of high-growth companies, steering them towards enhanced accountability, transparency, and predictability in revenue generation. Locher’s unique combination of determination, expertise, and passion equips him to guide businesses beyond the threshold of $30M to reach $50, $75, or even $100M, while maintaining the crucial balance between expanding organizational technology and preserving the indispensable human element. Stay with us as Locher shares his insightful perspective on industry trends, offering a glimpse into his game-changing projects aimed at instilling accountability and transparency in revenue generation.

What are your areas of expertise?

I have extensive experience in building, optimizing, and aligning Go-To-Market teams (spanning marketing, sales, product, CS) to fortify accountability, transparency, and predictability in revenue generation engines. I have mainly served in the B2B SaaS space, working with private and PE-backed high growth companies ranging from $30M up to over $1B in ARR.

What's your main motivation for being an advisor?

I relish orchestrating people, processes, and technology to create organizational value. The opportunity to contruct industry-leading revenue generation engines is tremendously exciting, with such great potential. When you achieve this, it's literally a game changer. I simply really enjoy helping individuals and teams exceed their potential in creating value.

What types of situations are you capable of advising on?

I can add the most value to those organizations aiming to escalate their Go-To-Market engine. Transitioning from $1M to $20 or $30M can often be achieved through sheer force, enthusiasm, and high-energy teams. However, advancing further to $50, $75, or even $100M requires discipline, organization, determination, and scale — aspects where I've honed my expertise throughout my career.

Do you foresee any disruptive trends in your industry or position?

Unquestionably, just like everyone else, AI/ML is expected to assist marketers in scaling and creating more targeted, efficient content. The automation tools currently available are making a significant impact. However, I believe that for the foreseeable future, the companies that will profit most from these advancements are those that preserve the human element, valuing the power of context that knowledgeable, ambitious, and inquisitive individuals bring to the table.

Can you tell me about the most impactful project or decision you’ve been involved in as an executive?

Arguably the most impactful projects are those that instill accountability, predictability, and transparency into revenue generation. I've accomplished this thrice already, and indeed, when the power of a high-performance engine is harnessed, it essentially eliminates all subjectivity from future marketing investment decisions. It essentially becomes simple algebra, determining how much investment is needed to drive a certain revenue growth. This is achieved by constructing a benchmarked performance engine with known conversion rates at every phase, simplifying the mathematics. While it is an easy concept to comprehend theoretically, the actual building of the engine is quite intricate with a wealth of nuance and subtlety that must be taken into account. This is where I believe I can add the most value.

In conclusion

With a well-rounded and successful profile developed through experiences in building, optimizing, and aligning influential Go-To-Market teams, Edward Locher has proven his value in bringing accountability, transparency, and predictability to revenue generation engines. His extensive involvement in the B2B SaaS industry, specifically with Private and PE-Backed high growth companies featuring annual recurring revenues from $30M to over $1B, denotes an in-depth understanding and mastery of the intricacies in this unique field. For entities seeking to harness expertise that will propel their growth and profitability, Edward Locher, now available for hire as an advisor on AdvisoryCloud, offers a wealth of hands-on knowledge as well as strategic insights. His blend of skills and experiences certainly offers invaluable guidance for any organization aiming for breakthrough performance.