Seasoned product marketing and research leader strengthens Aventi’s executive team; brings The Callan Way and AI advisory services to clients
SAN FRANCISCO, Sept. 11, 2025 /PRNewswire/ — Aventi Group, a full‑service product marketing agency, today announced that Ed Callan has joined as Partner, expanding the firm’s executive leadership team.
Callan brings more than 35 years of B2B technology marketing experience, including 25 years leading Callan Consulting, a B2B product marketing consultancy. He is the author of The Callan Way (2024), a practical set of product marketing best practices developed from decades of client work. His expertise spans messaging and positioning, ICP and personas, ROI modeling, sales enablement, competitive analysis, and customer‑facing content. Beyond advising, he runs end-to-end research programs that guide go-to-market strategy.
A recognized advisor on AI for marketing, Callan leads an AI Advisory Service designed to help marketing organizations cut through hype, prioritize high-impact use cases, establish practical governance, and measure ROI. He authored the State of AI in Marketing report in 2024 and will continue this research in 2025. He also brings an AI Advisory Service that will help Aventi clients maximize their use of AI-enabled tools to increase efficiency and effectiveness across planning, research, content, and go-to-market execution.
Callan also expands Aventi’s market research offerings, bringing qualitative and quantitative capabilities run locally and globally. Qualitative methods include in-depth interviews, focus groups,and asynchronous online communities (QualBoards) while quantitative research includes statistically valid surveys, conjoint analyses, pricing studies, and ongoing brand tracking. These insights inform the voice of the customer, thought leadership, product-market fit, product roadmap priorities, messaging validation, brand tracking and awareness, and win/loss analysis.
Over his career he has delivered hundreds of engagements for a broad client roster, including DocuSign, IDC, SAP, Seismic, Google, Amazon, ZoomInfo, Adobe, 6sense, Culture Amp, Responsive, HPE, Cisco, AT&T, IBM, Nintex, VMware, OneLogin, Bitly, DigiCert, Databricks, Sectigo, FinancialForce, AppDynamics, LeadMD, ClearSlide, Smartsheet, and Productiv, along with dozens of early‑stage startups.
“Ed has spent decades building repeatable, working product marketing programs,” said Jeff Thompson, President and Co‑Founder of Aventi Group. “The combination of Ed’s experience, rigorous research, and a practical AI lens will help our clients make faster, better go‑to‑market decisions and see impact sooner.”
“I’m extremely excited to join the Aventi partner team,” said Ed Callan. “Aventi stands for expertise, speed, and results. Joining as a partner lets me bring rigorous research and practical AI advisory work to more teams while continuing to support Callan Consulting clients.”
Callan Consulting will continue serving its clients, with access to Aventi’s extended bench in product marketing, content, creative, ABM, sales enablement, and go‑to‑market execution.
About Aventi Group, LLC
Aventi Group is the first and largest product marketing agency with nearly two decades of experience helping B2B tech businesses drive growth and optimize revenue. Aventi Group offers customized solutions for GTM strategy, product launch, content creation, account-based marketing, sales enablement, and social media services. Aventi Group’s team of experts delivers measurable results and works closely with clients to develop solutions tailored to their unique business needs. Clients include Adobe, ActiveCampaign, Juniper Networks, Komodo Health, Okta, OpenText, Palo Alto Networks, Proofpoint, and SAP. Founded in 2008, Aventi Group is based in Silicon Valley, California.
For more information, visit www.aventigroup.com and follow us on LinkedIn.
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SOURCE Aventi Group
