Aventi Group, a full-service product marketing agency, has announced the addition of Ed Callan as a new Partner, further strengthening its executive leadership. With over 35 years of experience in B2B technology marketing including 25 years at the helm of Callan Consulting, his own product marketing consultancy Callan brings a wealth of expertise to Aventi. He is the author of “The Callan Way” (2024), a practical guide to product marketing best practices shaped from decades of client engagements. His skills encompass messaging and positioning, ideal customer profiles and personas, ROI modeling, sales enablement, competitive analysis, and customer-facing content. Beyond strategic advising, Callan manages comprehensive research initiatives that shape go-to-market strategies.
A recognized authority on AI in marketing, Callan leads an AI Advisory Service aimed at cutting through hype to focus on impactful use cases, governance frameworks, and ROI measurement. He authored the 2024 “State of AI in Marketing” report and plans to continue this research throughout 2025. Aventi’s clients will gain from Callan’s AI expertise, which is designed to maximize the effectiveness and efficiency of AI-enabled tools across planning, research, content, and go-to-market execution. Additionally, Callan expands Aventi’s market research capabilities by bringing robust qualitative and quantitative methodologies, including in-depth interviews, focus groups, online asynchronous communities, statistically valid surveys, conjoint analyses, pricing research, and brand tracking both locally and globally. These rich insights fuel voice-of-customer programs, thought leadership, product-market fit evaluations, messaging validation, and win/loss analyses.
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Throughout his career, Callan has delivered hundreds of projects for prominent clients such as DocuSign, SAP, Google, Amazon, Adobe, Cisco, IBM, VMware, and numerous early-stage startups. Jeff Thompson, President and Co-Founder of Aventi Group, praised Callan’s track record in building repeatable, effective product marketing programs, and emphasized how combining his experience, rigorous research, and practical AI perspective will accelerate better client outcomes.
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Ed Callan expressed enthusiasm about joining Aventi’s partner team, noting that the firm stands for “expertise, speed, and results,” and sees his new role as an opportunity to bring high-impact research and AI advisory services to a broader audience while continuing his work with Callan Consulting’s existing clients. Callan Consulting will remain active, benefiting from access to Aventi’s wide-ranging product marketing, content, creative, sales enablement, and execution resources.
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