Fixing GTM misalignment using
behavioural science
Helping B2B SaaS leadership teams (£500k – £10m ARR) achieve GTM coherence and positioning clarity, reducing decision risk through consumer psychology.
Karina Karn, MSc
Fractional CMO
I'm brought in when the next move is high-stakes and precision matters, I identify the blind spots and behavioural patterns that constrain growth long before they show up in dashboards.
Over a 10-year career as a senior marketing leader I've developed a structured proprietary framework used across global and growth-stage organizations to reduce costly misalignments at critical moments.
Trusted Expert for NewtonX, the research network used by Fortune 500 brands.
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Consulting
Brand Positioning
A focused, executive-level brand diagnosis. You get absolute clarity on what’s constraining growth, what actually moves revenue and what to prioritise next, by identifying and correcting the structural factors that prevent traction from compounding.
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Positioning confusion that prevents traction from compounding
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Category ambiguity that weakens demand and buyer confidence
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Messaging incoherence across website, product and narrative
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Misalignment between what the company claims and what buyers actually perceive
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Unclear value logic creating hesitation, friction and delayed decisions
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Hidden decision friction embedded in messaging, onboarding and first touchpoints
GTM Strategy Advisory
Private advisory for teams at pivotal moments, where the wrong decision carries long-term cost. Designed for strategic correction before scaling, hiring, or redefining market direction.
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Go-to-market misalignment at leadership level
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ICP confusion driving low-quality pipeline and misplaced bets
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Misalignment between product, marketing and sales decision logic
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Strategic GTM decisions made without behavioural validation
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Scaling, hiring or investment decisions built on untested assumptions
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Market momentum without strategic coherence
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Directional risk when growth decisions are difficult to reverse
Not ready for a full engagement?
A 90-minute High-Precision Intervention for companies facing decisions that can't be reversed.
Why customers choose one brand over another
"What is invisible to others today because your competitive advantage tomorrow." Good stuff Karina!
Marty Neumeier
Global branding leader and author
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B2B Media & Research
Independent initiatives exploring branding, consumer psychology, and strategic decision-making, from long-form research and publishing to real-world founder advisory.
"I'm very thankful to Karina for her insights and recommendations. Her perspective brought real clarity to our brand. She's an outstanding expert in her field, and it was truly great to hear her thoughts on our brand."
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Vitalik Vinnikov
Co-Founder, V&M Devs
"Karina had already done her homework on my project based on the material I shared. Her feedback was highly effective and concrete."
Jeremy Kemp
Co-Founder, Tech Waves
