When pipeline grows but revenue doesn’t follow
Helping B2B SaaS leadership teams facing stalled pipeline, cross-functional friction and unpredictable growth.​
Karina Karn, MSc
Fractional CMO | Behavioural Science​
I'm brought in when the next move is high-stakes and precision matters, particularly during phases of growth acceleration where exposure increases and blind spots compound. I identify the patterns that constrain momentum before they surface in dashboards and redesign positioning strategy and GTM execution through behavioural science.​
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Over a 14-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.
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Trusted Expert for NewtonX, the research network used by Fortune 500 brands.
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Solutions
Positioning & Conversion Intelligence
I apply behavioural science models to clarify category positioning, strengthen value propositions and remove hidden decision friction across the buyer journey, enabling perceived risk compression and buyer confidence acceleration.
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By combining signal detection and behavioural diagnosis, I identify where hesitation slows demand and translate it into sharper messaging, stronger traction and higher conversion and decision velocity optimisation.
GTM Orchestration & Revenue Execution
I lead revenue transformation at pivotal growth stages, particularly during market entry and expansion in emerging markets, where cross-functional misalignment creates long-term drag.
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Through ICP recalibration, pipeline restructuring, revenue loop design and cadence discipline, I architect and operationalise scalable demand systems across marketing, sales and customer success.
The Behavioural Method
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By decoding how people perceive, categorise and choose products, behavioural insight can be translated into defensible strategic positioning that reduces decision friction in saturated markets.
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​This approach is formalised in a proprietary behavioural positioning model used to clarify positioning, strengthen category recognition and accelerate adoption.
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Why customers choose one brand over another
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"What is invisible to others today because your competitive advantage tomorrow." Good stuff Karina!​​​​​​
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Marty Neumeier
Global branding leader and author
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Publication & Research
Independent initiatives exploring consumer psychology, and strategic decision-making, from long-form research and white papers.
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Download the white paper: De-Risking GTM in AI-Accelerated Markets
"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
