When pipeline grows but revenue doesn’t follow
Helping B2B SaaS turn pipeline into revenue by fixing activation, onboarding and funnel drop-offs
Karina Karn, MSc
B2B SaaS Growth Strategist
Over the past 14 years, I’ve worked across multinational environments and early-stage companies, advising more than 30 organisations across Europe and the US on how to turn user behaviour into measurable growth.
My work sits at the intersection of behavioural science, product experience and revenue systems. I’m the author of two books on behavioural science, and I’ve developed multiple whitepapers exploring how decision-making impacts adoption. Through this work, I developed the Triple-Sail Framework, a model designed to identify where growth breaks across activation and conversion.
Trusted Expert for NewtonX, the research network used by Fortune 500 brands.
_edited.jpg)
_edited_edited.png)
Solutions
Revenue & Lifecycle Optimisation
Identify and fix the gaps between acquisition, conversion, and revenue. Most teams focus on generating leads, but lose opportunities in the handover between marketing, sales, and the product experience. I work across CRM, lifecycle, and customer journeys to simplify processes, improve follow-ups, and ensure users or accounts reach value. The result is a clearer system, better adoption, and more revenue from the opportunities.
Fix Activation & Funnel Drop-offs
Identify where users drop off across the funnel and optimise onboarding flows to help them reach value faster and convert into revenue. By removing friction across key conversion points and aligning messaging with user intent, this improves activation, demo conversion and overall funnel performance.
40%+
Outbound engagement validating demand
2,300+
Qualified user visits generated
11.4%
High-intent acquisition performance
14K
Early traction and audience growth
The Behavioural Method
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.
This process is formalised in a proprietary behavioural positioning model used to strengthen category recognition and accelerate adoption.
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
_edited.png)
Activation Audit
Get a 2-minute Loom showing where users drop off in your funnel, what’s slowing activation, and what to fix first.
-
2-minute video audit
-
Funnel and onboarding review
-
Top activation gaps identified
-
Clear next-step recommendation
I’ll reply within 48 hours.
"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."
_edited.png)
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
Activation & Revenue Conversion Workshops
These online workshops focus on activation, onboarding and funnel drop-offs, showing teams exactly where users lose momentum and why they don’t convert. The goal is simple: remove friction, accelerate time-to-value and turn more of your existing users into revenue.
