When pipeline grows but revenue doesn’t follow
Helping B2B SaaS founders across UK & US turn stalled pipeline into predictable revenue
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
Product Marketing & GTM Orchestration
Clarify positioning and align messaging, product and ICP to remove friction before users enter the funnel. This focuses on eliminating category confusion, improving demand quality and ensuring your go-to-market strategy converts the right audience into pipeline, not just traffic.
Conversion & Funnel Optimization (CRO)
Turn existing traffic into revenue by identifying where users drop off and removing friction across key conversion points. From landing pages to onboarding flows, this improves activation, demo bookings and overall conversion performance by aligning UX, messaging and user intent.
Retention & Lifecycle Optimization
Increase revenue after acquisition by optimising lifecycle flows across onboarding, retention and reactivation. This includes email journeys, engagement systems and automation designed to reduce churn, increase repeat usage and maximise customer lifetime value.
14K
followers in 2 weeks
2,300+
paid acquisition clicks
11.4%
Paid media CTR
40%+
outreach email open rate
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
