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Fixing structural revenue friction

Applied when the next move carries real risk before it turns into loss.​

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Most startups don’t stall because of the product, but because positioning is undefined from the start.

I work with B2B SaaS leadership teams gain clarity on how and why they win in the market and where to focus their commercial efforts. I apply a structured GTM methodology and proprietary frameworks refined through a decade of senior marketing experience.

Positioning & Conversion Intelligence

​Behavioural decision models are applied to refine category positioning and sharpen value propositions.
We identify where buyers hesitate and how decision friction impacts sustained demand.

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​Typical interventions include:​

  • Positioning confusion that prevents traction from compounding, leaving teams to compensate with tactics

  • Category ambiguity weakening demand 

  • Friction mapping across buyer journey 

  • Messaging incoherence across website, product and narrative, including messaging governance

  • Hidden decision friction in onboarding and early touchpoints

  • Conversion intelligence: behavioural diagnosis + qualitative data + signal detection

GTM Orchestration & Revenue Execution

Private advisory for leadership teams navigating pivotal growth moments where strategic misalignment creates long-term revenue drag.

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Typical interventions include:

  • GTM enablement and ICP recalibration

  • Cross-functional misalignment and organisational friction zones

  • Pipeline quality issues and qualification gaps

  • Cadence design across marketing, sales and CS

  • Revenue transformation through revenue loop design and hesitation mapping (onboarding, adoption, expansion, feedback)

  • Risk and dependency mapping across launches and strategic initiatives

  • Demand engine architecture and governance framework

  • Team readiness and execution discipline

Companies I’ve worked with

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A strategic starting point​

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A focused High-Precision Intervention designed to clarify what’s really blocking the next move.

This surfaces hidden risks, strategic blind spots and decision friction across growth direction, market approach and execution and translates them into an actionable roadmap.

Recognised by B2B leaders

“Karina deeply understands buyer behaviour and how it translates into positioning. She even wrote a book on the subject. If you want to elevate your business, she can help you.”

 

 

 

 

 

 

 

 

 

Furkat Kasimov 

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Co-founder, LeadsMarket​

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"Karina brings a rare level of clarity to complex positioning challenges.
Her ability to cut through noise and identify what truly matters made a meaningful difference in how we approached our market."

 

 

 

 

 

 

 

 

Peter Kielland  

President, Visionary Technology Inc.  

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Strategic Risk Memo

I’ve written a short pre-scale memo on the risks most teams miss before expanding, hiring or funding.

If you’re facing a high-stakes decision, request access.

GTM Workshop

​This is a focused, in-person session designed for leaderships teams based in London only.​​

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