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Positioning built on how buyers actually decide

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 positioning methodology and proprietary frameworks refined through a decade of senior marketing experience.

Brand Positioning & Messaging

 

​​Behavioural decision models are applied to refine category positioning, sharpen the value proposition. I identify where buyers hesitate and how decisions can be recalibrated to support sustained demand. ​

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​Typical interventions include:​

  • Positioning confusion that prevents traction from compounding

  • Category ambiguity that weakens demand and buyer confidence

  • Messaging incoherence across website, product and narrative

  • Misalignment between what the company claims and what buyers actually perceive

  • Unclear value logic creating hesitation, friction and delayed decisions

  • Structural positioning errors teams keep compensating for with tactics

  • Hidden decision friction embedded in messaging, onboarding and first touchpoints

GTM Strategy & Execution

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Private advisory for leadership teams facing pivotal moments where the wrong decision creates long-term cost or strategic decisions that can’t easily be reversed.

 

​Typical interventions include:

  • Go-to-market confusion and strategic drift
    Product and messaging exist, but the market response is weak due to lack of focus, narrative clarity and strategic priorities.

  • ICP and positioning misalignment
    Overly broad or poorly defined targets that generate activity without traction or high-quality opportunities.

  • Misalignment between product, marketing and sales
    Inconsistent messaging, internal friction and disconnected teams that block decision-making.

  • Pipeline quality issues 
    Plenty of leads, but few real opportunities. The issue is strategic clarity and qualification.

  • High-risk marketing decisions ahead of growth
    Investment, hiring or expansion decisions made without a solid strategic foundation, costly and difficult to reverse.

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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