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Fixing structural revenue friction

From fragile growth to resilient systems

I help B2B tech companies de-risk growth decisions in volatile, AI-accelerated and increasingly fragmented markets, where weak positioning significantly amplifies risk.

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Most startups don’t stall because of the product, but because strategic clarity 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

​A High-Precision Intervention applying behavioural science to refine category positioning and sharpen value propositions. We identify where buyers hesitate and how decision friction impacts sustained demand.

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  • 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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  • 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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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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