For Investor backed B2B SaaS and AI portcos from $5m to $25m
AI is changing buying behaviour and how Go To Market functions need to operate. Demand Karma helps VCs and their portfolio companies adapt their GTM for the AI era through GTM Due Diligence, leadership coaching, and board advisory.
Demand Karma is trusted by VC funds to evaluate the entire GTM engine for the AI era, provide boards with ongoing GTM assurance and develop GTM agentic leadership.
It was great working with Edwin on a recent pre-investment DD project. Edwin's holistic understanding of the entire commercial function for a B2B SaaS organization made him a compelling fit for this particular project, whereby the quality of his report and recommendations were of high value to us in tailoring post-investment action plans. He has also gone out of his way to continue to support the founders with relevant advice which I know has been valued.
Investment Manager at Octopus Ventures
Edwin is one of the best out there when it comes to advisory related to go to market / marketing in the enterprise SaaS world - both software and services. He's been invaluable to our team at @Tercera in helping diligence companies and providing super helpful guidance to our portfolio companies. His frameworks, approach and importantly style is engaging and efficient. Super thankful to work with him in prior lives and ongoing as part of his role in our Tercera Advisor Network!
Founder | CEO @ Tercera
Edwin was a pleasure to work with and gave excellent go-to-market strategy insights during the due diligence of a B2B SaaS investment we made at Octopus Ventures. He gave tailored advice and recommendations and was not afraid to make out of the box suggestions on S&M org structure and customer acquisition & upsell strategies. I would highly recommend Edwin for GTM Strategy advice and due diligence.
Growth Investor
Wouldn't hesitate for a second in recommending Ed after getting to know him during our funding round last year. The DD project undertaken was pretty unique from my perspective in the way that it got the job in hand done, but also really helped me enhance my thinking around things we should be doing at Delio post investment. Often the report output is a means to an end but Ed's work has been something tangible that we've been able utilise going forward. I continue to stay in touch with Ed as we look at other ways of working together at Delio now and in the future.
Chief Executive & Co-Founder at Delio
Edwin has been a delight to work with and exceptionally valuable to the work we do with young companies. He has helped struggling companies to turnaround their challenged marketing strategy, as well as support growing companies to further refine their value proposition. On top of that, he's educated our investment team on what good looks like in sales systems and processes. Edwin also isn't afraid to advise on sectors beyond his classical SaaS experience - something that's very helpful for generalist investors. Thank you Ed!
VC Investor at Mercia Ventures
We engaged Demand Karma to carry out a full Marketing and Sales due diligence. He not only provided us with a honest and frank review of how we are working, but also some fantastic insights and recommendations that have now been embraced by the team.
CEO Social Value Portal
GTM Due Diligence that uncovers growth blockers and builds agentic readiness
An in-depth AI era GTM review using our operator’s checklist with practical actions for investors and CEOs pre-deal, post-deal, and mid-cycle when growth stalls.
A tailored GTM review to audit certain GTM areas and answer Red Flag questions for investors, chairman, boards and CEOs.
A focused review that audits the current levels of Agentic GTM maturity, by team and aspect. Providing a clear view and prioritised actions for investors, boards, and CEOs.
We'll tell you the reality of your readiness and adaption to agentic GTM by function.
Not a list of ideas. A small number of decisions and actions.
Prioritised “Now / Next / Later”
The single constraint holding growth back
A 90–180 day path to fix it
Our Value Creation services protect capital deployments, gives board assurance, upskills capabilities and develops GTM agentic leadership.
Ongoing GTM assurance, performance and agentic operating model transition.
GTM Leadership Development that uplevels capability and decision making.
Get a full picture of GTM capabilities and potential through guided 360 assessment.
Our solution
Before the deal, after the close, when growth stalls, and when leadership needs to level up
For Investors: Agentic GTM due diligence before/after a deal closes. Protect capital, validate the team, know what you're buying.
For Boards and Chairs: Expert operators provide assuranceon GTM strategy, leadership and exit readiness. Identify and address issues before the number misses.
For pre-Agentic GTM Portfolio Companies: Audit Agentic AI GTM maturity. Clarity on the reality, the gaps, and the priorityactions.
For CEOs: You have a GTM problem and need to know why. You need someone who has seen it before and knows exactly what to do.
For Stalling Portfolio Companies: Diagnose why growth has stopped before more investment. Cut what isn't working. Rebuild Agentic GTM
For GTM Leaders: Create a clear picture of performance and potential. Uplevel high-potential and address capability gaps.
Edwin Abl
Silicon Valley
1x exit, UK’s leading GTM Operating Partner
Josh Morse
London
2x exit, ex-investor
backed CRO & CMO
We are full GTM Operators (not management consultants) with successful exits.
We have been operating with AI GTM since day one.
Silicon Valley Agentic GTM is 18 - 24 months ahead of the UK.
We created the GTM Due Diligence category in European VCs since 2021.
We help Venture-backed B2B SaaS companies under $25M ARR experiencing GTM friction or seeking investment/follow-on investment.
We accelerate GTM improvement with oversight of fixing diagnosed issues and developing GTM agentic leadership.
We diagnose GTM performance, understand what has changed, what will persist, and the actions you need to take.
We assure ongoing GTM performance through private board advisory and leadership coaching.
We help companies adapt to the AI era and transition to Agentic GTM.
Clear understanding, quick action, assured improvement.
Focus on the right GTM areas and you’ll hit your growth plans. It’s really that simple.
