They were built by individuals, not designed as systems. We diagnose what still works, rebuild what doesn’t, and install a Durable GTM OS that holds up under pressure. It starts with GTM Due Diligence.
Demand Karma is trusted by UK VC funds to evaluate the entire GTM engine before and after investment.
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!
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
Ed is encyclopaedic when it comes to the latest go-to-market strategies for B2B SaaS businesses. For me, he is a go-to reference point on all things marketing. With his broad view and deep experience, Ed is able to distill complex concepts down to actionable insights. Ed is a pleasure to work with, generous with his time and his network. He has made a real difference to businesses I am involved with. I always learn something new talking to him.Ed is encyclopaedic when it comes to the latest go-to-market strategies for B2B SaaS businesses. For me, he is a go-to reference point on all things marketing. With his broad view and deep experience, Ed is able to distill complex concepts down to actionable insights. Ed is a pleasure to work with, generous with his time and his network. He has made a real difference to businesses I am involved with. I always learn something new talking to him.
Non-Executive Director, early stage B2B SaaS
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
Demand Karma worked with Evotix from December 2021 to April 2022 to support our GTM team while we established new leadership and engaged and onboarded agencies. Ed provided advice to me (CEO - but effectively acting CMO over this period) and coaching and support to the team collectively and individually. Ed has deep and practical insight into all aspects of GTM and was always available and helpful. He has a framework or template for everything!! We thoroughly enjoyed working with him. Evotix exited in 2023.
CEO at Evotix
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
There’s plenty more where those came from — keep reading the nice things people are saying about Demand Karma.
Not a report.
A clear answer to: Will this GTM actually work and why?
Where revenue is leaking?
What has changed (AI, buyer behaviour, product expectations)
What will still hold over the next 12–24 months
We'll tell you if the GTM engine still works in two years
Traditional DD asks: “Is the GTM working?”
Durable GTM Due Diligence asks: “Is the GTM durable?”
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
Not advice. An operating system that runs GTM. Cadence, roles, and decision-making structure. Leadership alignment and accountability. Ongoing visibility for the board.
Companies love complex, customers love simple, and VCs love that we make it simple. See clearly → Decide quickly → Execute consistently
The challenge:
GTM execution has a people problemIn the AI era, GTM performance is inconsistent and unpredictable across Venture portfolio companies. Each company chooses the GTM people, who then build a bespoke GTM operating system.
The Shift:
2023-2024 - Post ZIRP - The same GTM rules, just harder
Interest rates went upCapital became more expensive for start ups and scale upsBuyers found it harder to get new spend approvedYour target companies trimmed their costs Your buyers looked to consolidate their software
2025-2026 - The age of AI - new GTM rules
Buyer behaviour:
- The biggest change in buyer behaviour. Bigger than the Smartphone.
- AI is the new front door to the internet, to information.
- Massive wave of noise, with AI-based communication exploding. The death of generic content.
- Erosion of trust. AI is quick to inform, but is not trusted to be accurate. Seeking human trust - Communities, events, peers
Product expectations
- AI has started a new buy vs build evaluation. Lower entry to development than ever. Non-technical people are able to create and automate. SaaS products used software to augment and improve the human workflow.
- Buyers evaluated features, usability and integrations. AI does more of the human work, so buyers evaluate outcomes, quality of outputs, risk of error. Companies have budgets specifically for AI.
- They have cost reduction targets. They have quality issues, with AI not achieving the required outcome.
The state of play
Overall
- Each company chooses the people, who then build their GTM operating system.
- Companies cannot always afford or attract GTM leadership who can do this.
- Every company has a different GTM operating system
- The GTM approach and playbooks are backwards looking, based on what used to work
- Focus is on playbooks and tactics, not the underlying operating system.
- GTM teams are trying to fix what used to work
GTM teams - Increased activity, trying to do more
Reporting to boards hasn’t changed. Same format, same insights
AI specific
- AI has changed buying behaviour, but the GTM approach is still the same
- AI usage is either limited or optimises volume over quality
- The leadership tells the board they are leveraging AI. But have they?
- Each portfolio company is separately trying to understand, evaluate and implement AI in their GTM.
THE CHALLENGE
Overall
- GTM is reactive and underperforming.
- Companies are unable to achieve consistent and predictable GTM performance.
- Sales are off target
- Pipeline isn’t growing
- Forecasts are missed
- Growth rate is low
- Team misalignment across GTM and Product
- Reporting to boards hasn’t changed. Same format, same insights
- GTM changes take too long and often fail
- GTM fit is lost or never truly achieved
AI specific
- AI has reduced the effectiveness and efficiency of your old GTM approach
- Your team lack the skills and experience to effectively have an AI strategy and use AI
- Your leadership lacks the skills and experience to evaluate team AI strategy and usage
- Your team struggles to scale quality and impact, often scaling poor quality and low impact
- Your existing GTM vendors are building AI capability, but often it is not good enough
- New AI vendors promise results, but often underdeliver
- Category and positioning risk. The company positions their product as AI, but it needs to have Product Market Fit.
Our promise
- We help Venture-backed B2B SaaS companies under $25M ARR experiencing GTM friction or seeking investment/follow-on investment
- We diagnose performance, understand what has changed, what will persist, and the actions you need to take.
- We provide a Durable GTM Operating System that enables consistent GTM execution
- We accelerate GTM improvement with oversight of fixing diagnosed issues and implementation of the Durable GTM OS.
- We assure ongoing performance with ongoing GTM DD for the board and GTM Leadership coaching
- Clear understanding, quick action, assured improvement.
Our solution
Durable GTM Due Diligence + Operating System
Focus on the right areas and you’ll hit your growth plans. It’s really that simple.
