USE CASE
Validate GTM pre-deal, de-risk follow-on investments, or step in mid-cycle to restore performance and improve outputs.Used by VCs / Chairman pre- and post-investment to assess GTM, support follow-on decisions, and by CEOs mid-cycle to improve performance and execution.
WHAT YOU GET
→ Durable GTM DD Category durability assessment
→ Sales/marketing efficiency trajectory
→ AI readiness audit of the GTM stack
→ Buyer behavior stress test
→ Messaging market fit
→ Extreme strength leverage analysis
→ Prioritised actions – Now / Next / Later
EXTRAS
→ Oversight of Durable GTM DD actions implementation
→ Strategic Differentiation SPRINT – find out why you are different (Extra cost)
USE CASE
Install a portfolio-wide GTM system for consistency, supported by bi-weekly GTM performance coaching. We help you validate strategy, make better decisions, and execute faster. No noise. Just clarity on what matters, what to ignore, and how to move. You'll understand what not to do and gives you real context in a world of generic AI advice, backed by unlimited quick strategic reviews.
WHAT YOU GET
Durable GTM Operations
→ Meeting cadences, scorecards, roles, decision making tools.
→ Effective AI
Uplevel GTM Leadership
→ Weekly coaching
→ Async support to unblock execution
Inform the board with ongoing DD
→ Monthly GTM traffic light health
→ Monthly one-pager
→ Quarterly deep reviews
→ Quarterly GTM AI insight
USE CASE
Install a portfolio-wide GTM platform without building it internally.
Who it is for
Seed and Series A/B funds that need a repeatable GTM capability across portfolio companies but lack the internal headcount or operating model to deliver it consistently.
engagement model
Fund-level retainer. Covers a defined number of portfolio companies per quarter, with the option to flex as the portfolio grows. Significant cost savings to building in-house capabilities.
WHAT YOU GET
→ A shared GTM diagnostic and performance framework applied across portfolio companies at each stage of growth.
→ Hands-on coaching for portfolio CEOs on positioning, pipeline, and go-to-market execution.
→ Fund-level reporting so investors see GTM health across the portfolio, not just individual updates.
→ Pattern recognition from working across multiple companies simultaneously, surfaced back to each founder.
The problem it solves
Most funds hire one VP of Platform or one operating partner and ask them to cover 15 companies. GTM gets a few calls a year. This is a dedicated resource, not a stretched one.
USE CASE
Help portfolio CEOs build aligned leadership teams and make faster, cleaner decisions — so GTM execution stops stalling at the top.
Who it is for
Seed and Series A / B funds whose portfolio CEOs are technically strong but struggling to lead a team through the messy middle — where GTM breaks down because the leadership team is pulling in different
engagement model
Fund-level retainer covering a defined number of portfolio CEOs per quarter. Delivered by Edwin directly — not delegated.
WHAT YOU GET
→ Bi-weekly 1:1 coaching sessions with Edwin and Josh, structured around a repeatable operating method.
→ A shared decision-making and alignment framework installed into the leadership team's weekly rhythm.
→ Direct connection between leadership behaviour and GTM outcomes — so the CEO can see where the operating model is causing the revenue problem.
→ Quarterly investor-facing summary of leadership and GTM progress, tied to the fund's portfolio reporting cadence.
The problem it solves
The leadership team is misaligned on priorities, so GTM execution is inconsistent and slow. The CEO makes decisions too slowly, or reverses them too often, creating stop-start energy in the go-to-market motion. GTM problems that look like strategy or process failures are actually leadership and operating rhythm failures in disguise.
Mike Reid, Founder & Senior Partner Frog Capital
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.
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
Ed worked with Evotix from December 2021 to April 2022 to support our marketing 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 marketing and was always available and helpful. He has a framework or template for everything!! We thoroughly enjoyed working with him
CEO at Evotix
We engaged Ed 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
