Trusted Go To Market Partner for B2B Growth Businesses
We specialise in helping B2B companies successfully navigate the transition from start-up to scale-up.
With deep expertise in Go-to-Market strategies, we guide senior leaders through this critical phase, ensuring sustainable growth without waiting for perfection.
We work with companies generating £1M–£20M in revenue across sectors such as B2B SaaS, subscriptions, events, and marketing services.
Our clients are typically backed by private equity, venture capital, or family offices.
Our approach is built on providing actionable insights and strategic guidance to leadership teams, offering both interim leadership and coaching as needed.
We focus on developing strategies that create lasting, recurring impact for customers, with a calm, strategic, and hands-on approach.
Subscribe for ideas to help you drive recurring impact for your customers
In the startup phase, evangelism is key.
As you scale, data-driven decision-making and streamlined processes become critical. Successfully navigating the shift from startup to scale-up requires a delicate balance of strategic thinking and visionary leadership.
Our Founder
I’m Sandeep, the founder of The Maze, an advisory service dedicated to guiding B2B companies through the critical transition from startup to scale-up. With years of experience in growth and turnaround roles, I specialise in Go-to-Market (GTM) strategy, operational restructuring, and global team optimisation for PE/VC-backed businesses with revenues between £1M and £20M.
Throughout my career, I’ve thrived in fast-changing environments, offering a customer-focused, test-and-learn approach to problem-solving. I’ve worked across industries including SaaS, media, data, research, and events, driving both transactional and recurring revenue growth.
Having successfully led teams and transformed businesses around the world, I’m passionate about helping companies navigate the complexities of scaling, optimising their operations, and accelerating growth at every stage.
Completed Projects
A handful of problems tackled
Strategy & Planning
-
Customer Strategy for US Financial Markets: Crafted a targeted strategy focused on the US financial market to drive business growth.
-
Product Transition: Transitioned a community product to a high-value subscription model in digital marketing, unlocking new revenue streams.
-
Data Product Launch: Incubated and launched a new first-party data product, evolving a traditional publishing business into a modern data-driven entity.
Building the Foundations
-
Sales Methodology Implementation: Utilised the 'Sales as a Science' methodology to restructure and optimise sales processes.
-
Global Team Expansion: Offshored teams to South Africa and India, capitalising on global talent pools.
-
Operational Cadence: Designed and implemented an operating cadence that streamlined company-wide operations.
Sales & Marketing Execution
-
Subscription Business Growth: Doubled a £1M subscription business within 18 months, driving significant revenue increases.
-
Renewal Rate Enhancement: Increased renewal rate value to 120% in just one year for a UK-based book of business.
-
US Market Expansion: Grew annual subscription sales from USD 3M to USD 6M, achieving a 100% renewal rate by value across 200 customers in the US.
Feel free to book a call if you would like to discuss your growth challenge
What We Can Achieve Together
With our extensive track record in driving strategic transformations, scaling global teams, and executing revenue growth, We are confident in delivering tailored solutions that will propel your business to new heights. Let's collaborate to unlock sustainable success.
Services
What we can do for you
For Investors
Pre Acquisition Due Diligence - Sales, Marketing, Customer Success
Post Acquisition, Integration Service
Value Creation, Plan, Build and Execution
A stand alone analysis working alongside the commercial due diligence highlighting strengths, weaknesses, opportunities and threats using a pre determined checklist. This report highlights big changes that might be needed and the headlines of a value creation plan.
Whether the new acquisition is merging with another entity or will stand alone under new owners seeking revenue and profits growth, this service delivers strategic, operational and cultural integration for GTM in the first 6 months of ownership.
Working alongside the newly formed board and senior leadership team, this service offers a calm, clear approach to GTM value creation for investors. This often includes developing the new opportunities for geographical or product led growth, into action oriented plans. This can be either hands off or taken forward operationally.
For Business Leaders
Setting Strategy - The Heavy Lift
Retained support - Building Team and Guiding New Ways of Working
Is the solution sales led? Are we all sure? Might it be marketing led? Setting the GTM strategy and making it clear to everyone can be like pushing water uphill. We work with businesses to set off in new direction. We work through the size of the opportunity, where to focus and how to operationalise. This phase can often be a mixture of fractional work and advisory to ensure that the plan is grounded in reality.
After the direction is clear, there is often a large gap to bridge to make dreams a reality. This phase offers a mix of sales, marketing, customer success and revenue operations support to quickly moblise the plan and establish new ways of working. This stage often requires a range of approaches including workshops, new reporting and approach to communications.
Strategic Advisory and Coaching - Making it Business as Usual
Maintaining a role alongside the senior leadership team / advisory board to guide implementation of the strategy. This stage often requires mentoring and coaching existing and new team members to understand and take ownership for both direction and execution. A true team effort needed to drive the behavioural change needed for high performance
Join the ranks of those who have worked with us
Private Equity / Venture Capital
B2B Brands
Don't let perfect get in the way of progress
- Rafael Orta, eBay and CEO, Capture One
Testimonials
When we hired Sandeep we were successfully growing our subscription business but through marketing only. And we didn't have the internal expertise to know how to grow faster, how to build a sales team, how to think about pricing, yield, renewal rates, how top operate internationly etc. in a much more sophisticated way. Sandeep brought all that to consultancy. He also manages to bridge the worlds of start up and big corporate very well which was important to us having just been acquired.
With Sandeep's leadership, Econsultancy was transformed into a sales-led organization. Sandeep is commercially astute, skilled in cross cultural management and has effective people management skills.
Jefrey Gomez - Senior B2B Leader APAC
Ashley Friedlein - Entrepreneur, Founder of Econsultancy and Guild
Sandeep was a huge help in commercialising the
CS function during my time at Contentive, always keeping both customers & revenue in mind. He took the time to dive deep into strategy and planning making sure everything was set up for success while also providing me with valuable support and guidance
Sandeep is a bright, thoughtful and strategic commercial leader who is capable of finding new and innovative solutions to complex business challenges.
Jade Bridge B2B Customer Success and Marketing Ninja
Simon Middelboe - B2B Media, Events and Intelligence - Chairperson, Board Member
Our Partners
GTM has becoming increasingly complex. External experts and technology providers bring fresh ideas, operational support and improved productivity. We have a curated list of recommendations ranging from Sales prospecting tech, strategy consultants, RevOps experts to fractional marketers. Just get in touch for introductions.
