Go To Market partner for B2B growth businesses
Navigating the maze from start up to scale up
We help leadership teams and investors solve the hard Go To Market problems in B2B events, media, data and SaaS businesses with £1m–£20m+ revenue. Always with the customer in mind, and the people who make it happen at the centre.
Why we do this
Hard problems are where the big opportunities are
Every growing business hits its own maze: a plan that isn't landing, a team that's stretched, a number that keeps slipping. Those problems are hard. They are also where the biggest opportunities are hiding.
We start with the customer, every time.
When customers get real results, they come back, buy more and bring others with them. That's how a good business goes on to reach its potential.
And when a business reaches its potential, lives change.
Over our careers we've hired more than 200 people into Go To Market roles. Seeing people grow with the business is the part we're proudest of.
Finally, we think the journey should be enjoyed.
The hard parts are easier with good people around you, and the wins are better shared. We work as part of your team, and we want this to be work you remember for the right reasons.
What we believe
- 01
The customer, always
Every plan starts with what your customers need to succeed.
- 02
Hard problems, big opportunities
We move towards the difficult problems. That's usually where the growth is.
- 03
Businesses grow, people grow
When a business reaches its potential, careers and lives change with it.
- 04
Enjoy the journey
Serious work, good people, and the wins shared along the way.
Clients and investors we've worked with
How we help
Go To Market support for investors and business leaders navigating scale.
Pre-acquisition due diligence
A standalone review of sales, marketing and customer success, alongside the commercial due diligence. Strengths, weaknesses, the big changes that might be needed and the headlines of a value creation plan.
Post-acquisition integration
The first six months of ownership. Whether the business is merging with another or standing alone, we get Go To Market strategy, operations and culture joined up.
Value creation plans – plan, build and execute
Working with the board and senior leadership team to turn the investment case into a three-year plan that everyone understands, then helping to deliver it. Hands-off or operational.
Board and operating partner support
Board roles, interim COO and sales leadership, weekly operating rhythm, board packs and the few metrics that really matter.
Three ways to work with us
Diagnose
An independent view of what is really going on. Due diligence, growth reviews and our Sales Diagnostic.
Typically 1–4 weeks
Build and lead
Hands-on, inside the business. Interim COO, sales leadership or fractional support to deliver the plan, from CRM and RevOps to team structure and sales pacing.
Typically 3–12 months
Advise
A regular seat at the table. Board member, non-exec, strategic adviser or coach.
Typically 1–2 days a month
Selected recent work
A handful of the problems we have tackled recently.
PE-backed life sciences events business
Board member, then interim COO. Built the three-year plan, separated new business from account management, redesigned sales commission and set a weekly operating rhythm for the leadership team and board.
International technology events group
Interim sales lead and Go To Market adviser. Three-year value creation plan, move to HubSpot, research with 68 customers and prospects, and a new year-round media revenue line.
Technology business moving to recurring revenue
In five months: a commercial plan, a mapped buying journey, a new pitch, a RevOps hire and the launch of customer success. We also found that a six-person sales team had about two people's worth of selling time.
New private equity platform in B2B media and events
Operating partner. Due diligence on targets, value creation across the portfolio and a Go To Market community for portfolio leaders.
Founder-led businesses
A short diagnostic, then monthly advice, to move from founder-led selling to a repeatable sales engine. Recent work includes consulting, events and event technology businesses.
Where are they now?
Several of the people we've hired and worked alongside have gone on to become founders, CEOs and managing directors.
Track record
A handful of problems tackled — and the results
Strategy & Planning
Building the Foundations
Sales & Marketing Execution
Meet the founder
Hi, I'm Sandeep
I have spent over 20 years growing B2B businesses in media, data, events and SaaS, in London and New York. I founded The Maze in 2024 to help CEOs, senior leaders and investors navigate the maze from start up to scale up.
Meet the team“Don't let perfect get in the way of progress”
— Rafael Orta, eBay and CEO, Capture One
What clients say
“When we hired Sandeep we were successfully growing our subscription business but through marketing only. 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 to operate internationally 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 organisation. Sandeep is commercially astute, skilled in cross-cultural management and has effective people management skills.”
“Sandeep was a huge help in commercialising the CS function during my time at Contentive, always keeping both customers and 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.”
Got a growth challenge?
Whether you are an investor looking at your next deal, or a leader trying to get from £1m to £20m and beyond, we will give you an honest view, a clear plan and the support to deliver it.
Book a free 30-minute callThe Maze Insights
Practical thinking on Go To Market, sales and growth for B2B leaders.