Full commercial repositioning ahead of a £130M funding round.
Deepki needed to reposition the business commercially, not cosmetically, ahead of a significant funding round. Magnus redesigned the ICP, rebuilt the commercial narrative, and created the GTM motion that supported the raise.
From product company to commercial force.
Context
Deepki had built a strong product in the ESG and real estate intelligence space, with a growing client base and a clear technology advantage. Ahead of a significant funding round, the business needed to demonstrate not just product capability but commercial architecture: a defined ICP, a compelling investor and buyer narrative, and a GTM motion that could scale. The business needed to show the market — and investors — that it was a commercial force, not just a category builder.
Reframe
The initial brief was repositioning. The real opportunity was bigger: a full commercial redesign from the ICP up. Cosmetic brand work wouldn't give investors or buyers confidence. The shift was to rebuild the commercial foundation — redefine who Deepki was for, why they should choose Deepki over alternatives, and how the business would pursue the market systematically and at scale.
Solution
Magnus redefined the ICP across the priority buyer verticals, identifying where Deepki's commercial opportunity and product capability intersected most strongly. The commercial narrative was rebuilt from the ICP up: problem framing, category positioning, and a differentiated story capable of landing with senior real estate and finance leaders. The GTM motion was redesigned to match — turning narrative into a structured programme for pipeline and market momentum.
Innovation
The narrative architecture was designed to work at two levels simultaneously: compelling for the investor conversation ahead of the raise, and directly applicable to the commercial conversation with enterprise buyers. Rather than building a fundraising story and a sales story separately, Magnus built one commercial truth that served both — ensuring the business showed up consistently and credibly wherever it needed to.
Impact
The commercial repositioning supported a £130M funding round. The ICP redefinition, rebuilt narrative, and redesigned GTM motion gave Deepki a commercial architecture capable of pursuing the market at scale — and the investor confidence that the business could execute on its ambition.
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