CreditRight
B2B fintechWent into public GST filings to find which companies actually had the problem. Came back with 2,194 qualified accounts out of 5,754, a four-touch, 14-day sequence for CFOs and Heads of Sales, and the CRM to work it in.
B2B GO-TO-MARKET CONSULTING AND EXECUTION
Before growth gets louder, make the signal clearer.
Your go-to-market should turn enquiries into revenue. We find where it leaks, fix the logic underneath, and build the system inside your own accounts. AI workflows take over the research, follow-ups and CRM updates, so your team spends its time on buyers.
Book a GTM working sessionGet a free leak readBuilt inside your accounts, under your logins. You own everything on day one.
We reply within 24 hours.
We reply within 24 hours.
DIAGNOSE ✦ PRIORITISE ✦ INSTALL ✦ MEASURE ✦ LEARN ✦ DIAGNOSE ✦ PRIORITISE ✦ INSTALL ✦ MEASURE ✦ LEARN ✦
SELECTED WORKFour sectors.
Four sectors.
Same GTM discipline.
TestKart
Exam-prep marketplace13,271 users · 8,611 teachers · 10.2% visitor-to-signup Built the email channel from zero, for both sides of the marketplace.
Kesari Conchem
Waterproofing chemicalsSpecification and certification-led selling into developers, contractors, architects and infrastructure buyers. Rebuilt who gets approached, and in what order.
Antylia Scientific
Scientific instrumentsAutomated the handoffs between Salesforce and Jira, cut resolution time by about 30% across 200+ cases, and turned recurring complaints into product changes that shipped.
THE PROBLEM
Most GTM gets built backwards.
Growth stalls, sales swing month to month, acquisition gets expensive or traction stays unclear. The usual answer is more marketing spend. The cause usually sits earlier, in five questions nobody answered before the first channel went live.
01Who should you sell to?
02What are they actually buying?
03How do you reach them?
04What happens when they check you out?
05What is the market telling you?
We answer these before we scale a single channel.
THE TUNING CURVE FRAMEWORK
Five layers, in the same order as those questions.
The Tuning Curve Framework is our evidence-led, AI-assisted method for fixing B2B go-to-market. It maps your GTM across five layers to find where revenue leaks, then ranks the fixes most likely to lift it.
ICP · Account research · Buyer segments · Enrichment · Scoring · Prioritisation
Positioning · Offer · Proof · Pricing logic · The reason to choose you
Email · WhatsApp · LinkedIn · Phone · Channel strategy
Website · Google Business Profile · Social · SEO · Enquiry capture and routing
Sales calls · Objections · Lost deals · Conversion data
THE POSITIONING RECORD
The memory of the system.
The memory of the system.
Every recommendation traces to a record you already hold. AI workflows run the repetitive work across all five layers: account research, enrichment, outbound, follow-ups and CRM updates.
THE POSITIONING RECORD
Your GTM needs a memory.
Most GTM work forgets. A campaign runs, someone learns something, that person moves on, and the next campaign starts from the same old assumptions.
The Positioning Record is one versioned page per buyer segment. It holds what real buyers said and what we changed because of it. Every monthly cycle adds to it, so month six starts with everything months one to five taught.
SAMPLE RECORD · Waterproofing chemicals, contractor segment
ICP Waterproofing contractors on residential towers, 8 to 40 floors, Tier-2 metros
Buyer Project purchase head. Signs off up to ₹15L. The site engineer influences the spec, and the MD approves anything above ₹15L.
Trigger A structural consultant specifies a membrane system at drawing stage, four to seven months before anyone buys.
Message that works Approved by the consultant, available at the site, with a warranty the developer will accept.
Objection "Your rate is 12% above the brand we already use, and my applicator knows that product."
Competitor The incumbent wins because applicators already know its product.
Lost deal Tender, March 2026. Lost after technical approval, because the applicator refused to switch systems mid-project.
Evidence behind this Three quotation threads, one lost tender file, two dealer debriefs, one recorded site meeting.
What we changed Started selling to the applicator as well as the purchase head. Added applicator training to the offer.
Sample. Yours starts from your own deals in Week One.HOW IT WORKSOne week to find the leak.
One week to find the leak.
Three weeks to build the fix.
Week One is a fixed-fee diagnostic. The build comes after it, and only if you want it.
Map the GTM.
Map what your GTM does today, from first signal to closed deal, and find where enquiries stop moving.
Reconstruct the decision.
Work out how your buyers actually decided, from your own records and your own sales team.
End of Week One, you get: a leak map, your buyers' objections and language, and the two changes most likely to lift revenue.
You decide whether to continue. Nothing renews on its own.
You decide whether to continue. Nothing renews on its own.
Decide what changes.
Put the fixes in revenue order. The two that move the number go first.
Build it inside your infrastructure.
Set it up in your accounts, under your logins, including CRM setup and the AI workflows that keep it running.
End of the build, you get: a scored target-account list, live outreach sequences, a rebuilt enquiry path, a working CRM and the first version of your Positioning Record.
WHERE THE EVIDENCE COMES FROM
Your lost deals already explained themselves.
In writing. On WhatsApp, in the quotation you revised four times, in the tender you didn't win, in the four hundred messages your sales team sent last quarter.
Nobody has read it back.
Week One starts there. We work from the records your business already produced, and from the people who sell for you every day and have heard every objection twice.
If you want us to talk to buyers, you make the introduction and you choose who.AFTER THE BUILD
Then we run it, one month at a time.
DIAGNOSE → PRIORITISE → INSTALL → MEASURE → LEARN ↺
Each cycle runs the same loop across the five layers. What one cycle learns goes into your Positioning Record and becomes the next cycle's starting point.
What runs in a cycle
GTM priorities and channel choicesTarget-account research, enrichment and scoringEmail, WhatsApp, LinkedIn and phone sequencesWebsite, landing pages and enquiry captureGoogle Business Profile, LinkedIn, Instagram and SEOCall reviews, objections and lost-deal analysisPipeline, conversion and revenue trackingUpdates to your Positioning Record
WHO WE WORK WITH
Built for B2B companies still looking for the signal.
We work with B2B companies at two stages: startups from pre-seed to Series B that are still proving who buys, and established businesses whose sales have stalled or got expensive to win. Both show the same signs.
The product takes more than one line to explain.
The ICP is still a guess, or it's "everyone".
Deals are lost and nobody can say why.
Marketing spend keeps going up while enquiries stay flat.
Where we go deepest
Specification-led manufacturing. Construction chemicals, industrial and scientific products. Long consideration windows, several approvers, and certifications that decide the shortlist.
Technical B2B and fintech. Products a buyer has to understand before trusting, such as credit, receivables and compliance software.
We've also done this work in edtech, marketplaces and sales AI. If your buyer decides in ten minutes, we're probably the wrong firm.WHY TUNING CURVE LABS
Why us.
01GTM before channels. We work out who buys and why before scaling anything.
02Strategy and execution. We build and run what we recommend.
03Evidence you can check. Every recommendation traces to something you already hold: a quotation, a WhatsApp thread, a sales call, a lost deal.
04AI where it saves time. AI workflows handle account research, enrichment, outbound, follow-ups and CRM updates. Judgement stays with people.
05You own everything. Built inside your accounts, under your logins. If we part ways, nothing leaves with us.
06We say no. If we don't think we can move your revenue, we say so before you spend more.
VERIFICATION
Check the work before you commit to it.
Three ways to check what's on this page before you spend anything.
Named past clients, with title and company, who will take a call or answer an email about the work.
Case study walkthroughs and live build samples: the actual CRM structures, scoring models and automations.
A redacted Positioning Record from a live client.
THE FOUNDER
Who runs your GTM.
Shivangi Malviya
Founder · GTM and Product Strategist · Indore, IndiaI've run go-to-market for a B2B fintech, an exam-prep marketplace, a sales AI product and a waterproofing-chemicals manufacturer. Different categories, same discipline.
From 2019 to 2023 I worked in a systems neuroscience lab at National Tsing Hua University in Taiwan. That's where the name comes from: a tuning curve maps how strongly a neuron responds across a range of signals, and its peak shows the one it's tuned to.
Tuning Curve Labs looks for the same thing in your market: the signal your buyers respond to. I work with businesses across India, the UAE, the US and wider Asia.
PRODUCT MARKETER
Gaurav Bhand
Gaurav is a Product Marketer focused on turning product value into clear positioning, messaging and go-to-market execution.
LinkedIn ↗
TECHNOLOGY & SYSTEMS
Nirvan Bobde
Nirvan brings a technology and problem-solving background, with hands-on work across web technologies and product systems.
LinkedIn ↗IN THEIR WORDS
What clients say.
“We had thousands of companies in a spreadsheet and no way to tell which ones actually had the problem we solved. Shivangi went into public GST filings and came back with a scored list of 2,194 accounts, plus the sequence and the CRM to work them. It turned an argument about who our buyer was into something we could act on.”CEO & Founder, CreditRight
“We assumed our messaging was the problem and kept iterating on it. Shivangi worked out our buyers weren't on the channels we were paying for at all. The decisions were happening inside coaching centers and campus networks. Changing where we showed up mattered more than anything we said.”CEO, TestKart
“Our filters kept producing lists that looked right and converted badly. Shivangi reframed the whole thing around hiring intent. It gave two very different markets one story.”Anas Khanooni, CEO & Founder, Plucia
“We were about to redesign the interface again. Shivangi's discovery showed the interface was never the issue. We shipped voice input instead and completion went up 20% in a single sprint.”Rohit Pandey, CEO, Vishwamitra app
“They helped us simplify our positioning and get much clearer about who we should be speaking to and how.”Rachana, Co-Founder, GreenLoop Cleantech
From people who worked with Shivangi
These come from colleagues. All three are public LinkedIn recommendations, so you can check them yourself.
“I had the opportunity to work closely with Shivangi on multiple AI product initiatives, and she consistently demonstrated strong product thinking and execution skills. She has a clear ability to break down complex, ambiguous problems into well-structured requirements and actionable product plans. Shivangi collaborates effectively with engineering, data, and design teams, communicates ideas with clarity, and keeps user impact at the center of decisions.”Shiva NU, Product Manager, ex-Amazon
“I enjoyed working with Shivangi as she provided technical support for our customers at Antylia Scientific. Anytime I reached out to her, she would provide prompt service and sufficient answers to win business for our customers. I highly recommend Shivangi to any company!”Denise Roberts, Outside Sales Representative, Antylia Scientific
“Working with Shivangi has been a great experience. She is efficient, quick to resolve technical issues, and always supportive of the team. Her professionalism and positive attitude make her a standout colleague. Highly recommend.”Akbar Kotadia, Customer Experience Specialist, Antylia Scientific
HOW TO START
Start small. Decide later.
Send your last 90 days of enquiries: how many came in, where from, how many became quotations, how many closed. No logins, no CRM access, no call needed. We send back a one-page read of where they leaked and what we'd look at first.
Get a free leak read →We map your GTM end to end and reconstruct how your buyers decided, using your own records and your own sales team. You get the leak map, the evidence and the two changes most likely to lift revenue. It ends there. Nothing renews, and if we don't think we can move your revenue, we'll say so.
Offered only after Week One. We build the fixes inside your accounts, under your logins, including CRM setup. You get the target list, the sequences, the enquiry path and the first version of your Positioning Record.
Buy one cycle, and stop after any of them. We recommend at least three, because one month of outreach is too small a sample to judge.
FAQ
Questions, answered.
What is a GTM leak read?+
A free, one-page read of your last 90 days of enquiries. It shows where enquiries stopped moving and what we'd look at first. You send counts, not logins.
What is the Tuning Curve Framework?+
Our method for fixing B2B go-to-market. It maps your GTM across five layers (Who, What, Reach, Convert, Learn) to find where revenue leaks. Then it runs in monthly cycles: diagnose, prioritise, install, measure, learn.
What is a Positioning Record?+
One versioned page per buyer segment, holding what real buyers said and what changed because of it. It's updated every cycle, so each month starts from what the last one taught.
Do I have to commit for months?+
No. Nothing renews automatically: you buy Week One, decide on the build after it, and buy cycles one at a time. We recommend three cycles, since one month of outreach is too small a sample to judge, but you can stop after any of them.
How much does it cost?+
The leak read is free. Week One is a fixed fee, agreed before we start. The build and the cycles are quoted after Week One, once the scope is clear.
Can you guarantee leads?+
No. What we can commit to: within 90 days you'll know which channels bring customers who pay, and which only bring activity.
We already have an agency.+
That's common. An agency runs channels, and we fix the layer underneath: who you sell to and why they buy. When that's right, your agency gets more from the same budget.
We tried digital marketing and it didn't work.+
Usually the spend was pointed at the wrong buyers. That's the first thing we check.
Will you contact our customers?+
Only if you introduce us, and only people you choose. Most of Week One happens inside your own records and with your own sales team.
Where does AI fit in?+
AI workflows handle account research, enrichment, outbound, follow-ups and CRM updates. Diagnosis, positioning and priorities stay with people, and every recommendation traces back to your own records.
Who owns what you build?+
You do. Everything sits in your accounts and your infrastructure, under your logins.
What if you can't help us?+
We say so, at the leak read or at the end of Week One, before you spend more.
Do you work outside India?+
Yes. We work with B2B companies in India, the UAE, the US and wider Asia.
Your next GTM decision should start with evidence.
Send your last 90 days of enquiries. We'll tell you where they leaked, and where we'd start.
We reply within 24 hours.