Funded AI businesses fail on distribution, not technology.
ARR generated for clients
Distribution partnerships
Direct B2B clients sourced
Advisors onboarded
Campaigns ran
Our ideal client profile
Built for the 1% of serious founders selling AI to enterprise and consumers.
We work with AI companies selling into mid-market and enterprise, where the deal takes months, the buying committee has five people, and one bad pilot kills the account.
What we do
How we build your pipeline.
Demand generation covers three pillars: an offer worth replying to, the channels that reach the buying committee, and the measurement that tells you which half is working.
Our demand generation framework
Detailed breakdown of how we turn
cold enterprise buyers into a working pipeline.
The problem with enterprise AI demand
Why enterprise AI pipelines fill with pilots and stall there.
Enterprise AI demand is easy to create and hard to convert. Pilots are cheap for the buyer and expensive for you, and a pipeline made of them looks healthy right up until renewal.
01
Pilots that never convert
A paid pilot feels like progress and often is not. Without a defined production path agreed up front, it becomes a cheap way for the buyer to defer the real decision.
02
The committee is invisible
Your champion is not the buyer. Procurement, security and the budget holder decide, and most AI outbound never reaches or addresses any of them.
03
Spend measured on the wrong end
Clicks, MQLs and demo bookings are easy to grow and easy to fake. If reporting stops before pipeline and closed revenue, you cannot tell which half of the spend to cut.
Each of these is a distribution problem. Distribution is the work we do.
Frequently asked questions
01
What is a go-to-market strategy for an AI business?
A go-to-market strategy is the full system for turning a product into revenue: positioning, ideal customer profile, pricing, distribution channels, partnerships, and the campaigns that drive adoption. For an AI business it also has to answer the questions buyers now ask by default: why you rather than an incumbent adding an AI feature, why a dedicated product rather than a general model, and how you prove outcomes rather than demos.
02
What is the difference between go-to-market and marketing?
Marketing is one channel within go-to-market, not a substitute for it. Marketing handles awareness and demand through content, social, PR, and paid media, whereas go-to-market is the wider system that sets who you sell to, how you are positioned, how you price, and which distribution and partnership motions actually reach buyers. Most AI startups buy marketing (content, paid ads, a launch push) before positioning and ICP are settled, so the spend produces impressions rather than pipeline.
03
How is Simplicity different from a growth or marketing agency?
An agency sells channels: paid ads, content, PR, outbound sequences. We start a layer below, with the strategy that decides whether those channels are even the right ones; positioning, ICP, pricing, partnerships, and the sequence of campaigns. We then execute against that plan and bring in specialist providers where needed, so spend is directed by strategy rather than the other way round.
04
Our product is strong. Why would we need distribution help?
Because in AI the technology is the least defensible part of the business. Model capability converges quickly: a feature that differentiates you today ships in a competitor's release or a foundation model update within months. Distribution does not converge; the category position, partnerships, and pipeline you build compound and are expensive to replicate. Category winners are rarely the companies with the best model, they are the companies that reached the market first and locked in the channels.
05
What types of AI businesses does Simplicity Group work with?
Three groups: vertical AI startups selling into a specific industry, AI dev-tool companies growing through developer adoption, and consumer AI apps growing through social and creator-led channels. The common profile is a funded company between seed and Series A. We also run a separate practice for digital asset businesses; if you sit across both, we cover both.
06
What stage should we be at to work with Simplicity Group?
We work best with seed-funded AI companies closing the gap to Series A, and with enterprises moving AI from pilot to production. The common thread is a real product in the market or close to it, the resources to execute, and readiness to commit to at least three months.
07
How much does Simplicity Group's GTM service cost?
Go-to-market advisory starts at $5,000 per month on a retainer, with the exact figure set by scope and stage. We scope every engagement to the business before quoting, so you are not paying for services you do not need.
15
How do you reach an enterprise buying committee?
Three months. The first two weeks are deep research and the build of your go-to-market plan; months one to three are hands-on execution against it, closing with a review of performance against KPIs. Most clients continue beyond the first quarter with rolling execution and a refreshed plan each quarter.
08
What is the minimum commitment?
Three months. The first two weeks are deep research and the build of your go-to-market plan; months one to three are hands-on execution against it, closing with a review of performance against KPIs. Most clients continue beyond the first quarter with rolling execution and a refreshed plan each quarter.
09
What does Simplicity Group deliver in the first month?
Month one produces your go-to-market plan: a researched document covering business overview, goals, positioning and narrative, customer personas, market and competitor analysis, partnership strategy, a market penetration plan, and a costed execution timeline. It is built to be executed, and we begin acting on it inside the same month.
10
Does Simplicity Group only create the strategy, or execute it too?
Both. The plan is the starting point, not the deliverable. We run the penetration campaigns, source and manage partnerships and introductions through our network, bring in specialist providers across PR, legal, and design, handle marketing execution where it applies, and onboard advisers or team members where that strengthens the push into market.
11
Can Simplicity Group help us raise a Series A or connect with investors?
Fundraising support is part of the engagement. We sharpen the narrative and materials investors respond to, prepare you for the metrics a Series A conversation will test, and make introductions through our network where there is a genuine fit. We do not guarantee capital, and we are straight about when an introduction is and is not the right one.
17
How do you stop pilots stalling before production?
Against KPIs agreed at the start of the engagement, not vanity metrics. The plan defines the targets that matter for your stage, whether that is qualified pipeline, partnerships signed, ARR added, or capital raised, and we review performance against them at the three-month mark and each quarter after.
12
How does Simplicity Group measure success?
Against KPIs agreed at the start of the engagement, not vanity metrics. The plan defines the targets that matter for your stage, whether that is qualified pipeline, partnerships signed, ARR added, or capital raised, and we review performance against them at the three-month mark and each quarter after.
16
Do you run outbound for us, or train our team?
We operate from the UK and Dubai and run market entry for clients into the UK, Europe, MENA, and Southeast Asia. The Gulf base matters for AI companies as much as digital asset ones: enterprise AI adoption and sovereign capital in the region are moving faster than most Western markets, and we work directly within those ecosystems.
13
Where is Simplicity Group based, and which regions do you cover?
We operate from the UK and Dubai and run market entry for clients into the UK, Europe, MENA, and Southeast Asia. The Gulf base matters for AI companies as much as digital asset ones: enterprise AI adoption and sovereign capital in the region are moving faster than most Western markets, and we work directly within those ecosystems.
14
Does Simplicity Group also work with Digital Asset businesses?
Yes. Distribution and go-to-market for digital asset businesses is our second practice, alongside tokenomics consulting for projects with a token. The full breakdown is on our Digital Assets page.
