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DemandAxisDemandAxis

For technical founders

The commercial function you have not had time to build.

Market feedback, design partners and qualified pipeline for cybersecurity, IT and AI companies, led by a senior sales professional.

Cybersecurity is our main focus. We also work with selected IT and MSP businesses and B2B AI companies.

Led by Aamir Zaheer, with 16 years of B2B sales across cybersecurity, SaaS, IT services and hospitality technology in UK, European and US markets.

Your commercial engine

  1. 01

    Validate your market

    Find the right buyers. Test the message.

  2. 02

    Start the right conversations

    Engage prospects. Find design partners.

  3. 03

    Build qualified pipeline

    Qualify opportunities. Establish a repeatable sales process.

Founder-led to Commercially supported

Illustrative walkthroughs

Three commercial problems, worked through

Hypothetical organisations. Sourced facts. No client results claimed.

The founder gap

Where commercial progress tends to slow

  1. Founder time

    When the product takes most of the founding team's time, outreach and buyer conversations are often fitted in around it.

  2. Company stage

    Early companies need conversations that lead to design partners. Companies with early customers need a repeatable way to reach new accounts and qualify opportunities.

  3. Senior hire

    A senior commercial hire is a significant commitment for a founder, particularly before the target market and message have been tested.

Where DemandAxis fits

We run focused outreach to the accounts you agree and report what buyers tell us. That evidence refines the target market and message. Conversations that meet the agreed standard come to you as qualified opportunities.

Where pipeline stalls

Five points between the market and revenue

Pipeline usually stalls at one or two of these points, and each needs a different fix. Select a stage to see what goes wrong and what we change.

  1. Where it stalls
    The target list is broad, so effort goes to companies that were never likely to buy.
    What changes
    A defined ICP that ranks accounts by how serious the problem is and whether there is a reason to act now.

Opportunity handover

What your sales team receives when a conversation qualifies

A short handover note, so the first sales call starts where the conversation left off. Anything still unknown is written down.

What “qualified” means

We agree this standard with you before outreach begins. It varies by offer and market, and normally covers:

  • A company that fits the agreed ideal customer profile (ICP)
  • A contact with influence, ownership or direct experience of the problem
  • A credible business, technical, operational or commercial issue
  • A trigger, priority or reason to explore change
  • A next step the prospect has agreed to
  • Notes and context that let your sales team continue the conversation

A trigger is a reason to look closer. We confirm relevance before an account becomes a priority.

Opportunity brief

Fictional exampleQualified
  1. Researched
  2. Contacted
  3. Conversation
  4. Qualified
  5. Handed over
Account
UK insurance broker, around 1,500 staff
Contact
Head of Information Security
Problem, in their words
“Two analysts short. Overnight alerts are reviewed the next morning.”
Decision
She recommends. The CFO approves spend above an agreed threshold. Procurement requires a security questionnaire.
Timing
Wants cover in place before the year-end change freeze.

Not yet known

Budget, and whether the current provider is under review.

Agreed next step

A 30-minute call with your solutions lead on Tuesday. Her SOC manager will attend.

How it works

How an engagement runs

  1. Define the ICP

    A written list of the companies where the problem is most urgent, with the reason for each.

  2. Map the buying group

    Who feels the problem, who influences the decision and who controls the budget, for each account.

  3. Write for each role

    A separate reason to engage for each person, tested on real target accounts before outreach grows.

  4. Run outreach

    Email, LinkedIn and calls to the agreed account list, with considered follow-up.

  5. Qualify

    Each conversation is checked against the standard agreed with your sales team.

  6. Hand over and report

    A handover note for each opportunity. A regular report on what the market is saying and what to change next.

Book a review session (opens in a new tab)

We recommend the smallest engagement that answers your question.

Engagement fit

Who it suits

Early stage

Founders testing the market and looking for design partners

  • Choosing the first market, use case and buyer
  • Explaining a technical or AI product as a cost, risk or revenue outcome
  • Testing the message with real accounts
  • Finding and landing design partners
  • Deciding when outbound is ready to scale
Growth stage

Companies past the design partner phase that want to grow faster

  • Research-led account targeting
  • Messages written for each role
  • Qualification using MEDDIC or MEDDPICC
  • Regular pipeline and market reports

Not suited to consumer apps or mass-market acquisition.

Aamir Zaheer, Founder of DemandAxis
Aamir ZaheerFounder, DemandAxis

The experience behind DemandAxis

DemandAxis was founded by Aamir Zaheer, drawing on 16 years in B2B sales across cybersecurity, SaaS and IT services.

His experience in threat intelligence, MSSP partnerships and complex sales shapes how DemandAxis selects accounts, develops messaging and qualifies opportunities.

Find out where your next qualified opportunities will come from.

GDPR-aware prospecting with prompt opt-outs. How we handle data.

Book a 30-minute call (opens in a new tab)