From Vision to Velocity: The Winning Formula for Go-to-Market and Early Traction
Getting a climate solution off the ground takes more than a great product—and definitely more than what you're seeing on LinkedIn. Much of the so-called GTM advice out there is really just cold outreach wrapped in clever social media posts. That’s not a strategy. That’s not traction.This session is about the real go-to-market work: building a lean, intentional path to your first customers—one that combines cold and warm outreach, sharp positioning, and a clear understanding of your ideal customer profile (ICP). We’ll cover how to structure your GTM using a CAM (Channel-Audience-Message) matrix to align content and channels with achievable business goals.You’ll hear from two marketing leaders who’ve led growth for both hardware and software companies across the EU, UK, and US—navigating the tough spaces where climate urgency meets commercial resistance, balancing compliance and business impact, and juggling between sales-led and product-led motions.If you're trying to build traction before you have a dedicated growth team or huge budgets, this is the room you want to be in.
Original Event & Recording: https://circle.4ward.earth/c/events/from-vision-to-velocity [https://circle.4ward.earth/c/events/from-vision-to-velocity]What You’ll Take Away* A step-by-step approach to defining your Ideal Customer Profile (ICP)—beyond just “early adopters”* How to build and use a CAM (Channel–Audience–Message) matrix to choose the right GTM tactics for your stage and sector* How to combine cold and warm outreach in a way that actually drives qualified leads and early conversions* Examples of early traction that didn’t rely on paid ads, huge teams, or perfect product-market fit* Common GTM mistakes in climate tech—and how to avoid spinning your wheels chasing the wrong signals* A realistic view of what “enough traction” looks like before raising, scaling, or expanding4WARD's Strategic Growth Support4WARD is supporting early stage companies build faster, fund better, and scale smarter. Reach out to us for professional growth advisory for the following areas:- Building or Validating you Go-to-Market strategy- Developing an expansion or internationalisation campaign
- Building or Audting your current sales, marketing and growth strategy- Performance Marketing and Demand Generation Support- Brand, Category Creation and Thought Leadership strategy and execution https://4ward.earth/consulting [https://4ward.earth/consulting]About Your Hosts:MEHAK CHOWDHARY, 4WARD CMO AND GROWTH EXPERT:15+ years scaling high-growth, VC/PE-backed businesses across the USA, EU, and UK, turning ambitious companies into category leaders. Mehak has worked across e-commerce, SaaS, health tech and climate tech, most recently building a $500M pipeline for a DAC company. Specialising in building enterprise clients-based traction for early stage companies, creating and building partnerships with Google, Mercedes, F1, KPMG, Microsoft, DeepSky, Siemens to name a few.ESTEE CHAIKIN, GO-TO-MARKET EXPERT IN CLIMATE AND CLEAN TECH: Marketing leader focussing on impact industries. 15+ years in hardware & software businesses, focused on Clean tech and Climate tech launching new Residential & Commercial Solar (IKEA), EV Charging (Shell Recharge and Heliox), Direct Air Capture (Skytree) propositions. She’s also launched Antler Netherlands, a pre-seed VC, helping find exceptional talent and coached co-founding teams.---4WARD.earth: The world's largest local-to-global community of climate & sustainability DOERs collaborating to move the world 4WARD...👤 Create FREE profile today: https://4ward.earth/join [https://4ward.earth/join]JOIN 4WARD's GLOBAL CLIMATE COMMUNITY FREE- Attend regular climate meetups in 60+ cities 🌎- Join monthly sector networking groups & calls 📞- 1000s of climate & sustainability folks on online networking & colab platform 🧑🏾🤝🧑🏻- Free resource toolkits for startups, corps, VCs & job seekers 🛠️- Resources for funding 💰, decarbonization, legal & IP ⚖️, carbon accounting & more👤 Create FREE profile today: https://4ward.earth/join [https://4ward.earth/join]
