Acquire, Convert, Retain: Rewiring Go-To-Market in the Energy Space
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In this episode of Field Frequency, powered by Field Advantage and hosted by Jason Cortes, we sit down with Jonathan Colbert, founder of Fractal, to explore how companies in energy, mobility, and electrification are rethinking growth.
As the industry shifts away from “growth at all costs,” Jonathan shares how disciplined go-to-market strategies, aligned teams, and sustainable business models are becoming essential for long-term success.
From his experience at Mercedes-Benz and Rivian to launching Fractal, Jonathan brings a unique perspective on what it takes to scale effectively in today’s market.
Key Topics Covered
* The shift from rapid growth to capital-efficient scaling
* What a broken go-to-market strategy looks like
* Why companies often misdiagnose growth challenges
* The importance of aligning product, marketing, and sales
* Lessons from traditional industries like automotive and fuel infrastructure
* How AI and emerging tools are changing how companies build
* The rise of fractional leadership and the future of work
Key Takeaways
* Growth problems are often system problems, not just sales or marketing gaps
* Strong go-to-market alignment is critical for scaling efficiently
* Customer insight should drive product and strategy decisions
* Building unnecessary tools can slow growth and create complexity
* Sustainable companies focus on long-term operational health, not just speed
Notable Insights
* “Growth at all costs is gone—discipline and sustainability matter more than ever.”
* “If things feel harder than they should, the issue may be upstream in your system.”
* “If it doesn’t help you acquire, convert, or retain customers, reconsider building it.”
Learn More
* Fractal: scalewithfractal.com
* Connect with Jonathan Colbert on LinkedIn
About Field Frequency
Field Frequency explores the people, technology, and strategies shaping the future of field service, EV infrastructure, and connected systems—bringing real-world insight from leaders across the industry.
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Jonathan Colbert Bio
Most growth-stage companies don’t have a go-to-market problem—they have a systems problem. They may have traction, strong teams, and a product the market wants, but the approaches that drive early success rarely scale.
Jonathan Colbert founded Fractal Fractional Leadership to address this gap, embedding with leadership teams to build repeatable, connected go-to-market systems across sales, marketing, product, revenue operations, and customer experience.
He brings over a decade of experience across electrification and mobility, including leadership roles at Voltera, Rivian, and Mercedes-Benz USA, where he led charging and infrastructure strategy for North America. His career has focused on turning complex, early-stage opportunities into scalable commercial systems.
Based in Florida, he holds an MBA from Georgia Tech and a BS from Florida State. Outside of work, he spends most of his time with his wife and two young children.
