From Pilot to Paying Customers: Go-To-Market For Climate Tech Companies

Businessman riding a snail, surrounded by flowers, analyzing financial data on floating screens.

Your pilot felt like progress, but it stalled out before they became a paying customer. More emails and phone calls won’t get you to Yes.

Turn Pilot Proof Into Paying Customers

How Cleantech Buyers Actually Buy

When going to marketing with a clean technology, your audience is balancing risk vs. reward, something you need to address.

Balancing risk vs. reward
(when risk is the default)

Turning your pilot into a paying customer requires multiple proof points in your GTM strategy.

Proof sequencing

Going to market with cleantech requires ally building within your customer's decision tree.

Working up the C-Suite chain

Your customer needs to know time horizons, including your ability to produce what they need before they will buy.

Time horizons

There are multiple reasons why go-to-market strategies fail. At the top of the list is confusion.

The 4 GTM Mistakes Founders Make Post-Pilot

  1. Targeting the wrong customer profile
  2. Wrong value framing
  3. Wrong proof points
  4. Wrong expectations

A Realistic GTM Model For Long Sales Cycles

The first step in a go-to-market strategy is identifying a customer who has a pain point your climate tech can solve.

Identify customer pain point before technology solution

Going to market with climate tech is a long process because first you need to educate your customer.

Education before persuasion

Targeting a specific audience who has a pain point is critical for go-to-market success in cleantech.

Focused target market rather than a solution for every problem

How We Support Commercialization

  • Compelling narrative across sales and marketing
  • Consistent messaging targeted at your core audience
  • Refined market positioning
  • Buyer journey mapping

Who Is This For

Cleantech companies trying to close sales with:


  • Utilities
  • Industrial buyers
  • Infrastructure
  • Regulated markets

Learn more about our Message-To Market solutions for climate tech companies.