From Vision to Velocity: The Winning Formula for Go-to-Market and Early Traction
Date: 17th June 2025, Tuesday
Time: 4pm CEST (10am EST)
Platform: https://circle.4ward.earth/c/events/from-vision-to-velocity
Cost: FREE for all 4WARD.earth community members
What This Event Is About
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.
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 expanding
Who Should Attend
This session is built for:
Climate and sustainability founders in pre-seed to Series A stages
Go-to-market and business leads at early-stage climate tech companies
Product or ops leads preparing for commercial rollout or first pilot customers
Anyone navigating the tension between urgency, product readiness, and early growth
ABOUT YOUR PANEL
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.
She’s passionate about growth that drives both revenue and real-world impact for companies building for people and the planet.
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.
Estee’s worked with new products and services across US, UK, Europe, Australia, and China and brings critical Go-to-Market expertise for companies in climate and circular tech.
Join the event here: https://circle.4ward.earth/c/events/from-vision-to-velocity