Go-to-Market · Sales · Marketing
What you've built
deserves to grow.
You've built something that actually matters. The problem is that great technology doesn't sell itself, and the commercial side of an impact startup needs just as much attention as the product does.
I work with climate and impact founders to build the GTM engine their business deserves, covering strategy, sales, and marketing from the ground up.
I work with climate and impact founders to build the GTM engine their business deserves.
Is this you?
Getting in front of the right people is the hard part.
Maybe not enough is coming in, or the few that do never really move. Either way the top of the funnel is the bit that keeps you up at night, and right now it rests on your network and a good deal of luck rather than anything repeatable.
Nothing really runs without you.
Sales happens when you make it happen, and stalls the moment you're pulled onto the product or the raise. There's no system underneath it, so every quiet week costs you, and you feel it.
What you do is hard to say in a sentence.
You know the product solves something real, but it takes a while to explain why, and buyers switch off before you get there. It's obvious to you and not yet to them.
Sustainability buyers aren't like other buyers.
ESG leads and procurement teams are weighing CBAM, CSRD and real operational risk, not your feature list. If your commercial story doesn't meet them where they actually are, it stalls.
You need senior commercial help. Now, not in six months.
You can't clone yourself, and a full-time head of sales isn't realistic yet: the budget, the onboarding, the stability just aren't there. A junior SDR won't fix it either. What you need is senior thinking, a couple of days a week.
Ready to fix it?
Let's talk about what's holding you back.
Do you want this?
GTM Strategy
A GTM strategy built specifically for where you are right now, rather than a generic framework that's been lightly adapted from somewhere else.
Sales System
A sales system that's actually been built and set up for you, with the right tools, the right process, and the thinking that makes it work from day to day.
Buyer Messaging
Messaging that lands with sustainability buyers, procurement teams, and ESG leads, written in the language they use and focused on what they actually care about.
Independent Pipeline
A pipeline that moves because the system behind it works, not because of founder relationships or fortunate timing.
AI-Enhanced Research
Proactive use of AI tools to research faster, find opportunities earlier, and keep pace with what's shifting in your market, without any of it feeling automated or impersonal.
How you can get it.
Every engagement is different. I scope exactly what your business needs: one thing done really well, or the full picture. No retainers you don't need.
- +GTM roadmaps and positioning frameworks
- +Messaging refinement and value proposition
- +Content pillar strategy
- +Campaign design and execution planning
- +Competitive landscape analysis
- +End-to-end sales process design
- +CRM setup and workflow automation
- +Outreach sequences and cadences
- +ICP definition and account targeting
- +Partnership and channel identification
- +LinkedIn strategy and content creation
- +Website copy and landing pages
- +Newsletters and email campaigns
- +Case studies and thought leadership
- +SEO-informed content planning
Why Florent exists.
Built from years spent deep inside the sustainability world, not as an observer but embedded in the conversations, events, and relationships that shape how impact companies actually grow commercially.
I know the buyers you're trying to reach and the language they respond to, and I understand what it actually takes to get them moving. I get involved in the work and I move quickly.
The Florent edge.
Three things that rarely come together, and make a real difference for impact founders trying to grow.
Startup DNA
I've worked inside and alongside early-stage teams, so I know what limited runway feels like, what it means to wear multiple hats, and how to build commercial traction without a full department behind you.
Climate & Impact Depth
Years spent embedded in the sustainability world, at the right conferences, building the certifications and the relationships that matter. I know the buyers, the language they respond to, and the dynamics founders are up against.
AI-Forward by Default
I use AI tools across research, content, outreach, and workflows to move faster and get more done without adding headcount. The output is sharper and the turnaround is quicker for it.
This combination of deep sector knowledge, real startup experience, and AI-enabled execution is what gives impact founders a real commercial edge. It's not something you'll find bundled together very often.
What working with me looks like.
Discovery
I take the time to understand where you are: your current GTM motion, the blockers that are slowing things down, and what good actually looks like at your stage.
Strategy
From that, I build a focused, prioritised roadmap tailored to your stage, your buyers, and the commercial outcomes that actually matter to you.
Execution
I get involved in the actual work, not just the strategy. That means outreach sequences, CRM setup, content, sales materials. You don't just get a document at the end.
Iterate and Scale
As things move, I stay involved: reviewing what's working, cutting what isn't, and adjusting as you learn more. Building commercial momentum is an ongoing process and I treat it that way.
Proof it works.
Real engagements, anonymised by sector.
Full-funnel GTM execution
A sharp product with no commercial engine, and a founder posting sporadically.
Repositioned their LinkedIn to a weekly cadence tied to CBAM deadlines, built the CRM from scratch, and tested channels against real conversion.
LinkedIn engagement up around 4x, first inbound demos within six weeks, and a CRM the founder now runs day to day.
AI-native outbound lead engine
Needed real outbound volume, without a big team or a high cost-to-serve.
Apollo sources ICP-matched contacts, Claude drafts each message, a human signs off, and MCP wires sourcing, personalisation and sequencing into one pipeline.
Manual one-offs replaced by a repeatable engine that fills pipeline at a fraction of the cost of doing it by hand.
GTM motion and ongoing advisory
A technical founder with warm interest but nothing closing.
Ran a full early-stage GTM audit, built targeted prospect lists and outreach sequences, then stayed on to coach through live deals.
From no motion to a handful of qualified conversations in the first month, and a pipeline the founder could finally forecast.
AI automation and collateral
Grant applications were eating weeks, and collateral was rebuilt from scratch each time.
Automated the grant-application workflow with Claude wired into their Notion, and built a reusable skill that drafts on-brand decks tailored to each use case.
Multi-week submissions done in a fraction of the time, and on-brand decks on demand.
AI-run marketing engine
An established business with no marketing function and a patchy social presence, while competitors published every week.
Built a structured brand brain and two custom Claude skills: one runs competitor intelligence, the other drafts on-brand social, on a fortnightly schedule with a human approver.
Consistent, on-brand marketing every fortnight and competitor intel on autopilot, with no marketing hire.
What Founders Say
Results that speak.
Jade was a big part of getting MATERIA's platform off the ground.
She joined at a moment when we were moving fast and figuring things out as we went. She learned our sector quickly, picked up context without needing hand-holding, and kept showing up with ideas we could actually use. The support was steady and thoughtful, even as our community grew and priorities shifted.
What I appreciated most: Jade is genuinely proactive. When time and resources were tight (which was often), she didn't wait to be told what to do. She found a path, made progress, and brought creative options back to the team.
If you need someone who can operate well in scarcity, stay calm, and still deliver, I'd recommend Jade without hesitation!
As a founder, I've worked with a lot of people across business development and marketing, and Jade genuinely stands out.
She has a sharp ability to get to the core of a business fast, understand what actually matters, and translate that into clear, effective messaging. More importantly, she builds systems that drive real results. Not just activity.
What impressed me most is how she leverages AI in a practical, no-nonsense way to create scale and efficiency where it counts.
If you're a startup needing direction or a business looking to sharpen your marketing and outbound systems, I would strongly recommend working with her.
A bit about me.
"I started Florent because I kept watching brilliant impact companies lose deals they deserved to win."
My name is Jade. I've spent years in and around climate and impact start-ups, working in sales, partnerships and marketing alongside clever, mission-driven people building things that genuinely matter. Somewhere in there I worked out the thing that has shaped everything since: the work only really lights me up when the mission, the product and the people line up, and I wanted to be able to choose the companies I gave my best to.
So I built Florent around that. Do the highest-impact work I can, for the companies most worth doing it for. Because the pattern I kept seeing was the same one. Founders with world-changing products, stumbling over the commercial story. Buyers who should have said yes, walking away confused. Pipelines going quiet, not because the offering wasn't good, but because nobody had built the system around it.
That's the part I fix. I work as a fractional commercial partner across sales, marketing and go-to-market, with AI doing the heavy lifting where it earns its place. I meet you, find what's actually breaking first, and embed to sort it. Outreach and lead-gen that runs, a CRM that isn't a graveyard, positioning, decks, the website. I build the system you keep running, rather than sitting on your calls forever.
Most early-stage teams don't have the time or the capital for a full-time sales and marketing hire, and the stability to onboard one rarely exists yet. I already know the market, the buyers, and the regulations shaping their decisions. I learn fast, move with the business, and work on my own steam. Senior commercial thinking, without the full-time commitment.
Outside of work, you'll find me outdoors. My love of the environment isn't professional background noise, it's personal, and it's part of why building Florent felt like exactly the right thing to do. Based in Cape Town, working with founders worldwide.
Oxford
Future of Sustainable Business
UN
Nature-Based Solutions
30+
ESG Conferences
3,000+
Sustainability Network
Cape Town
Remote Worldwide
Let's Talk.
If you're building a climate or impact start-up and the commercial side isn't keeping up with the ambition of the work, I'd love to hear about it. A 30-minute call is free and it usually clarifies quite a lot.
Free 30-minute discovery call
No commitment
Flexible engagement models
Scoped to your needs
Response within 24 hours
Usually faster
"Poor sales rather than bad product is the most common cause of failure."
Peter Thiel, Zero to One