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-tech and impact founders to build the GTM engine their business deserves, covering strategy, sales, and marketing from the ground up.
I work with climate-tech and impact founders to build the GTM engine their business deserves.
Is this you?
Leads come in. Deals don't close.
The pipeline looks active but nothing is converting. You know something is off, you just can't pin down where it's breaking.
Your sales process exists only in someone's head.
If that person leaves, or just has a rough quarter, you're starting from zero. There's nothing written down and nothing that runs without them.
You can't explain what you do in a way that lands.
The product is good, you know that much. But in meetings, on calls, in pitch decks, the value isn't landing. Buyers don't get it quickly enough to move.
Your buyers are drowning in ESG pressure.
CBAM, carbon accounting, TCFD, your customers are overwhelmed by the compliance weight landing on them. Your commercial story needs to speak that language rather than sidestep it.
You need a sales and marketing leader. Not in six months.
You need senior commercial thinking now, but hiring a head of sales and a head of marketing full-time isn't realistic at this stage. That gap has a cost and it adds up.
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 Tech 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.
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. And that kept happening at every sustainability event I attended. Founders with world-changing products and services, stumbling over their 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.
I'd spent years inside early-stage companies. I know what a dry pipeline does to your focus, and I know how much harder those board calls get when the commercial numbers aren't moving. But I've also seen the other side of it: that specific moment when a founder finds the right message, builds the right system, and things start to shift. That's what I wanted to create for companies that are actually trying to change things.
I completed a course at Oxford and UN certification in nature-based solutions, and have spent years at sustainability conferences building real relationships with the buyers your company is trying to reach. I know the language they respond to. I know the regulations shaping their decisions. I know what actually makes them move.
Outside of work, you'll find me outdoors. My love of the environment isn't professional background noise. It's personal. 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 something in climate tech, sustainability, or impact 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 48 hours
Usually faster
"Most founders wish they'd started building the commercial side a year earlier than they did."