ABOUT
GTM strategy where climate, regulation, and revenue converge.
TractionWorks exists because too many great climate and ESG products stall — not from lack of product-market fit, but from unclear positioning and GTM motions that don't account for compliance-driven buyers.
FOUNDER
Built on operator experience, not theory.
TractionWorks is founded by Polina Emelianova, a GTM and community operator with deep B2B SaaS experience, particularly where complexity, regulation, and trust define buyer relationships.
Polina’s background spans cross-functional GTM work across Product, Marketing, Sales, and CS in regulated markets, including hands-on community building and partner ecosystem development with a growing focus on climate-tech and ESG.
Background includes
Cross-functional GTM leadership in B2B SaaS
Community and ecosystem strategy and execution
Positioning for complex, regulated products
Market expansion across Canada, the US, and Europe
Deep immersion in climate-tech and ESG ecosystems
PRINCIPLES
How we think and work.
Systems thinking, not random tactics
We look at your GTM as a system — positioning, enablement, channels, community, and metrics. No random acts of marketing.
Grounded in regulatory reality
Every recommendation accounts for your regulatory context (CSRD, SEC, EU Taxonomy) and real buyer behavior.
Community as strategic infrastructure
Community and partner ecosystems are core GTM assets — they compound trust, feedback, and pipeline over time.
Revenue and adoption, always
We focus on pipeline, conversion, retention, and expansion — not vanity metrics.
CONTACT US