ABOUT
Great products deserve GTM that keeps up.
Specialized GTM for climate-tech and ESG SaaS. We build the motion. You close the deals.
FOUNDER
Operator experience. Not theory.
TractionWorks is founded by Polina Emelianova — a GTM operator with deep B2B SaaS experience in markets where complexity, regulation, and trust define how buyers make decisions.
Polina's background spans cross-functional GTM leadership across Product, Marketing, Sales, and Customer Success, with hands-on experience building community programs and partner ecosystems. She brings a specific lens that's rare in this market: the commercial rigor of enterprise SaaS combined with genuine fluency in ESG frameworks, CSRD, and climate-tech buyer dynamics.
The combination matters. ESG and climate-tech buyers don't respond to generic SaaS playbooks. They need a GTM built around their regulatory reality, their buying committee, and the trust signals that actually move deals forward.
Background includes
Cross-functional GTM leadership in B2B SaaS
Community and ecosystem strategy and execution
Positioning for complex, compliance-driven products
Market expansion across Canada, the US, and Europe
Deep immersion in climate-tech and ESG ecosystems
HOW WE THINK
Four principles. Every engagement.
The GTM is a system.
Positioning, ICP, enablement, channels, community, and metrics all connect. We don't fix one thing in isolation — we look at the whole motion and find where it's breaking.
Regulatory reality is not optional.
Every recommendation accounts for your regulatory context — CSRD, SEC climate rules, EU Taxonomy — and what that actually means for how your buyer makes decisions and on what timeline.
Community is strategic infrastructure.
Customer communities and partner ecosystems aren't nice-to-haves. They compound trust, product feedback, and pipeline over time. We build them as core GTM assets.
Revenue and adoption. Always.
Pipeline, conversion, retention, expansion. Those are the metrics that matter. Not awareness, not impressions, not activity.
LET’S TALK