sector | greentech
Repositioning an overextended ESG SaaS company for scalable growth
CLIENT | sustainion
coherence
in a crowded
market
project details
Rebrand
Product strategy
Go to market
Sales enablement
RevOps build
Project duration | 12 months
OVERVIEW
Turnkey, an ESG data SaaS startup based in Singapore, had developed a multi-product suite designed to streamline ESG compliance. Despite a significant pre-seed investment and early traction, they lacked a clear go to market strategy, product focus, and brand identity.
We partnered with Turnkey to commercially reset. This included product consolidation, a complete rebrand, and the development of a multichannel GTM engine. Relaunched as Sustainion, the company achieved 75% customer conversion, established a scalable demand engine, and successfully expanded into new markets.
PROBLEM
MEETING ESG MARKET EXPECTATIONS
Turnkey entered a competitive market where expectations around product maturity and messaging were already shaped by incumbents. Early product success had led to over extending. What began as a focused compliance tool had expanded into three separate offerings, most built in response to individual customer demands. This diluted the core value proposition, created technical debt and strained resources.
At the same time, Turnkey lacked a formal go-to-market strategy. There was no clarity on market segmentation or Ideal Customer Profiles (ICPs) and no structured demand generation or sales capability. Brand identity and messaging failed to resonate with buyers, while a disorganised CRM and poor data hygiene made pipeline tracking unreliable. Sales relied heavily on the founder’s network which is unsustainable beyond the earliest stages. Misalignment between product, brand, and GTM execution risked stalling before scaling.
approach
PRODUCT REPOSITIONING AND BRAND TRANSFORMATION
We began with a full Product Marketing Audit using our proprietary diagnostic framework. This examined Turnkey’s segmentation clarity, product structure, brand narrative, GTM readiness, and CRM infrastructure.
- Market segmentation and ICP clarity
- Product hierarchy and roadmap coherence
- Competitive landscape and white space
- Brand positioning with narrative resonance
- Messaging structure and buyer alignment
- GTM readiness across inbound, outbound, and partner channels
- CRM integrity and sales infrastructure and engineering
This diagnostic phase formed the blueprint for a structured commercial reset, which we led through a five phase activation programme: the product suite into a single, focused solution, redefine clear market segments, personas and TAM/SAM/SOM, the brand to align with ESG buyer expectations, the foundational GTM systems needed to activate pipeline growth from the ground up.
PHASE ONE
REFOCUSING THE PRODUCT
Our Product Marketing Audit exposed the need for a radical refocus. Through structured discovery, including Jobs To Be Done interviews, market sizing, and ICP refinement, the strategic decision to sunset two of the three products and focus shifting entirely to redeveloping the core offering with improved UX and greater value. But Phase one did not happen in isolation.
PHASE two
REBRANDING TO SUSTANION
The brand was transformed from Turnkey to Sustainion to reflect its ESG focus, future intent, and sharpened product direction. This wasn’t a surface-level change, but a foundational rebrand built to scale.
We developed structured brand guidelines covering visual identity, tone of voice, and messaging application across channels. The new name and value architecture signalled ESG credibility, while a rebuilt website was designed around buyer needs and decision journeys. Supporting assets included sales collateral, onboarding flows, and outbound messaging.
These guidelines became a cornerstone for coherence, governing everything from logo usage to thematic voice and UI alignment. Sustainion emerged with a consistent, campaign-ready identity fit for customer acquisition, sales enablement, and investor engagement. In parallel, the product itself was reimagined with a cleaner UX, enhanced performance, and elevated functionality, launching at a premium price point to reflect the improved value.
To validate both the brand and product direction, a re-entry strategy was designed targeting Turnkey’s existing customer base. This approach allowed us to position Sustainion as a long-term ESG compliance platform, test real world messaging and onboarding flows in a low friction environment, and generate early revenue ahead of wider market expansion.
PHASE THREE
ACTIVATION OF MULTI-CHANNEL GTM ENGINE
With product and brand repositioned, we built a multichannel GTM engine to drive sustainable pipeline growth. A coordinated allbound approach was developed across inbound content, outbound campaigns, strategic partnerships, and PR.
An inbound content engine was anchored by SEO-rich pillar pages and supporting blog clusters, each designed to capture long-tail searches relevant to ESG, compliance, and reporting. Downloadable assets such as ESG readiness checklists, investor reporting templates were introduced as lead magnets.
Outbound was centred around enriched Ideal Customer Persona (ICP) lists and activated cold email sequences tailored by segment, pain point and role. Sequences were multistep, scored and value led.
A partnership strategy targeted ESG consultants, financial institutions, creating a warm referral channel that further promoted brand credibility and mid-funnel engagement. Sustainion’s new identity gave the narrative needed to pitch editorial content, podcast and event appearances positioning the team as thought leaders.
PHASE FOUR
SALES ENABLEMENT AND REVOPS INFRASTRUCTURE
To support and convert top-of-funnel engagement, we built a comprehensive sales enablement system aligned to buyer needs and funnel logic. This included persona specific decks, pricing focused objection handling, embedded use case flows in email follow-ups, and a refreshed demo script structured around pain | proof | outcome storytelling. These assets were designed to reduce friction and improve conversion predictability, supported by a clearly defined MQL/SQL handoff process.
Underpinning the entire GTM motion was a rebuilt RevOps layer, ensuring scalability through structured CRM architecture, lead enrichment automation, and cross-channel attribution tracking. Custom dashboards monitored lead velocity, campaign ROI, and funnel health, while lead scoring and routing enabled prioritised follow-up. We implemented lightweight, cost-effective tooling, including WordPress, EmailOctopus, Instantly, and HubSpot, connected via Make automations and tagged for performance review.
To sustain operational consistency as the team scaled, we codified repeatable systems into a unified playbook covering cold outreach flows, lead scoring logic, demo scripts, buyer personas, messaging libraries, and campaign templates, creating a shared resource for new hires and partners.
PHASE FIVE
PERFORMANCE REPORTING AND SCALE READINESS
With the GTM engine live and pipeline growth accelerating, focus shifted to ensuring operational visibility and scale readiness. Sustainion now required structured mechanisms to track performance, guide resourcing, and support informed market expansion. We introduced a three tiered oversight model, starting with monthly executive reporting to capture campaign metrics, pipeline velocity, lead source attribution, and live product feedback, all surfaced in a shared Notion dashboard and tied directly into sprint planning. To guide investment decisions, a lightweight triage model evaluated activities based on impact and effort, enabling quick, data-led resource allocation. High performing campaigns were earmarked for further investment, underperforming channels were revised or deprioritised, and new market opportunities, including expansion into Africa, were assessed for operational feasibility.
RESULTS
Underpinned by a focused strategy and end-to-end operational coherence, the repositioning established a cohesive identity, credible presence, and tightly integrated product, brand, and commercial narrative. With a unified value proposition and scalable GTM infrastructure in place, Sustainion quickly demonstrated traction. 75% of the existing customer base converted to the premium product within the first rollout cycle, validating the new direction and generating net new revenue. This early momentum paved the way for market expansion and grew its footprint in Singapore and successfully entered the African ESG space, shifting from opportunistic, founder-led sales to a structured, repeatable commercial engine.
