GTM Messaging Framework for Pre-IPO RenTech
Redaptive is an Energy-as-a-Service platform that enables large enterprises to deploy energy efficiency upgrades without upfront capital, using off-balance-sheet financing and smart metering technology. Their model combines infrastructure, financing, and data insights to drive sustainability goals, operational savings, and long-term ROI.
Location:
Colorado, United States
Role:
Go to Market Messaging
Date:
2024
Preview
https://redaptive.com/
Engaged by Redaptive to develop a foundational messaging framework across three core offerings - Capital, Energy-as-a-Service, and Partnerships - in preparation for scaled growth and a potential IPO.
Delivered persona-driven messaging, sales collateral copy blocks, and a narrative foundation for future vertical GTM initiatives.
The Challenge
Redaptive, a fast-scaling Energy-as-a-Service company, needed to unify its product messaging across diverse audiences: CFOs, sustainability leaders, channel partners, and capital providers. The complexity of off-balance-sheet financing, energy infrastructure, and SaaS metering required clarity, cohesion, and scalability — all while supporting the company's long-term strategic narrative.
My Role
Messaging Architecture
Created a full messaging framework across Redaptive’s three primary offerings:Capital – Financing + remarketing to fund sustainability without CapEx.
Energy-as-a-Service – Smart metering and infrastructure optimization.
Partnerships – Structured tiering and value props for trade, channel, and capital partners.
Persona-Based Value Propositions
Built tailored messaging for key buyer personas: CFOs (CapEx/ROI), Ops/FMs (savings/implementation), and Sustainability Officers (carbon impact). Each product line was paired with concise, differentiated pain/gain language.Sales-Ready Collateral Copy
Delivered modular messaging blocks (10-word, 25-word, 75-word, and 250-word) for use across web, decks, one-pagers, and outbound campaigns — shortening the time from positioning to execution.Strategic Alignment
Anchored all messaging in Redaptive’s broader business goals: accelerating sustainability adoption, improving project ROI, and preparing for IPO readiness through investor-grade clarity.
Outcome
Delivered a structured, scalable messaging system adopted by internal teams across Sales, Marketing, and Partnerships. Positioned Redaptive’s offerings for cross-sell, investor storytelling, and vertical-specific campaigns — while enabling the company to translate complex value into simple, actionable messaging.