Find good-fit clients and turn complex sustainability offerings into a clear reason to buy.
What our advisory brings
- 01Understand market context
- 02Learn what makes your customers buy
- 03Clarify your moat and market positioning
- 04Develop an iron-clad value proposition
PennyOS
Your strategy and our expertise, built into one go-to-market AI system.
What your business gets
- 01Better-fit pipeline
- 02More buying-committee traction
- 03Stronger deal cases
- 04Repeatable revenue motion
Grounded in decades of experience selling sustainability to corporate buyers. Built around your business—not a generic playbook. Your strategy comes to life in PennyOS, a custom AI go-to-market system built on the AI platform you already use and yours to keep.
Know where to win.
We refine how you go to market, using our proprietary methods and buyer research, so your team knows who to target, what to say and why buyers say yes.
Know your buyer.
We map the corporate buying committee and the pressures each member faces, so every conversation starts with evidence, not assumptions.
Put the strategy to work.
We build your go-to-market strategy into PennyOS and train your sales team to use it, refining it over time with input from our senior advisors. Use the whole system or just the part you need. We don't act as your sales team.
Standing out in a crowded software market. Growing a consultancy beyond referrals. Moving climate technology from pilot to deployment. Each requires a different approach to finding buyers, demonstrating value and winning business.
Select your business type using the tabs below to see the challenges we help you address—and how we approach them.
More than 500 vendors compete in sustainability management software. Market growth is real, but differentiation is harder: buyers need trusted data, sector-specific relevance and a measurable business case—not another reporting dashboard.
Upside helps ESG software teams sharpen their category position, identify the accounts where urgency is building and create a buyer-led GTM system that turns distinction into pipeline.
Know exactly who to sell to and what they need to hear. It's a package that includes:
- Your buying committee: who decides, who can block, and what each person needs to say yes
- What resonates with each seat, from the CSO to the CFO and procurement
- The signals that show a buyer is ready to move
- The type of buyer your offer fits best today
Your go-to-market system, built inside the AI platform you already use and checked by experts for accuracy.
We tailor it to your market and your buyers, so your team can find, reach and win good-fit accounts every day. Take the whole system or just the part you need. Either way, it's yours to keep.
Sustainability buyer and AI fluency training designed to help your team find, connect with and close good-fit buyers using proven frameworks and AI tools.
Live sessions, in person or virtual, cover the language, personas and credibility that corporate buyers expect. It's a good fit for sales teams, for partners who cross-sell your tool, and for investors supporting their portfolio companies.
Teams we’ve worked with
Sustainability and commercial advisor with 20+ years of experience helping organizations act on sustainability challenges and helping solution providers bring better solutions to market.
Built on more than two decades in sustainability and ESG, commercial experience selling over $5 million in advisory and professional services, 100+ industry events, and work with 1500+ organizations across consulting, partnerships and ecosystem development.
Clarify what sets you apart and communicate your value to the different people involved in the purchase.
Give buyers a reason to choose you beyond compliance or easier reporting.
Identify the accounts that fit your offer and the signals that make them worth pursuing.
Focus your team’s time on relevant opportunities—not just a longer prospect list.
Understand who influences the decision, who can block it and what each person needs to move forward.
Help your champion build support across finance, legal and operations.
Connect your offer to the costs, risks and outcomes finance and procurement use to evaluate spending.
Give buyers a case they can take through internal review—not just a pitch they agree with.
PennyOS turns your go-to-market strategy into workflows on the AI platform you already use. Our experts review outputs for accuracy and help refine the system as you learn.
Keep your market knowledge and sales approach within your business as your team changes.
Know what is changing in sustainability, who is under pressure and where opportunity is taking shape.
The Data Room turns public sustainability data into practical market intelligence for consultants, climate-tech companies and ESG software teams.
Every published finding links to its source, states what was reviewed and shows when it was last checked.
We work with climate-tech companies, sustainability software providers and sustainability consultancies selling to corporate buyers. We’re a good fit if you have a credible solution but need a clearer approach to finding opportunities, making your case and moving deals forward. We’re not a list-buying service or a high-volume cold-email agency.
A useful starting point is the Buyer Intelligence Brief: a focused engagement that clarifies which buyers to pursue, where funding may sit and what makes your offer relevant to them. From there, we can help with a specific commercial challenge, build your broader go-to-market system or train your team. We’ll recommend a starting point on a strategy call.
PennyOS is the custom AI-enabled go-to-market system we build around your business, buyers and sales approach. It runs in the AI workspace your team uses, with options including Claude, ChatGPT, Grok and Copilot. Our senior advisors help build, review and refine it. We’ll confirm the platform and setup that fit your requirements before work begins.
The first results are practical decisions your team can act on: which accounts to prioritize, who to involve and how to make your case. New opportunities and revenue take longer, depending on your starting point and sales cycle. We’ll agree on the outcomes to look for and a realistic timeframe before we begin.
We treat the information you share as confidential and can sign an NDA before work begins. For PennyOS engagements, we build within your AI workspace and agree on what information will be used, who can access it and any restrictions before setup.
Your custom PennyOS setup and the client-specific positioning, messaging and buyer intelligence we develop are yours to continue using after our engagement ends. You don’t need an ongoing Upside subscription to retain them. Any subscriptions to the AI platform or other tools you use remain separate.
Subscribe to Selling Sustainability. Monthly buyer trends, signals and resources, read by 700+ people at companies like Deloitte, EY, Samsung and more.
Upside Systems operates on the ancestral homeland of the Schaghticoke, Paugussett, and Mohican peoples, who have stewarded this land since time immemorial. We honor their enduring presence and continued connection to this place.