Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Allen Kramer, Co-Founder & COO of Crux, a sustainable finance platform that has raised over $27 Million in funding.

Here are the most interesting points from our conversation:

• Early Beginnings with Mobilize: Insights into the rapid growth and eventual sale of Mobilize, a volunteer mobilization platform, and the importance of mission-driven software.
• Decision to Sell: The multifaceted considerations involved in selling Mobilize, including the alignment with the acquiring company’s values and the impact on the team.
• Foundation of Crux: The conception of Crux amidst the passing of the Inflation Reduction Act and its aim to streamline the market for transferable tax credits.
• Market Challenges and Opportunities: The unique challenges faced in a nascent market and how Crux leverages early customer research and strategic partnerships to drive growth.
• Identifying ICPs: The process of identifying and targeting ideal customer profiles, from small renewable energy developers to Fortune 100 companies.
• Go-to-Market Strategy: Building a strong brand through market intelligence, and the importance of multi-channel marketing efforts including conferences and deep industry relationships.

//

Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.

www.GlobalTalent.co