Revenue Engine
How Net Zero Build turned scattered contacts into a decision-ready CRM for climate-scale fundraising
A conversation with Kristijan Jordanov, Founder & CEO
Challenge
Investor, client, and partner data lived across spreadsheets, LinkedIn messages, and ad-hoc notes. During an active fundraising round and Saudi expansion, the team had no single, reliable view of who was in which stage or where to follow up next.
Solution
Working with founder Kristijan Jordanov, we mapped the real relationship ecosystem and built a Revenue Engine in Attio that mirrors how the company grows: structured objects, dedicated pipelines, and decision-ready views instead of a generic contact database.
Results
- A unified relationship model covering clients, partners, investors, suppliers, and ecosystem players in one consistent CRM structure.
- Clear investor pipeline visibility, with stages, follow-up triggers, and filters that make it obvious who to speak with next.
- Aligned partnership and client pipelines that reflect the Saudi expansion and other strategic initiatives.
- Faster, more confident decision-making, because outreach priorities live in the system instead of personal notes.
- A solid foundation for future automation, ready for email sequences, LinkedIn workflows, and reporting without another rebuild.
Marco helped us design and implement an Attio CRM system that truly reflects how an early-stage B2B SaaS grows, across investors, partners, clients, and ecosystem relationships. Instead of a generic contact database, he helped us build a tailored operating system for a PropTech startup with clear lifecycles, pipelines, and views that directly support our fundraising and GTM operations.
Needs and objectives
To support climate-scale fundraising and expansion without adding more chaos, Net Zero Build needed a CRM that behaved like a decision engine, not a filing cabinet. Concretely, they wanted to:
- Bring investors, pilot customers, partners, suppliers, and ecosystem players into a single, coherent data model.
- Track investor and deal pipelines with clear stages, owners, and next steps, so no warm opportunity went cold by accident.
- Align relationship views with strategic focus areas such as regions, segments, and Gigaprojects.
- Create a stable foundation for future automations across email, LinkedIn, and reporting, without needing to rearchitect the system later.
- Make it easy for the founder to see, in minutes, where to focus outreach this week.
From scattered contacts to a system-first Revenue Engine
Net Zero Build's story is not about adopting a more powerful CRM. It's about treating CRM architecture as a core part of go-to-market strategy and designing it to reflect how the business really grows.
Before the project, investor conversations, accelerator leads, and pilot ideas existed, but they weren't encoded anywhere in a way that supported decisions: who to prioritize, which investors were genuinely warming up, or which partners were critical for the Saudi expansion. CRM was something that happened after the fact, and every new spreadsheet or list added another layer of fragmentation.
That gap matters most during a fundraise. When a round is live and an expansion is underway, the cost of a fragmented system is not abstract: it's a warm investor who goes quiet because no one followed up, or a strategic partner treated like a generic lead because the CRM never distinguished the two. The data model is the difference between momentum and missed timing.
The broader lesson for early-stage climate and B2B SaaS teams is straightforward:
- A generic CRM setup amplifies noise instead of focus. Without a deliberate data model, the system fills up with contacts but offers little guidance on where to act.
- Relationship strategy needs to be reflected in objects, lifecycles, and views. If investors, pilots, and partners all look the same in your CRM, your team will treat them the same in practice.
- Designing a system-first Revenue Engine on Attio turns your CRM into a decision engine that supports fundraising, expansion, and future PLG moves instead of lagging behind them.
By modeling the real relationship ecosystem first and wiring pipelines, views, and hygiene rules around it, Net Zero Build turned Attio from a place where contacts accumulated into a system that tells the founder where to act next. The fundraising motion now runs on a model of how the company grows, not on memory and scattered notes.
Recognize parts of Net Zero Build's story in your own early-stage climate or B2B SaaS business?
If you are running a fundraising and expansion motion at the same time, tracking investors, pilots, partners, and suppliers across spreadsheets, LinkedIn threads, and ad-hoc notes, with priorities held in someone's head, it's a sign you have a system design problem, not a tooling one.
Novrith designs and implements Revenue Engines on Attio that turn scattered contacts into decision-ready systems: a structured entity model that separates investors, clients, partners, and ecosystem players; dedicated pipelines with clear stages, owners, and next steps; and decision-ready views by region, segment, and priority that show where to focus outreach this week.
Let's talk about what a similar Revenue Engine for your climate or B2B SaaS business could look like.