Send us Fan Mail In this episode of Field Frequency, powered by Field Advantage and hosted by Jason Cortes, we sit down with Jonathan Colbert, founder of Fractal, to explore how companies in energy, mobility, and electrification are rethinking growth. As the industry shifts away from “growth at all costs,” Jonathan shares how disciplined go-to-market strategies, aligned teams, and sustainable business models are becoming essential for long-term success. From his experience at Mercedes-Benz and Rivian to launching Fractal, Jonathan brings a unique perspective on what it takes to scale effectively in today’s market. Key Topics Covered The shift from rapid growth to capital-efficient scalingWhat a broken go-to-market strategy looks likeWhy companies often misdiagnose growth challengesThe importance of aligning product, marketing, and salesLessons from traditional industries like automotive and fuel infrastructureHow AI and emerging tools are changing how companies buildThe rise of fractional leadership and the future of work Key Takeaways Growth problems are often system problems, not just sales or marketing gapsStrong go-to-market alignment is critical for scaling efficientlyCustomer insight should drive product and strategy decisionsBuilding unnecessary tools can slow growth and create complexitySustainable companies focus on long-term operational health, not just speed Notable Insights “Growth at all costs is gone—discipline and sustainability matter more than ever.”“If things feel harder than they should, the issue may be upstream in your system.”“If it doesn’t help you acquire, convert, or retain customers, reconsider building it.” Learn More Fractal: scalewithfractal.comConnect with Jonathan Colbert on LinkedIn About Field Frequency Field Frequency explores the people, technology, and strategies shaping the future of field service, EV infrastructure, and connected systems—bringing real-world insight from leaders across the industry. If you want, I can also spin this into Spotify/Apple Podcasts descriptions, social promos, or email newsletter blurbs. Jonathan Colbert Bio Most growth-stage companies don’t have a go-to-market problem—they have a systems problem. They may have traction, strong teams, and a product the market wants, but the approaches that drive early success rarely scale. Jonathan Colbert founded Fractal Fractional Leadership to address this gap, embedding with leadership teams to build repeatable, connected go-to-market systems across sales, marketing, product, revenue operations, and customer experience. He brings over a decade of experience across electrification and mobility, including leadership roles at Voltera, Rivian, and Mercedes-Benz USA, where he led charging and infrastructure strategy for North America. His career has focused on turning complex, early-stage opportunities into scalable commercial systems. Based in Florida, he holds an MBA from Georgia Tech and a BS from Florida State. Outside of work, he spends most of his time with his wife and two young children.
