Connecting marketing activity to commercial goals
Learn what senior marketing, sales and business development leaders across the energy sector told us about what's getting in the way of growth - and what the most effective businesses are doing differently. This white paper explores how a shared go-to-market system can be the key to unlocking sustainable, predictable growth.
Five insights for a more connected
go-to-market approach
Improving win rates, customer retention and revenue growth
Understand operational complexity
Discover what’s helping energy businesses succeed - and what’s holding them back.
Spot symptoms of a broken system
Learn to spot the signs of a fragmented approach and solve the problem of disconnected go-to-market models.
Design for connected growth
Explore the characteristics of connected growth, as identified by our panel of industry insiders.
Choose the best tech stack
Find out what questions the most commercially successful businesses ask before investing in new technology.
Map the route to revenue
Turn the insights from our report into a practical plan with five steps to building a connected route to revenue.
“(Our) marketing and sales have always been developed in unison… it is more joined up from the outset.”
Marketing adviser
Where the go-to-market
disconnect shows up
What happens
What it really means
A sales team asks for a deck at short notice
The marketing team is brought in after the commercial thinking has already happened
A campaign is requested after the opportunity has passed
Marketing teams are responding to commercial activity rather than shaping it
A product team creates its own message
Proposition ownership is unclear, or doesn’t build in market insight
Marketing teams report activity, but commercial teams cannot see the link to revenue
Measures of visibility and value sit in different worlds
Marketing teams hear about commercial priorities informally or after decisions have been made
The marketing team is not part of the business’s core planning and decision-making rhythm
“I find marketing reports interesting. But it’s hard to join the dots to then see how useful they actually are.”
Commercial leader
Get the white paper today
Get the research, insights and practical framework for building a more connected route to revenue.