Modernizing B2B sales and marketing for energy companies: Key strategies to accelerate growth

In today’s rapidly evolving energy sector, the business-to-business (B2B) sales cycle is more complex—and slower—than ever. In fact, the average B2B sales process for energy solutions took 25% longer in 2024 than it did five years ago. Energy companies today face a perfect storm of challenges thanks to increasingly diverse offerings, digital-first buyer expectations, and legacy data systems.

The complexities of today’s B2B sales cycles

The modern energy sales cycle is anything but straightforward. Key challenges include:

• Complex stakeholders: Today’s buying committees are larger and more varied than ever, each with unique needs and success criteria.

• Digital-first expectations: Traditional “boots on the ground” sales approaches are no longer enough. Buyers expect digital engagement and tailored experiences.

• Diverse offerings: Managing opportunities across multiple asset lifecycle phases requires agility and deep industry knowledge.

• Unintegrated data: Siloed data between sales and marketing hinders a unified customer view and slows decision-making.

• Mergers and acquisitions: Unifying marketing and sales strategies post-merger means reconciling redundant platforms and duplicate customer records.

Is your team prepared to navigate—and thrive in—this new landscape?

At Credera, we believe the answer lies in empowering seamless collaboration between sales and marketing teams. When these teams are aligned, organizations are 67% more effective at closing deals and 58% better at retaining customers. Here’s how we help energy leaders modernize their approach and unlock faster, higher-value outcomes.

The power of sales and marketing alignment

The benefits of connecting your sales and marketing teams throughout the funnel include stronger pipelines, higher return on investment (ROI), and sustained customer loyalty. Effective alignment looks like:

• Marketing generates qualified leads through targeted campaigns, builds brand awareness, and creates compelling content that supports the sales cycle.

• Sales establishes and nurtures relationships, leverages tested pricing strategies, and brings deep industry and competitor expertise to the table.

This partnership supports customers at every stage—from awareness and consideration, to evaluation, purchase, and loyalty.

Our approach: Accelerating outcomes through proven methodology

Credera delivers transformative outcomes for energy companies facing their toughest sales and marketing challenges. Our proven methodology and accelerators drive:

• 50% faster campaign launches.

• 40% reduction in costs.

• 500% ROI across more than 30 markets.

Our process

1. Define moments that matter: Identify key B2B personas, customer buying journeys, and loyalty loops to clarify where to focus.

2. Design enabling solutions: Map the current state, assess maturity, and break down use cases to target the most impactful improvements.

3. Outline the path to outcomes: Prioritize initiatives, develop a strategic roadmap, and create actionable project briefs

Key accelerators

• Marketing model maturity: Integrates siloed teams into a customer-centric model, driving consistent change in a dynamic marketplace.

• MarTech capability map: Identifies opportunities in customer experience and closes gaps to achieve sales and marketing goals.

• Artificial intelligence process optimization: Optimizes each step of the campaign lifecycle with an end-to-end workflow.

• Enterprise data strategy: Fosters a data-driven culture and ensures consistent, strategic data use.

• Marketing analytics platform: Leverages first- and third-party data for advanced reporting and smarter decision-making.

• Next best action models: Recommends tailored actions for each customer, ensuring both compliance and relevancy.

Experience the Credera difference

Ready to modernize your approach to sales and marketing? Join us for a complimentary half-day workshop to turn your vision into reality. Here’s what you can expect:

1. Meet our team and review your current opportunities and challenges.

2. A focused, high-impact session—so give your team time to prepare.

3. A collaborative workshop briefing where we can align on strategy, goals, and success criteria.

4. Work side-by-side with Credera experts to unlock your future potential in just half a day

Let’s accelerate your path to growth—together.

Ready to schedule?

Contact us at energy@credera.com or fill out our online form to start a conversation.