“Dereka transformed how we approach new business. We're now in active discussions with major utilities, and our brand recognition at industry events has completely changed. People know who we are before we even introduce ourselves.”

— VP of Business Development

The company that had the product and lost the room

A Seed energy analytics SaaS in a relationship-driven market had a product that worked, but their buyers weren’t that reachable. The problem was structural, and it was sitting in plain view dressed as normal sales activity.

The sales team were spending roughly 70% of their calendar on cold outbound instead of closing active opportunities. And on top of that, marketing was a solo function that worked in a silo.

At the same time, the company had almost no presence in the industry environments where peer trust forms. They were approaching prospects with zero familiarity and asking relationship-driven buyers to behave like direct-response consumers. 

The diagnostic found conflicting points. Internal resources were redistributed to create a dedicated outbound function, removing cold prospecting from the account executive role. A targeted event marketing strategy created early familiarity in the places buyers already used to connect and make buying decisions. 

Lead conversion increased by 400% and $515k in net-new ARR. The dynamic shifted from chasing prospects to meeting buyers who were already aware of the company before the first direct conversation.

What changed

• Account executives returned to closing

• Outbound became a dedicated function that aligned with energy buyers behavior

• Market presence began warming the room before the company entered it