THE ESOS SUPPLIER SURVEY EPORT SUMMARY OF FINDINGS · 2017-03-08 · Survey Method Survey...
Transcript of THE ESOS SUPPLIER SURVEY EPORT SUMMARY OF FINDINGS · 2017-03-08 · Survey Method Survey...
THE ESOS SUPPLIER SURVEY REPORT SUMMARY OF FINDINGS
ESOS
• The ESOS Survey Method and Scope
• The Findings of the Survey
- Markets and Prospects
- Business Case and the C-Suite
- Sales Channels
• 3 Key Questions for Suppliers
• ESOS Support Available From Cambium
• Q&A
Agenda
THE SURVEY METHOD AND SCOPE
ESOS
Survey Method
Survey Objective:
To complete the first survey of the UK Energy Efficiency Supply chains attitudes to the ESOS market opportunity
Survey Ground Rules: • Participants: Open to All, ESTA Members approached via ESTA
• Respondent Confidentiality A Top Priority
• All Analysis at an aggregated level
Survey Structure: • Survey designed by Cambium, reviewed with ESTA : 30 Questions, 15 mins
• Focus- Attitudes to ESOS Market Opportunity
• Topics: ESOS Dynamics, Policy, Sales & Marketing
Survey Method:
• On-line tool from Cambium website
• 13th October, 2014 to 14th November, 2014
Cambium LLP all rights reserved
Survey Scope
Business Strategy • Competitive Advantage
• Policy and Legislation Leverage
• New Target Audiences
Marketing Plans
• ESOS Market Dynamics
• ESOS Marketing Plans
• Value Propositions
Sales Approach
• ESOS - Sales Productivity Drivers
• Sales Strategy
• Sales Process
• Channel Readiness
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
Participants and Mix of Technologies Covered
75 Companies UK –> Global Presence £250k – Multi-million T/O
0 5 10 15 20 25 30 35
Process and Systems Accreditation
Waste to Energy
Voltage Optimisation
ESCO
Leasing and Financial Services
Building Management Systems
Renewable Energy
Systems Integration
Lighting Systems
Heating, Ventilation and Air Conditioning
Smart Metering
Other
Software
Measurement and Reporting Systems
Energy Assessors and Consultancies
UK &I; 47%
EU; 8%
Global; 45%
The ESOS Survey Method and Scope
The Findings of the Survey
Markets and Prospects
Business Case and the C-Suite
Sales Channels
• 3 Key Questions for Suppliers
• ESOS Support Available From Cambium
• Q&A
Agenda
THE ESOS SUPPLIER SURVEY KEY FINDINGS
MARKETS AND PROSPECTS
ESOS
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
Suppliers Expectation of New Business from ESOS *
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Now- Q4 2014 Q1 - Q2 of 2015 Q3 - Q4 2015 After 2015
Consultancies Solution Vendors
Q4 2014
Suppliers Expectation – Primary vs. Secondary Wave
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
Sector Interest – Primary vs. Secondary Wave
0% 10% 20% 30% 40% 50% 60% 70%
CPG
Media & Publishing
Information Technology
Water
Telecommunications
Financial Services
Services
Central Government
Pharma & Healthcare
Energy
Food & Drink Production
Local Government
Property & Construction
Leisure & Hospitality
Retail
Manufacturing & Industrial
Consultancies Solution Vendors
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
Events andconferences
Our direct salesteams
Referrals andrecommendations
from existingcustomers
Telesales agencies Through partners Web traffic /social media
How do you get your leads
How big will the ESOS market be?
Qualifying the ESOS Opportunity in 10,000 Companies
% of ESOS Participants taking action
5 10 50
No. of Companies
500 1,000 5,000
How difficult is it to find a good ESOS prospect prepared to invest in Energy Efficiency?
Finding ESOS prospects prepared to invest
Average Home Gate
10,234
How big will the ESOS market be – Webinar poll
How many ESOS participants will invest in energy saving opportunities within the first 18 months of the scheme?
0%
10%
20%
30%
40%
50%
60%
More than 5000 Between 2500 - 5000 Between 1000 - 2500 Between 500 - 1000 Less than 500
Interest and appetite varies by Company
KEY QUESTION FOR SUPPLIERS - NO. 1
Which of the 10,000 Companies affected by ESOS will
invest in energy efficiency?
ESOS
THE ESOS SUPPLIER SURVEY KEY FINDINGS
BUSINESS CASE AND THE C-SUITE
ESOS
Key Factors for success in the ESOS market *
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Having the theright partners
in place
Accessingsenior decision
makers
The strength ofthe businesscase of your
offering
Having salespeople with the
rightknowledge and
skills
Marketintelligence
(who is mostinterested inyour offering)
Having strongand relevantreferences /case studies
Key Factors for success in the ESOS market *
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Having the theright partners
in place
Accessingsenior decision
makers
The strength ofthe businesscase of your
offering
Having salespeople with the
rightknowledge and
skills
Marketintelligence
(who is mostinterested inyour offering)
Having strongand relevantreferences /case studies
Cambium LLP all rights reserved
The C-Suite Inside Large Businesses Are Interested in ESOS
CEO
COO
CIO
CFO
CSO
H.R Dir. CMO
ESOS
Cambium LLP all rights reserved
Which Roles are interested in ESOS
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Cambium LLP all rights reserved
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
R&D Director
IT Director / CIO
Sales Director
Procurement Manager / CPO
Chief Engineer
Operations Director / COO
Managing Director / CEO
Finance Director / CFO
Chief Sustainability Officer / CSO
Facility Manager
Head of Compliance and Risk
Energy Manager
Facilities Manager
Energy Manager
Procurement Manager /
CPO
Chief Engineer
R&D Director
Chief Sustainability Officer / CSO
Finance Director /
CFO
Managing Director /
CEO
Marketing Director /
CMO
Head of Compliance
and Risk
Operations Director /
COO
IT Director
/CIO
Sales Director
-40%
-20%
0%
20%
40%
60%
80%
100%
SHIFT IN WHO WILL BE THE KEY DECISION MAKERS OVER THE NEXT 2 YEARS *
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Cambium LLP all rights reserved
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Having the theright partners
in place
Accessingsenior decision
makers
The strength ofthe businesscase of your
offering
Having salespeople with the
rightknowledge and
skills
Marketintelligence
(who is mostinterested inyour offering)
Having strongand relevantreferences /case studies
Key Factors for success in the ESOS market *
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Key metric andincluded in all ROIcalculations and
proposals
High level benefitsare regularly
identified, but notquantified
Included only if theclient has made it
clear that it isimportant
Not relevant to oursales process
Consultancies Solution Vendors
Carbon Abatement and the Business Case
Cambium LLP all rights reserved
The C-Suite Inside Large Businesses Are Interested in ESOS
CEO
COO
CIO
CFO
CSO
H.R Dir. CMO
ESOS
Partnering Requirements – Webinar poll
What would help you build more effective sales channels (direct or indirect)?
0%
10%
20%
30%
40%
50%
Reduction in CO2emmisions /
carbon abatement
Employeeengagement and
retention
Enhancement iofcompany brand
Helps meetpublically stated
targets
Mitigating energysecurity risks /
businessresilience
Cambium LLP all rights reserved
ESOS will grow into a bigger Sustainability opportunity
CEO
CFO
COO
CSO
Energy Manager
Facilities Manager
Head of Compliance
ESOS
Client C-Suite Interest In ESOS
Progress Towards Sustainable Business Goals
What’s your client’s view of these RISKS?
Rising Sustainability
Pressures on
Businesses
Client View of
Business Risk
KEY QUESTION FOR SUPPLIERS - NO. 2
How will you create a compelling offer supported by a
fully quantified business case?
ESOS
THE ESOS SUPPLIER SURVEY KEY FINDINGS
SALES CHANNELS
ESOS
Cambium LLP all rights reserved *
SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
Key Factors for success in the ESOS market *
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Having the theright partners
in place
Accessingsenior decision
makers
The strength ofthe businesscase of your
offering
Having salespeople with the
rightknowledge and
skills
Marketintelligence
(who is mostinterested inyour offering)
Having strongand relevantreferences /case studies
Breakdown of Partnering Activities
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014 Cambium LLP all rights reserved
100% of our business is
transacted directly with end user
customers (direct); 15%
The majority of our business is direct
and some contribution
through partners; 54%
Our sales are in rough balance 50% direct and 50% via
partners; 19%
The majority of our business is through partners with some contribution from
direct sales; 10%
100% of our business is through partners (indirect);
2%
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Partner Readiness
0%
5%
10%
15%
20%
25%
30%
35%
40%
Our direct businessmodel works well for
us and we are notactively looking for
any partners
Our current partnernetwork serves us
well and we are notproactively recruiting
new partners
We are activelyreviewing theefficacy of our
partner network
We have traditionallysold direct, but areactively considering
how we mayleverage business
partners
Cambium LLP all rights reserved
* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014
Partnering Activity – who is looking for who
Cambium LLP all rights reserved
0% 5% 10% 15% 20% 25% 30% 35% 40%
Voltage Optimisation
Process and Systems Accreditation
IT
Leasing and Financial Services
Renewable Energy
Heating, Ventilation and Air Conditioning
Systems Integration
ESCO
Lighting Systems
Measurement and Reporting Systems
Smart Metering
Software
Building Management Systems
Energy Assessors and Consultancies
Business Case Factors – Webinar poll
Other than financial, what elements would you typically include in the business case?
0%
5%
10%
15%
20%
25%
30%
Partners withComplimentary
skills and/orsolutions
Sales more ableto develop &
presentcomprehensive
ROI cases
More efectiveways of
examining ourexisting partners
Sales people thatengage & sell
effectively to thec-suite
Partners who canhelp us sell to
new customersand sectors
KEY QUESTION FOR SUPPLIERS - NO. 3
How effective are your sales channels to capitalise on
the ESOS Opportunity?
ESOS
THREE KEY QUESTIONS FOR SUPPLIERS 1. Which of the 10,000 Companies affected by ESOS will invest in energy efficiency?
2. How will you create a compelling offer supported by a fully quantified business case?
3. How effective are your sales channels to capitalise on the ESOS Opportunity
ESOS
THREE KEY QUESTIONS FOR SUPPLIERS Which of the 10,000 Companies affected by ESOS will invest in energy efficiency?
1. How will you create a compelling offer supported by a fully quantified business case?
2. How effective are your sales channels to capitalise on the ESOS Opportunity
ESOS
What’s your client’s view of RISK?
Rising Sustainability
Pressures on
Businesses
Increasing Business
Risk
Title
Sub-title
INTEREST IN SUSTAINABILITY
/ ENERGY EFFICIENCY
STRATEGIC IMPORTANCE
HIGH
LOW
HIGH LOW
Finding the best prospects In the ESOS Crowd
? ?
Cambium LLP all rights reserved
Interest and appetite for action varies by Company
Cambium LLP all rights reserved
Interest in Sustainability varies by Company
Find out more on how to identify and rank your best prospects here
Level of interest in
Sustainability
?
Level of social responsibility
activity
? Reputational risk factors
?
Custom indicators showing a
need for your products &
services
?
Cambium LLP all rights reserved
RANK ORGS BY INDICATOR
FREQUENCY
100% … … … … … … … … …
0%
Sustainability ProspectorTM
Organisations are categorised in terms of their likelihood to invest in products & services relevant to YOUR OFFERINGS
How it works
Client Prospect
List
Sustainability ProspectorTM Sample Database
THREE KEY QUESTIONS FOR SUPPLIERS 1. Which of the 10,000 Companies affected by ESOS will invest in energy efficiency?
How will you create a compelling offer supported by a fully quantified business case?
3. How effective are your sales channels to capitalise on the ESOS Opportunity
ESOS
Cambium LLP all rights reserved
Survey Scope
Business Strategy • Competitive Advantage
• Policy and Legislation Leverage
• New Target Audiences
Marketing Plans
• ESOS Market Dynamics
• ESOS Marketing Plans
• Value Propositions
Sales Approach
• ESOS - Sales Productivity Drivers
• Sales Strategy
• Sales Process
• Channel Readiness
Cambium LLP all rights reserved
Survey Scope
ESOS Supplier
Readiness
Maturity of Business Case
Business Model Flexibility
Understanding of Policy Drivers
Sales Execution
C-Suite Engagement
Strength of Partner Networks
Maturity of ESOS Proposition
ESOS Marketing Execution
Cambium LLP all rights reserved
Maturity of Business Case
Business Model Flexibility
Understanding of Policy Drivers
Sales Execution
C-Suite Engagement
Strength of Partner Networks
Maturity of ESOS Proposition
ESOS Marketing Execution
Information Available
11
IDEAL PROFILE TECHNOLOGY CATEGORY PROFILE (E.g BMS) YOUR PROFILE
ESOS Supplier
Readiness
THREE KEY QUESTIONS FOR SUPPLIERS 1. Which of the 10,000 Companies affected by ESOS will invest in energy efficiency?
2. How will you create a compelling offer supported by a fully quantified business case?
How effective are your sales channels to capitalise on the ESOS Opportunity
ESOS
Cambium LLP all rights reserved
Direct Sales – Enablement and Planning
SALES ENABLEMENT
KEY CUSTOMER PLANNING
LARGE BID SUPPORT
Find Out More
Cambium LLP all rights reserved
Channels and Partners – Strategy & Development
PARTNER RESEARCH
PARTNER STRATEGY
PARTNER ACCELERATION
Find Out More
Q. What is This?
Just like
And with it a chance to engage the C-Suite in your clients
Summary of Survey Findings
•Find the Companies most likely to invest
• Identify the best C-Suite audiences to target
•Bring a Compelling value proposition and business case Include quantification of benefits:
• Economic
• Environmental
• Societal
•Discover the right partners
to work with
Cambium LLP all rights reserved
Make the Most of Your ESOS Opportunity in 2015
Learn more about what Suppliers think about ESOS
Download this Free 60 page research report
Cambium LLP all rights reserved
Get In touch for an exploratory discussion
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Sustainability Solutions
@cambiumllp
www.cambiumllp.com
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