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%

http://www.cambiumllp.com/esos-supplier-survey-report/










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


Suppliers Expectation of New Business from ESOS *












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












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













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


BUSINESS CASE AND THE C-SUITE

ESOS

Key Factors for success in the ESOS market *

* SOURCE – CAMBIUM ESOS MARKET RESEARCH 2014


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












The C-Suite Inside Large Businesses Are Interested in ESOS

CEO

COO

CIO

CFO

CSO

H.R Dir. CMO

ESOS

http://www.google.co.uk/imgres?imgurl=http://cached.imagescaler.hbpl.co.uk/resize/scaleToFit/427/285/?sURL=http://offlinehbpl.hbpl.co.uk/news/OKM/B35CEEF3-D2D4-708C-A946D2DCF7A4E046.jpg&imgrefurl=http://www.marketingmagazine.co.uk/news/1024570/&usg=__s1QtAbJUUN1j7kCVErETVRUc_N4=&h=285&w=427&sz=17&hl=en&start=1&sig2=yltZye6gG1LAfhtznaLLBg&zoom=1&tbnid=K_aH5etN3oWY2M:&tbnh=161&tbnw=215&ei=obExT6C8K5CQ8gOLnuXmBg&prev=/search?q=Marketing+Director,+BT&tbnh=85&tbnw=128&hl=en&gbv=2&sig=108979752544686184787&biw=1241&bih=748&tbs=simg:CAQSHwkr9ofl603ehRoLCxCo1NgEGgIIFwwhS5ZdyIzsF4k&tbm=isch&itbs=1&iact=hc&vpx=110&vpy=202&dur=2757&hovh=183&hovw=275&tx=138&ty=82&sig=108979752544686184787&page=1&ved=1t:429,r:0,s:0


Which Roles are interested in ESOS



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 *















0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


in place


makers


offering


rightknowledge and

skills

Marketintelligence















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


Carbon Abatement and the Business Case












The C-Suite Inside Large Businesses Are Interested in ESOS

CEO

COO

CIO

CFO

CSO

H.R Dir. CMO

ESOS

http://www.google.co.uk/imgres?imgurl=http://cached.imagescaler.hbpl.co.uk/resize/scaleToFit/427/285/?sURL=http://offlinehbpl.hbpl.co.uk/news/OKM/B35CEEF3-D2D4-708C-A946D2DCF7A4E046.jpg&imgrefurl=http://www.marketingmagazine.co.uk/news/1024570/&usg=__s1QtAbJUUN1j7kCVErETVRUc_N4=&h=285&w=427&sz=17&hl=en&start=1&sig2=yltZye6gG1LAfhtznaLLBg&zoom=1&tbnid=K_aH5etN3oWY2M:&tbnh=161&tbnw=215&ei=obExT6C8K5CQ8gOLnuXmBg&prev=/search?q=Marketing+Director,+BT&tbnh=85&tbnw=128&hl=en&gbv=2&sig=108979752544686184787&biw=1241&bih=748&tbs=simg:CAQSHwkr9ofl603ehRoLCxCo1NgEGgIIFwwhS5ZdyIzsF4k&tbm=isch&itbs=1&iact=hc&vpx=110&vpy=202&dur=2757&hovh=183&hovw=275&tx=138&ty=82&sig=108979752544686184787&page=1&ved=1t:429,r:0,s:0

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


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


How will you create a compelling offer supported by a

fully quantified business case?

ESOS


SALES CHANNELS

ESOS

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%


in place


makers


offering


rightknowledge and

skills

Marketintelligence













Breakdown of Partnering Activities


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%












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













Partnering Activity – who is looking for who


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


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?



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

? ?


Interest and appetite for action varies by Company


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

?

http://www.cambiumllp.com/capitalise-on-sustainability-market-opportunityidentify-your-prospects/


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


How will you create a compelling offer supported by a fully quantified business case?


ESOS


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


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


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



How effective are your sales channels to capitalise on the ESOS Opportunity

ESOS


Direct Sales – Enablement and Planning

SALES ENABLEMENT

KEY CUSTOMER PLANNING

LARGE BID SUPPORT

Find Out More

http://www.cambiumllp.com/services/accelerate-b2b-sales-productivity-sustainability/



Channels and Partners – Strategy & Development

PARTNER RESEARCH

PARTNER STRATEGY

PARTNER ACCELERATION

Find Out More

http://www.cambiumllp.com/services/accelerate-b2b-sales-productivity-sustainability/grow-sales-effective-sustainability-business-partnerships/


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


Make the Most of Your ESOS Opportunity in 2015

Learn more about what Suppliers think about ESOS

Download this Free 60 page research report



Get In touch for an exploratory discussion

Get free weekly news on the market for

Sustainability Solutions

@cambiumllp

www.cambiumllp.com

Tel: 0845 6383280

[email protected]

http://www.cambiumllp.com/newsletter/







https://twitter.com/cambiumllp

http://www.cambiumllp.com/



mailto:[email protected]

the esos supplier survey eport summary of findings · 2017-03-08 · survey method survey...

Documents