Case Study
Helping Centrica Business Solutions realise the potential of distributed energy
Challenge
Centrica Business Solutions was a new business within Centrica plc, a global energy and services company. Centrica Business Solutions was established to help businesses take advantage of the changing energy landscape and realise the potential of distributed energy technologies to improve operational efficiency, increase resilience and build a more sustainable future.
Centrica Business Solutions needed to build a compelling market story to support its GTM strategy. OneGTM (now part of Momentum ITSMA) built a comprehensive messaging framework, including strong vertical propositions, and developed a range of tools and assets to support its sales and marketing programmes.
New brand launched successfully across 9 international markets
5 vertical GTM programs launched
Campaign ROI 9 to 1
Situation
We started working with Centrica Business Solutions well in advance of the new brand being launched to the market. The new business had been built by bringing together several acquired companies along with a number of innovative solutions that had been developed within the Centrica Group.
The company recognised that, if it was to be successful in meeting its ambitious growth targets, then it needed to go to market with a compelling, unifying story, which would enable it to set out a clear point of view about the implications of distributed energy technologies for businesses, and communicate how Centrica Business Solutions’ end-to-end portfolio of energy solutions could help enterprises address some of their key challenges.
Action
Initially, OneGTM worked as part of a multi-agency team formed to support the launch of the new business. We conducted research into the competitor landscape, carried out an audit of the product and service portfolio and then worked closely with stakeholders from across the business to build a comprehensive market story for Centrica Business Solutions, including a distinctive Point of View that could be used as the basis for thought leadership and positioning activity.
We then supported the brand launch by developing a range of content assets, sales enablement tools and market-focused propositions to help establish Centrica Business Solutions' market presence. Following the brand launch we helped accelerate growth by developing a scalable vertical GTM program focused on 7 priority verticals.
Impact
The Centrica Business Solutions brand was successfully launched to the market in late-2017 and rolled out across nine international markets. The messaging and the tools we created have played an important role in establishing a strong and distinctive position for the company in its key markets, as well as enabling the sales teams to communicate a clear, unified story to customers and prospects. The business experienced rapid growth over its first 3 years and is helping to reshape the energy landscape for businesses.
" OneGTM have played an important role throughout the process of planning, launching and growing Centrica Business Solutions. The support has been first-class throughout.
Simon Farr
Head of Marketing, Centrica Business Solutions