Case Study
Cracking the Code to New Market Growth
How Enersponse Unlocked New Revenue Opportunities with Smarter Strategy and Segmentation
Challenge
Despite success in the SMB demand response space, Enersponse faced key growth challenges:
- Limited Market Reach: Brand recognition remained low outside the Western U.S. energy markets (CAISO).
- Unstructured GTM Strategy: Sales and marketing lacked clear segmentation and prioritization, making it difficult to break into new, high-potential markets.
- Stagnant Growth: Slow sales velocity
- Weak Marketing Infrasctructure: Scalable demandgeneration process was limited, no clear roadmap for faster revenue streams.
Solution
Craig Group applied a structured, research-driven approach to accelerate Enersponse’s growth:
SEGMENTATION ANALYSIS
Identified new revenue opportunity in two key energy markets leveraging AI- powered analysis of 15 industriesand 63 sub segments
IMPROVE CUSTOMER ENGAGEMENT
- Developed a 360-degree customer journey for optimized multi-channel engagement.
- Created an ABM-focused go-to-market blueprint to drive personalized outreach.
- Defined and aligned KPIs across sales and marketing to ensure cohesive performance.
CLEARLY ARTICULATED VALUE PROPOSITION & IDEAL CUSTOMER PROFILE
- Used forced ranking criteria and Z-scoring to compare data points across multiple dimensions (industry, subsegment, product profile, energy market, sales cycle complexity) to create an Ideal Customer Profile.
- Leveraged voice of the customer and market analysis to refine the unique value proposition.
Before & After Impact Assessment
Current State
Future State (Goals)
Revenue <$20M
50M+ in 3 Years
EBITDA: <$10M
Scalable and Sustainable Growth (6X)
Broad Industry Sales Targets
Unique Industry Segments and Subsegments Identified as Higher Value Potential
Narrow View Of Industry Segments Based On Limited Data
Data-driven, AI-powered customer segmentation research and insights and net new revenue opportunities
No Structured Sales & Marketing GTM
Aligned and Customer-centric GTM Blueprint
No Structured KPIs or Demand Generation
Scalable, Repeatable Marketing & Sales Strategies
Are You Ready To Grow Your Revenue And Your Expectations?
Change takes initiative. Let’s get the ball rolling by reaching out and telling us about yourself, your challenges and your goals.
Final Takeaway
Craig Group’s strategic approach provided Enersponse with a clearer framework for rapid growth. By uncovering an estimated 4,000 MW of targeted curtailable load potential, approximately $6-10M in annual revenue opportunities were identified. This underpinned a more focused and refined GTM strategy, positioning Enersponse for scalable, repeatable success in its sales and marketing efforts.