The Company
Energy performance for complex building portfolios.
Willdan Group, Inc. is a publicly-traded company specializing in energy performance for utilities, government and public sector, K-12 and higher education, healthcare, hospitality, data center, commercial and industrial, and multifamily housing markets. Founded in 1964, Willdan generated approximately $391 million in 2021. In 2019, Willdan acquired the Weidt Group, an energy analysis and consulting firm.
The Challenge
Engineers, not salespeople, trying to sell a technical product.
At the time of contacting FullFunnel, Willdan had not yet built a sustainable demand generation program, hampering its ability to scale toward ambitious 2022 revenue goals. Willdan's Net Energy Optimizer (NEO) product helps organizations balance energy-efficient and cost-effective energy modeling for buildings. The Willdan team consisted primarily of seasoned subject-matter experts and engineers with limited sales experience, and was unsure how to best approach its target audience or keep stakeholders engaged through the buying process.
The Approach
HubSpot, persona testing, and hands-on pipeline ownership.
FullFunnel began by implementing a CRM and sales enablement tool to allow for scaled outreach and full data visibility.
Layer 1
HubSpot implementation
Within the first week, FullFunnel implemented HubSpot Sales Professional and trained the Willdan team on usage.
Layer 2
Persona testing
Within the first two weeks, FullFunnel's Sales Analysts began testing outreach strategies across channels. After seeing little engagement from Willdan's assumed primary audience in engineering and architecture, FullFunnel pivoted to a new audience and tested new industries — immediately successful, leading to higher connect and conversion rates.
Layer 3
Phone, email & social prospecting
Outreach ran across multiple channels to find where the new audience responded best.
Layer 4
Sales process definition & execution
FullFunnel took over lead qualification and held training sessions with the Willdan team to create an efficient sales funnel and ensure deals progressed with ease.