A CEO, IT Manager, and Maintenance Director Walk into a Bar…

Posted by Dave Treston on November 10, 2017 at 10:15 AM

…and the bartender says to the three of them, “What’s on your mind? The latest in wireless lighting controls? Variable frequency drives? Maybe energy management systems?”


First of all, what a weird conversation a bartender would have with customers, but that’s beside the point.

We just wanted you to picture the energy-related decision-makers you’re trying to reach at large commercial organizations. That group includes a variety of folks representing a diverse set of job titles and responsibilities – some you may not even realize are involved in energy decisions.

When we put a call out to speak with C&I decision makers for our latest round of research, we were surprised by some of the people we found. In addition to the C-suite and operations personnel we were expecting, we also talked to a purchasing manager in the packaging department, a regional sales manager, and the aforementioned ’IT guy.’ All were part of a group that made decisions for their organizations.                                       

The takeaway? Energy decision-making in many organizations is decentralized.

Decentralization seems like it would be a bad thing. But with so many people involved in making those decisions, you have multiple opportunities for selling energy solutions. There are more doors to open than you have feet or hands.

The key to getting in is to become fluent in their unique perspectives and pain points. 

If you were saddled up at the bar with the CEO, IT manager, and maintenance director, you’d have a different story you could pitch to each.

  • For the IT manager, it’s showing how energy solutions can improve temperature control and protect the servers that house the organization’s proprietary, invaluable data. 
  • For the maintenance director, you can demonstrate how energy-efficient improvements can impact one of the KPIs they’re measured against – the ratio of costs spent on proactive vs. reactive maintenance.
  • For the CEO, you can talk about improving employee comfort to boost productivity, which could lead to greater output and sales. Surely, that would put the CEO in a good light for the board of directors and shareholders.

That’s the great thing about energy. There are so many potential positive outcomes that there is a story for anyone. We can help you find yours. 


C&I Energy Management Click to download. 

Topics: Customer-Centric Marketing, Utility Communications, Data and Analytics, Digital Transformation and User Experience, Innovation, Marketing Strategy and Best Practices, Audience Segmentation