Case Study
Rebuild and improve Green Energy sales
Rebuild and institutionalized sales of long term green Corporate Power Purchase Agreements(CPPA) resulting in de-risking offshore wind assets for a global leader in renewable energy
Problem Statement
How to become successful in selling and delivering long term green CPPA deals to large power off-takers. (Cooperates, Wholesalers, Utilities)
Context
A global leader in offshore wind renewables was faced with significant increase of merchant risk due to fading away of subsidy schemes. They started business development activities 2,5 years ago and employees from various department in different divisions have been involved. Unfortunately, this approach has not led into signing of 10-15 years CPPA deals with large off-takers while competition has been successful. The CEO and CFO requested a short-term improvement plan and strategic recommendations for a sustainable solution for the future
Results
The short-term action has resulted in setting up a CPPA task force with employees from various functions (e.g. Sales, Origination, Product Management and Marketing). The task force got the mandate to focus full time on CPPA business developed. By targeting selective off-takers and a tailored value proposition the taskforce signed 22TWh in year 1 and build a large pipeline of qualified leads for the future.
The task-force was merged into a permanent CPPA organisation under one leadership to continue the success of year one. In addition, product management was strengthened to continue “merchant risk” product development in line with market expectations.
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