Cleanwatts: How a Scalable GTM System was built through Fractional Consulting

As Cleanwatts expanded across Europe, their marketing leadership sought senior-level guidance to create a scalable, data-driven go-to-market foundation.

Cleantech Growthlab partnered with them through a fractional consulting agreement, providing strategic direction, martech modernization, and clear ROI attribution across web, CRM, and paid channels.

Challenge

Cleanwatts faced a set of growth challenges typical for early-stage cleantech companies:

• Fragmented tracking and limited visibility on campaign attribution
• No standardized CRM or lead-source taxonomy
• Overextended internal team with little bandwidth for experimentation
• A major website migration requiring accurate analytics
• Leadership visibility on marketing ROI and revenue impact

The objective was to strengthen the marketing infrastructure so it could scale efficiently while providing commercial clarity to the executive team.

Approach

We acted as an embedded fractional GTM partner, collaborating directly with the VP of Marketing to design a practical, scalable growth foundation. Each consulting session targeted a critical priority: analytics, attribution, campaign readiness, or buyer enablement.

Between sessions, we delivered templates, dashboards, and implementation support. Our work followed three guiding principles:

1. Simplify before scaling. Consolidate tracking and measurement first.
2. Prove value through data. Every effort should connect to ROI.
3. Enable independence. Build systems the internal team can operate confidently.

Key Workstreams

1. Martech Stack and Tracking Modernization

We began by mapping the existing toolset and simplifying it for efficiency.

• Audited Microsoft Dynamics, Mailchimp, and GA4 setup
• Deployed Google Tag Manager for unified event tracking
• Migrated Microsoft scripts into GTM to improve performance
• Created a Looker Studio dashboard connecting website, CRM, and paid data
• Established a clean lead-source taxonomy for consistent attribution

This gave Cleanwatts full visibility into which channels were driving leads and ROI.

2. ROI and Attribution Framework

A robust attribution framework was developed to help the marketing team demonstrate business impact.

• Defined lead types, intent levels, and source categories
• Created standardized picklists and lead-handling logic in Dynamics
• Built ROI calculator templates for campaign performance
• Introduced methods for measuring marketing influence on deals

Marketing could now quantify its contribution and communicate results clearly to leadership.

3. Campaign Readiness and Event Acceleration

Ahead of Enlit Europe 2024, we prepared Cleanwatts for an integrated pre-event campaign.

• Designed a LinkedIn ad playbook with tested creative angles:
  • Cost reduction
  • Sustainability leadership
  • Energy empowerment
  • Digital energy communities
• Defined high-intent keyword targeting for utilities and grid operators
• Shared examples from CTGL’s internal Cleantech Ad Library
• Created performance templates to track pre- and post-event impact

The result was a ready-to-launch framework built on proven B2B cleantech campaign patterns.

4. Account-Based Strategy and Buyer Enablement

We helped re-engage strategic accounts by adapting ABM tactics for Cleanwatts’ enterprise prospects.

• Mapped buying committees for key accounts such as Auchan
• Created competitive comparison templates for executive buyers
• Developed content guidelines based on “buyer job completion” principles

This repositioned content from feature-driven to problem-solving, giving Cleanwatts a credible narrative for enterprise engagements.

5. Capability Development and Marketing Leadership Coaching

A significant part of the engagement focused on building internal leadership capability.

• 1:1 support for the VP of Marketing on campaign strategy and data-driven decision making
• Shared frameworks from Cleantech Growthlab's resources
• Established a habit of clear reporting and experimentation for future growth

The result was a stronger, more autonomous marketing function prepared for the next stage of scale.

What we learned during this engagement is that Utility buyers are unlike any other segment in climate tech. Their procurement cycles are long, risk-averse, and compliance-driven, which means marketing performance can’t be measured in quick wins. It’s measured in how well you educate, de-risk, and enable buying committees over time.

What we saw with Cleanwatts is typical of the new generation of digital-utility players. The product value is strong, and the GTM architecture needs to match it. That means: tracking, attribution, campaign logic, and content need to keep up with technology.

Once that architecture is in place, growth becomes far more predictable because the feedback loop between marketing data and sales outcomes finally closes.

Results

Within six months, Cleanwatts achieved improvements across marketing operations and GTM efficiency:

• Unified tracking across web, CRM, and paid channels
• High-performing LinkedIn creative and keyword sets ready for launch
• Clear data story linking marketing performance to pipeline growth
• Stronger internal capability and confidence in strategy execution

Takeaway

Fractional consulting can deliver senior-level guidance, without the overhead of a full-time hire or large agency retainer. For Cleanwatts, expert fractional support turned a complex marketing stack into a measurable, scalable GTM foundation built for growth and speed. Services delivered included:

• Fractional GTM Consulting (6 sessions + async support)
• Martech & CRM Integration (GA4, GTM, Dynamics, Looker Studio)
• ROI Attribution Framework
• LinkedIn Campaign Playbook
• ABM Pilot Setup & Ops Guidance
• Buyer Enablement Content Framework
• Marketing Leadership Coaching

Client Feedback

"Working with Eben and CleanTech GrowthLab was transformative. Their knowledge of what's actually working in go-to-market strategy is well ahead of the pack, from LinkedIn ad optimization to buyer journey mapping and ABM frameworks. They quickly identified our core challenges and provided actionable solutions. It gave us a massive boost exactly when we needed it. Looking forward to working with them again as we scale."
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— Aron Lazarchick, VP Marketing, Cleanwatts Energy

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