Battery Optimization Company Closes $7.5M Deal and Cuts Sales Cycle by 50% Through Direct Customer Acquisition
Note to Reader
For a more in-depth discussion of the specific data, methodologies, and proprietary systems used in this transformation, please schedule an application call with our team. We can provide a detailed walkthrough of the engagement and explore how a similar approach could be applied to your organization.
The Opportunity
Founded in 2020 with a mission to decarbonize the UK’s electrical grid, this company brought a unique value proposition to market - applying sophisticated energy market expertise typically reserved for gigawatt-scale utility projects to make SME and industrial-scale battery systems economically viable.
Despite having a technically superior product, growth was slow. The team relied heavily on channel partners, generating only three to four qualified meetings per month, with the entire sales process managed through spreadsheets and no visibility into revenue. Founders were personally involved in every deal, and free revenue forecasts were leaking value to competitors.
The challenge was clear: build a scalable, direct customer acquisition engine to replace dependency on partners and create predictable growth.
The Solution
Morris Enterprises embedded with the leadership team to rebuild the company’s entire revenue infrastructure using the M.E. Architecture™ framework.
Key initiatives included:
Implementing a CRM with automated workflows, dashboards, and forecasting accuracy
Repositioning free revenue analyses as high-value deliverables tied to proposals
Shifting channel partners to a secondary lead source with strict qualification filters
Launching a multi-channel outbound engine with newsletter nurturing, Cognism-based targeting, and event engagement
Hiring and onboarding three SDRs and two AEs with playbooks, scorecards, and call workflows
Transitioning founders from daily sales to strategic deal support
The Impact
Metric | Before | After | Change |
|---|---|---|---|
Sales Cycle | 2–3 months | 4–6 weeks | –50% to –67% |
Qualified Meetings | 3–4 / month | 20+ / month | +400–500% |
Largest Deal | ~$500K | $7.5M | +1,400% |
Channel Partner Dependency | 100% | ~30% | –70% |
Forecast Accuracy | None | 85%+ | — |
Founder Time in Sales | 80%+ | <20% | –75% |
Within six months, the company completely transformed its growth trajectory. The sales cycle was cut in half, pipeline visibility improved, and lead flow became predictable. The team closed a record $7.5M direct deal in under six weeks—proof that the new system worked.
“Before working with Morris Enterprises, we were at the mercy of our channel partners and had no control over our sales process. Now we have a predictable pipeline, a team that can execute without us, and the biggest deal in our company’s history.”
— Founder & CEO
“The shift from spreadsheets to a real CRM with dashboards was like turning the lights on. We went from guessing to knowing, and that changed everything.”
— Head of Sales
About Morris Enterprises
Morris Enterprises is a tactical execution partner for B2B growth. We embed with your team to design, deploy, and optimize the core revenue infrastructure that high-growth companies need to win. We don’t just advise—we build the systems, transfer the capabilities, and align our success with yours.
