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EKHI Energy, S.L.
EKHI Energy, S.L.
Energy supply

Optimizing the sales cycle and migrating to an Odoo-based CRM

Ekhi Energy transformed its sales management: it migrated its CRM to an Odoo-based platform, redesigned the data model, and adapted workflows to the energy business. It gained the capacity to scale its pipeline, opportunity traceability, and consolidated information for strategic decisions.

Odoo Business and customer
Optimizing the sales cycle and migrating to an Odoo-based CRM
20–30%
less time on administrative and data consolidation tasks (estimated)

Challenge

Ekhi Energy's sustained growth was testing the limits of its previous CRM, which had been enough in the early stages but fell short of the new scale of the business.

The main opportunities for improvement were:

  • The system's scalability: it could not nimbly handle a growing volume of leads, opportunities, and high-value projects.
  • End-to-end traceability of the sales cycle, from first contact to contract signing: it was hard to track milestones, owners, and closing probabilities.
  • Fit with the energy sector: the tool did not natively capture the technical and financial complexity of the projects (time horizon, price scenarios, expected returns, associated risks, and so on).

Strongly data-driven and with a clear ambition to expand, Ekhi Energy wanted to professionalize its sales cycle, gain visibility into its pipeline, and build a solid foundation for prioritizing opportunities and making investment and business development decisions.

Solution

The project was conceived as an end-to-end transformation of the sales cycle, supported by a new Odoo-based CRM platform and built on three pillars.

1. Transition to a new CRM platform

  • Inventory and cleanup of existing sales data, identifying duplicates, inconsistencies, and obsolete fields.
  • Structured migration of historical data to the new CRM, ensuring the integrity and consistency of the information at all times.
  • A phased transition (configuration, pilot migration, validation with key users, and full rollout) to minimize risk and ensure business continuity.

2. Adapting the CRM to the energy business

  • Custom data models that reflect the reality of Ekhi Energy's energy projects: technical characteristics, economic parameters, milestone schedule, and the parties involved.
  • Sector-specific workflows, with stages for feasibility analysis, technical design, negotiation, and closing, plus required fields and business rules that improve data quality.
  • Key calculations and metrics within the CRM itself (for example, high-level project feasibility and profitability indicators) to make it easier to prioritize opportunities.

3. Integration with existing tools

  • Because some external parties continued to work on the previous platform, an automated integration between the two systems was implemented.
  • The integration synchronizes the relevant data daily (opportunities, statuses, basic customer and project information), reducing manual work and preventing inconsistencies.
  • Basic alerts and controls detect possible discrepancies and keep the pipeline aligned across all platforms.

Certain technical details of the solution have been simplified or omitted to comply with confidentiality agreements and information security policies.

Results

  • More efficient sales cycle management, with an estimated reduction of around 20–30% in the time spent on administrative and data consolidation tasks, freeing sales teams to focus on higher-value activities.
  • Full, up-to-date visibility of the sales pipeline, with a single source of truth for leads and opportunities that makes it easier to plan resources, prioritize projects, and align sales leadership, operations, and finance.
  • Better data quality and traceability, with clear tracking of every stage of the sales cycle, assigned owners, and key milestone dates, reducing the risk of lost opportunities or delays due to lack of follow-up.
  • Stronger data-driven decision-making, thanks to dashboards and consolidated metrics for analyzing the pipeline by segment, project size, closing probability, and expected return, among other criteria.
  • A scalable foundation for future growth, with a CRM aligned with the technical and financial complexity of the energy sector and ready to support a higher volume of opportunities and geographic expansion.

Overall, the initiative has enabled Ekhi Energy to professionalize and scale its sales management model, support its growth strategy, and strengthen its ability to select and deliver the energy projects of greatest value to the company and its industrial customers.