The situation
Brenmiller Energy stores heat in crushed volcanic rock — patented technology that lets heavy industry and power plants run on clean, dispatchable energy. It's a complex, high-consideration product, sold to institutional buyers by teams scattered across Israel, the US, Europe, India, and Southeast Asia.
The technology was world-class. The sales engine behind it was running on spreadsheets. Pricing was intricate, the leads database was one of a kind, and without a real CRM the cracks showed: a product catalogue that drifted out of sync, deal data nobody could fully trust, and prospects that slipped because no system was there to catch them.
What we built
We didn't start with a tool. We started with how Brenmiller actually sells. After a series of working sessions with their commercial leaders, we stood up HubSpot Sales Hub Professional — and moved the real sales operation into it.
- Captured the deals where they actually live. Connected decision-makers' and sales leaders' inboxes to HubSpot, so email-driven deals stopped hiding in personal inboxes.
- Gave the data a backbone. Every spreadsheet of deal and pipeline information moved into HubSpot — with the methodology and structure those records never had.
- Made one pipeline readable to everyone. Active lists, smart views, and custom properties, so a complex multi-region pipeline reads the same to a rep in Tel Aviv and a leader three time zones away.
What changed
Brenmiller went from a spreadsheet-dependent sales operation to an automated, data-accurate one — built to scale with a company that's still growing.
- Reps sell, not babysit data — automated workflows and one source of truth gave the team its time back for closing.
- Nothing slips — a structured pipeline means deals and prospects stop falling through the cracks.
- One view, every region — sales teams across five time zones share the same live deal status.
- Numbers you can trust — retiring the spreadsheets retired the errors that came with them.
- Built to scale — a CRM that grows with the company instead of fighting it
