Case study: How Contractbook Turned ESG Into a Sales Advantage

Introduction

In B2B sales, credibility builds fast, or not at all. For Contractbook, that meant walking into the first call with ESG already covered.

With sustainability concerns rising among enterprise clients, ESG documentation is no longer a post-sale requirement — it’s an early differentiator. Contractbook recognized this shift and made the bold decision to treat ESG as offense, not defense. 

This is how they did it.

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The Company: Who is Contractbook?

Contractbook is a leading SaaS company based in Denmark, offering collaborative contract management software that enables all departments to manage all their contracts in one place, with confidence and ease. Their reputation is built on transparency, trust, and scalability. 

As a brand, they strive to lead in both product and positioning. Their ESG strategy is no exception.

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The Challenge: Rising ESG Expectations in Sales

Enterprise customers increasingly ask for ESG credentials early in the procurement process. But waiting to be asked wasn’t good enough for Contractbook. 

To stay ahead, they set out to:

• Equip their sales team with an edge in competitive cycles.
• Build trust early by signaling responsibility and professionalism.
• Reflect company values with more than just product features.

As Viktor Heide, Chief of Staff, puts it:

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“We didn’t want to wait. We wanted to lead.”

This made the collaboration especially meaningful, as some Wardn team members had faced the same challenge while at Contractbook.

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The Solution: A Shareable, Professional ESG Profile

Contractbook partnered with Wardn to publish a polished, public ESG report that could be linked directly from their website and sales outreach. 

This wasn’t about checking boxes. It was about storytelling, signaling, and seizing the narrative.

"Coming in hot with a link to your online ESG report, early in a competitive deal scenario, will make you the good-looking benchmark that the competition now has to live up to. It’s like being the only one in the friend group who brought flowers on Valentine’s Day. You're ahead of the game."

— Viktor Heide, Chief of Staff, Contractbook

Their ESG profile acts as both proof of values and a tactical asset in sales.

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The Results: ESG as a Sales Advantage

• The Sales team now leads with ESG in early conversations, and they’re seeing the difference
• Public ESG report linked directly from their website
• Sales reps feel confident and supported
• ESG builds trust in early-stage enterprise conversations
• Reinforces professionalism in partnerships and hiring

"We believe trust and security are key. Publishing our ESG report signals that we take our responsibility seriously, both as a Danish startup with momentum and as a team that wants to lead by example."

— Viktor Heide, Chief of Staff, Contractbook

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Strategic Impact: Beyond Compliance

Contractbook doesn’t see ESG as a task to check off. They see it as a foundation for the future.

They plan to iterate on their ESG profile and use it to:

• Set internal sustainability goals
• Strengthen recruitment messaging
• Enhance their long-term brand identity

It’s not just a report. It’s a statement.

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Key Insight

Leading with ESG changes the tone of the conversation. It signals confidence, competence, and clarity.

Contractbook isn’t reacting to ESG pressure. They’re using it to lead.

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Want to Lead Like Contractbook?

Don’t wait to be asked. Make your ESG values public, strategic, and visible where it matters. 

[Book a free intro call with Wardn →] 

And yes, if we end up working together, your agreement will be handled through a Contractbook contract. Naturally.

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