In 2024, a rapidly growing industrial decarbonization-focused company set out to accelerate its global expansion after securing significant Series B funding. Known for advanced solar thermal and photovoltaic-thermal technologies, this organization is leading the charge in decarbonizing heat for commercial and industrial clients. To support this ambitious growth, the company needed to appoint its very first Regional Sales Director-a pivotal hire to establish and drive direct sales in new markets. House of Impact (HOI) was engaged to lead this critical search. This case study explores the challenge, HOI's approach, and the outcome, highlighting our expertise in placing foundational commercial leaders in the climate tech sector.

Appointing the First Regional Sales Director

The company's expansion into the UK, Europe, and the US required a sales leader who could do more than just manage existing accounts. The business needed a true builder-someone to lay the groundwork for a regional sales function, originate new business, and create a robust pipeline from scratch. The first Regional Sales Director would be responsible for:

• Proactively identifying and closing new business with blue-chip and FTSE 250-equivalent clients
• Developing and executing a go-to-market strategy tailored to the region, leveraging knowledge of local regulations and industry relationships
• Leading complex, long-cycle B2B sales for premium, non-commoditized solutions
• Operating as a hands-on individual contributor, with the vision and drive to build a future team
• Collaborating with leadership to refine commercial strategies and identify new routes to market

The ideal candidate needed to demonstrate a "hunter" mentality, a proven record in direct corporate sales, and the entrepreneurial resilience to thrive in a scale-up environment. Leadership prioritized candidates with at least 10 years' experience in senior European markets, a track record of building regions or verticals from the ground up, and fluency in local languages.

Key Assessment Criteria

1. Sales hunger and self-starting mentality

2. Direct corporate sales experience with blue-chip or FTSE 250 clients

3. Strategic and lateral commercial thinking

4. Complex B2B sales background with premium products

5. Deep regional market knowledge and network

HOI's Targeted Search for a Foundational Sales Leader

House of Impact responded with a focused, multi-stage search process designed to identify and secure a candidate capable of being the company's first Regional Sales Director. Our approach included:

1. Market Mapping: We identified senior sales professionals with a history of building new business units or regions in renewable energy, cleantech, or adjacent high-value solution sectors. The search focused on the Netherlands, Germany, Iberia, and the UK.
2. Candidate Assessment: We reviewed CVs and profiles of shortlisted candidates against the five core criteria, emphasizing evidence of pipeline creation, direct engagement with major corporates, and entrepreneurial achievements in scale-up contexts.
3. Interview & Evaluation: Structured interviews probed for "hunter" mentality, resilience, and the ability to build new markets. We assessed candidates' understanding of local regulatory environments, their approach to long-cycle sales, and their capacity to operate independently while preparing for future team growth.
4. Client Collaboration: HOI provided the client with detailed candidate insights, market intelligence, and recommendations, ensuring alignment with both commercial and cultural requirements.

Summary of Shortlisted Candidates

• Most candidates demonstrated strong B2B sales backgrounds, with several having built new regions or verticals in cleantech or related sectors
• Some excelled in direct corporate sales, engaging procurement teams at blue-chip companies and managing complex, multi-stakeholder sales cycles
• Others brought deep regional knowledge and language fluency, particularly in Iberia and the Netherlands, with established networks in target markets
• A few had notable entrepreneurial experience, having scaled new business units or launched innovative solutions in competitive environments
• All showed adaptability and a willingness to embrace the challenges of a scale-up, though levels of "hunter" mentality and hands-on pipeline creation varied

Placing the First Regional Sales Director

After a rigorous evaluation, HOI placed a candidate who embodied the qualities needed to be the company's first Regional Sales Director.

Profile of the Placed Candidate

• Sales Hunger & Self-Starting Mentality: Demonstrated a consistent record of independently originating and closing high-value deals with major corporates. The candidate's career is marked by proactive pipeline creation, often entering new markets without established brand presence or inbound leads.
• Direct Corporate Sales Experience: Successfully sold complex, premium solutions directly to procurement teams at blue-chip and FTSE 250-equivalent companies. The approach is consultative, value-led, and focused on building long-term client relationships.
• Strategic & Lateral Commercial Thinking: Combined big-picture commercial logic with tactical execution, frequently identifying new routes to market and adapting strategies to local regulatory and industry dynamics. The candidate contributed to commercial strategy development and scenario planning in previous roles.
• Complex B2B Sales Background: Managed sophisticated sales cycles, including financial proposal development, ROI modeling, and client education on innovative solutions. Skilled at articulating the value proposition of non-commoditized products and navigating multi-stakeholder decision processes.
• Regional Market Knowledge: Brought deep knowledge of the Iberian market, including fluency in local languages and a robust network of industry contacts. Experience includes building regional business units from the ground up, with a strong understanding of local regulations, subsidies, and market drivers.
• Entrepreneurial Mindset & Resilience: Comfortable with ambiguity and the realities of a scale-up, the candidate has a track record of persistent effort, overcoming setbacks, and delivering early wins in challenging environments. Work ethic and adaptability were evident throughout the assessment process.

Outcome & Client Benefits

• The company secured a foundational sales leader with the drive, expertise, and local insight to build a high-value pipeline and secure early wins with major corporate clients
• The placement established a strong foundation for future team growth, with the new Regional Sales Director positioned to scale the regional sales function as market traction increases
• The client benefited from HOI's sector-specific search methodology, ensuring a precise fit with both commercial and cultural requirements
• The appointment supports the company's mission to accelerate the transition to net-zero by expanding the reach of innovative solar solutions in key European markets

If your organization is scaling in the climate tech, renewable energy, or impact sector and needs high-impact commercial leaders, House of Impact is your strategic talent partner. Contact us to discuss your talent needs or join our network for future opportunities. Together, we can drive the transition to a sustainable economy.