Our client, a highly innovative AI robotics company in the warehouse automation space, were looking to build a sales organisation in Europe. The company, headquartered in Eastern Europe, design and manufacture cutting-edge mobile robotics solutions to modernise order fulfilment processes. With a workforce of approximately 150 FTE’s, they sought to establish a strong European presence beyond their home market.

This was the first time they had engaged with our CrimsonXT Automation team, and the relationship was initiated through a strategic candidate introduction. Having already built a strong relationship with a high-performing sales leader from the robotics industry, we identified an opportunity to connect him with the company’s CEO and CRO. The initial discussion was facilitated through our network, which allowed us to introduce a high-caliber candidate whose expertise aligned perfectly with the company’s growth ambitions.

 

 

Challenge

The company had been searching for a Sales Director based in Germany for several months without success. The role was business-critical, as it was the company’s first senior commercial hire outside Eastern Europe, responsible for driving expansion across the European market. However, they faced challenges in aligning their budget with the level of experience required. While they sought a candidate with extensive sales experience, their initial salary offering did not match market expectations.

The role required an individual who could not only execute sales independently but also lay the groundwork for building a high-performing team. The company’s product was relatively new to the market, and they needed someone who could effectively position it in a competitive landscape.

 

Solution

Understanding the company’s needs, we leveraged our industry expertise and extensive network to present a highly suitable candidate. Rather than focusing on a broad talent search, we took a targeted approach by identifying a senior sales leader who was actively seeking a VP-level role. Although the company was originally looking for a Sales Director, we recognized that this candidate’s extensive experience, leadership capabilities, and ability to drive European expansion would make him a valuable strategic hire. His track record included successfully selling similar technology at two separate robotics companies, exceeding sales targets, and establishing €20M+ revenue business divisions from scratch. His skill set aligned perfectly with the company’s ambitions, making him the ideal choice to lead their European growth efforts.

Initially, the company had reservations about the candidate being more senior than the role they had envisioned. However, after discussions highlighting his ability to not only execute sales but also lay the foundation for future team growth, they saw the long-term value in securing him. His expertise in navigating the European market and his proven success in similar roles made it clear that he was not just a fit for the role but a catalyst for their expansion strategy.

The recruitment process was swift and efficient. We introduced the candidate in early September, and within two months, the process was complete. The interview phase spanned four to six weeks, with extensive discussions on role expectations and compensation. Our team played a key role in managing initial negotiations, ensuring alignment between both parties before handing over final discussions to the company and candidate. Our deep understanding of the market and ability to present a tailored solution allowed us to expedite the hiring process significantly.

 

warehouse picking robotics

 

Impact

When starting the role, the candidate brought with him a wealth of experience and a strong vision for European expansion. Even before his start date, he maintained regular communication with the company, ensuring a smooth transition. Within his first few weeks, he had already begun leading key strategic initiatives, working on deals that were already 60% closed and positioning the company for further growth. His presence has strengthened the company’s market positioning, enabling them to accelerate their sales strategy across Europe.

Looking ahead, the company’s leadership remains engaged with our team for future hiring needs. With the candidate now firmly in place, discussions with the Chief People Officer are underway regarding expansion plans for 2025 and additional strategic hires. This successful placement not only filled a crucial role but also set the foundation for the company’s broader growth objectives in the European market.

 

 

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