ISO Horti Innovators Hires Technical Sales Manager for North American Expansion

M&F Talent Customer Spotlight

AgTech manufacturer ISO Horti Innovators partnered with M&F Talent to hire a new Technical Sales Manager for North America. Known for their cutting-edge robotic automation solutions powered by AI, ISO Horti needed a highly technical sales leader who could drive growth and establish strong relationships across the horticulture space. By outsourcing sales recruiting efforts to M&F Talent, ISO Horti found the ideal candidate who could meet its ambitious goals for expansion in North America. 

Customer Background

ISO Horti Innovators specializes in robotic automation systems that help commercial growers become more efficient. ISO Horti’s solutions integrate advanced vision technology and AI to automate labor-intensive processes – thus reducing costs and increasing productivity. As the ISO Horti website explains, “we are not just automation experts… we pair in-depth knowledge of industrial automation technology with a deep connection to greenhouse and open-field horticulture. In other words: we understand both robots and growers.” 

Based in the Netherlands, ISO Horti Innovators contacted M&F Talent for help expanding its North American sales team. While the ISO Horti hiring manager was open to viewing remote candidates from around the United States and Canada, they preferred candidates on the West Coast. 

The Challenge

ISO Horti needed a Technical Sales Manager who could handle the demands of complex B2B sales cycles with highly technical products. Since ISO Horti doesn’t have a strong market presence in North America, this person would also be fighting an uphill battle in spreading brand awareness from the very start. 

The Technical Sales Manager needed a unique combination of skills, including:

• Sales Expertise: Proven success with complex B2B sales cycles – preferably in hardware or technical equipment sales.
• Industry Knowledge: Experience in horticulture, agriculture, and automation to understand grower pain points and provide tailored solutions.
• Technical Experience: Knowledge of how ISO Horti’s technology is implemented in horticultural and agricultural scenarios.
• Entrepreneurially-Minded: Since ISO Horti is relatively new in North America, this person would be developing a new sales department. 
• Leadership Mentality: Experience building and managing remote sales teams. 
• Ability to Travel: Willingness to travel extensively across the U.S. and Canada, with occasional trips to Europe. 

Since M&F Talent has helped several European AgTech manufacturers build North American sales teams, we were very confident in our ability to fill the ISO Horti job. 

The Solution

M&F Talent presented a candidate with extensive experience in horticulture sales and automation technology. With over 8  years of territory management expertise in the horticultural sector, the candidate has a proven track record of increasing sales in every region they’ve managed. This person also brought a deep technical knowledge of AgTech, cultivation substrates, fertilizers, and plant care – paired with a talent for developing key relationships with CEA industry stakeholders.

The candidate’s career highlights include managing sales territories across the West Coast for European-made greenhouse automation equipment, where he worked with multiple manufacturers to deliver custom turnkey solutions to some of the largest growers in the United States. In previous roles, he demonstrated his ability to oversee lengthy B2B sales cycles – while also leading product rollouts tailored to customer needs. 

The candidate’s combination of technical acumen, sales expertise, and relationship-building skills aligned perfectly with ISO Horti’s goals for expanding its North American presence.

Results and Impact

To identify the perfect candidate, M&F Talent conducted a highly targeted recruitment process, focusing on individuals with a strong track record in sales and relevant experience with complex B2B sales cycles with technical products. 

Due to our highly established network of B2B salespeople in the CEA industry, we quickly filled ISO Horti’s Technical Sales Manager position. Not only did a quick placement save them time and money on recruitment, but it also allowed ISO Horti Innovators to maintain operational continuity. 

Important Results from the ISO Horti Innovators Placement:

-Interview-to-hire ratio: Only 5 candidates were interviewed before ISO Group found the perfect fit, while many companies interview as many as 20 candidates per hire. 

-Client Savings: Studies show that filling higher-level positions can cost more than an employee’s entire annual salary. For a high-impact role like a Technical Sales Manager—earning upwards of $85,000 per year—M&F Talent delivered real financial savings for ISO Horti by streamlining the hiring process, reducing turnover risk, and ensuring a precise fit for the role.

-Impact on Business: The new hire hit the ground running, strengthening ISO Group’s relationships with key stakeholders and driving immediate sales growth in North America. Their industry expertise and strategic approach not only accelerated revenue generation but also positioned the company for long-term market expansion.

Conclusion

ISO Group’s partnership with M&F Talent showcases the importance of working with a recruitment agency that understands the unique challenges of the CEA and AgTech space. By connecting ISO Group with a highly skilled Technical Sales Manager, M&F Talent ensured their client could expand their North American footprint with a highly professional salesperson at the helm. Moreover, ISO Horti Innovators saved time and money on the recruitment process, while also maintaining operational continuity during a critically important time. 

Need Horticulture Recruitment Expertise?

M&F Talent is the leading recruiting service for technical and B2B sales professionals in the horticulture and CEA industries. Whether you’re looking to fill an outside sales role or a director-level position, our extensive network of pre-vetted, passive candidates is standing by. 

Contact us today to get started!