International sales for BT9 Xsense

BT9 built Xsense, a real-time cold chain monitoring system for perishables. The product was strong and there was almost no international sales operation. I built one from zero across the FSU, the EU and APAC: direct sales, a distributor network recruited market by market, and a team I hired, trained and ran.

Xsense cold chain monitoring (IoT and SaaS), International sales across FSU, EU and APAC

The situation

BT9 built Xsense, a real-time cold chain monitoring system that tracks the temperature and humidity of perishables from inside the carton, through every link of the supply chain, so food companies can act before a shipment spoils. Great product, and almost no international sales operation to put it in front of the world. Three very different regions, the FSU, the EU and APAC, each with its own buyers, channels and rules, and the whole machine had to be built from the ground up.

What I did

• Built an international sales operation from zero across the FSU, the EU and APAC
• Ran direct sales of the Xsense SaaS, hardware and services to food and perishables companies
• Recruited and managed the distributor network market by market
• Represented the product at international trade shows like Fruit Logistica in Berlin
• Hired, trained and ran the team day to day: SDRs, post-sales and tech support

What changed

A working international cold chain sales engine across three regions, built from scratch, selling through both direct sales and a managed distributor network.

Client figures are under NDA, so none are published here. Ask me on a call.