Director of Sales - Commercial & Industrial

Position Overview

The Director of Sales, C&I Mission:

The Director of Sales is responsible for serving as the primary implementer and Executor for the Executive VP, C&I across all strategic and tactical sales efforts within Baseline’s Commercial and Industrial markets. This role reports to and consults frequently with the EVP, C&I to ensure alignment, direction and appropriate approvals.

The Director of Sales is expected to operate with a player/coach mindset, providing hands-on deal leadership while building, coaching and scaling a high-performing sales organization. This role requires disciplined execution, strong operating rigor, and close cross-functional collaboration to deliver Baseline’s long term growth plans with the highest standards of excellence, capital discipline, and accountability.

Position Responsibilities

The Director of Sales will perform the following responsibilities with mastery, excellence, cost awareness, and a focus on continuous improvement in support the company’s long-term business strategy. The Director of Sales will work collaboratively with the EVP, C&I on progress, initiatives, goals, and results related to the responsibilities outlined below.

Sales Team Leadership:

Lead and work directly with the Sales Team at the highest level, including:

- Provide hands-on, in-field leadership as a player/coach, leading complex and strategic customer engagements while mentoring sales team members

- Build, develop and scale the C&I sales team, including recruiting, onboarding, performance management, and ongoing coaching

- Oversee and manage incentive and compensation plans to ensure alignment with company growth objectives, margin discipline, and desired sales behaviors

- Develop and execute sales strategy aligned with Baseline’s C&I focus verticals and long-term growth priorities

- Develop territory alignment, account ownership, and coverage strategy

- Develop and manage staffing plans around specific market segments (including, but not limited to Datacenter, Water/Wastewater, Food & Beverage, Mining, Industrial & Manufacturing, and Multi-Site Distribution), as defined by company leadership

- Plan, organize, and present relevant market insights, sales performance metrics, forecasts, and budget-to-actual results at quarterly sales meetings

- Review opportunities with sales team members to ensure pricing compliance, deal quality, and operational execution readiness; ensure opportunities align with current sales strategy and A-grade customer targets

- Develop, implement, and communicate a formal deal qualification, prioritization, and approval process across Sales and Operations

- Ensure effective sales and operations planning for all jobs by optimizing workflows, communication, and lead times

- Stay closely engaged with customer issues and escalations; work with operations to resolve disputes and support structured customer sales/operations reviews

- As required, manage customer non-payment issues, including determining timing and requirements for lien actions

- Liaise with Operations to ensure full understanding of customer MSA requirements, safety compliance and execution expectations

Salesforce (CRM), Pipeline & Process Management:

- Own Salesforce (CRM) usage, data integrity, and adoption across the C&I sales organization

- Establish and enforce pipeline management standards, including opportunity stages, probability definitions, and required data fields

- Drive pipeline health and hygiene, ensuring accurate forecasting, realistic close timing, and disciplined deal progression

- Implement and continuously improve sales processes related to lead management, opportunity qualification, deal reviews and handoffs to Operations

- Leverage CRM data to analyze pipeline trends, win/loss drivers, sales cycle duration, and conversion performance by vertical and region

Budgeting, Financial Planning, Reporting:

- Lead development of annual, quarterly, and monthly sales targets by region and product line, incorporating kW/MW, units, utilization, and revenue metrics

- Ensure sales plans align with rental rate strategy, utilization targets and capital deployment priorities; consult with and seek EVP approval as required

- Partner with executive leadership on sales forecasts, strategic planning, and long-range financial modeling

- Ensure the distribution of a bi-weekly company sales report highlighting New Job Requests and New Job Order volume, kW/MW and units added to rent, kW/MW and units released, missed jobs, rental pricing, customer complaints/issues, and order fulfillment rates. Generate reporting data from current software platforms

- Submit relevant customer and opportunity data for monthly sales and operations meetings

- Work with accounting to manage accounts receivable visibility and develop strategies to reduce aging balances

- Provide input into annual capital allocation decisions across product lines, markets, and growth initiatives

Qualifications

- Bachelor’s degree in engineering, or related technical experience; Master’s degree preferred

- 10+ years of experience leading sales teams (inside and outside) in technically complex sales cycles, preferably in Generator, UPS, Electrical Engineering or Power Systems Industries

- Proven success in building programs and processes to scale pipeline through inbound and outbound prospecting strategies and methods (Salesforce CRM or equivalent)

- Experience motivating and ensuring top performance with a blended team of remote inside and outside sales personnel

- Technical understanding of industrial power systems, generation, electrical distribution, switchgear automation, energy storage, UPS, microgrids, hybrid power, renewable energy, and power system controls

- Experience selling complex projects

- Exceptional communications and interpersonal skills

- Strong presentation skills, in person and online

- Strong computer skills (e.g., Microsoft Suite, Salesforce, Outlook)

- Willingness to travel 30-50%, in support of player/coach efforts, executive meetings, and trade events

Team Baseline Core Values

- Whatever It Takes:

Owner’s mentality, accountability, relentlessness

- Makes Things Better:

Creates clarity, grow or die mentality

- Makes It Happen:

Reliable, trusted, responsible

- No Shortcuts:

Excellence, stewardship, passion, care, confident, thorough

- Owns the Outcome:

Humility, transparent, owns mistakes, golden rule