From Cleantech Innovation to Industrial Scale.

I design customer acquisition systems for B2B energy, infrastructure and industrial companies aiming to scale their business in Europe. I work on long-cycle, high-value business development where outbound must be precise, disciplined, and aligned with revenue - not activity.

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The European Dilemma

Europe has world-class cleantech innovation - but most solutions never leave the lab or pilot stage. Without commercial execution, even the best technologies remain theoretical, and nobody benefits.

The Hard Truth About Cleantech Adoption in Europe

Europe is at the forefront of transition, but cleantech solutions fail to scale not because the technology doesn’t work - but because the market is brutal and highly complex.

The main barriers companies face today:

1. Fragmented Decision-Making

Energy, industrial, and infrastructure buyers operate in complex, multi-stakeholder environments.

Adoption requires alignment across technical, financial, regulatory, and operational teams - not being able to navigate this leads to solutions stuck in pilots forever.

2. Risk-Averse Buying Culture

Decision-makers are measured by compliance and risk mitigation, not by innovation adoption.

Even technically superior solutions are sidelined if they challenge procurement rules, maintenance contracts, or internal operational standards.

3. Misaligned Incentives

Vendors often focus on “leads, demos, or awareness” while buyers prioritize reliability, ROI, and regulatory alignment.

The result: innovation gets ignored, commercial traction stalls, and funding dries up.

4. Complex Regulatory & Policy Landscape

Europe’s energy and industrial markets are heavily regulated.

Constantly evolving directives (EU Green Deal, Fit for 55, CBAM, national compliance rules) slow adoption and make market entry expensive and uncertain.

5. Long, Unpredictable Sales Cycles

B2B cleantech deals are high-value, long-term, and politically sensitive.

Companies often spend years chasing pilots and feasibility studies without ever landing a paying customer.

6. Capital and Commercialization Gaps

Many cleantech companies have strong technology but lack the commercial expertise to navigate European markets, manage tenders, or structure risk-aligned deals.

Without revenue traction, funding cycles shorten and innovation stalls.

What I Believe

Fragmented decision-making, risk-averse buyers, regulatory complexity, and long B2B sales cycles keep even the best solutions stuck in pilots. Real impact requires commercial execution that delivers paying customers.

Most energy, infrastructure, and industrial innovations don’t fail technically.

They fail commercially.

Not because buyers don’t care - but because:

decision-making is slow and political
risk tolerance is low
incentives are misaligned
and trust takes time to build

I spend my time studying and working inside this gap.

In complex B2B markets, progress doesn’t come from louder marketing or more leads.

It comes from:

precise targeting
credible positioning
long-term relationship building
and accountability for outcomes

Customer acquisition is not a growth tactic.

It’s a systems problem.

Without real customers:

innovation stays theoretical
sustainability stays in presentations
and good solutions quietly disappear

When solutions reach the right buyers:

infrastructure improves
energy systems stabilize
and long-term impact becomes possible

Commercial execution is not separate from impact -

it’s what enables it.

Energy Security Is The Strategic Priority
#1

Industry's Share of Global CO2 Emmissions
~30%

Global Annual Clean Energy Investment
$1.7 T

Annual Growth in Global Energy Demand
~3%

Premature Deaths Caused by Soil Contamination (Yearly)
500,000+

People Exposed to Severe Water Contamination
2 Billion

Annual Health Costs of Poor Air Quality in Europe
€ 166 B

Fertile Farmland Lost Every Year Due to Contamination
120,000 km2

Cleantech isn't optional

From decarbonizing energy systems to securing resilient industrial operations, cleantech solutions reduce emissions, cut costs, and protect public health — but only when they reach the right markets and decision-makers.

Why Cleantech Matters

Europe invests billions in clean technology every year - yet most solutions never leave pilots. Real impact happens when innovations are sold, scaled, and operationalized.

Energy volatility and geopolitical risks are creating operational challenges across industries, highlighting the need for resilient, decentralized energy systems.

Industrial emissions account for a significant share of global CO₂, necessitating scalable decarbonization solutions that reduce carbon intensity without disrupting production.

Rising global energy demand requires technologies that can scale efficiently while minimizing environmental impact.

Despite $1.7 trillion in annual clean energy investment, deployment and bankability remain key hurdles, making repeatable, risk-managed solutions critical.

Contaminated land and water resources constrain not only project development and regulatory compliance but negatively impact all living organisms, emphasizing the need for effective soil remediation, water management, and land restoration technologies.

Meanwhile, air quality and shrinking fertile land underscore the urgency for emission reduction and sustainable land-use solutions. Cleantech is not optional it's key to ensure life on this planet.

Overcoming the Commercial Gap in Industrial Innovation

Europe’s cleantech and industrial solutions are world-class - but most stall in pilots and feasibility studies. The missing link is commercial execution: targeting the right buyers, navigating complex B2B markets, and delivering paying customers.

I help Cleantech B2B companies in the European energy, infrastructure and industrial markets:

Define who actually buys
Engineer outbound systems that reach decision-makers
Align incentives so execution is tied to revenue, not time

I don’t offer short-term consulting.

I don’t optimize vanity metrics.

My expertise is derived from successfully operating at the intersection of complex domains:

Legacy Energy & Infrastructure Overcoming institutional inertia, regulatory complexity, and procurement protocols in Oil, Gas, and Power.
Cleantech & Innovation Commercializing novel products and services - from conception to large-scale industrial deployment.
Clean Fuels & Chemicals Establishing bankable supply chain partnerships and negotiating high-volume, long-term B2B contracts.

Background

Experienced Cleantech Business Development

Ivo Faryna

Chief Revenue Officer, Partner

Since 2012, Ivo Faryna has been driving business development and strategic growth for international companies across energy, industrial, and cleantech sectors. He has led expansions, acquisitions, and new market entries for multiple Fortune 500 companies and innovative scale-ups, connecting complex technologies to real-world commercial impact.

His expertise spans:

Energy & Alternative Fuels; Leading business development and acquisitions in Germany and Europe, including the expansion of CNG fuel networks, alternative fuels, fleet and prepaid card sales, and cross-functional team management.
Cleantech & Environmental Solutions; Driving biotech and recycling projects, including oil degradation by bacteria, decommissioning of oil-insulated cables, and soil decontamination.
Strategic Sourcing & Operations; Managing high-volume tenders, framework agreements, maintenance restructuring programs, and OPEX reduction initiatives.
B2B Partnerships & Market Entry: Founder of BD Energie, the business development agency specializing in customer acquisition in energy, oil, gas, and chemical industries, European market expansion, and cross-sector partnerships.

Ivo’s approach is outcome-focused, to ensure innovations and technologies reach the right markets, generate measurable impact, and scale sustainably.

Do you want to develop your business further? Check out my offer at BD Energie

Do something.

With great partners along the way