Recruiting a Sales Director and Marketing Lead to Enable Growth
Canter set out to renew its approach to new customer acquisition and bring in marketing expertise to strengthen the work of a new Sales Director. The company invested significant time in defining these business-critical roles, listened carefully to recruitment experts, and chose to be fully transparent with candidates and putting all the cards on the table.
When Canter’s CEO and our recruitment consultants sat down for a reflection session on the recruitments completed in spring, one theme stood out above all: a shared commitment to finding the right person for the right role.
“We weren’t given the easy route. The consultants asked every necessary and sometimes difficult question, challenged our assumptions, and helped us make clear choices,” says Patrik Palatz, CEO of Canter.
Transparency and active communication, both with the client and candidates were a key success factors. The result? A story with a happy ending, though the journey itself was full of learning and discovery.
Finding the Right Expertise for a Growth Leap
Canter is a Finnish software company developing Adeona PIM for product information management and Adeona Sales Tool for automated publishing. Its mission is to help customers increase the value of their product information assets, boost operational efficiency, and succeed in omnichannel commerce.
The company is now preparing for a significant growth phase. This demands a new approach to sales and a marketing strategy that supports its ambitions.
The first critical hire was the Head of Sales. The timing was pressing, as the previous sales leader had moved on to new opportunities.
“Choosing a recruitment partner was easy. From the start, we got the sense that we were in capable hands,” says Palatz.
The profile was challenging, as new customer acquisition roles often are. But Canter had a strong understanding of the kind of expertise and mindset they needed. Together with our recruitment consultant, the team sought someone with a proven track record in building new customer relationships from the ground up.
Marketing Expertise to Drive the Growth Strategy
Among the candidates, one person stood out with solid leadership experience in sales and a strong background in marketing.
“That was a positive twist,” Palatz recalls. “This new hire made us take a step back and refine what kind of marketing competence we truly needed.”
“The field of marketing and communications is vast, and we didn’t want to be yet another company looking for a unicorn with a limited budget,” Palatz says.
By combining Canter’s deep business understanding of their own field with our recruitment expertise, the team shaped a clear, realistic profile for Marketing Lead. The outcome was two exceptional hires: a Head of Sales and a Marketing Lead, both essential to executing the company’s updated growth strategy.
Transparency as a Guiding Principle
Palatz is a firm believer in openness.
“Transparency helps you reach your goals because it enables dialogue,” he explains.
This philosophy shaped both recruitment processes. Together, we made sure that candidates received a realistic and honest picture of the work, the culture, and the expectations.
Salary transparency was a natural part of this openness. Canter published salary ranges directly in the job postings, and specific details were discussed from the very first conversation.
“Should we be cautious or bold? I always think, what’s the worst that could happen? At least this way, we get direct feedback on whether we’re aligned, and no one’s time is wasted,” says Palatz.
Partnership That Continues Beyond Hiring
The collaboration between Canter and our team continues beyond recruitment. The focus has shifted to ensuring a strong start for the new hires through consultation and onboarding support.
“Employee experience begins with candidate experience,” Palatz concludes. “For me, it’s essential that we live by the same values we communicate during recruitment, once the real work begins.”