Building U.S. Sales Capacity for Canadian Companies Expanding Cross-Border

Context

Two Canadian companies engaged Oxford + Richmond to build out sales capacity as they expanded operations into the U.S. market. One was scaling a sales team across multiple U.S. cities to support a growing consumer services footprint. The other, an industrial manufacturer, was entering the U.S. market through a regional expansion in Texas, with sales hiring as the first phase of a longer-term growth plan.

Challenge

Each company faced the core difficulty of hiring sales talent in a market they didn't have established networks in. Building a sales team across scattered U.S. cities meant no single local market to anchor the search, inconsistent access to qualified candidates city to city, and no existing employer brand recognition with U.S. sales talent. For the company entering Texas, the challenge was different but related: validating the market, understanding regional compensation norms, and building a first wave of local sales talent to establish a foothold before scaling further.

Solution

Oxford + Richmond ran targeted, city-by-city sales searches for the multi-location engagement, adapting sourcing strategy and candidate assessment to each local market while maintaining one consistent hiring standard across the full team. For the Texas expansion, Oxford + Richmond led a market-entry search focused on regional compensation benchmarking and sales talent mapping in the Austin area, with the mandate now extending into the next phase of the company's regional growth.

Result

The multi-city engagement resulted in four successful sales hires across several U.S. markets, giving the client a functioning, geographically distributed sales team built on a consistent hiring standard. The Texas engagement delivered the company's first regional sales hires and positioned Oxford + Richmond to support the next phase of its U.S. expansion.