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Driving DA’s Growth as Chief Sales Officer

In spring 2025, Matti Hätönen began his role as Chief Sales Officer at DA‑Group. His 20 years of experience in the technology sector led him to a company that was already somewhat familiar to him.

“I had a general idea of what was being done here and what kinds of solutions DA offers,” he says.

“DA doesn’t shout about what it does—and it shouldn’t—but what positively surprised me was how strong our customer base is and how we are involved in truly impressive projects. We’re doing serious things in the industry. On top of that, the level of expertise within the company, strong customer relationships, and employee commitment really stood out. I’m proud to be part of this,” Hätönen adds.

Hätönen’s role is group‑wide and dynamic. He coordinates sales activities, develops sales strategies together with business management, and meets customers both in Finland and internationally.

Defense technology had already been a key interest for Hätönen earlier in his career.

“I saw it as a rapidly growing field and, from a technology perspective, extremely interesting. Development is moving fast. That was a major plus with DA. It motivated me, and I felt I had a lot to contribute—especially in customer communication and relationship development,” he explains.

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Growth and Agility

“We have tremendous ambition and top‑level expertise in world‑leading solutions within specific segments, such as radio technology. DA’s evolution from an engineering house into a product company is a key driving force,” Hätönen says.

“Strong engineering and project expertise provide a solid foundation for delivering high‑quality work, but we also need to add further elements to our operations. We need to focus even more so that we can bring our own solutions to market more effectively” he admits.

Product development cycles in the technology sector—especially in defense technology—are accelerating continuously. At the same time, the stakes and the importance of collaboration between even unexpected partners are increasing in a changing global environment. According to Hätönen, DA must be agile and quick to respond to markets and customer needs—and work even more closely with its customers.

“To respond to changing needs, close and open dialogue with customers is essential,” he emphasizes.
 “From a Chief Sales Officer's perspective, it’s incredibly inspiring to operate in an industry where so much is happening and the pace is high. In my role, it’s important to set direction and help the team succeed. I have plenty of ideas and opportunities in mind,” he says.

“Our strength lies in the connections we have. We’re present in the markets we want to be in, and we’re trusted. We have a strong reputation, but it needs to be expanded and spread—especially internationally—so we can open up new interfaces and opportunities,” Hätönen notes.

“We have the infrastructure needed to produce solutions in areas identified as critical and to focus our sales efforts accordingly. That’s an excellent foundation for deepening customer relationships and interaction even more effectively.”

Hätönen is particularly excited about DA’s major customer relationships with world‑leading companies.

“It’s a really big deal that DA‑Group from Forssa can operate with companies like these. That needs to be further developed—and it creates real drive in our work,” he says with a smile.

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Looking Ahead

When asked about the future, Hätönen takes a cautious view.

“I’ve learned that there are always surprises in business, and the world keeps changing. I don’t have a crystal ball, but I believe that by working together we’ll move in the right direction—or at least forward,” he laughs.

However, Hätönen sees DA’s space‑sector operations increasingly supporting the defense side as well.

“The space sector will play a larger role under the defense technology umbrella. Previously, it operated more as a separate domain, but today an increasing number of systems rely on data sourced from space. When these areas come together, we have space technology expertise that can be leveraged in defense—perhaps even to develop a significant system that not only enhances security but also has a broader positive impact on society. That’s a strong asset,” he concludes.

In Hätönen’s words, DA’s operation can be summarized simply:

“Listen, develop, and sell.”

“Ideate boldly and execute—at DA, there’s room to try.”

This approach is evident across product development, sales, and customer work alike: listening to needs, developing solutions, presenting them with a positive mindset, and boldly putting them into practice. It is a culture that encourages innovation and collaboration—and one that continues to drive DA’s growth and influence in the industry.