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// Case_study_06
Scaling internationally without breaking the GTM model
SERIES B · HR-TECH / WORKFLOW SAAS · $35M ARRWe created a global-to-local marketing operating model that allowed the company to enter three markets without fragmenting its positioning or reporting.
// Results_at_a_glance
What moved.
// The_shape_of_the_change
One model, three new markets.
// Situation
Where it started.
The company had established traction in one core market and raised Series B capital to expand into new geographies. It had a growing marketing team, multiple country stakeholders, localized sales teams, and scattered agency support.
The risk was not a lack of marketing activity. The risk was that each region would create its own messaging, campaigns, reporting standards, and priorities, creating expensive duplication, inconsistent brand positioning, and no reliable comparison of performance across markets.
// The_objective
Create a scalable global marketing operating system: retain a coherent category position, localize only what needs localization, coordinate launches across markets, and give the executive team comparable performance data.
// What_I_did
The work, step by step.
Assessed market readiness by segment: local demand signals, buyer behavior, regulatory requirements, sales capacity, competitor strength, pricing, partner availability, and expected CAC/payback.
Built the global positioning and message architecture, with controlled localization guidance by market and vertical.
Developed a market-entry scorecard and launch framework covering audience, offer, proof, channel mix, budget, KPI targets, legal/compliance dependencies, and owners.
Rationalized regional agency relationships and created shared campaign, content, creative, and reporting standards.
Defined which assets should be centrally produced versus locally adapted.
Built a global dashboard for pipeline, cost per qualified opportunity, conversion, sales velocity, CAC/payback, and market readiness.
Designed team roles and governance: central demand generation, regional field/market leads, product marketing, lifecycle, content, and RevOps.
Recruited or helped transition to a permanent international marketing leader once the model was stable.
// Results_timeline
How the results built up.
Market-prioritization, global message architecture, launch governance, reporting standards
Clear decision on which 1–3 markets to enter first and why
Coordinated market launches and centralized campaign operating system
30–50% improvement in campaign-launch velocity; less duplicated agency and content work
First markets operating with comparable funnel and pipeline reporting
Qualified pipeline established in new markets; clear scale/adjust/stop decisions
International GTM motion operational; team and local execution structure in place
Successful launches in 2–3 markets; 20–35% of qualified expansion pipeline from new geographies, depending on sales cycle
RANGES SHOW THE EXPECTED OUTCOME AT EACH STAGE. THE OUTCOME BELOW REPORTS THIS ENGAGEMENT.
// The_outcome
We created a global-to-local marketing operating model that allowed the company to enter three markets without fragmenting its positioning or reporting. Campaign-launch velocity increased 45%, every market reported against the same pipeline metrics, and the new regions generated 28% of expansion-qualified pipeline within 12 months.
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