{"id":14515,"date":"2023-10-13T02:57:35","date_gmt":"2023-10-13T02:57:35","guid":{"rendered":"https:\/\/dev.matsio.com\/matsio\/saasboomi\/?p=14515"},"modified":"2024-05-23T17:58:02","modified_gmt":"2024-05-23T17:58:02","slug":"the-dos-and-donts-of-cross-border-gtm","status":"publish","type":"post","link":"https:\/\/dev.matsio.com\/matsio\/saasboomi\/saas\/marketing\/the-dos-and-donts-of-cross-border-gtm\/","title":{"rendered":"\u00a0The do&#8217;s and don&#8217;ts of cross-border GTM"},"content":{"rendered":"\n<p>Founders are on the move. Especially those building software-as-a-service (SaaS) companies. Over the years, we\u2019ve seen several SaaS ideas take root and grow into large, valuable businesses. And we find that the one area all founders want to understand better is their go-to-market strategy.&nbsp;<\/p>\n\n\n\n<p>At Lightspeed India\u2019s Enterprise GTM social in Menlo Park, in partnership with <a href=\"https:\/\/dev.matsio.com\/matsio\/saasboomi\/\">SaaSBoomi<\/a>, we sat down with four senior executives who brought insights and real-life learnings from their <a href=\"https:\/\/saasboomi.org\/saas\/growth\/unlocking-us-gtm-by-rajesh-jain-netcore\" target=\"_blank\" rel=\"noopener noreferrer\">GTM journey in the US<\/a>.\u00a0 The audience of 75 founders asked some intense questions, provoking a good debate!<\/p>\n\n\n\n<p>In a freewheeling chat with <a href=\"https:\/\/www.linkedin.com\/in\/rconline\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rohit Choudhary<\/a>, CEO, Acceldata; <a href=\"https:\/\/www.linkedin.com\/in\/mcquaid\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mike McQuaid<\/a>, chief revenue officer, <a href=\"https:\/\/www.linkedin.com\/company\/acceldata\/\" target=\"_blank\" rel=\"noopener noreferrer\">Acceldata<\/a>; <a href=\"https:\/\/www.linkedin.com\/in\/9sandeepg\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sandeep Gupta<\/a>, co-founder and chief operating officer, <a href=\"https:\/\/www.linkedin.com\/company\/innovaccer\/\" target=\"_blank\" rel=\"noopener noreferrer\">Innovaccer<\/a>; and <a href=\"https:\/\/www.linkedin.com\/in\/davidknace\/\" target=\"_blank\" rel=\"noopener noreferrer\">David Nace<\/a>, chief medical officer at Innovaccer, spoke with me about constructing and scaling a GTM strategy in the US and what traps founders should avoid.&nbsp;<\/p>\n\n\n\n<p>Here are my ten quick takeaways from the session. (opinions expressed here are from the panelists):<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1\/ Figure out your God particle<\/strong><\/h2>\n\n\n\n<p>As an early-stage company, have you nailed your core proposition? Under what conditions is your company indestructible? Spend time identifying these. Everything else follows \u2014 <a href=\"https:\/\/saasboomi.org\/saas\/growth\/nailing-your-icp-to-supercharge-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">your ideal customer profile<\/a>, who needs your product and when, and your eventual business model and GTM.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2\/ Show up and look sharp<\/strong><\/h2>\n\n\n\n<p>When talking to customers, show up in that suit, and make a great first impression. Look good. Prepare in advance, don\u2019t wing it. Do your research about everyone you will present your idea to. Rehearse who will say what, and to whom. Deliver a 10\/10, leaving no room for error.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3\/ Reframing<\/strong><\/h2>\n\n\n\n<p>Find sales executives who can extract the knowledge of pain from the prospect. Someone who can listen to the customer and understand their problems. And can then <a href=\"https:\/\/saasboomi.org\/saas\/marketing\/art-of-positioning-yourself-by-taking-on-competitor\/\" target=\"_blank\" rel=\"noopener noreferrer\">align your product<\/a> or offering as a solution to these issues.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>4\/ Access to power<\/strong><\/h2>\n\n\n\n<p>Identify the people who have the power to decide in a customer\u2019s management hierarchy. Pitch to them; steer clear of those who are purely execution-oriented who will eat into your time and resources, but are much less likely to deliver results for you (i.e. purchase orders).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5\/ Above or below the line<\/strong><\/h2>\n\n\n\n<p>There are two kinds of customer folks when you talk about access to power:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Above the line:<\/strong> They think of and are strategically responsible for what the customer needs today to drive the business forward over the next 3-5 years eg CTO, CIO, CEO, VP Sales Enablement, CRO etc.<\/li>\n\n\n\n<li><strong>Below the line:<\/strong> People who are executing today to deliver what the people above line need eg Directors or Managers<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6\/ Stay away from the IT hamster wheel<\/strong><\/h2>\n\n\n\n<p>The below-the-line people make it look like they mean business, but they have less power to make decisions. They\u2019ll take your calls, ask for a PoC, ask for more features, look at a demo, etc. but less predictably make a purchase decision. They keep you busy, going round and round in circles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>7\/ Avoid \u201chappy ears\u201d<\/strong><\/h2>\n\n\n\n<p>Don\u2019t fool yourself into hearing what you want to hear from prospects. Cut through the BS and be clear-eyed about the reality. \u201c<strong>Build x more features and we will give you business<\/strong>\u201d. It sounds great to an early-stage founder, but sucks them into cycles of building without resulting in a purchase order.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>8\/ Free or paid pilots<\/strong><\/h2>\n\n\n\n<p>The decision around your proof of concept is a strategic one.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Free PoC makes sense only if you gain access to power, or the person writing the check.<\/li>\n\n\n\n<li>Paid PoC shows the difference between serious and non-serious customers.<\/li>\n<\/ul>\n\n\n\n<p>Choose your first customers wisely.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>9\/ Find the right person at the right stage<\/strong><\/h2>\n\n\n\n<p>There is no secret mantra that will help you land the right salesperson in the first go. The skillset you require at each stage of growth will be different. Your early team is important, but it may not be equipped <a href=\"https:\/\/saasboomi.org\/saas\/growth\/zenotis-secret-sauce-for-expansion-and-scale\/\" target=\"_blank\" rel=\"noopener noreferrer\">to help you scale<\/a>. Know when you need different expertise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>10\/ Meet customers<\/strong><\/h2>\n\n\n\n<p>There is no substitute for in-person meetings. Make the effort and set up time. Meet those customers. It accelerates the path to <a href=\"https:\/\/saasboomi.org\/saas\/product\/how-product-market-fit-changes-between-india-us\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit<\/a> and helps you put your funding dollars to the best possible use.\u00a0<\/p>\n\n\n\n<p>There really is no one-size-fits-all solution <a href=\"https:\/\/saasboomi.org\/saas\/marketing\/right-gtm-framework-for-expanding-into-us-market\/\" target=\"_blank\" rel=\"noopener noreferrer\">for building a GTM framework<\/a>. However, there are some large strategies that are common across the board. Founders who have moved, or are thinking of moving to the US, may find these points useful as they navigate their way <a href=\"https:\/\/saasboomi.org\/saas\/marketing\/playbook-on-how-to-build-a-startup\/\" target=\"_blank\" rel=\"noopener noreferrer\">to creating an enduring SaaS company<\/a>.\u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<pre class=\"wp-block-verse\"><em>This article is part of Lightspeed's&nbsp;<a href=\"https:\/\/www.limitless.builders\/\" target=\"_blank\" rel=\"noreferrer noopener\">Limitless<\/a>&nbsp;project<\/em>.<\/pre>\n","protected":false},"excerpt":{"rendered":"<p>Founders are on the move. Especially those building software-as-a-service (SaaS) companies. Over the years, we\u2019ve seen several SaaS ideas take root and grow into large, valuable businesses. And we find that the one area all founders want to understand better is their go-to-market strategy.&nbsp; At Lightspeed India\u2019s Enterprise GTM social in Menlo Park, in partnership [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":14653,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43,46],"tags":[68,84,87,88],"chapters":[],"class_list":["post-14515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-go-to-market","tag-saas-us","tag-enterprise-saas","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The do&#039;s and don&#039;ts for effective cross-border GTM strategies<\/title>\n<meta name=\"description\" content=\"Discover best practices and common pitfalls for effective cross-border gtm strategies to ensure your international and US market success.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The do&#039;s and don&#039;ts for effective cross-border GTM strategies\" \/>\n<meta property=\"og:description\" content=\"Discover best practices and common pitfalls for effective cross-border gtm strategies to ensure your international and US market success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dev.matsio.com\/matsio\/saasboomi\/saas\/marketing\/the-dos-and-donts-of-cross-border-gtm\/\" \/>\n<meta property=\"og:site_name\" content=\"BoomiAI\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-13T02:57:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-23T17:58:02+00:00\" \/>\n<meta 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