Published: 01 June 2023
Executional factors routinely frustrate geographic expansion projects from achieving ROI. To avoid wasted investments and delays, tech CEOs need a disciplined framework to address particular pitfalls around planning, cost management, resourcing, and product and marketing localization.
Costs for new market entry are underestimated as a result of hasty, unprepared or uncoordinated execution.
Legacy internal teams involved in supporting the expansion plan can lack or exceed in engagement, focus and accountability, either not sharing enough expertise and bandwidth, or inversely neglecting their home market responsibilities.
Product and go-to-market processes — including sales and marketing playbooks — are poorly localized, particularly when these are areplica of practices used in legacy home markets.
Tech CEOs who want to reduce risks and optimize the execution of their geographic market expansion venture must do the following:
Anticipate unpredictable showstoppers and drive tight
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