Underrated Skills During International GTM Motions

Introduction

Once a startup has tasted success in its local market, the natural next step is to expand internationally. Entering new markets within a specific region or country presents exciting growth opportunities but also comes with its fair share of challenges. Often, startups overlook the importance of certain underrated skills that are crucial for effective international Go To Market (GTM) motions.

In this guest post, Cindy Fiorella Rojas explores these skills and their impact on success during international expansion.

Cindy is a seasoned B2B SaaS Marketing Leader with nearly 14 years of experience in tech companies, focused on driving demand and revenue growth across diverse markets, in startups and fast-growth industries (like Cybersecurity, Analytics, Fintech, MarTech, and others). She has been driving international Go-To-Market motions in EMEA, Latam & US. For the past 8 years, she has managed cross-functional teams across locations, with companies such as Adjust , Oracle and Wire.

What Was Your Challenge?

In startup dynamics, big international GTM ambitions often clash with limited resources—time, budget, and manpower. Marketing departments, in particular, face several strategic and execution-level challenges. Within this context, some startups may overlook critical factors like field market knowledge, cross-cultural skills, and the scope of work required for successful international expansion.

How Did You Analyze the Situation?

After spending a decade in the tech ecosystem and observing countless startups navigating international GTM motions, I identified recurring themes that highlight the strategic importance of field market experience and cross-cultural skills. Here are some key areas where these skills play a pivotal role:

Website Localization

Localization is often misunderstood as mere translation. In reality, it requires a holistic understanding of cultural nuances and local preferences, which should be reflected across user experience, content strategy, and messaging.

Example: A B2B SaaS company might have consistent content in English, but its French and Italian versions display inconsistencies in wording, call-to-actions, and even have empty sections. This impacts web user behavior, resulting in higher bounce rates and lower conversion rates.

Speed to Market

Startups aiming for rapid growth often prioritize speed over meticulous planning. Effective cross-cultural marketing, content strategy, and brand awareness building are essential but are frequently overlooked in the rush to capture market share.

Example: Applying the 95% / 5% rule, where the majority of your audience is not ready to buy, underscores the importance of offering valuable content and nurturing leads. Inconsistent efforts across markets and languages make it difficult to build a strong presence.

Cross-Cultural Communication

International expansion comes with inherent risks, including cultural missteps and communication barriers. Startups sometimes use the same approach they are familiar with, neglecting the local business approach that requires cross-cultural expertise.

Example: A small German B2B SaaS company attempted to expand to the Nordic countries using a German-centric sales approach. Despite the BDR’s excellent English skills, the outreach did not yield expected results due to a lack of understanding of the Nordic business culture.

Talent Acquisition

Attracting or retaining talent with cross-cultural skills, or hiring third-party providers with field market expertise, is often a struggle. Without a diverse team that understands cultural nuances, international GTM efforts may fall short.

Example: An agency hired to support lead generation through BDRs based in the US struggled. While they had native English-speaking reps familiar with the US market, none truly understood the Latin American business culture, leading to ineffective outreach.

Founder Bias

The cultural background and experiences of founders and C-level executives often influence decision-making. Limited exposure to international markets can result in the undervaluation of cross-cultural skills in GTM strategy.

What Did You Decide?

Drawing from years of experience, I realized the significance of incorporating cross-cultural skills and field market experience into international GTM motions. By doing so, businesses can better understand, connect with, and serve diverse customer bases.

Startups must integrate these skills into their strategies to drive sustainable growth and profitability in international markets.

Conclusion

Navigating international markets requires more than just ambition and resources. Startups must pay close attention to underrated skills like cross-cultural communication, field market knowledge, and effective localization. By doing so, they can ensure a smoother and more successful GTM motion.

Are you ready to elevate your GTM strategy? Learn more about how our expert team can help you refine your approach and achieve global success.

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This approach will provide valuable insights to founders, executives, and marketing leaders, showcasing the often-overlooked skills necessary for successful international expansion.