Building a Go-to-Market Strategy in a New Territory
Drawing on experience supporting brands expanding across EMEA and North America, Kathryn will walk through how to build and validate a GTM plan tailored to new market conditions. She’ll cover everything from ICP research and narrative positioning to local sales enablement and partnership strategies.The session will include tools to help you assess market readiness, balance short- and long-term investment, and ensure cross-functional alignment between product, marketing, and sales. You'll also learn how to adapt messaging without losing the heart of your brand, and how to measure what’s working early on.This is ideal for companies entering new geographies, industries, or customer segments.Areas CoveredBuilding a GTM framework: audience, value prop, channels, motionConducting localised customer and competitive researchPositioning and messaging adaptation across cultures/segmentsSelecting sales and marketing channels for new marketsLocal partnerships, communities, and credibility leversEarly measurement, iteration, and stakeholder alignmentWho Should AttendFounders and Executive TeamsCMOs and Marketing LeadersGrowth and GTM StrategistsRegional General ManagersCommercial Ops LeadsWhy Should You Attend This session is designed for founders and marketing leaders preparing to launch in new regions or industry verticals. If you’re navigating a new audience, localising messaging, or building regional teams, this session will help you avoid common pitfalls and build a GTM strategy that resonates and converts.You’ll leave with a clear framework for approaching new market entry, rooted in audience insight, channel selection, positioning, and tactical execution.Topic Background Expanding into a new market, whether international or sector-specific, offers exciting growth potential, but it also introduces a new layer of complexity. Misjudged messaging, misaligned partnerships, or an ill-fitting sales motion can delay traction or damage brand credibility. A well-executed go-to-market (GTM) strategy reduces these risks, accelerates impact, and sets a clear path for sustainable growth.
Single
Drawing on experience supporting brands expanding across EMEA and North America, Kathryn will walk through how to build and validate a GTM plan tailored to new market conditions. She’ll cover everything from ICP research and narrative positioning to local sales enablement and partnership strategies.
The session will include tools to help you assess market readiness, balance short- and long-term investment, and ensure cross-functional alignment between product, marketing, and sales. You'll also learn how to adapt messaging without losing the heart of your brand, and how to measure what’s working early on.
This is ideal for companies entering new geographies, industries, or customer segments.
Areas Covered
- Building a GTM framework: audience, value prop, channels, motion
- Conducting localised customer and competitive research
- Positioning and messaging adaptation across cultures/segments
- Selecting sales and marketing channels for new markets
- Local partnerships, communities, and credibility levers
- Early measurement, iteration, and stakeholder alignment
Who Should Attend
- Founders and Executive Teams
- CMOs and Marketing Leaders
- Growth and GTM Strategists
- Regional General Managers
- Commercial Ops Leads
Why Should You Attend
This session is designed for founders and marketing leaders preparing to launch in new regions or industry verticals. If you’re navigating a new audience, localising messaging, or building regional teams, this session will help you avoid common pitfalls and build a GTM strategy that resonates and converts.
You’ll leave with a clear framework for approaching new market entry, rooted in audience insight, channel selection, positioning, and tactical execution.
Topic Background
Expanding into a new market, whether international or sector-specific, offers exciting growth potential, but it also introduces a new layer of complexity. Misjudged messaging, misaligned partnerships, or an ill-fitting sales motion can delay traction or damage brand credibility. A well-executed go-to-market (GTM) strategy reduces these risks, accelerates impact, and sets a clear path for sustainable growth.