DocSA company can only be as big as its global ambitions. International sales bring new markets, fresh revenue streams, unique talent, and a higher return on investment. But a methodical go-to-market plan is critical in ensuring that your organization is set up for success. When appropriately composed, these strategies mitigate expansion risk and encourage efficient use of resources, timelines, and capital for global expansion. How can you avoid the most common international expansion mistakes? Globalization Partners' Chief Revenue Officer, Diane Albano, joined us to share expert insight into building a global sales strategy that can dramatically improve the long-term outlook of your company.

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Your Global Sales Playbook:
How to Take on
International Expansion
DIANE ALBANO | CRO
Globalization Partners

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Speaker
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DIANE ALBANO
Chief Revenue Officer
GLOBALIZATION PARTNERS
• Leads the Sales, Marketing and Partnership organizations globally
• Has led high-performance sales teams for more than three decades
• Extensive international experience establishing and growing global
markets, including EMEA, APAC, and LATAM
• Served in executive sales leadership roles at OpSec Security,
Ipswitch, SmartBear, Deltek, Soundbite Communications, Workscape
(ADP), Fast (now Microsoft), and Progress Software
• Passionate about leading and developing organizations to achieve
success and exponential growth, while combining fun, motivation,
integrity, and inspiration
• Holds a Bachelor of Economics degree from the University of
Massachusetts and attended the Harvard Business School Program
for Management Development

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About
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Why do you need a global sales strategy?
 New markets
 Fresh revenue streams
 High returns on reinvestment
 Highly specialized talent
 Revitalized product development
Maximize
revenue
potential
Global sales
teams
Strategy that
can scale
Going global is a strategic
maneuver opening the
next chapter.

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Why do you need a global sales strategy?
• Formal, multi-level strategic plans
• Make growth more structured and sustainable
• Mitigate expansion risk
• Encourage efficient use of resources, timelines, and capital
Growth is a marathon, not a sprint.
Quickly become
profitable.
Establish a growing
presence.
Enter an overseas
market.

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How to identify which markets to enter first/where to go?
• Go to your network
• Begin with careful market research
• Market intelligence agency
• Pricing
• Competition
• Customer preferences
• Analyzing the presence of other big
companies in a potential new territory
You need a clear and accurate
picture of a regional market if
you are to make a success of
your venture.

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What elements are part of a global sales strategy?
An internal business audit
• Product offerings
• Service types
• Overall brands are market ready
• Multifaceted and tailored to the
parent organization
Overseas business plans include the following core elements:
1
Market Segmentation
Demographic, Psychographic Behavioral Geographic
Gap
Where are we now?
Where do we wish
we were?
How are we going to
close the gap?
SWOT
Strengths Weaknesses Opportunities Threats

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What elements are part of a global sales strategy?
A competitive analysis
• Industry competition in new
market
Overseas business plans include the following core elements:
2 A market analysis
• Health and landscape
• Market size and growth potential
• Consumer bases and attitudes
• Channel research
• Investment analysis
• Economy
3

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What elements are part of a global sales strategy?
A marketing strategy
• Brand positioning
• Channels
• Pricing evaluations
Overseas business plans include the following core elements:
4 A localized infrastructure plan
• Compliant local and regional
presence
• Hiring employees and executives
• Local vendors
• Legal, regulator and tax statuses
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What elements are part of a global sales strategy?
A top-down budget
• 6-12 months launch resources
• Continual expansion support
• Budget-based KPIs
Overseas business plans include the following core elements:
6 A timeline
• Commitment dates
• Sync with existing business
objectives
7

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How can you collect the right data and analyze potential
opportunities?
• Follow data, not your gut
• Gather data, find out what and find out why
• If your resources are limited, start small
• Building a data-driven strategy is a continuous process
• Possible applications of data analytics in sales:
Step 1: Set Clear Goals
Data can tell many
different stories — if you
know what and how to ask
 Pricing
 Sales forecasting
 Cross-selling / upselling
 Churn prediction
 Sentiment analysis
 Performance analytics

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How can you collect the right data and analyze potential
opportunities?
• Big objectives and daily goals
• Sales managers should
communicate and execute
• Involve entire team in planning and
goal-setting
Step 2: Align your team
Step 3: Create and
follow a distinct sales
process
• Repeatable set of actions
• Identify which parts are working
and aren’t
• Incorporate and track new KPIs

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How can you collect the right data and analyze potential
opportunities?
• Highly valuable
• Eliminate spreadsheets and disjointed tools
• Generate reports
Step 4: Work with a
CRM tool
Step 5: Pursue leads
and prospects that
prove to be good-fit
customers
• Proper data can tell you

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Common overseas expansion challenges
Lack of Data-Backed Decision-Making
• Challenge: Using data to create initial expansion
outlines, then allowing them to fall by the wayside
• Solution: Create a metric workflow for all
• Assign clear, quantitative goals to each stage
• Begin measuring those goals immediately
• Undergo continual reviews

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Functional Infrastructure
• Launching a physical presence?
• Will a subsidiary qualify as compliant?
• When to apply for titles?
• What does the application entail?
• Often involves creating, tweaking, and administering brand
new back-office organizational structures and workflows for:
Common overseas expansion challenges
• Human resources
• Payroll
• Accounting and bookkeeping
• IT
• Legal counsel

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Common overseas expansion challenges
• Establish your ultimate expansion objectives
• Soft launch
• Road-test market segmentation
• Sharpen your value proposition
• Takes temperature of brand perception
• When physical products drive overseas expansion,
it requires new raw goods and supply chains
Testing and Quality Assurance

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Common overseas expansion challenges
Testing and Quality Assurance
Solution: "Localize" products
• Better ensures acceptance within new markets
• Solves supply chain sourcing
• Provides QA based on local standards
• Smooths sales transition
• Translate names
• Design new packaging
• Create culturally appropriate advertising and
marketing campaigns

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Common overseas expansion challenges
Regulatory and Legal Compliance
• Expanding smoothly into another country without violating any laws is a top priority
• Many countries have a laundry list of regulatory proceedings and technicalities:
Setting up a
subsidiary or
regional presence
Opening local
bank accounts
Registering with
tax authorities
Acquiring local
commercial
certifications
Maintaining
corporate records
and filings
Initiating patent
and trademark
reviews
Administering
compliant payroll,
compensation, and
employee benefits

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Common overseas expansion challenges
Regulatory and Legal Compliance
• Solution: Partner with a global employer of record (EOR)
• Reduce, if not eliminate, the need to manage these areas autonomously
Outsourcing HR, payroll,
finance, and legal back-office
operations to a global EOR is
a cost-effective and
competitive way to scale up
globally, quickly and easily.
19
Global Expansion in 187 Countries
from Start to Finish: a matter of days
globalization-partners.com

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Go to Market Plan Workbook
globalization-
partners.com/resources/ebook-
global-sales-strategy-workbook

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QUESTIONS?
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Thank
You
DIANE ALBANO
Chief Revenue Officer
Globalization Partners
linkedin.com/in/diane-albano
Our team of researchers publish hundreds of
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