I’ve worked at multiple technology companies where we made the leap from domestic to international. Along the way we learned a lot… a lot of what to do… and a shit load of what not to do.

I have the scars on my back and 117 pptx versions of our “International Prioritization Framework” to prove it.

I’m going to share that framework today so you can better evaluate your future go to market footprint abroad across three vectors:

  • Headcount investment

  • Ability to win

  • Market attractiveness

In terms of when you should do this type of analysis - probably yesterday if you’ve already placed concentrated bets abroad. But the second best time would be as part of your annual planning process; this way you can link resourcing to field marketing spend and sales pipeline goals.

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