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In Insight's latest webinar, go-to-market experts Barrie Markowitz, 🦄Pablo Dominguez, and Travis Kassay tackled a crucial question for every ScaleUp leader: What should you not do when entering a new market or segment? In this discussion, they explained how to strategically traverse the complex dynamics of new markets, including: 🔔 Overcoming the challenges of U.S. market expansion 🔔 Considering upmarket vs. downmarket strategies 🔔 Integrating advanced tools like generative AI and SEO 🔔 Navigating analyst relations 👉 Watch the recording here: https://lnkd.in/eEKV5VDT

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Do you have any more examples of what not to do? When entering new markets, I mean, I'm sure there's a million, right? But one thing to keep in mind is don't go into a new market or segment just for the sake of it, right? Make sure you are planning. Very effectively on what the impact is on marketing, on sales, on product. Is the juice worth the squeeze, especially in today's constrained financial environment? That's the biggest thing of the reason not to do it. But if all things point to huge potential, the products ready, you've got the team ready, then absolutely do it. But Barry, Travis, real quick, one thing to think about for not going into a new market or things about not to do. Focused. So I have an example of where a company did both at the same time, Geo and segment and it was they were it was they were just spread too thin. So pick a lane. Yeah. I'd say think like an investor. So you've got a set amount of money that you can spend on your sales and marketing organizations and you have to think through the value of spending the money in one of the current markets you're in or current segments you're in versus investing in the net new. So we recently had a company come to us and say, hey, we're doing OK in the US, we entered it last year. What's next? And the challenge is? There's still so much more to be done in the US and they're having some traction there. So you're probably better off spending the incremental money in the US until you start seeing a slowdown in growth, or you've got that so dialed in that you can then shift over to another segment or market and go through the expansion process there. But to Barry's point, it's don't spread yourself too thin, but be thoughtful in how you pick where you want to spend your money.

Kristina (KK) Helu

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