Section
Start with market hypotheses, not assumptions Every expansion begins with three hypotheses: who buys, why they buy now, and what switching risk they perceive. Write these explicitly and test fast.
Section
Segment before you spend Choose 2-3 target micro-segments by urgency, deal size, and accessibility. Build segment-specific value narratives and proof points before scaling outreach.
Section
Pilot design that gives signal Run a 6-week pilot with clear success criteria: meetings booked, SQL quality, and proposal progression. Keep spend low and learning density high.
Section
Pricing and packaging in new geographies Use value-band pricing instead of one static list. Observe discount pressure patterns to understand willingness to pay and procurement friction.
Section