Accidental Selling in Foreign Markets

I have spent about half my career working abroad and running international marketing teams, so you’ll probably be surprised by the following statement – I currently sell more product internationally by accident than through careful planning.  “Going international” is no longer the huge endeavor that it once was.  With online advertising, ecommerce and a good product, it is almost impossible not to go international.  This is particularly true for software, because of its easy digital delivery over the Internet.  However, moving from organic international growth via online advertising and ecommerce to aggressive market building in foreign countries is very challenging.  Product localization is only part of the picture; effective sales and marketing execution requires a “native touch”.  The necessary investment to build a local native team is huge, but is much less risky after traction has been established in a foreign market through organic growth. 

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