Author
Antoine Buteau

Antoine Buteau

4 min read Free

Go-To-Market Strategy Series #3: Positioning, Category, and Narrative Are Different Jobs

Teams often mash positioning, category, and narrative into one messaging exercise. That is how you get websites that say everything and sales decks that explain nothing. These three jobs are related, but they are not the same: * Positioning explains why the product is the right answer for a specific buyer
4 min read Free

Go-To-Market Strategy Series #2: ICP Is a Strategy Choice, Not a Persona Exercise

An ICP is not a worksheet about job titles, company size, and pain points. That work can be useful, but it is not the decision. The decision is where the company will concentrate learning, proof, product attention, sales capacity, and market credibility. ICP is a strategy choice. If it is
3 min read Free

Go-To-Market Strategy Series #1: GTM Strategy Is Not a Sales Plan

Most companies call too many things strategy. A sales hiring plan is not a strategy. A campaign calendar is not a strategy. A pipeline target is not a strategy. A launch plan is not a strategy. Those may be useful, but they are outputs. They do not answer the harder
1 min read Free

Internationalization and International GTM Series #10: International Audit: The 10-Question Readiness Assessment

Before entering a market. Before scaling an existing international operation. Before attributing weak international results to "the market is tough." Run this audit. This is a worksheet, not a confidence exercise. Use it to identify which specific gaps sit between you and the market results you want. The
2 min read Free

Internationalization and International GTM Series #9: Local Teams vs. Partners vs. Centralized Ownership: Who Actually Runs Each Market

Every market you enter needs an owner. Someone accountable for commercial results, localized product quality, regulatory compliance, and operational performance in that market. Without a named owner with genuine accountability, a market does not get run — it gets visited. The organizational model choices for market ownership are not equally valid
2 min read Free

Internationalization and International GTM Series #8: Product Architecture Readiness: The Technical Foundation You Need Before You Expand

Internationalizing a product that was not built for it is expensive. Not "we'll need a sprint" expensive. "We will need to rebuild several core systems and we will discover the problems at the worst possible moment" expensive. The core technical questions for international readiness
2 min read Free

Internationalization and International GTM Series #7: Support, Time Zones, and Language: The Hidden Cost of International Scale

Every market you enter creates a support obligation. Customers in that market expect to file a ticket and get a response in their language, during their working hours, with someone who understands their context. Most companies treat this as an afterthought — until their NPS in market X drops because response
2 min read Free

Internationalization and International GTM Series #6: Compliance, Tax, and Data Residency: The Infrastructure Nobody Wants to Talk About

Nobody wants to talk about this. It is not exciting. It does not show up in investor decks. It does not generate press releases. It is the part of international expansion that produces PowerPoint slides titled "Legal/Compliance Considerations" that get two slides in a strategy review and
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