Author
Antoine Buteau

Antoine Buteau

2 min read Free

Internationalization and International GTM Series #5: Distribution and Channel: The Partnership vs. Direct-Sell Decision

The question "should we go direct or use partners?" gets asked in the abstract constantly. It should almost never be asked in the abstract. The right question is: which markets justify direct investment, which require a channel partner, which require a distributor, and how do you structure the
2 min read Free

Internationalization and International GTM Series #4: Pricing by Market: The Model That Works in One Place Rarely Works Elsewhere

Here is the conversation that happens in every company with international ambitions: Head of International: "We need to set pricing for Germany and Japan." Finance: "Okay, what's the EUR and JPY equivalent of our US pricing?" Head of International: "We'll just
2 min read Free

Internationalization and International GTM Series #3: Localization vs. Adaptation: Knowing Which One Each Market Requires

Here is the distinction that trips up more international teams than almost any other: Localization means making your existing product and content work in another language and cultural context. It is a technical and UX problem. It has a finite scope and a definable done state. Adaptation means changing your
2 min read Free

Internationalization and International GTM Series #2: Market Selection: Signal vs. Noise, and Why Most Companies Pick Wrong

The question "which international markets should we enter?" gets answered in the worst possible way in most companies. Someone comes back from a conference in Berlin with thirty business cards. A competitor announces a London office. A partner sends over a warm intro from a Singapore distributor. An
2 min read Free

Internationalization and International GTM Series #1: Product/System Internationalization vs. International GTM: Which One Are You Actually Doing?

There is a document that almost every scaling company produces at some point. It is usually called "International Strategy" or "Global Expansion Plan." It contains a map with a dozen countries highlighted in different colors, a slide on localization, a slide on pricing in local currencies,
3 min read Free

Pricing and Packaging Series #10: AI Changes Pricing Models, Not Pricing Principles

There is a running debate in monetization circles about whether AI changes everything about pricing or whether it's just a new technology that follows the same rules as every other technology. The answer is: both are true, and the distinction matters. AI is genuinely changing the economics of
3 min read Free

Pricing and Packaging Series #9: Pricing Changes Are Operational Changes

Every company will eventually need to change its pricing. The product evolves. The market evolves. The customer base evolves. Pricing that made sense three years ago may not make sense today. The question is not whether to change pricing — it's how to change it without creating churn, internal
2 min read Free

Pricing and Packaging Series #8: Value Communication Is Part of the Pricing System

A buyer who likes your product still has to carry the purchase through someone else's scrutiny. Their manager asks why this tier. Finance asks why now. Procurement asks why this vendor. At renewal, the CFO asks what changed because of the spend. If the buyer cannot answer those
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