Leading a US market-entry go-to-market

A proposition that worked in the UK does not automatically travel. American buyers in the same job titles use different language for the same problems, compare against different competitors, and expect a different level of specificity before they will book a call.

Started with research rather than translation: competitor positioning, the terms US buyers actually search, and where the existing UK messaging would read as vague or unfamiliar. Rebuilt the messaging around that, then built the paid presence from scratch with its own budget envelope and a forecast that stated what we expected per month and what would count as failure.

The market entry went live with localised messaging, its own campaign structure and a KPI forecast the leadership team could hold me to. Setting the failure condition in advance is the part I would repeat: it made the reviews about evidence rather than optimism.