In a comprehensive LinkedIn Live session, Jared Barol, a seasoned GTM operations and sales leader, shared key strategies and lessons from his 15 years of experience. Jared, who was instrumental in driving 200% international revenue growth at Salesforce, discussed the importance of structuring effective GTM strategies and how companies should approach international expansion.
Early Beginnings and Building a Global Mindset
Jared’s fascination with international expansion started early in life. After college, he took a bold step by starting his first business in Eastern Europe, giving him hands-on experience in global markets. This entrepreneurial journey fueled his passion for helping businesses navigate the complexities of scaling across different regions.
Throughout his career, Jared has helped companies move from local to international operations, especially when companies target high-potential regions like Europe, the Middle East, and Asia. One key takeaway from his career is understanding the unique nuances of global markets and adopting the “think global, act local” mindset. For businesses to scale internationally, it’s crucial to adapt GTM strategies to local consumer behavior, regulatory environments, and cultural expectations.
When is the Right Time to Expand Internationally?
Jared emphasized that there’s no one-size-fits-all approach for determining the right time to go international. For some companies, such as those following a PLG (Product-Led Growth) model, international expansion can happen as early as Series B. However, other businesses may find success focusing on their home market before exploring international opportunities.
Factors like market saturation, growth timelines, and revenue goals play a big role in shaping this decision. For example, if a company in the US has already captured significant market share and is looking to grow faster, expanding internationally makes sense. On the other hand, companies with strong growth potential domestically should prioritize maximizing local opportunities first.
Jared points out that companies often face challenges with operational costs and navigating foreign legal structures. He advises careful planning, supported by data and research, before diving into international markets.
The Power of Local Partnerships for International Expansion
One of the most effective ways to mitigate risks when entering new markets is by establishing strong local partnerships. Jared stresses the importance of building relationships with local system integrators (SIs), managed service providers (MSPs), and cloud marketplaces.
Rather than investing significant resources to build a local team from scratch, partnering with established players in the target region can provide valuable market insights, reduce entry costs, and generate initial traction. A strategic partner ecosystem becomes essential for de-risking international growth.
Salesforce’s GTM Playbook: Driving 200% Revenue Growth
While leading the international GTM strategy for Salesforce Industries, Jared and his team implemented scalable frameworks to drive significant revenue growth. A key part of their success was the “all-in” commitment from the business—ensuring that each market had dedicated resources such as local field marketing, customer success teams, and technical architects.
Salesforce’s GTM playbook focused on standardizing processes across regions while localizing the product messaging and sales strategy to fit each market’s unique characteristics. The company’s healthcare vertical, for instance, saw rapid growth by addressing specific regulatory and operational challenges in the UK and other regions with Single Payer healthcare systems.
Frameworks for GTM Success
Jared shared a few essential GTM frameworks that helped Salesforce scale internationally:
- Maturity Models: Understanding the maturity of each product line and its fit for the international market helped allocate the right resources.
- Centralized Strategy with Regional Adjustments: While building a global strategy, each region was allowed flexibility to adapt and execute it according to local market needs.
- Data-Driven Decisions: Market research and analytics were key in identifying high-potential regions and ensuring that product offerings were a strong fit.
Challenges and Lessons Learned
Despite their success, Jared’s experience also taught him valuable lessons on what doesn’t work in international expansion. A common mistake is under-resourcing local markets. Failing to provide adequate support—such as marketing and customer success—often results in slower growth or failed expansion efforts.
Jared also highlights the importance of clear product messaging and localizing not just marketing materials but the entire sales approach to align with regional buying cycles and customer expectations.
How AI Will Impact International Expansion
When discussing the role of AI in future internationalization, Jared shared his thoughts on how AI could make certain processes, like localization, cheaper and more efficient. AI-powered tools could help businesses create tailored marketing strategies for local markets without needing a physical presence. However, he noted that regulatory challenges and data protection laws may also shape how AI is used across different regions.
Conclusion: GTM Strategies for the Future
As businesses continue to expand globally, Jared emphasized that success relies on a combination of scalable frameworks, local partnerships, and careful timing. Whether you are a Series B company or a larger enterprise, having a well-defined GTM strategy, supported by data and the right partnerships, can make all the difference in navigating international growth.
For those companies looking to break into international markets, Jared’s advice is clear: commit to your expansion fully or risk costly failure. Success hinges on understanding the nuances of each market, de-risking through partnerships, and localizing GTM strategies while maintaining a global perspective.
