Your playbook worked at home. The next market needs a different one.
Growth and GTM leadership for B2B SaaS and tech companies entering a new market, or scaling one that has stalled, wherever home is. Global scope, with hands-on depth on both sides of the Atlantic.
Get in touchA new market needs more than a translated playbook.
I've built and run growth for companies headquartered in France, Finland, Australia, and the US. A European career, then eleven years in the US. English and French, with marketing run in German and Italian.
- Entering North America: an ICP, story, and channels built for American buyers.
- Expanding into Europe: choose which markets to enter first and what changes country by country.
- Going multi-region: one plan, one pipeline number, and clear decision rights.
- After a cross-border acquisition: one story, one portfolio, and one go-to-market.
The questions that shape the plan.
01Where does pipeline come from?
If the answer is a few reps and the same events, adding headcount will add cost faster than pipeline.
02Where do you focus?
The US is fifty markets. Which region, industry, or segment gives you the fastest wins, and the references that open the next ones?
03Does your proof travel?
Logos and case studies from home rarely carry weight. If you have none that travel, earning the first two or three is the plan.
04What do your sellers sell into?
A first VP of Sales, or a growing team of reps, with no pipeline engine, no local proof, and a translated story will struggle. Sellers backed by marketing built for the market learn faster.
05What happens around events?
Events can teach you the market. Without targeted accounts before and follow-up after, they're an expensive way to collect badges.
06Who owns local decisions?
Decide early who sets the plan, the budget, and the message. Agree on early signals: meetings with the right accounts, deals moving forward, and what each opportunity costs.
A growth engine built for the market, one plan with headquarters, and spend you can defend.
A workforce software company whose US office had no engine
No demand team, no defined US customer, and a home playbook built on relationships and events. We captured the demand that already existed first: a site rebuilt for American buyers and localized in four languages, paid search and LinkedIn, and lead definitions shared with sales. SDRs and the first account-based programs came next.
A Series A automation platform building its US market
Two very different buyers: developers who wanted to try the product, and enterprises that wanted to be sold to. We tested the US value proposition first, then built one motion per buyer: developer sign-ups that fed enterprise sales, and an enterprise program run with SDRs.
A learning platform scaling an established US business
A large US team was already in place, running on a growth model built for cheap capital and a heavy events calendar. We measured where the company actually won, brought agency-run programs in-house, tied events to target accounts and deals in flight, routed buying signals to a sales development team across three regions, and reshaped the team to match.
“Bastien built our demand generation engine, strategy, and processes from the ground up. I really appreciated his crisp, well-thought-out reporting of the outcomes his team helped drive.”
Get in touch.
Tell me what you're working on. I read every message myself and reply within a day.