Everyone dreams about taking their company global. But most teams have no idea how hard it really is.

In this episode, Toni sits down with Shantanu and Koen from Personio to talk about why expanding into new markets can easily sink your go-to-market strategy. They’ve both helped companies like Gong, LinkedIn, and Personio grow across borders, and they’ve got the scars to prove it.

They dig into what founders get wrong about international expansion, how to tell if your product actually fits a new geography, and why “just translating the website” is never enough. You’ll hear how cultural nuances, regulations, and even small hiring decisions can make or break your success abroad.

This episode is brought to you by Evergrowth — Their Agentic GTM Workspace enables revenue teams to collaborate and win with AI-powered teammates, breaking down silos and helping B2B teams grow smarter with fewer resources.

Want to work with us? Learn more: revformula.io

(00:00) - Introduction
(03:57) - Common Mistakes in Expansion
(09:10) - Product Geo Fit
(11:59) - Localized Market Strategies
(19:25) - Cost and Investment in New Markets
(24:07) - Finding the Right International Leader
(25:53) - Practical Approaches to Market Entry
(32:07) - Viewing Expansion as a Bet
(34:51) - Team and Culture Considerations
(37:31) - Leadership Advice for International Expansion
(43:13) - Balancing Global and Local Needs
(47:24) - Navigating Complexity in International Operations

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