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Expanding into new markets presents challenges, even for established brands. Companies entering unfamiliar territories must focus on boosting brand recognition to leverage their reputation and resources effectively.

When the new market recognizes and trusts the brand, it helps establish credibility, attract new customers, and compete effectively.

Andriy Chumachenko, Co-founder of Netpeak Agencies Group, in an article for Forbes advises focusing on localized strategies:

“To expand brand awareness in a new market, focus on localized strategies. Leverage digital channels, adapt messaging to resonate with local culture, and prioritize influencer partnerships. This fosters connection, credibility, and relevance, which are all key for successful expansion.”

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"The connection between marketing and sales is something that should happen by default. Without it, there is no result." - mentions Andriy Chumachenko, Co-founder of Netpeak Agencies Group, marketing consultant.

"In a classic B2B format, marketing brings in customers from outside but knows very little about them, while the sales team communicates with customers but has no influence on where they come from.

Therefore, the former should understand the audience it attracts very well, and the latter should influence the quality. To establish this contact between the departments, it is necessary:

1. Synchronize

This means holding regular meetings. At least once a month, marketing and sales managers and their teams should meet and report on both departments, share news, comment on them, and make adjustments for improvement.

2. Measure.

Choose a common metric, an indicator of the quality of both teams. For example, at Netpeak, we use SAL (Sales Accepted Lead). This means that the lead from marketing has passed the MQL stage, the sales team has already talked to it, and an offer is being prepared. This metric can be indicative as it can be used to measure the quality of channels, regions, specific marketing activities, etc.

The sales team is incentivized to get the highest conversion rate from SAL to deal, so it is beneficial for them to move to the SAL stage only the leads that are most likely to start working with us. Why? Because every lead puts a burden on the production department to create a pre-sale, which means time is already being spent, and time is money.

At the same time, the lead scoring system motivates the highest conversion of lead to SAL, which shows the quality of service orders (how targeted they are).

To establish communication between marketing and sales departments, you need to:
- organize meetings and be accountable to each other;
- come up with metrics that will work at the intersection of what marketing and sales departments affect.

Then, the synergy of these teams will allow you to achieve pretty good results."

What are the main approaches to building a team that Artem Borodatiuk uses as the founder of Netpeak Group?

⌲ If you know the goal of your business and intentionally pursue it every day, making decisions is easy. The most important thing for an entrepreneur is to answer why. Why are you doing that? What should the future look like when you achieve everything you want?

For example:
7:00. I wake up with my family in my apartment in Kyiv.
8:00. I leave the car in the car park of the business center (name of the center) and go up to the 15th floor, which we have been renting for three years. I enter my office. There's a neon world map on the wall with ten flags in ten countries where my company has offices.
8:30. I look through the company reports from the department heads (department names) and then get ready for calls with my US team.

So plan your day by the hour and your week by the day. Write down by time periods how and what you do to achieve your goal as if you already have everything you want. Please note that there is nothing incredible in it because I am speaking about a typical future day, and it won't be winning some business Oscar or being on the cover of Forbes. That's why it's important to describe the gray everyday life, not just the bright moments of the desired future.

It's a good idea to do this to get clear on what you want to achieve. Later, you should re-read that and think whether this is exactly what you want. If the answer is yes, if you have answered all the why questions, the result will be yours. That is Why am I doing this?, Why am I not doing something else?, Why am I hiring new people?, etc.

So, the answer to the why questions will give you a lot of energy and strength in all the difficult situations that will surely come your way.
If you want something, all that's left is to decide whether you can, and that's easier.

Setting goals is the basis, the foundation of the future building.
But the real construction begins with reporting. That's when you start seeing the floors, walls, facade, etc. when the plan becomes a reality. Goals, reporting, and monitoring are definitely the foundation of success.

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As part of our special Antifragile Business project, we talked to Olena Badovska, the CMO of Englishdom.

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