Take Your Company Global The New Rules of International Expansion

If you’re on the internet, you’re global—HubSpot executive Nataly Kelly offers an innovative data-driven model for profitably expanding the international presence you already have.

Companies looking to expand used to think about “entering international markets,” but today you’re global from the moment you create a website. Nataly Kelly, VP of Localization at Hubspot (which operates in more than 120 countries) says now the goal should be market intensification—building on the presence you already have.

Kelly’s MARACA model enables companies to distill the mass amounts of data available to determine if, how, and where they should expand by looking at three key areas of measurement:

·   MA: market availability—the size of the market opportunity within a given country
·   RA: real-time analytics—data indicating how your company is currently performing in that market
·   CA : customer addressability—the measure of your company’s ability to address the market, no matter its size

The book is based on Kelly’s experiences with building a global business both at HubSpot and as a consultant, but also contains numerous examples from successful global companies of various sizes, such as Airbnb, Canva, Dashlane, GoStudent, Facebook, LinkedIn, Lottie Dolls, Netflix, Revolut, Teamwork, and Zoom. Including information on building a globally minded corporate culture, this is a complete strategic guide to discovering international growth opportunities.

Nataly Kelly is VP of Localization at HubSpot, one of the world’s largest and most successful customer relationship management (CRM) firms. She was previously VP of International Organizations. She contributes regularly to Harvard Business Review and is author of Found in Translation. She has worked as an international strategy consultant for Fortune 500 companies and small businesses, and as a Spanish-English translator. She has lived in Quito, Ecuador and in Donegal, Ireland.