The First 12 Months: What Winning Commercial Teams Focus on in a New Region

The first year in a new region shapes whether commercial teams build steady traction or struggle to move the business forward. From what we’ve seen at The Scale Factory, progress depends on what happens in the market, with real customers and real delivery.

Focusing on the Right Customers and Building Local Access

Successful teams start by defining a region-specific ideal customer profile (ICP) that reflects local realities. The priority is to focus on companies that are ready to move, where urgency is clear, and decision-makers are within reach.

In Europe, mid-sized companies with local budget control or regional business units tend to move faster than centralised head offices, though sales cycles still involve formal, multi-layered procurement. In Asia, small and mid-sized businesses are driving SaaS growth as they actively adopt digital solutions. Many of these companies move quickly but rely heavily on trusted referrals and local networks to guide buying decisions. In the Middle East, regional offices of multinationals typically offer strong entry points, especially when supported by existing headquarters relationships. Personal networks and local partnerships are key to opening conversations and moving deals forward.

When selling to regional or local subsidiaries of companies with headquarters elsewhere, sales cycles tend to take longer. What we’ve seen work well is starting small and building local pilots that create clear proof points. These early successes can help secure buy-in from headquarters over time.

Building local partnerships early creates access to opportunities that outbound prospecting alone may struggle to reach. Local consultancies, system integrators, and complementary SaaS vendors often hold key customer relationships that help open doors. Joint events, shared content, and informal referral agreements can help sales and customer-facing teams reach the right buyers more quickly. Local tech hubs, trade associations, and industry events also provide valuable visibility and early market access. Across all regions, warm introductions make a significant difference in landing the first few customers. Securing early local logos through trusted referrals helps commercial teams build credibility faster and lays the groundwork for future growth.

Anchor Clients and Building for Scale

Securing the right anchor clients early helps build local credibility and create new opportunities. These first customers build trust and naturally attract attention from other buyers. In many markets, anchor clients also open access to procurement networks and buyer groups that can be difficult to reach without local proof.

Working closely with anchor clients helps refine how the business delivers in the region. Early feedback shows where onboarding needs adjustment, where product configurations should flex, and which features carry the most weight locally.

Through this process, sales and customer success teams quickly identify product changes required to meet local expectations, whether it’s adapting tax reporting, supporting preferred regional platforms, or aligning with local data regulations. Local teams also develop a sharper understanding of what buyers expect in response times, support channels, and communication styles. These insights shape a delivery model that can scale effectively across the region.

When anchor clients experience strong delivery and see early value, they become reliable references that support future sales. Studies show that SaaS customers gained through referrals deliver up to 16% higher lifetime value and churn nearly 18% less than those acquired through outbound or paid channels. Local success stories build trust and help ease procurement barriers, particularly in more complex sales cycles.

Setting KPIs That Reflect Regional Realities

In the first year, tracking regionally relevant success metrics helps to focus on what drives progress. Relying only on top-line revenue may overlook other early signs of traction. KPIs like deal velocity, time-to-onboarding, and referral-driven pipeline growth provide a more accurate view of commercial progress in the region. These measures help to build steady momentum, even when revenue growth is gradual.

Growth takes hold when businesses focus on the right customers, build strong local partnerships, and stay close to how deals actually move in the region. This is where structures are tested, delivery improves, and credibility is built in ways that last. Staying connected to the market and focusing on what genuinely drives progress helps create a foundation for sustainable growth.