Article · 9 min read

The do's and don'ts of cross-border GTM

Dev Khare · SaaSBoomi Free Intermediate India

Ten hard rules from a Lightspeed India partner on selling into the US from India, including the happy ears trap and the above versus below the line buyer distinction that wrecks Indian pipelines.

  • Sell above the line (CTO, CIO, CEO, CRO), the people who own the 3 to 5 year strategy, not execution staff.
  • Watch for the IT hamster wheel: contacts who keep requesting demos and PoCs but hold no buying power.
  • A paid PoC separates serious buyers from tourists; a free one is only worth it if it buys you access to power.
  • Do not build on the build-x-more-features-and-we-will-buy promise, and cut through happy ears.
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The question it answers

  1. Which Indian companies have actually built a global GTM machine from India, and what is copyable?

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