Unexpected Blockers To Global Expansion Series: Hiring Locally

Too often, we see companies either parachute in their best talent from HQ only to see their home market suffer or hire locally without a clear understanding of what leadership capabilities are actually needed to gain traction. Both approaches can stall your expansion before it even gets off the ground. So, here are a few of our expert tips for getting the balance right.

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The balance: HQ vs. local market leadership

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The common mistake: Sending your top salesperson to the new market

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It seems like a logical move: Relocate your consistent and reliable sales leader from HQ onto the frontlines in your new market. We don’t always recommend that strategy because your HQ still needs to hit targets, and success in one region doesn’t guarantee success in another. Sales cycles, buyer expectations, and even the competitive landscape can be wildly different. Your top performer may struggle without an established brand and pipeline, and your HQ revenue engine takes a hit at the same time.

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The fix: Keep Your HQ strong & hire the right local leader

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Focus on building a local leadership team with experience in breaking new ground. Your first hire should be someone who understands the market, has built revenue from scratch, and knows how to navigate the local sales culture. Bonus if they arrive with their own promising little black book and established network. 

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The type of leadership you need on the ground

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Hiring in a new market isn’t just about replicating HQ roles, you need to find people who thrive in uncertainty, understand local business dynamics, and can operate autonomously. Here’s what to look for:

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A founder-like mindset: Your first market leader needs to think like an entrepreneur, able to build from scratch, sell without a huge support system, and pivot as they learn what works.

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Deep local expertise: Whether it’s customer relationships, regulatory knowledge, or an insider understanding of talent pools, a strong network in the region is invaluable.

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Bridge builders: Successful expansion leaders are excellent communicators who can align HQ’s vision with local execution. They ensure HQ doesn’t operate in an echo chamber while adapting strategy for the market.

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Our top 3 tips for hiring locally in a new market

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1. Create a new hiring playbook for the new market

Your HQ hiring criteria might prioritise specific industry experience or credentials, but that doesn’t mean the same profile will succeed in a new market. Look for people who can operate independently and bring local credibility.

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2. Take ‘local presence’ into account when hiring in the new market

Remote leadership can work in established markets, but in a new region, you need people who can physically be there to build relationships, handle issues in real-time, and create a local culture. The best hires are ones who have an established network and partnerships. 

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3. Strategise who you need on the ground, in what order and why

Sales leadership in a new market is key, but so are marketing and customer service. Sometimes the most obvious first roles for expansion aren’t always the ones that you need specifically for your business. A tailored approach is what many founders/CEOs miss out on and it costs them.

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Strike the balance: Keeping HQ strong whilst landing in a new market with impact

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To scale successfully, founders need to strike a balance of keeping HQ strong while ensuring the new market has the right leadership that also understands the business. This is why our Capability Reviews Workshop is the first stepping stone to identify gaps and necessities ahead of expansion.

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🚀If you’re at the start of your expansion journey, take our free Expansion Readiness Assessment!

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🚀Read about how Think & Grow helped Space Machines Company hire leadership ahead of scaling.