Take Your Company Global

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If you're online, you're already global. Nataly Kelly, VP of Localization at HubSpot, presents a data-driven approach for profitably expanding your international presence. Companies used to focus on "entering international markets," but now, you're global the moment you launch a website. The emphasis should be on market intensification—leveraging your existing presence. Kelly's MARACA model helps businesses analyze vast data to decide how and where to expand, focusing on three key measurements: MA (market availability), RA (real-time analytics), and CA (customer addressability). The book draws on Kelly's experiences at HubSpot and as a consultant, featuring examples from successful global companies like Airbnb, Canva, and Netflix. It also addresses the importance of cultivating a globally minded corporate culture, making it a comprehensive strategic guide for identifying international growth opportunities.