Why most GTM models fail and how to build one that scales

Episode notes

How can you scale a global go-to-market strategy without losing the human touch?In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance. Building on this foundation, the conversation explores the practical realities of global expansion, from navigating regulatory complexity to understanding local buyer behaviour. Axel shares frameworks for aligning central product marketing with regional teams, including the use of battle cards, market research, and structured feedback loops. We also explore how leaders can prioritize what truly matters by deciding what not to do as markets multiply. For marketers scaling internationally, this discussion offers clear, actionable guidance on turning global ambition into repeatable and locally resonant execution.