Opening five markets from Argentina
Qualified pipeline in the UK, Spain, Chile, Mexico and Colombia, with no local presence in any of them.
Context
Suris Code is an Argentine software factory with 18+ years of operation and a client base concentrated at home. I joined as Growth Manager in August 2023.
The question was whether a market can be opened from Argentina: no local office, no team on the ground, no travel budget. Five times, in parallel.
What I did
One ICP and one message per market. The UK doesn't buy custom software for the same reasons Colombia does, or with the same price logic.
Multichannel outbound: LinkedIn, email and WhatsApp, with sequences built per channel and per market. WhatsApp works in LATAM and is noise in the UK. The channel is part of the ICP.
Continuous competitive benchmarking, to know who we were actually up against in each country and move positioning with that.
Optimisation against funnel metrics: which message opened a conversation, in which industry, in which country, and where things fell apart between a reply and a booked meeting.
What happened
Qualified pipeline in the United Kingdom, Spain, Chile, Mexico and Colombia.
15+ meetings booked per month, for about two years. The word doing the work there is sustained: the system gets tested in month fourteen.
Over that period the company doubled its client base in a year, and ArchGroup awarded it the 2025 Premio Gacela for that growth.
The award
I contributed to that result. The +100% and the Gacela belong to the company: they came out of the CEO's work, the sales team and the technical team that delivered. Mine was the demand engine and the new markets.
Limits
I don't have closed contracts broken down by market. I can say qualified pipeline in five countries, not X clients in the UK. I also don't have meeting-to-contract conversion for those two years. The case reaches the booked meeting.