Why most GTM models fail and how to build one that scales
January 22, 2026
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.
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.
What You’ll Learn:
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.
What You’ll Learn:
- How to avoid "lost in translation" messaging with upfront market research
- Why infrastructure knowledge matters as much as marketing messaging
- The marketing operating system that bridges headquarters strategy and local execution
- How to leverage AI as a productivity multiplier, not a replacement for human judgment
- The "focus and execute" leadership principle that transcends geography
- Why "global growth" is really local expansion repeated country-by-country
Axel Kirstetter is a seasoned global technology leader, bringing nearly three decades of experience building scalable go to market strategies across startups and billion dollar SaaS companies. With extensive experience in regulated industries and international expansion, he has navigated the complexities of launching products across diverse markets, languages, and regulatory environments. A former VP of Product Marketing and Developer Relations at Guidewire Sotfware, throughout his career, Axel has helped accelerate growth, drive category leadership, and support successful exits across organizations including Merrill Corporation, Datasite, COLT, TomTom, Intralinks, and EIS. Recognized as a Product Marketing Alliance Top 100 Influencer in 2019, 2020, and 2021, he is also a frequent speaker on modern product marketing, including AI adoption, operating models and metrics, launch blueprints, and just in time content operations.
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Highlights and YouTube Chapters:
- 00:00 Intro: Scaling Go-to-Market Globally
- 03:52 Understanding Local Infrastructure Before Global Strategy
- 08:03 Message Testing and Focus Groups Prevent Costly Missteps
- 11:41 AI Agents and Human Oversight Transform Team Productivity
- 19:55 Regional Product Marketing Bridges Global and Local Strategy
- 29:49 Building Product Marketing Functions Across Regulated Industries
- 39:39 Focus and Execute: The Foundation of Global Leadership
- 43:38 Global Growth Is Really Sequential Local Expansion
- 45:32 Key Takeaways: Scaling with Authenticity and Discipline
Episode Resources:
- Axel Kirstetter, Global Product and Go-to-Market Leader
- Jason Hemingway, CMO at Phrase
- Phrase Website