Which Asian markets does mxd support for go-to-market expansion?

The focus is on Vietnam, China and the wider APAC region. Based on on-site experience in Ho Chi Minh City and Guangzhou, we build the bridge between European companies and Southeast Asian B2B markets.

Why do European sales processes often fail in Asia?

Buying decisions are made differently: approvals additionally travel through hierarchy levels and regional headquarters, the conversation culture is more formal and indirect, and budget cycles follow their own rhythms. A sales process therefore needs the same logic, but different steps, documents and arguments.

How are strict HQ requirements reconciled with local practice?

In our mandate for Standard Chartered Bank in Vietnam and China, we connected the London headquarters' approval and CRM obligations with local day-to-day business, so the local sales team can operate the way the market demands while headquarters still receives all required evidence.

What does the Asia market readiness audit cover?

A systematic review of ICP, pricing and value proposition for Asian B2B markets – including competitive landscape, regulatory conditions and a clear recommendation for market entry and scaling.

Asia-DACH GTM Expansion

Asia B2B Go-to-Market Expansion: Vietnam, China & APAC

Q: How does mxd ensure alignment between European HQ and Asian entities?

mxd owns the interface between European headquarters and local entities: end-to-end alignment of global governance and CRM requirements with local market realities, clear escalation paths and transparent reporting structures.

We build the bridge between European B2B companies and the markets in Vietnam, China and APAC – from market entry to alignment between HQ and local teams.

Market understanding

Why Asia is different for European B2B companies right now

Many companies enter Asia with a sales motion that works at home and are surprised when the same steps fall flat. It is rarely the product. It is that buying decisions are made differently. Factoring that in early saves you a year of learning curve.

Decisions work differently

Buying committees are familiar in the DACH region too. What is new is the additional layer: approvals travel through hierarchies and regional headquarters. Agreement in a meeting is not yet a commitment.

A different conversation culture

Interaction is more formal and more indirect. You will rarely hear a clear no. Trust is built through the relationship – usually well before the first proposal.

Different budget rhythms

Planning and approval windows follow their own cycles and do not match the European fiscal year. Ignore that and you lose entire quarters.

Sales processes cannot be copied

What works in Frankfurt does not automatically work in Ho Chi Minh City. Your process needs the same logic, but different steps, documents and arguments.

A practical example: in our mandate for Standard Chartered Bank in Vietnam and China, strict requirements from the London headquarters applied – fixed rules for deal approvals and clear obligations for CRM documentation. What is taken for granted in London did not simply fit day-to-day business in Ho Chi Minh City. We brought both sides together: the local sales team can work the way the market demands, and headquarters still gets the evidence it needs.

For this to hold up over time, marketing and sales need the same goals and the same definitions – that is what our alignment framework is for. And when a new market is being built, we go all the way – from GTM strategy to local execution.

Reference from an ongoing mandate

Standard Chartered Bank: B2B commercial restructuring in Vietnam & China

On-site support in Ho Chi Minh City (Vietnam) and Guangzhou (China): mxd handles the end-to-end alignment of the strict global governance and CRM requirements set by the British headquarters in London with local market realities in Southeast Asia. Strategic depth meets high execution speed – complex goals are translated into clear, scalable sales and operational processes.

mxd supported our team at Standard Chartered in Vietnam during a complex B2B Go-to-Market and commercial restructuring project. The team quickly onboarded, grasped our internal corporate structures, and took full ownership of aligning international stakeholders. mxd combines strategic depth with high execution speed, translating complex goals into clear, scalable sales and operational processes.

Tuấn Minh NguyểnDirector Digital Marketing · Standard Chartered

Our team is based in Germany and, through the ongoing mandate, is regularly in the region.

Scope of services

Three levers for Asia expansion

Market-ready, culturally grounded and aligned with HQ – so Asia becomes a predictable revenue stream instead of an experiment.

Asia market readiness audit

Review of ICP, pricing and value proposition for Asian B2B markets – including competitive landscape and a clear recommendation for market entry and scaling.

Cross-cultural sales enablement

Training and coaching for local teams in Southeast Asia – from the sales process and negotiation to establishing repeatable sales routines.

HQ alignment

The interface between European HQ and Asian entities: end-to-end alignment of global governance and CRM requirements with local market realities.

Contact

Together we build
the bridge

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