--- title: "Asia B2B Go-to-Market: Vietnam, China & APAC | mxd" description: "Go-to-market for B2B companies in Vietnam, China and APAC: market entry, cross-cultural alignment and coordination between European HQ and local teams." lang: en json-ld: | { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.mxd.solutions/#organization", "name": "mxd", "alternateName": "mxd solutions", "legalName": "mxd UG", "url": "https://www.mxd.solutions/", "logo": { "@type": "ImageObject", "@id": "https://www.mxd.solutions/#logo", "url": "https://www.mxd.solutions/logo.png", "contentUrl": "https://www.mxd.solutions/logo.png", "width": 320, "height": 132, "caption": "mxd solutions Logo" }, "image": { "@id": "https://www.mxd.solutions/#logo" }, "description": "Trockene Pipeline? Zu hohe CAC? Unqualifizierte Leads? Hohe Churn Rate? 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Book a strategic discovery call for Asia expansion 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](/en/marketing-sales-alignment). And when a new market is being built, we go all the way, [from GTM strategy to local execution](/en/go-to-market-strategy). ![Abstract blue signal lines symbolising converging market channels](/assets/section-B4wTkiAT.jpg) Reference from an ongoing mandate ![Standard Chartered logo](data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAWYAAACNCAYAAACE0tDjAAALUUlEQVR4nO3d666sthKFUfdW3v+VOz/WJiIsLr5UuWaZb0jRUU5Wg7HNpBpo+Hy/35Lc0wZ8prQCAIz8E92AAbVHlO3vCGgAKWQM5t4Sn4AGkMKf6AY0+Jb+UD4uBwBkZQlm6zAlnAHIUg9mqyr5atkAIEc5mAlOAK+kGMyeVfLZugBAilowE5QAXk8lmGdWyWfrBgAZCsFMMALATuQPTAhkADgRVTETygBwYXbFTCADwIOZFTOhDAAVZlTMBDIANPCumDOEMk+bAyDFq2LOEMgAIMk6mAlkABhkeSojYyhzGgOAHIuKOWMgl0IoAxA1WjFnDWUAkNVbMWcPZKplALJ6gjlzKBPIAOS1nsoglAHAWUvFnDWUCWQAqdRWzIQyAExSE8wZQ/lTCGUFGefOG0W+QWhVQ/35dCoj42BZBvLZ9hP4zzLOm7dirGyZ9GfkG0ysWQXmU8fu/zsh/Rs7eg6Mky3T/rwL5kwDZxGQPdu7fYaA/pFpzgCyFF7GOsLqXPJooBBIAMxcBXOGoLEKZKttzdBnABLIWDGrVMmzlgngZTJd/Jt1cQ8AQp0Fs2JwZQrlb8l7MXD27YEWd7hcjWnkGET244z1XVFpx17PBfrw7VCvmDMFclYttweW4ncaqeWAVjOed6HfsuPVBn9tP0bc1mm53pY2HP9mZBxq/753X1foz/8oB7PqeeTa9UZXCk9GJ7B1hbv9t9Yds3adXuPR2ibP/nv6XHSh43176cgtrz2fc9vHFS/+KV/cQ7/RO2Asbmm0nhOzt0fhtk6VZVgsU6E/T6kFs9otcKvK1j+K7Z0dUAq3dVqOQ/SyFPrzksqpjOivWG/Sc7HMol+35fd+9a9d/tNnMs4RhT5o+UzvWPfw3JawOaUSzIj1dGCsnaC167K6oHbVbsv21nrqw6t2jJxXv/vczD6oGYcZ7bhbd00bVPpT5lSG1ekH9QtuK7Cohs6uI7SOXe3fz3gEbM3ye9rQGyIW61ZsR+06etbTuh2u26ISzBurcCagfVn18adcL+uuqvbe8byW21PFja5z5DOl2IXyaDsslm19z/ur7sqgep4v43lXBbN/NDLKsr0jy/Lot6X2d8Vg3mSunjNOEqVw9vo1X8ZxOaIPfqvZplRzSjmYS6F6no1bDevJff114Plz90z9MN1ZMCt2WObqWU1tdUFA62H+2pLtT/WKeS9L9Sw72Dstz6RQCWmrfs0wPqinMJ7mbcgUzBvl6llhktRqbatKQGNcpnn6SlfBrD5witWzep+d6TlAEc6As4wV855K9ZwxlPda+4Bwzo3xE3cXzFnCxrJ67vn1WZZ+qnH3g4+j2Tu39ENn8Grmcyp7xbxnHdB3v/9fLZDPvGEbs5l9UFl9/GUP0k/BnHFgLDv7c/LP29xtt+zEhivVZzIvo6ZizhhG3EGQm9eBYIU5sUIfRLQh1ZyqPZWRMZxL0ZiEb6f01pBMPPa56IfTr0biDSaZw5lJ9EPpByNPep9RbPkZVTO3f6VxuKuavV7g0KX14l/WcC5lrR3Tgsd94CNfF1t3jtq/zXIgOvMUii194NmO2jaoj8Os/nzU8waTT9Hv4CtbuzMfYCztx9H7Al/Pcp7mWtZ52CJDHyi0oVaG/uy+XS77HQoSnS/me/HPlVnjb72ejPNWoQ8y9tsVhf68NXofc+bByvDVytqM8Xr7M0i8KDzEaaVHGCj05yWLH5hQPedi8fPzp2UohnP2eVqKxqMDVnqEgex2WP7yT6Wze7yteu7duVo+47H8Ge22/KwHlUcH9I4D/Vmzgu/XJY8yh5zaxJnN+wJpzQVHpeVmotIHK1xkP2bY1G3xCuZScodzKbknFYDEPB9ipPi1pUX2AwuApO6C2SqYsoczAQ1gqqtg/u7+V+Vh9JEI6H70nR36cj2nY3oWzGcDT/X8g52iH6Fih75cz//GtOUcM9XzD3aKMfSdHfpyPd9Sfgdz7cNmLKwQ0ABgrveuDMuqkXAGgJ19MEc+WzVz9cypDQCmLO5jpnr+QTgDMGH5AxMuDhLOiJfpLTW4sD0o3/pdYFZPsWJyxajtd69nXcxY38g6zz7X+paP2hcT1G7z1W2uPX3mNRYj/VC7zqe2z3gGzPC6e95gUsPqISbb5zMFtNWBKULve89GtrfndVKz1teyztFx95rjLe33WG7Ncj6Hf+9ZRs/fWrS95+8f1+v5rIx9Q0ZlC7pMB5JSxr/69n6+d52zPzf62aflji579DbXiLG3aEfUvN0+O7LeW38GV1DbiDeee84SzlHtnBFGluuzWobn8nrWFxWqo5+3Pv06e923y/CumPfeWj0ryxrKrcuJ3IlVnBU2CgeanmtJkfN2ylzyOsd85c3nntWMXqzw6PvaC20tRrbTc35ZLvsp3Hr6ddbYe1xo7mm75U0Lteu8XsjX8Un5T+s2Wo56OCtW+NZXru8OuFZXq1uDp/czrcsZbcfTZ5+Wc3fhLKpfRg90vQeFkTtYnpYxcy59Zp7KOHrruWdlyu/Usxzjnne8ebJa/ufwT1Q7evfrkX3Z+32UVsuq+vvIYN5w7nkur28YM4LAs5qzXLfCcq9Y9svsgJvR9pYLpG5zSSGYS6F6VjC73zKOk3WbM/bB0QrbEOG231SCebNi9ax+DrwUrf6yYF3hrC66X2ZXy9HrfaQWzKVQPaNdhoPf22Qek/C2/1N0n0lhefuK4vZFoB/GWc2niKLh7laxrDK3/XIuKVbMe1TPa2IsgBvqwbzJfO6ZENLAOMCK+1zagjnDpKV6xojMX3mhxX0uZamY9whoQF/mfSu87ftnZWS7SMbFwXZv2lb8djX+4UE0IHPbL/fFY8WcbSOpnm0Q1vXoK7jLeCrjjOrFwTeHfaSIp8VllqFfosY0ZL1nwZw1TKiex2TYOaOt3Ecrb5uirgflZw4m1epZhedzdpV2butKR2nb9lrb5T2vPfvJs3rtKezc5tLdqYzMwaRQPWftv55+s36zg7csb8ywVDNGI+MYPQdG1j3zpQFVf/90jjn713qq53NP21O7k0XvjE+edijPoJqpZjv2asa/Zd0z+2h0TI9/a/XwftO5VPtqqcy3WW3tHg3X7fNWb6OIVjOmWcd872k7M23j3bb0nNLI2i+qbTdbb8tdGVTPPzL3wdFK2zLLSn2WeVtWeLzC5fJ6bpfLPJgzzj1n65/I1+zMYlVUKGyf+i2dM/soou1T5lLvfcxUzz+OfZC1TyzGM8O2ez9UfRbrC9JW4x9VxUa03XUu1Z5jvluB8rmoOxHnntX1bMvsnfFszrW0oXUba5cd0Q+l2G5HxPhb9Vtk263nUvl8v2Z5kj2YlCoiAC9m+ZPs7MGW/cACYBHWz8pY4dwzAQ0glNdDjDKHcymEM4BAnk+Xo3oGgA4zHvuZOZxLIZwBTDbrecxUzwBQafaD8lcIaABwFfUGk+zhTEADcBP5aimqZwA4UfuT7JEHST/hZ90AsPNUMc96YDrVMwD8dRXMvUE7GlDZw5mABjDsLJgtXshJ9QwAnY7BbBkqFgGdFeEMoNs+mL3C5M3VMwA0m3W73BurZ6pmAF22YJ4VIlTPAPAg4gcmb6qeqZoBNPtT4sKD6hkATkT+JLuUd1XPAFAlOpg3VM8A8JdKMJfCD1MAoJSiFcyl2AQr4QwgNaVgtgxUqmcAaSkEs2eIEs4A0okO5hnBSfUMIJU/JSa0IsKScAaQQkTFHBmQsw8IHAwANNuC+W2nFFTaAQC/7Ctmz7BSDELvA4XiNgNIwPtUhlKVfMWjferbDEDY8S3ZW6C87d19Vtu9XxYAdLmqmEfCJXMwjbY987YDEHGsmPdaq8hVQqmnel5l2wEIuAvmzT50vhf//4qutvvsvwOAmX8BpL2xN26V3VMAAAAASUVORK5CYII=) ## 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. ![Tuấn Minh Nguyễn](/assets/portrait-tuan-C9suzB-J.webp) Tuấn Minh Nguyễn Director Digital Marketing · Standard Chartered > 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. Verified reference 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. Book a strategic discovery call for Asia expansion Contact ## Together we build the bridge Every week without a functioning pipeline costs you more than 30 minutes of your time. In the initial consultation (free, 30 minutes) you get an outside perspective on your situation. No pitch. Then you decide. ### Write to us Send message [![mxd.](/assets/logo-white-Dm8dbZMD.png)](/en) We sell results, not attendance. [![Google Partner](data:image/webp;base64,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)](https://www.google.com/partners/agency?id=4743254701) ### Services - 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