CS / 05 · GTM Execution

Mexico launch workback.

International market entry workback: cross-functional, localized assets, stage-gated launch event with 75 registrations, ~90 attendees, and an 11% conversion to qualified follow-up.

Role
PM / Launch Lead
Scope
Mexico (LATAM)
Timeline
2025
11%
Conversion
~90
Attendees
175
Registrations
4w
Workback
01 / Context

What was broken.

The starting state
Problem

The starting state.

  • First-time entry into a Spanish-speaking market with no local sales motion and limited regional brand recognition.
  • Marketing assets, pricing, and support docs were all US-English defaults.
  • Tight launch window meant no time for a second swing — the first event had to convert.
Approach

What I built.

  • Stage-gated launch workback — registrations → attendance → qualified conversion — with a named owner per gate.
  • Localized pre-event assets (landing page, invites, follow-up emails) into region-appropriate Spanish, not just translated.
  • Built a cross-functional launch pod (Marketing, Sales, Field, Product) with daily standups in the 4-week window.
  • Post-event qualification rubric so 'attended' didn't get confused with 'pipeline.'
02 / Mechanism

How it actually worked.

4 weeks · 4 gates
GTM funnel

Reg → attend → convert.

Registrations 175
Attendees ~90
Conversion 11%

Stage-gated workback with a named owner per gate. Conversion is the only number that pays.

Onstage hardware demo at the SyncMetra LAAM launch — BIENVENIDOS · BLOQUE · CANOGA PERKINS backdrop
03 / Outcome

The numbers that mattered.

Outcome
Headline result
11%

Qualified conversion rate from attendees → next-step meetings — the only funnel number that pays for the launch.

04 / Takeaway

A launch is a conversion funnel, not an event.

In one line

Registrations look great in a status update. Conversion is the only number that pays for the launch. Built the workback around the bottom of the funnel and worked backwards.