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Implementing global delivery of marketing campaigns, programs, and messaging does come with its fair share of challenges, but it also offers the potential for huge gains no global marketer can afford to ignore. And yet, developing a marketing strategy inherently global is less common than you might think.

Go-to-market activities must be justified by the revenue potential of each market, the degree to which competition exists in those countries, and the market demand data. To that end, it’s critical to conduct extensive market research to evaluate and prioritize which global markets to enter.

Before making a decision to go abroad, the company must weigh several risks. Discuss these risks.