Axel Kirstetter : Why most GTM models fail and how to build one that scales

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 Alex Kirstetter about why localisation goes beyond translation, how AI can support (not replace) marketers, and how focus, execution, and regional insight help brands balance central vision with local relevance.

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 brings nearly three decades of experience building scalable go-to-market strategies across startups and billion-dollar SaaS companies. With deep expertise in regulated industries and international expansion, Kirstetter has successfully navigated the complexities of launching products across diverse markets, languages, and regulatory environments.
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