3 Tips for Transforming a Startup Into a Global Success Story

Becoming the next Zuckerberg is even more difficult than it sounds.

learn more about Mark McClain

By Mark McClain

Shutterstock

Opinions expressed by Entrepreneur contributors are their own.

Driving a startup company from infancy to IPO has taken on mythical proportions in the tech industry. Many dream the dream of launching the next Google or Facebook.

It has never been so promising for anyone with a great idea and a burning desire to succeed, to make it big, and in the process, change the world - or at least a market -- in a relatively short period of time. However, for every famous story like Facebook, there are dozens of not-so-glamorous, and unfortunately, not-so-successful stories.

Taking a company from the startup phase to a potential global powerhouse can be both daunting and rewarding. Whether you are a seasoned entrepreneur or undertaking your first investment, the following key lessons may help you navigate the path from startup to market leader.

1. Broaden your marketing scope.

No matter how many times you toot your horn to customers, they probably won't believe you until they hear it from someone else. Thus, during the startup phase, companies need to focus the majority of their marketing efforts on product positioning and third-party validation. This will carve out a spot in the competitive landscape; put a stake in the ground; and win the mindshare of the marketplace.

As you move toward branding a global entity, rather than just your products, the focus shifts from survival to leadership. It is essential to focus the company's marketing efforts on answering the value proposition: "Why us?" Marketing messages, products, services, processes and follow-ups should center on supporting that proposition. Continually find new ways to highlight your achievements, culture, vision and insights in order to increase your visibility.

Related: 6 Books Every Hustling Entrepreneur and Creative Should Read

2. Consider cross-pollination.

Without effective sales strategies, it is nearly impossible for companies to succeed or grow. Take a cross-pollination approach that uses direct and indirect sales channels in all geographic areas to achieve market penetration. Use direct sales channels for the high-end of the market and indirect ones at the low-end.

Taking the time to identify opportunities in your sales approach, and then selecting the right tactics across all channels, will help the business grow aggressively, and establish your brand on a global basis.

Related: 3 Ways Fear of Failure Blocks Your Path to Success

3. Finance is about more than accounting.

As the company truly becomes global, there are also tools and processes that need to be put in place.

At some point during a company's growth, you will have to move the business away from spreadsheets and simple applications, and implement sophisticated systems to support growth and deal with regulations. This often requires a new level of skills in your financial and administrative team, and it is certainly an investment that will pay off as you continue to expand and scale.

Furthermore, as a company starts to gain traction and visibility to investors and financial managers, the company will need a CFO who can take an active role in positioning the company.

Related: The 'Triangles of Success' Are More Than a Good Laugh

A strong CFO will know how to interact with investors, partners and financial analysts, helping them understand your company's story. Financial industry analysts need to understand how a company's business model and long-term strategy will help it achieve long-term success.

Building a startup that eventually has a recognizable product and a growing customer base can be very challenging.

Taking that company to the next level - to be a global success story that competes in the upper echelon of the market -- is even harder. Thinking through these challenges and opportunities in advance and developing a winning long-term plan will give any organization the opportunity to become one of those rare stories in a market - a truly global success.

Mark McClain

CEO and Co-founder of SailPoint

Mark McClain is CEO and co-founder of SailPoint, the leader in identity and access management. In 2015, Mark earned the Ernst & Young Entrepreneur of the Year Award for Central Texas and is a 2016 Glassdoor Highest Rated CEO.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Buying / Investing in Business

The 19 Covenants of a Standard Franchise Agreement

A quick look at the promises, rights or duties that the franchisee or franchisor owes to the other.

Thought Leaders

Facing a Tough Problem? Try These Hacks to Find the Solution You Need

Not every problem has easy answers, and that's okay. Here are four ways you can free yourself from gridlock when you're stuck.

Business News

A Mississippi News Anchor Is Under Fire for Quoting Snoop Dogg

WLBT's Barbara Bassett used the rapper's "fo shizzle" phrase during a live broadcast, causing the station to let her go.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Growing a Business

This $150 Lifetime Subscription Could Help Your Business Make International Connections

Train your employees with this subscription to Babbel and be ready for international deals.

Career

Thinking of a Career Change? Here Are 4 Steps You Can Take To Get There.

Author Joanne Lipman on what experience and science tell us about successful job pivots.