Celonis: Expanding Sales into the U.S.

By James Lattin, Martin Giese, Jeffrey Conn
2023 | Case No. E845 | Length 16 pgs.
This case explores the founding story of German enterprise software company Celonis and its early attempts to globally scale and expand into the complex U.S. enterprise software market. After achieving success co-selling with a single ERP partner with dominant market share in Europe, Celonis’ founders and sales teams must learn to test and adopt different go-to-market motions and forms of incentive alignment in the larger and more strategically complex North American software market.

Learning Objective

Learning objectives include understanding go-to-market planning for expansion in adjacent markets, partner-led sales motions, and multi-faceted growth strategy for software sales.
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