Hamburg container port at sunrise — international goods entering the German market
Laying
Groundwork
Executing Sales
and Marketing
Building a
Sales Organisation
1 Market Analysis
2 Legal & Compliance
3 Routes to Market & Sales Preparation
4 Sales Execution
5 Marketing
6 Building the Organisation

Some clients come to us with the groundwork already done. Others ask us to help lay it.

In both cases, where we make the greatest difference is in sales and marketing execution — turning preparation into revenue.

Expand each area to see what's included:

01
Market Analysis & Strategy Development
TAM / SAM / SOM Competitive landscape Go-to-market strategy Revenue forecast
?Is the German market attractive enough for us to enter — and should we?
?Which market segment offers the highest potential, and how do we enter it?
?Who are our competitors, how are they positioned, and where are the gaps?
?What is the realistic revenue potential over 12–36 months?
Services & Analyses
  • Market sizing: TAM / SAM / SOM analysis
  • Growth trends and market maturity assessment
  • Competitor benchmarking: direct and indirect competitors, pricing, positioning
  • Industry analysis (market entry barriers, intensity of rivalry, buyer power, supplier power, substitutes)
  • Target audience analysis and customer segmentation (B2B & B2C)
  • Buyer decision process and procurement behaviour analysis
  • SWOT analysis and positioning gap analysis in the German market
  • Segment potential analysis
  • Go-to-market strategy with milestone plan and revenue forecast
  • Assessment of entry scenarios: direct sales, distributor, agent, joint venture, subsidiary, licensing
Deliverables
  • Market analysis report (TAM/SAM/SOM, trends, competitive landscape)
  • Competitive map and positioning gap analysis
  • Segmentation analysis and ideal customer profile
  • Go-to-market strategy document with recommended entry scenario
  • Revenue forecast
  • Executive summary for management and/or investors
02
Legal & Compliance
Entity structure GmbH formation GDPR CE marking IP protection
?Which legal entity or structure do we need to operate in Germany — and when?
?What regulatory and compliance requirements must we fulfil before selling?
?How do we protect our brand and intellectual property in Germany and the EU?
Services & Actions
Legal Structure Options
  • Representative Office — market exploration only, no active sales
  • Permanent Representative / Commercial Agent (§ 84 HGB) — fast market entry without company formation
  • Branch Office (Zweigniederlassung) — active business without separate legal entity
  • GmbH (limited liability company) — recommended standard for serious market entry
  • UG (mini-GmbH) — low-capital alternative, limited credibility
Formation & Compliance
  • Company formation: GmbH incorporation including notary coordination and commercial register filing
  • Tax registration, VAT number, EORI number (mandatory for non-EU importers)
  • Contractual framework: distribution, agency and commercial representative agreements (incl. §89b HGB compensation rights)
  • GDPR compliance framework and data protection setup
  • Product approvals, CE marking and sector-specific certifications
  • Trademark and IP protection in Germany and the EU (EPO, EUIPO)
  • EU Authorised Representative for UK and US companies (mandatory post-Brexit for product liability)
  • Virtual office / registered business address as an immediate interim solution
Country-Specific Considerations
  • US companies: FCPA compliance, FATCA, transfer pricing, US-Germany double taxation treaty (DTA)
  • UK companies: post-Brexit implications, GmbH as the clear safe path, UK-Germany DTA
Deliverables
  • Legal structure recommendation with comparison of options, costs and timelines
  • Regulatory and compliance requirements report
  • Registered legal entity (GmbH or equivalent), or interim representative structure
  • VAT and EORI registration confirmations
  • Template agreements: distribution, agency, and commercial representative contracts
  • IP and trademark registration filings
  • GDPR compliance documentation
03
Routes to Market & Sales Preparation
Direct sales Outsourced representation Digital / self-serve Distributors Regulated services
?What is the right go-to-market model for us: direct sales, indirect sales via partners, or a hybrid of both?
?If direct: do we build our own German sales force, or use an outsourced sales representation?
?If indirect: who are the right distributors, resellers, agents, retailers or platforms — and what type of product or service do we sell?
?How do we structure, negotiate and manage channel partnerships effectively?
Route A — Direct Sales
Sales Materials & Value Communication
  • Value proposition & benefit communication — articulating what your product or service saves, earns or improves for a German customer, in language that resonates with German buying logic: measurable outcomes, technical substance, verifiable claims
  • Cost savings & ROI documentation — quantified savings analyses, total-cost-of-ownership comparisons and return-on-investment calculations adapted for German decision-makers and procurement committees
  • Sales presentations — German-language pitch decks and leave-behind materials for first meetings, technical deep-dives and board-level investment cases; calibrated to the formality and detail expectations of German B2B buyers
  • Product & service sheets — concise, factual one-pagers and brochures for each product line or service offering, written in German and structured around proof, specification and reference
  • Objection handling guides — scripted responses to the most common German buyer objections: price, unknown brand, incumbent supplier, procurement process, and local support availability
  • Sales playbook: call scripts, email sequences, objection handling, competitive battlecards
  • Explainer videos — short-form video (60–90 seconds) in German that explains your product or service clearly for website, trade fair follow-up and LinkedIn outreach; produced with German voice-over and market-appropriate tone
  • Case studies & reference documents — structured customer success stories in German, built around the before/after framework that German buyers respond to: the problem, the solution, the measurable result
Sales Process & Infrastructure
  • Sales Force Design: roles, territories, coverage model, BDRs/SDRs, Account Executives, Key Account Managers, Country Manager
  • Sales process design adapted to German B2B buying behaviour: longer evaluation cycles, consensus-driven decisions, strong preference for references and proof of concept
  • CRM setup, define pipeline stages, qualification criteria and forecast methodology
  • Outreach infrastructure: design of multi-channel outreach sequences — phone cadences, email workflows and LinkedIn touchpoint schedules — culturally calibrated for German B2B decision-makers
Outsourced Sales Representation
  • We act as your dedicated sales office in Germany: approaching target customers in your name, conducting meetings and managing pipeline — without the cost and lead time of hiring
  • Particularly suited to the market validation phase before committing to permanent local headcount
  • Interim model: outsourced representation transitions to an internal team once traction is proven
Route B — Indirect Sales
Physical Products
  • Identification and longlist of suitable distributors, wholesalers and importers
  • Commercial agents and independent sales representatives
  • OEM and system integrator partnerships
  • Development of wholesaler supply chains and logistics partner networks
  • Retail listing process for German retailers
  • Marketplace entry: German e-commerce platforms
  • E-commerce compliance: VAT registration, German Packaging Act (VerpackG), Battery Regulation
Software, SaaS & Apps
  • Value Added Resellers (VARs) and managed service providers (MSPs): identification, recruitment and onboarding
  • OEM and white-label partnerships with German software vendors or hardware manufacturers
  • Platform marketplace listings: AWS Marketplace, Microsoft AppSource, SAP Store, Salesforce AppExchange
  • System integrator partnerships: German IT consultancies and implementation partners
Financial Services & Regulated Services
  • Regulatory landscape: BaFin authorisation requirements, EU passporting options, post-Brexit implications for UK firms
  • Licensing pathway advisory: banking licence, payment institution, insurance distribution, investment firm (MiFID II)
  • EU passporting strategy: entering Germany via an existing EU licence
  • Partnership route: acting via a licensed German bank, insurance carrier or regulated intermediary
  • Distribution partner identification: tied agents, insurance brokers (Makler), IFA networks, B2B2C platforms
  • Compliance framework: AML/KYC, MiFID II, PSD2, IDD, German consumer protection law (BGB)
Applicable to All Indirect Routes
  • Partner qualification, due diligence and shortlisting
  • Negotiation support and contract structuring
  • Partner onboarding: product/service training, co-marketing, sales enablement materials
  • Ongoing partner management and performance controlling
Deliverables
  • Go-to-market model recommendation (direct / indirect / hybrid) with rationale and cost-benefit comparison
  • Sales organisation design and role definitions (for direct route)
  • Longlist and shortlist of qualified distributors, resellers, agents, platforms or regulated partners (for indirect route)
  • Due diligence assessments for shortlisted partners
  • Signed distribution, reseller, agency or partnership agreements
  • Sales playbook and outreach templates adapted for the German market
  • German-language sales presentation deck
  • Value proposition document with quantified savings and ROI analysis
  • Product / service sheets (German-language)
  • Explainer video (German voice-over, 60–90 seconds)
  • Objection handling guide for the German market
  • Reference customer case studies (German-language)
  • Partner onboarding documentation and product/service training materials
  • Compliance and licensing requirements report (for regulated services)
  • Partner and pipeline performance tracking dashboard
  • Retail, marketplace or platform listing confirmation (where applicable)
04
Sales Execution & Customer Acquisition
ICP Pipeline generation Active sales representation First anchor customers 100-Day Checkpoint
?Who are our ideal end customers in Germany, and how do we reach them?
?How do we generate a qualified pipeline and convert leads into paying customers?
?Is our market entry strategy working — and should we scale, adjust, or stop?
Services & Actions
  • Ideal Customer Profile (ICP) definition and validation
  • Target account list development, prioritisation and decision-maker research
  • Outreach execution: running all outreach campaigns on your behalf — calls, emails and LinkedIn — working the sequences built in Phase 3 to generate qualified meetings and pipeline
  • Acting as your sales office in Germany — approaching customers in your name, in German, in the room
  • Discovery meetings, pitching, proposal management and contract negotiation
  • Direct involvement in closing the first 5–15 anchor customers
  • Key account management during the initial market phase
  • Building reference customers and German-language case studies
  • CRM enrichment, pipeline management and sales reporting
  • Sales process engineering: sales cycle modelling, qualification criteria, forecast methodology
Deliverables
  • Validated Ideal Customer Profile (ICP)
  • Prioritised target account list with decision-maker contacts
  • Qualified pipeline with defined conversion metrics
  • First 5–15 signed anchor customer contracts
  • Reference customer case studies (German-language)
  • CRM database and pipeline dashboard
  • Sales playbook refined based on customer feedback
  • 100-Day Checkpoint report: a structured, data-driven assessment of pipeline quality, conversion rates and market feedback — with a clear Go / Adjust / Stop recommendation for the next phase
05
Marketing & Demand Generation
Website localisation SEO PR Trade fairs ABM LinkedIn Amazon.de
?How do we build awareness and credibility in the German market?
?How do we generate a continuous flow of qualified inbound leads?
?How do we position ourselves authentically against established German competitors?
Services & Actions
  • Localisation of website, marketing materials and messaging for the German market
  • Applying the German value proposition and messaging architecture across all channels — website, ads, PR and content
  • Trust-building strategy: German-language references, certifications, case studies and testimonials
  • SEO strategy and keyword optimisation for German search behaviour
  • Google Ads and LinkedIn campaign management
  • PR and editorial outreach in German trade and specialist media
  • Trade fair service: planning, on-site management with German-speaking sales professionals, pre-show customer outreach and press communication
  • Content marketing: whitepapers, thought leadership articles, webinars
  • Account-Based Marketing (ABM) for high-value target accounts
  • Social media: LinkedIn strategy (primary B2B channel), XING (where relevant)
  • Point-of-sale and trade marketing materials (for retail / consumer goods)
  • E-commerce product listings, A+ content and advertising on Amazon.de and other marketplaces
Deliverables
  • Localised German website (copy, SEO, landing pages)
  • Marketing collateral (German-language brochures, presentations, product sheets) refined: messaging and positioning updated based on real buyer feedback and campaign results
  • Media and PR plan with target publication list
  • Campaign setup and performance dashboards (Google Ads, LinkedIn)
  • Trade fair planning documentation and post-show lead reports
  • Content calendar and published thought leadership pieces
  • ABM target account campaign plans
06
Building a Local Organisation & Ongoing Operations
Recruitment HR & payroll Accounting KPI reporting Scaling to DACH & EU
?When and how do we build our own German sales team?
?Which operational infrastructure do we need for sustainable, scalable operations?
?How do we transition from externally-driven market entry to an independent local organisation?
Services & Actions
  • Definition of the optimal sales structure: inside sales, field sales, key account management
  • Recruitment of sales staff: Account Executives, SDRs, Key Account Managers
  • Recruitment of senior leadership: Country Manager Germany, VP DACH
  • Sales team onboarding, training and coaching
  • Interim Head of Sales Germany / Interim Country Manager during transition phase
  • KPI framework adapted to German sales cycles and reporting cadence
  • Compensation and incentive structures compliant with German employment law
  • HR administration and payroll (Lohnbuchhaltung) as an ongoing service
  • Accounting and tax compliance as an ongoing service
  • Logistics, warehousing and fulfilment (optional, via partner network)
  • After-sales service and German-language customer support
  • Monthly KPI reporting and board-ready DACH dashboard
  • Scaling roadmap: Germany → DACH (Austria & Switzerland) → EU
  • Access to network of investors, banks and funding programmes
Deliverables
  • Organisational design and hiring plan for German operations
  • Recruited and onboarded sales team and/or Country Manager
  • Handing over Sales playbook, CRM and process documentation
  • HR and payroll infrastructure compliant with German labour law
  • Monthly management report and board-ready KPI dashboard
  • DACH and EU scaling roadmap
  • Transition plan: handover to fully independent local leadership

16 areas of expertise. One integrated offering.

Every engagement draws on the relevant combination of these capabilities — from a focused strategy sprint to a full-scope market entry.

01 · Foundation
Market Sizing & Analysis
TAM/SAM/SOM, growth trends, market maturity and entry timing
02 · Foundation
Competitive Intelligence
Competitor mapping, pricing analysis, positioning gaps and white space
03 · Foundation
Customer & Segment Analysis
ICP definition, buyer behaviour, decision-making structure and procurement logic
04 · Foundation
Go-to-Market Strategy
Entry scenario selection, milestone plan, revenue forecast and board presentation
05 · Routes
Legal Structure & Compliance
GmbH formation, representative office, GDPR, CE marking, IP protection and regulatory approvals
06 · Routes
Direct Sales Architecture
Sales force design, CRM setup, outreach infrastructure and pipeline stage definition
07 · Routes
Distributor & Partner Search
Identification, qualification, negotiation and onboarding of distributors, resellers and channel partners
08 · Routes
Sales Materials & Playbook
German pitch decks, ROI documentation, objection handling guides and call scripts
09 · Execution
Outsourced Sales Representation
We act as your dedicated sales office in Germany — approaching target customers in your name, in German, from day one
10 · Execution
Pipeline Generation & Outreach
Structured multi-channel campaigns targeting qualified B2B decision-makers across Germany
11 · Execution
Customer Meetings & Negotiation
Senior in-person representation at customer meetings, proposals and contract negotiation — in German
12 · Execution
Trade Fair Management
Planning, stand management, pre-show outreach, German-language press and structured lead follow-up
13 · Marketing
German-Language Marketing & SEO
Website localisation, German SEO, Google Ads, LinkedIn campaigns and content marketing
14 · Marketing
PR & Thought Leadership
Editorial outreach in German trade media, white papers, webinars and account-based marketing
15 · Scale
Recruitment & Team Building
Country Manager, VP DACH, Account Executives and KAM recruitment; onboarding and coaching
16 · Scale
KPI Reporting & DACH Expansion
Board-ready dashboards, German reporting cadence and scaling roadmap from Germany to DACH and EU
Roland Giebitz, Founder and Managing Director of Accelerate Growth Partners
Roland Giebitz
Founder and Managing Director

We operate as a network, not as a firm with a permanent staff on the payroll. This matters to our clients: a large fixed cost base forces advisory firms to charge high fees regardless of what a project actually requires. We don't work that way.

Instead, we draw on a curated network of experienced specialists — sales professionals, regulatory advisers, legal experts, marketing practitioners, recruiters and logistics partners — each engaged only when a specific project calls for their expertise. The result is a team that is precisely matched to what each engagement actually needs, without the overhead of carrying people who are not required.

Every engagement is led by me personally. The network adds depth and specialist expertise where needed. The accountability stays in one place.

The next step

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