DE/EN
B2B Go-to-Market for the DACH Market
Market Launch helps international B2B technology companies create the conditions for a successful DACH market entry and develop their sales structures with focus. From market and GTM strategy through revenue operations to hands-on sales support.
7 questions · under 5 minutes · immediate diagnostic
One path in three phases
01 Define
Clarify the DACH market, target accounts and positioning
02 Build
Set up processes, data and CRM for repeatable sales
03 Grow
Lead, enable and support the sales motion
Across all phases: DACH buyer intelligence · Cultural GTM · Trust and compliance as guiding principles in every phase
+
25
YEARS OF EXPERIENCE
Personal professional experience, since 1999
+
40
PROJECTS & ENGAGEMENTS
In previous roles and at Market Launch
DACH
DACH FOCUS
Germany · Austria · Switzerland
✓ DACH Market Intelligence
✓ Trust & Compliance
✓ Data & AI
✓ Executive Advisory
The Challenge
Entering the DACH market is not a translation task. It is a trust task.
International technology companies often arrive in Germany with strong products — and still fail to gain traction. This costs time, budget and market share.
Start the DACH GTM Readiness Assessment—
Cultural Buying Behavior
German and DACH buyers decide differently. Trust, risk aversion and consensus-based processes require a fundamentally different GTM strategy.
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Regulatory Requirements
GDPR, EU AI Act, data sovereignty — compliance is not an optional feature. For many companies, it remains an afterthought with costly consequences.
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Procurement Processes
Enterprise purchasing in the DACH region is structured and stakeholder-intensive. Cutting the process short eliminates you from it.
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Stakeholder Expectations
What works in the US rarely transfers directly. The Mittelstand requires its own strategic approach.
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Access to decision-makers
In the DACH Mittelstand, decisions are made in the buying committee. Without access to the right roles, even a strong offer stays under the radar.
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Missing local GTM leadership
Managing the market from abroad costs time. Nobody on the ground brings positioning, pipeline and sales work together in the DACH context.
OUR APPROACH
Three phases that build on each other. You can start with one phase, a full engagement is not required.
DEFINE
We clarify which customers, positioning and market approach work in DACH: market analysis, ICP, buying committees, cultural GTM and messaging.
Result: A prioritized DACH GTM strategy with target accounts and an action plan
BUILD
We design the processes, data and metrics that support repeatable sales: CRM and revenue operations architecture, marketing-to-sales processes, reporting, and use-case design and governance for AI applications. Technical implementation in collaboration with specialist partners.
Result: An aligned operating model with processes, metrics and an implementation plan
GROW
We turn strategy and infrastructure into concrete sales processes: with sales playbooks, enablement, discovery and executive sales support, pipeline reviews and time-limited GTM leadership.
Result: A structured sales process with clear responsibilities, priorities and steering mechanisms
IN EVERY PHASE
DACH Buyer Intelligence
Cultural GTM
Trust and Compliance
Data and AI
Compliance topics such as GDPR, the EU AI Act and the European Accessibility Act are part of our advisory, including in sales processes. Not legal advice.
GDPR, the EU AI Act and the European Accessibility Act are part of every DACH strategy. We build them into positioning, processes and sales arguments.
To the guides and checklistsWHERE SHOULD I START?
If it shows a need to act, the Diagnostic Sprint follows.
Self-assessment with 7 questions. In under 5 minutes you get a score from 0 to 100 and a first view of your DACH readiness. Automated first diagnosis, not individual consulting.
In four weeks we assess the five dimensions of the DACH Readiness Model, based on six to eight buyer interviews as a target corridor. The result is a decision memo with confirmed assumptions, required adaptations, open questions and a Go, Adapt or Pause recommendation.
Execution of a prioritized DACH strategy with clear work packages, responsibilities, and the measures required for market entry. No repeat diagnosis, but structured execution.
Ongoing commercial guidance to build and develop the DACH business. Depending on the situation, this can take the form of senior advisory or Fractional GTM Leadership.
About
"Sustainable expansion is not a question of ambition. It is a question of precision."
Market Launch combines strategic consulting, enterprise sales and revenue operations with experience from international business development, focused on DACH market entry.
We are not a marketing agency. We are a principal-led advisory with a curated expert network and more than 25 years of experience since 1999, plus more than 40 projects and engagements in previous roles and at Market Launch. We help technology companies build lasting market positions in Germany, Austria and Switzerland. Market Launch was founded in 2026, the experience comes from previous professional roles.
✓ Trust is earned, not assumed. In the DACH market, trust is earned through credibility, consistency and cultural alignment.
✓ Compliance is competitive advantage. Regulatory clarity is part of the foundation of trust in the DACH enterprise market.
✓ Culture determines conversion. The Mittelstand does not buy products. It buys partners.
✓ Strategy without execution is noise. Every deliverable is built to be implemented.
Jörg brings experience in international technology GTM, enterprise sales, and data and AI, gathered in previous roles since 1999. He founded Market Launch in 2026.
✓ Strategic Consulting & Executive Advisory
✓ Enterprise SaaS, Data and AI
✓ DACH market and Mittelstand
✓ Trust and compliance in the DACH context
✓ International Expansion & Partner Ecosystems
Anonymised project examples from our consulting practice
A US-based digital accessibility platform sought to enter the German market with no local presence, no DACH-specific messaging and no partner infrastructure. Through a structured GTM diagnosis, Mittelstand-focused value framing and the development of an initial partner ecosystem, a qualified pipeline of 5 enterprise opportunities was established within 6 months.
5
Enterprise Opps
6
Months
2
Partners Won
All case studies are anonymised. Details available on request.
Discuss similar resultsThought Leadership
Cultural GTM
June 2026
The Mittelstand represents 99% of German businesses. Understanding its buying behaviour is the foundation of every DACH market entry.
Download Executive BriefingEU AI Act
April 2026
EU AI Act Readiness: Checklist for International AI Companies in the DACH Market
Download EU AI Act ChecklistMarket Entry
May 2026
Based on dozens of DACH expansion engagements: the most frequent and most avoidable errors.
Download DACH PlaybookExecutive Resources
Structured playbooks, checklists, and assessments for international SaaS and AI companies entering the DACH market strategically and compliance-ready. Choose a resource, share your details, receive it directly by email.
Market structure, buyer psychology, compliance requirements, and a structured 90-day path for SaaS and AI companies scaling into Germany, Austria, and Switzerland.
A structured self-assessment of your company's cultural GTM readiness for the DACH market — including a scorecard for self-evaluation.
A structured 10-point guide to classifying AI systems, deadlines, and obligations under EU Regulation 2024/1689 — including the current timeline after the Digital Omnibus.
How the EU AI Act evolves from a compliance topic into a commercial differentiator — with timeline, risk matrix, and the ten questions every enterprise buyer will ask.
Booking
Structured 30-minute strategy call. Not a sales pitch.
✓ 30 Minutes. Structured strategy conversation
✓ No Commitment. Insight without sales pressure
✓ Immediate Value. Concrete next steps
✓ Jörg Tschauder personally
info@market-launch.de
The Next Move
One 30-minute call. Your DACH entry opportunities, risks and priorities — assessed. No commitment. Structured agenda.
Book a Strategy Call Download Executive BriefingContact
We respond within 24 hours.
Company
Market Launch Advisory Services
Owner
Jörg Tschauder
Address
Hebbelstr. 81, 50968 Cologne, Germany
Phone
+49 221 168 229 24
VAT-ID
DE259807379