Subject category:
Entrepreneurship
Published by:
Stanford Business School
Version: 1 May 2023
Revision date: 12-Jan-2024
Length: 16 pages
Data source: Field research
Abstract
This case explores the founding story of German enterprise software company Celonis and its early attempts to globally scale and expand into the complex US 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.
Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Countries:
Germany; United States
About
Abstract
This case explores the founding story of German enterprise software company Celonis and its early attempts to globally scale and expand into the complex US 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.
Settings
Time period
The events covered by this case took place in 2023.Geographical setting
Region:
World/global
Countries:
Germany; United States