Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. E845
Subject category: Entrepreneurship
Published by: Stanford Business School
Originally published in: 2023
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

Related