U.S. Market Entry · International Founder-Led B2B Tech
Choose a market you can win. Build the system to grow in it.
StrataGuide helps founder-led B2B technology companies make better market decisions and build the commercial systems needed for repeatable growth.Whether you're entering the U.S. or scaling an existing business, we help you identify the right buyers, strengthen your positioning, and turn market opportunity into pipeline and revenue.
19+ years building commercial systems for global B2B tech.
COMMERCIAL STRATEGY & GO-TO-MARKET | FOUNDER-LED B2B TECHNOLOGY
Choose a market you can win. Build the system to grow in it.
StrataGuide helps founder-led B2B technology companies make better market decisions and build the commercial systems needed for repeatable growth.Whether you're entering the U.S. or scaling an existing business, we help you identify the right buyers, strengthen your positioning, and turn market opportunity into pipeline and revenue.
19+ years building commercial systems for global B2B tech.
U.S. Market Entry · International Founder-Led B2B Tech
Choose a market you can win. Build the system to grow in it.
StrataGuide helps founder-led B2B technology companies make better market decisions and build the commercial systems needed for repeatable growth.Whether you're entering the U.S. or scaling an existing business, we help you identify the right buyers, strengthen your positioning, and turn market opportunity into pipeline and revenue.
19+ years building commercial systems for global B2B tech.
Are your market and commercial system lined up to scale your business growth?
Trade missions, conferences and introductions can open doors, but they cannot tell you which buyers will buy, what those buyers need to see, or how to turn a good meeting into revenue. StrataGuide is here to help you answer those questions, then decide which sales, marketing, partner and funding moves are worth making.
You may have a strong product, paying customers, and a growing team. But that doesn't mean the next stage of growth will follow the same path as the last. Maybe you're entering a market where buyers don't know you. Maybe your customer base has grown too broad. Or sales and marketing are working harder without producing consistent results. Before investing in more people, campaigns, or market expansion, you need to understand what's holding growth back. That's where StrataGuide starts.
Trade missions, conferences and introductions can open doors, but they cannot tell you which buyers will buy, what those buyers need to see, or how to turn a good meeting into revenue. StrataGuide is here to help you answer those questions, then decide which sales, marketing, partner and funding moves are worth making.
What actually holds a U.S. move back?
Your existing GTM does not automatically transfer to the U.S. The buyer, use case, proof and buying path may all need to change.
You have not found the right first market.
The segment may look attractive, but it may be too broad, too competitive or too hard to reach. Your existing track record may not carry the same weight with U.S. buyers, or buyers may not understand where you fit.
You have not found the right first market.
The segment may look attractive, but it may be too broad, too competitive or too hard to reach. Your existing track record may not carry the same weight with U.S. buyers, or buyers may not understand where you fit.
You have not found the right first market.
The segment may look attractive, but it may be too broad, too competitive or too hard to reach. Your existing track record may not carry the same weight with U.S. buyers, or buyers may not understand where you fit.
You have not found the right first market.
The segment may look attractive, but it may be too broad, too competitive or too hard to reach. Your existing track record may not carry the same weight with U.S. buyers, or buyers may not understand where you fit.
Buyers are interested, but interest is not turning into revenue.
Early conversations are positive, but the story keeps changing, the founder still has to explain everything, and sales and marketing are not working from the same plan.
The cost of guessing
When you solve the wrong problem, you spend more and learn less.
When you solve the wrong problem, you spend more and learn less.
When you solve the wrong problem, you spend more and learn less.
$90M+
Attributed Revenue
$1M to $8M
ARR in 12 Months
19+ years
Commercial leadership across SaaS, fintech, marketplaces, and healthcare technology
$90M+
Attributed Revenue
$1M to $8M
ARR in 12 Months
19+ years
Commercial leadership in B2B enterprise SaaS
$90M+
Attributed Revenue
$1M to $8M
ARR in 12 Months
19+ years
Commercial leadership in B2B enterprise SaaS
Our process.
First, we decide where the company should start. Then we build the strategy around what U.S. buyers tell us. Companies can take that strategy into execution themselves or continue with StrataGuide to test it in the market.
First, we decide where the company should start. Then we build the strategy around what U.S. buyers tell us. Companies can take that strategy into execution themselves or continue with StrataGuide to test it in the market.
01 | CHOOSE WHERE TO START
Decide which market to pursue.
We assess the possible buyers, use cases and segments—and whether your existing track record will carry with them.
02 | BUILD THE U.S. STRATEGY
Learn what buyers need.
We interview target buyers, test the assumptions behind the market choice and use what we learn to shape the ICP, positioning, messaging and go-to-market roadmap.
03 | TEST IT IN THE MARKET
See whether buyers will move.
Through a 90-day sprint, we turn the strategy into a controlled commercial test. We track whether the right buyers respond, engage and take a meaningful next step.
04 | BUILD FOR SCALE
Invest behind what the market supports.
Once the path shows credible signal, we align sales, marketing and execution around what worked so the company can build pipeline with less dependence on the founder.
Services
U.S. Market Entry
Choose the first U.S. buyer and use case, build the strategy around real buyer evidence and test it in a 90-day sprint.
Entering the U.S.
You've built traction outside the U.S. but need to work out where to compete, which buyers to prioritize, and how to convert early interest into paying customers.
U.S. Market Entry
Find out whether your U.S. move is ready, what is missing and what to do over the next 90 days.
GTM for Scale
Turn early U.S. traction into repeatable pipeline and revenue. Align ABM, demand generation, sales enablement and pipeline acceleration around a clear market, message and sales motion so growth no longer depends on the founder carrying every deal.
Scaling an Existing Business
You have customers and revenue, but growth is inconsistent, sales and marketing aren't working together, or too many deals still depend on the founder.
GTM for Scale
Turn early U.S. traction into repeatable pipeline and revenue. Align ABM, demand generation, sales enablement and pipeline acceleration around a clear market, message and sales motion so growth no longer depends on the founder carrying every deal
Partner Programs
U.S.-entry workshops, diagnostics and advisory for accelerators, trade organizations and ecosystem partners supporting international companies.
Partner Programs
For investors, accelerators, trade organizations, and startup ecosystems supporting technology founders. Practical GTM workshops, commercial readiness assessments, and advisory programs that help founders make better market-entry and growth decisions. Selected engagement: JETRO × Startup Grind, J-StarX AI GTM Program, Tokyo 2026.
Partner Programs
U.S.-entry workshops and diagnostics for accelerators, trade organizations and ecosystem partners supporting international companies.
Built for companies with traction, but an unsettled U.S. path.
Clear signals of fit.
Clear signals of fit.
You have traction in a home or regional market.
You have traction in a home or regional market.
You are preparing for U.S. entry or are seeing uneven early U.S. interest.
You are preparing for U.S. entry or are seeing uneven early U.S. interest.
The first U.S. buyer, use case, or segment is still unsettled.
The first U.S. buyer, use case, or segment is still unsettled.
You need to determine which customer results and evidence will still matter to U.S. buyers, and what you need to prove again.
You are unsure which customer results, credentials or evidence will matter to U.S. buyers.
You are unsure which customer results, credentials or evidence will matter to U.S. buyers.
You are still carrying too much of the U.S. explanation.
You are still carrying too much of the U.S. explanation.
You are ready to narrow, test, and make decisions.
You are ready to narrow, test, and make decisions.
Why StrataGuide
Start before you spend
Before the next hire, trip or campaign, decide who to target and what buyers need to believe.
Work directly with Caryne
Caryne leads the work herself. There is no account team between you and the person making the strategic decisions.
Find out whether your track record will carry
U.S. buyers may not give the same weight to the customers, results or reputation you have built elsewhere. We determine what will matter here and what new evidence you need.
Use partners and funding at the right time
Introductions, grants and investors are useful when they advance a clear business milestone. They cannot replace a market and sales strategy.
Start before you spend
Before the next hire, trip or campaign, decide who to target and what buyers need to believe.
Work directly with Caryne
Caryne leads the work herself. There is no account team between you and the person making the strategic decisions.
Find out whether your track record will carry
U.S. buyers may not give the same weight to the customers, results or reputation you have built elsewhere. We determine what will matter here and what new evidence you need.
Use partners and funding at the right time
Introductions, grants and investors are useful when they advance a clear business milestone. They cannot replace a market and sales strategy.
Start before you spend
Before the next hire, trip or campaign, decide who to target and what buyers need to believe.
Work directly with Caryne
Caryne leads the work herself. There is no account team between you and the person making the strategic decisions.
Find out whether your track record will carry
U.S. buyers may not give the same weight to the customers, results or reputation you have built elsewhere. We determine what will matter here and what new evidence you need.
Use partners and funding at the right time
Introductions, grants and investors are useful when they advance a clear business milestone. They cannot replace a market and sales strategy.
Click and swipe for all four reasons
Founded by Caryne Say with 19+ years turning complex technology into revenue.
Caryne Say has led go-to-market across SaaS, fintech, marketplaces, healthcare and regulated technology. She has built commercial teams from scratch, entered new markets, moved companies upmarket and made complex products easier for buyers to understand. Her work has generated $90M+ in attributed revenue, scaled Grovo from $1M to $8M ARR in 12 months, generated $26.4M in revenue on $2.32M in spend at Breather, and helped drive more than 70% of a $50M target in six months at The Knot Worldwide. Originally from Malaysia and based in Miami, Caryne has worked across the U.S., UK, Europe, and APAC. Through StrataGuide, she helps international B2B technology companies enter the U.S. and U.S.-based founders build more repeatable commercial growth. Her work also extends to mentoring and advising founders through startup ecosystems. She is a Techstars mentor and served as a GTM expert and workshop lead for JETRO × Startup Grind's 2026 J-StarX AI GTM program in Tokyo, guiding 15 Japanese AI startups through U.S. customer selection, positioning, buying decisions, and market validation.
Caryne Say has led go-to-market across SaaS, fintech, marketplaces, healthcare and regulated technology. She has built commercial teams from scratch, entered new markets, moved companies upmarket and made complex products easier for buyers to understand. Her work has generated $90M+ in attributed revenue, scaled Grovo from $1M to $8M ARR in 12 months, generated $26.4M in revenue on $2.32M in spend at Breather, and helped drive more than 70% of a $50M target in six months at The Knot Worldwide. Originally from Malaysia and based in Miami, Caryne has worked across the U.S., UK, Europe, and APAC. Through StrataGuide, she helps international B2B technology companies enter the U.S. and U.S.-based founders build more repeatable commercial growth. Her work also extends to mentoring and advising founders through startup ecosystems. She is a Techstars mentor and served as a GTM expert and workshop lead for JETRO × Startup Grind's 2026 J-StarX AI GTM program in Tokyo, guiding 15 Japanese AI startups through U.S. customer selection, positioning, buying decisions, and market validation.
Caryne Say
Founder & Commercial Entry Strategist
Caryne Say
Founder & Commercial Strategist and Operator
Caryne Say
Founder & Commercial Entry Strategist
300 Women Making an Impact in SaaS 2025
Emerge Accelerator Florida 2026
Techstars Mentor
StrataGuide Case Studies
The proof is not just revenue created. It is commercial systems that kept producing under pressure.
India → U.S.
Merkle Science
India-origin company sharpening U.S. penetration.
Don’t take our word for it.
Hear from founders themselves.
Hear from founders themselves.
Andrei Zimiles
Co-Founder & CEO, Doctor.com
"Caryne has a profound understanding of all the components necessary to execute modern demand generation. She put in place systems, people, and processes that allowed us to dramatically increase inbound lead flow."
New York
GTM Strategy & Execution
Commercial Systems
Caroline Phillips Rodin
CEO of Virtual Realty
“Caryne is one of the most innovative and thoughtful marketers I have ever met. She refuses to be held back by what marketing has been and understands the impact of truly cross functional teams”
United Kingdom
GTM Strategy
Commercial Leadership
Liat Shetret
Policy & Regulation Lead
“I've been amazed at how much Caryne can get done in a short amount of time, and how far her impact goes. She manages to effortlessly capture the essence of super complex and technical concepts in no time."
New York
GTM Strategy
Fuiyi C
Marketing Consultant
“Caryne is a visionary with the technical know-how to inspire and lead her team to get there. She is perceptive and pinpoints your strengths and weaknesses effectively, making her an inspiring manager, mentor, and friend. I would love to have the opportunity to work with her again."
Singapore
Commercial Leadership
Mara Kaufman
EVP Operations
“Caryne transformed a blank slate into a functional department that touched all parts of our business.”
Los Angeles, CA
Commercial Execution
Andrei Zimiles
Co-Founder & CEO, Doctor.com
"Caryne has a profound understanding of all the components necessary to execute modern demand generation. She put in place systems, people, and processes that allowed us to dramatically increase inbound lead flow."
New York
GTM Strategy & Execution
Commercial Systems
Caroline Phillips Rodin
CEO of Virtual Realty
“Caryne is one of the most innovative and thoughtful marketers I have ever met. She refuses to be held back by what marketing has been and understands the impact of truly cross functional teams”
United Kingdom
GTM Strategy
Commercial Leadership
Liat Shetret
Policy & Regulation Lead
“I've been amazed at how much Caryne can get done in a short amount of time, and how far her impact goes. She manages to effortlessly capture the essence of super complex and technical concepts in no time."
New York
GTM Strategy
Fuiyi C
Marketing Consultant
“Caryne is a visionary with the technical know-how to inspire and lead her team to get there. She is perceptive and pinpoints your strengths and weaknesses effectively, making her an inspiring manager, mentor, and friend. I would love to have the opportunity to work with her again."
Singapore
Commercial Leadership
Mara Kaufman
EVP Operations
“Caryne transformed a blank slate into a functional department that touched all parts of our business.”
Los Angeles, CA
Commercial Execution
Answers to common questions.
Answers to common questions.
Is StrataGuide a fractional CMO service?
How is this different from a marketing agency?
What kind of companies does StrataGuide work with?
Where does an engagement start?
What does a founder walk away with?
Before you spend more on the U.S., decide which U.S. buyer and use case are worth pursuing first.
If you’ve built traction outside the U.S. but aren’t yet sure where to start, who to sell to, or what it will take to win, that’s where I can help. Let’s talk about your U.S. move.
Before you spend more on the U.S., decide which U.S. buyer and use case are worth pursuing first.
If you’ve built traction outside the U.S. but aren’t yet sure where to start, who to sell to, or what it will take to win, that’s where I can help. Let’s talk about your U.S. move.
Before you spend more on the U.S., decide which U.S. buyer and use case are worth pursuing first.
If you’ve built traction outside the U.S. but aren’t yet sure where to start, who to sell to, or what it will take to win, that’s where I can help. Let’s talk about your U.S. move.