According to HSBC's International Business Expansion Study 2026, 77% of businesses are planning to break into new overseas markets by 2027. For PMM leaders, that ambition lands squarely on their plate. This panel brings together the leaders who've been in the trenches of global expansion: the mistranslations, the missed cultural cues, the go-to-market strategies that worked at home and flopped everywhere else. They'll share what a genuine international playbook looks like, one built on local insight, cross-functional alignment, and the kind of commercial rigour that turns ambitious growth targets into actual results. Key takeaways: - How to build a go-to-market strategy that travels by adapting positioning, messaging, and product narrative for new markets without losing brand coherence - The cultural and competitive blind spots that derail international launches, and how to spot them before they cost you - How to structure PMM for global scale with the right balance between centralised strategy and local execution - What commercial rigour really looks like in international expansion, and how PMM can own the growth story from day one