FOR TECHNOLOGY COMPANIES EXPANDING INTO ASIA
Whether you’re starting from scratch or your regional lead is already stretched, AEP adds senior go-to-market, business development and partnership capacity in Singapore.
in technology marketing, sales and business development
in a single APAC platform deal
regional revenue growth in 2021
based in Singapore
THE CHALLENGE
Most expansions into Asia-Pacific face the same three questions: where to focus, who to hire, and how to give a small team enough support to win.
GETTING THE STRATEGY RIGHT
HIRING THE RIGHT PEOPLE
SUPPORTING A LEAN TEAM
Choosing where to start.
Asia-Pacific is many markets, and focus early pays off.
Senior talent is scarce.
Searches take months, plus notice periods.
No local network or references yet.
Enterprise buyers here tend to buy through trusted introductions and from vendors with regional customers.
Adapting the proposition.
Messaging and pricing often need tuning for regional buyers.
The first hire matters most.
The right person can set the pace for years.
Broad markets, focused experience.
Most teams know one market well, but the region spans many.
Building market presence.
Whether your regional team is arriving or already in place, buyers, partners and media need to know your name.
New joiners need a running start.
Hires and transfers ramp faster with local playbooks and introductions.
Big remit, small team.
A growing team covers sales, partnerships, marketing and events across many markets.
AEP builds your presence and pipeline on the ground now, so your team starts with momentum, not a blank page.
See how we work
HOW WE WORK
The capacity you need. Not another full-time hire.
01
First on the ground
For companies with no one in the region yet.
Market entry plan, ideal customer profile and priority accounts
Warm the market before your team arrives: introductions, associations, media and events
First pipeline and partner conversations, run under your brand
Interview support if required, and a running start for new joiners
02
Right hand to your Regional Lead
For a regional lead or lean team that needs senior support. Your lead stays in charge of the accounts and deals.
Account mapping, target personas and account-specific content
Opening doors, deal support and contract review
Market presence: media and analyst relations, industry associations, speaking slots and local events, including head-office visits
Onboarding and a running start for new hires and transfers
03
Hands-on business development
For markets where we know the buyers well.
Direct selling into financial services, telco, technology, travel and retail, including payments, prepaid and loyalty.
Account plans, proposals and RFP responses
Partner and channel deals across the region
Pipeline managed in your CRM and reported to head office
Typically one to three days a week, with calls in your head office’s hours. Start with a first month of set deliverables, then continue month to month.
WHY IT WORKS
You know your product. We know your buyers.
Most technology companies entering Asia-Pacific sell to the same kinds of organisations: financial services firms, telcos, travel companies and retailers. Phil has spent 25 years marketing and selling technology to them.
Your product, our market.
You bring the product expertise. We bring knowledge of how regional enterprises buy, who decides, and how to reach them, from heads of digital, cards and partnerships to procurement and risk.
Done it before, many times.
Phil has built go-to-market plans and playbooks for Algorithmics, Misys, NCR, Diebold Nixdorf and Blackhawk Network, including office launches in Myanmar, Beijing and Manila, a joint venture launch in China, and the APAC rebrand for the Diebold Nixdorf integration across more than 10 countries.
Proof in the first month.
Every engagement starts with a first month of agreed deliverables: an account map, named targets and the first introductions. Then continue month to month.
Financial services
Capital markets and risk
Payments, prepaid and loyalty
Telco and technology
Travel
Retail and POS
If your buyers sit outside these sectors, we’ll tell you upfront and point you to someone better placed.
TRACK RECORD
Experience measured in results.
Results from Phil’s senior roles at Blackhawk Network, Diebold Nixdorf, NCR, Misys and Algorithmics.
Regional revenue growth in 2021
New enterprise clients signed in Asia-Pacific
Countries in a single APAC platform deal
Gross profit growth on a major enterprise account
Recurring revenue portfolio across banks’ ATM networks
Pipeline influenced by a single market launch event
RECOGNITION AND MEDIA
Global Sales Excellence Award, Blackhawk Network (2021)
Led the Misys regional PR programme, securing more than 20 articles and six awards, including Technology Vendor of the Year (Asia Risk) and Technology Implementation Award (The Asian Banker), 2012
Generated more than 100 pieces of regional media coverage for Diebold Nixdorf launches across Myanmar, China, Hong Kong and the Philippines
BASED IN
Singapore (14 years)
WORKED ACROSS
Asia-Pacific, Europe, Middle East, Africa, North America
PREVIOUSLY
Blackhawk Network, Diebold Nixdorf, NCR, Misys, Algorithmics
LANGUAGES
English; basic Mandarin and Vietnamese
MEMBER
Singapore FinTech Association
ABOUT
Phil Bedford
Founder & Managing Director
Phil founded Asia Expansion Partners to give technology companies the senior commercial leadership he built and led inside larger organisations: market entry, regional teams, partnerships and pipeline, without the six-month hire.
Phil has 25 years in technology marketing, sales and business development, working across Asia-Pacific, Europe, the Middle East, Africa and North America, including 14 years based in Singapore.
He began in marketing and communications, leading regional programmes for Algorithmics (now part of SS&C) and Misys (now Finastra) across capital markets, risk management, core banking, transaction banking, trade finance and buy-side portfolio management, including office launches in Beijing and Manila and regional customer conferences and seminars. At NCR he managed a global portfolio of banking solutions. He then led Asia-Pacific marketing and communications for Diebold Nixdorf, covering the Diebold and Wincor Nixdorf integration across more than 10 countries, solution centres in Hong Kong, Indonesia and Thailand, the Myanmar office launch and a joint venture launch in China.
He moved into sales at Diebold Nixdorf, then led business development for Blackhawk Network in Asia and Europe, running commercial teams across new business, account management, solution consulting and client success, and expanding Asia-Pacific clients into Europe.
That mix of marketing and sales is the core of AEP: building market presence and pipeline at the same time.
QUESTIONS
A few practical questions.
LET’S TALK
Planning your next move in Asia?
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