Sales embassy
Business Development in Germany

We help software driven companies enter the German market with the lowest level of committed cost and the highest probability of success

In recent years many US based companies have been trying to establish their European subsidiaries in Germany. The market segments range from small Internet companies, well established mid sized software and hardware manufacturers, as well as, world-class organizations. All of the companies have experienced the challenges that come with the territory when entering a foreign market, which has its own market dynamic, culture and customer expectations. Extensive interviews have confirmed that most of the companies who have failed were lacking a full understanding of the management team to support this very complex task of establishing successful offices in a global environment.

Many go to markets in Germany fail, because

  • expectations based on home market experience
  • distraction for senior management due to travel
  • time wasted on non-sales related activities
  • employment / social costs or liabilities

We offer

  • strategic advice and interim management
  • product development and local marketing
  • acquisition of bridgehead customer base
  • virtual sales office

Go-to-market blueprint

Proof of Market

  • Is there a need for your solution in Germany?
  • Size of the German market for your solution ?
  • Is your timing right ?
  • What is the competition ?
  • Which vertical markets and sub-markets ?
  • Sales strategy – Direct, Indirect ?

1: Initial Sales and Market Education

Business Development

  • Outbound selling to customer and re-seller prospects using your corporate identity
  • Build sales pipeline - Focus on early wins and build German references
  • Recruit & manage key partners

Market Presence

  • Virtual Office
  • Active Media and Analyst Programme
  • Active Direct Marketing Programme
33% Complete

2: Penetration

Business Development

  • Develop sales capability to meet growing demand
  • Maintain high level of sales activity

Market Presence

  • Communicate messages for evolving mainstream market
  • Gear up marketing activity to support high growth
  • Focus on sales lead generation to maintain momentum
  • Establish German Company and Offices (when appropriate)
66% Complete

3: Consolidation

Business Development

  • Maintain Momentum of Sales Activity

Market Presence

  • Conduct an unrushed search for the best leader for your German activities
  • Find the candidates who will bring expertise, drive, and industry attention to your firm
100% Complete

4: Propagation

New Opportunity Analysis

  • Plan market entry for new product/solution.
  • Ensures focus on revenue generation of existing product is maintained.

Handover to German Management

  • Marketing & Message Management
  • Sales & Revenue Development
100% Complete

Client Benefits / ROI

  • Your own virtual subsidiary is instantly open for business
  • You go-to-market in with local market intelligence
  • Your market-entry is supported through friendly sales channels
  • You can develop & roadmap localized products outside in

Faster sales

  • Local insights powered go-to-market process
  • No time wasted due to non sales related tasks
  • You accelerate your growth via strategic partnerships

Less Risk

  • Minimal financial & legal exposure, controlled monthly outlay
  • No employment liabilities, no statutory reporting requirements

Industry Focus

Mobile & AdTech

Sembassy´s started working with Targeting Specialists in 2002. Clients among others were Digital Envoy, Accipiter, Atlas, Rapt, Microsoft Advertising, Smaato.

We are co-founders of MobileMonday, the largest Mobile Community and have hosted 90+ events and conferences since 2008 in Germany

Reference case

Arrange a call back to discuss a reference project and what we could do for you

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100+ endorsements and recommendations from industry leaders on LinkedIn and XING. Among them top executives from Google, Microsoft, Blackberry as well as entrepreneurs across the globe.

Rainer M. Giersch, Director Business Development Europe, Government of British Columbia

Axel has an amazing ability to link Mobile Innovation, Social Network Dynamics and their impact on international trade and investment. He is able to connect with and energize an audience, no matter how varied the group may be. At a recent conference that I organized he captured a crowd of media, tech, and online professionals with a presentation on Mobile Monday and its importance on driving innovation and cooperation between mobile developers, international technology companies and other relevant stakeholders. Great to see someone actually living the idea of Global Mobile Business Development

October 15, 2012

Rob Friedman, Founder and EVP, Digital Element at Digital Envoy

Axel's company, Sembassy, has worked with Digital Envoy for several years. Axel is very hard working and results driven, and is always focused on providing top notch service to Sembassy's customers. He has proven to be a valuable resource for our company.

July 31, 2006

Harald Neidhardt, Founder & Curator at MLOVE – Mentor & Advisor, Serial Entrepreneur, MLOVE

Axel is one of those few folks who understands both what the business needs and how the technology needs to support the business. His command of the digital media space, from both technical and business dimensions is truly impressive. And, he's a great human being and a pleasure to work with!

October 9, 2012

Nils Winkler, CEO and Chairman of the Board, Yapital, part of OTTO Group

I know Axel for many years. Axel has both incredible industry vision and the ability to execute on this vision. He also poses the ability to open doors and quickly make key connections. – I highly recommend him for his professional and personal skills. Further, he is a very pleasant and reliable person to work with - I appreciate him on both levels.

January 12, 2015

Thomas Gronbach, Director Marketing EMEA, Keynote Systems

"Enterprise Goes Mobile" is an event series reflecting mobile as a resilient, unbreakable component in enterprise business process. It needed a keynote-speaker for its stop in #munichmt. @axelhoehnke combined all requirements for this engagement: mobile leadership, educating decision makers and addressing the mobile developer community. As the event revealed, Axel's keynote-speech was overwhelmingly positive received and trusted among the Central European enterprise mobile community. His long standing experience propels the mobile message to enterprises who then understand that the future of their business cannot circumvent the mobile paradigm. It needed the participation of a thought leader like Axel to make this event successful. I hope my recommendation is as thorough and diligent as Axel's preparation and guidance before the event and his presence at the event.

May 25, 2013

Andreas Cohen, Chairman, I-COM Global, I-COM Global

Axel is an expert in the German retail business with profound insight and excellent contacts. We appreciated his professionalism and go-getter spirit.

July 26, 2007

Marcus S Tan, Managing Director - APAC, Smaato Inc

As VP Strategy and Business Development at Smaato, Axel was a tireless advocate for new approaches to both mobile business and branding. A compelling combination of energy and ideas, his work used psychology to understand organizational behavior and creativity to change it. I’m happy to recommend Axel; he’s an exciting person to be around. Axel presented to the key participants at some Online & Mobile Conferences in Singapore and obtained good reviews for his expertise in mobile advertising, his level of energy and how he challenged the participants in a positive, thought provoking and innovative manner. The title of the presentation was, "Mobile Innovation is changing Media and Offline Industries"

October 15, 2012

Markus Zuern, SVP, e-device

Axel has a very thorough knowledge of the German market. I was very impressed by his lucid and straight forward thinking business approach. great fun to work with !

August 8, 2006

Axel Hoehnke

20+ years of international Sales and Marketing Management - wherefrom 8 years in traditional industries with global leaders like Mars, Premiere (today Sky) and Thomson - and 12+ years with internet and mobile tech leaders like DigitalEnvoy, elisa GroupAtlas, Microsoft, Smaato, Yapital and RadioOpt.

Axel propels leaders to stay ahead of what will transform their business through hosting innovation events, speaking live at conferences, and facilitating senior executive brainstorms

Recent Projects

2015/6 - RadioOpt, CXO,  QoS & QoE Measurements in Wireless Networks in 200+ countries

2014 - Interim CPO - Mobile Payment -  8 Product Owners, 4 Business Analysts, Patent Advisor, Test Teams, Consumer & Business Support Teams in Hamburg, Kiev and Luxemburg

2011-13 - Smaato - Ad Technology - VP Strategy & New Business - Publisher strategy definition and implementation in APAC, Americas, and EMEA

2010/11 - Mobile Search, Service Communities - Interim CEO, Repositioning,  Company Sale.

2009/10 - Improve/Pubmatic - Programmatic, AdTechnology, Go-to market implementation Germany

2008/9 - Microsoft, Head of Atlas Publisher Solutions - Ad Technology incl. Rapt (Yield Management), Screen Tonic (Mobile Advertising) Vibe (Behavioral Targeting) and Massive (In Game Advertising) technology.

2007/8 - Mobile Gaming / Gambling, Go-to market strategy, German speaking countries

2002-07 - DigitalEnvoy, Ad Tech, IP Intelligence, Go-to market strategy execution German speaking countries

1992-02 - International Management positions with MarsPremiere / SkyTV , Thomson Multimedia and Elisa Group

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100+ endorsements and recommendations from industry leaders on LinkedIn. Among them top executives from Google, Microsoft, Blackberry as well as entrepreneurs across the globe

Click here to read testimonials