I've seen more work going into smaller regions that may not yield a high ROI (more enablement material, training is required w/ the smaller regions). Any recommendations on how a team can use their resources and time wisely when covering a global market while ensuring that each of the regions feel supported.

Examine the materials and get honest feedback. If the smaller region needs more than your bigger regions then something may be off. Maybe things need to be changed, but a smaller region should not be more work than a bigger one. You will need to make trade-off decisions on what you build for a local market based on their success, and incentivize them to think that way.

Find a great local agency, or agencies that help in the region. Take the time to vet them and help you build content. Some can even be in person consultants to the region if you need it.

Build a network of local champions. Any product that resonates relies on the local community whether it be troubleshooting boards, feedback via social media. If your product is B2B, you definitely need something more formal. Find a very active salesperson who may be interested in product marketing or customer service representative that is sharp to help pitch in. This is the beauty of start-ups and smaller companies, you can find people who will want to pitch in and help land information better. You can even pitch it as an “extra project” for performance review perks. That person can be a defacto link and help scale and customize the work from global, and the region will feel more supported. If the local champion is successful, then you already have your business case as well as your first hire in that market.

Leverage any employee at the company with knowledge of the market. Hopefully, you will have people staffed in that market and you can lean on for information, but if not put out a slack/post/email and take down note of employees who have worked in other markets and if they have language fluency. Use those people for copy gut checks if possible. Don’t ask them to do the translations - hire a contractor or something for that - but they can read it and let you know if any language is awkward or if the terms are off.

I talked above about regional nuances, and how understanding those aspects of a region are crucial, but that doesn’t mean a huge shift in strategy is needed for every region. I think that if you build a strategy made from a modular set of parts, you can then deploy those parts across regions without the overhead of creating each piece from scratch.