Industrial route-to-market planning with a 90-day launch timeline for international sales.
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Export Acceleration for US Manufacturers: The 90-Day Channel Launch Plan

ByREVROK

Export Acceleration for US Manufacturers

Export acceleration is not “finding a distributor.”
For US manufacturers, it’s building a repeatable route-to-market that produces qualified pipeline, protects pricing, and creates field execution you can measure.

This 90-day plan is designed to reduce uncertainty fast—using the same logic you’d use in engineering: define → test → measure → iterate.

Phase 0: Decide your route-to-market (Day 1–3)

Pick the primary channel motion:

  • Sales Agent / Manufacturer’s Rep: fastest learning, lower risk, you invoice customers.
  • Distributor: wins when availability/lead time matters; requires margin discipline + support.
  • Integrator: wins when engineering + installation drives the deal; application fit is everything.

Rule: Don’t try to “do all channels” in the first 90 days. Start with one primary motion, then add the second once you have proof.

Phase 1: Define ICP + Proof Assets (Day 1–14)

Deliverables you must complete before “partner outreach”:

  1. ICP (Ideal Customer Profile)
  • Industry + sub-industry
  • Buyer role (engineering, maintenance, procurement, operations)
  • Trigger conditions (downtime, regulation, yield, safety, energy cost)
  • Spec drivers (materials, certifications, temperature/pressure, tolerance)
  1. Top 3 Applications (“where we win”)
    Write 3 use-cases that are painful, measurable, and common.
  2. Proof Assets (keep it lean)
  • 1-page positioning sheet (“who it’s for / why we win / what to avoid”)
  • Datasheet pack + compliance docs (UL/CE/ATEX etc. if relevant)
  • 2–3 micro case stories (even small wins—proof beats claims)
  • A simple quoting + lead time statement

If you can’t explain your top applications in one page, the channel won’t either.

Phase 2: Build a Target Account List (Day 10–21)

Build a list of 20–60 accounts (not 500). You want learning speed, not vanity.

For each target account, capture:

  • Site/location + segment
  • likely buyer role
  • the application trigger (what pain exists)
  • your hypothesized “why now”

This list becomes the core of your pilot.

Phase 3: Partner Shortlist + Scorecard (Day 15–30)

Shortlist partners by fit, not by how friendly they are.

Use a scorecard (100 points):

  • Coverage (25)
  • Technical fit (20)
  • Commercial discipline (20)
  • Positioning (15)
  • Execution capacity (20)

Killer question:
“Which 10 accounts would you target first—and why?”

If they can’t answer with specifics, don’t proceed.

Phase 4: Run the 90-Day Pilot (Day 31–90)

A pilot is a controlled experiment.

Pilot structure

  • one territory or one vertical
  • your 20–60 account list
  • weekly reporting cadence (pipeline note)
  • clear quoting rules + deal registration
  • one demand-gen action (email/webinar/trade outreach)

Weekly pipeline note (non-negotiable)

  • Top 3 active deals
  • status
  • next action/date
  • blocking issue

No pipeline note = no pilot.

Phase 5: The Day-90 Go/No-Go Decision

At day 90, decide:

Scale if you have:

  • consistent outreach activity
  • a quoting rhythm
  • measurable pipeline stages
  • predictable objections you can answer
  • pricing discipline and deal registration compliance

Replace or re-scope if you see:

  • vague reporting
  • slow response time
  • “we cover everything” with no execution
  • channel conflict or price leakage
  • no application qualification capability

Export acceleration is learning speed plus execution discipline.

Common failure modes (and fixes)

  • Exclusivity too early → Earn exclusivity after proof.
  • No deal registration rules → Publish rules before the first quote.
  • No onboarding kit → Provide a lean pack (positioning, proof, quoting).
  • Too many markets at once → One motion, one pilot, then expand.

FAQs

Q: Should we start with an agent or a distributor?
If you need fast market learning and control, start with an agent. If availability and local stock wins deals, start with a distributor.

Q: How many partners should we test in 90 days?
One primary partner is ideal. Two is the maximum if you want clean learning.

Q: What is the single best indicator a partner will execute?
A weekly pipeline note with next actions and dates.

Q: When should we offer exclusivity?
After measurable execution and pipeline discipline—never before the pilot.

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