Entering the U.S. with evidence—not assumptions

Datalog Finance, a leading European treasury software provider, set its sights on the United States—the largest and most competitive treasury market in the world.
The opportunity was clear. So were the risks.

Rather than committing early to a costly U.S. expansion, the company wanted proof:
proof that its positioning resonated,
proof that demand could be generated,
and proof that the market could be won before deploying a full commercial team.

Tyos was engaged to design a 12-month GTM roadmap and validate U.S. readiness before landing.

Building a U.S.-ready GTM foundation

European traction was established, but key questions remained unanswered in the U.S.:

• How treasury buyers evaluated solutions
• Where differentiation truly mattered
• Which personas converted fastest
• Which channels could scale efficiently

Tyos began with a full GTM Scorecard audit, identifying gaps across segmentation, positioning, messaging, and commercial motion.
This informed a structured 12-month roadmap—the same GTM discipline used across Tyos engagements—to rebuild the foundation with U.S. expectations in mind.

Clarifying positioning in a crowded treasury market

Tyos conducted deep competitive research across global treasury platforms to isolate:

• meaningful differentiation
• whitespace in the U.S. ecosystem
• unmet buyer needs
• pricing and feature benchmarks

From this work, Tyos authored a precise positioning architecture defining the target persona, category frame, differentiated value, and competitive contrast.
This became the backbone of Datalog Finance’s U.S. GTM narrative.

Translating strategy into market-ready execution

The positioning was translated into a complete messaging platform, including:

• narrative hierarchy
• persona-specific messaging for CFOs, treasurers, and finance leaders
• value stories and proof points
• competitive framing

Tyos also guided a U.S.-standard brand and website refresh to ensure enterprise credibility from first contact.

Foundational commercial assets followed—sales decks, discovery guides, outbound messaging, and website copy—aligning the entire team around one clear story.

Testing the U.S. market—before landing

Before hiring a U.S. sales team, Tyos ran a remote validation program to test real demand:

• targeted campaigns to U.S. CFOs and treasurers
• A/B testing of messaging and value propositions
• outsourced U.S. qualification
• CAC, conversion, and cycle-length analysis
• benchmarking results against European performance

This “test-before-you-land” model generated early pipeline and removed uncertainty—without the cost of premature expansion.

Outcome: a de-risked U.S. entry

By the time Datalog Finance entered the U.S., the company had:

• validated U.S. ICPs and messaging
• proven acquisition channels
• qualified early pipeline
• sales assets aligned with buyer expectations
• confidence in where—and how—to scale

The U.S. launch was no longer a bet.
It was a controlled expansion backed by data.