Case Study · Toptal
Toptal is the world's largest fully distributed talent network. In 2022, the company needed to build enterprise sales across Asia Pacific and Japan from a standing start. No team, no strategy, and aggressive global targets from day one. The work built the entire APAC sales operation and exceeded those targets by 103%.
The Challenge
Toptal had strong brand and product-market fit globally, but enterprise sales in Asia Pacific and Japan needed to be built rather than optimised.
Revenue expectations were set against global benchmarks. The region was expected to contribute meaningfully from the outset, not after a ramp period.
Enterprise engagements involved US-law contracting with APAC clients, requiring careful legal navigation and stakeholder management across jurisdictions.
No existing APAC sales team. Enterprise Sales Representatives, SDRs, and Account Managers all needed to be hired, onboarded, and developed from scratch.
The Intervention
Developed the APAC sales strategy from first principles: defined target segments, identified market opportunities, built actionable revenue plans, and aligned the regional approach with global business objectives. Strategy design for a region with distinct buyer behaviour and market dynamics.
Hired and built a high-performing APAC sales team across Enterprise Sales Representatives, SDRs, and Account Managers. Mentored the team through an accelerated ramp, with several members earning top performance awards and promotions during the engagement.
Drove revenue through a blend of new business acquisition, account expansion, cross-sell, and up-sell motions. Acted as the primary contact for large and complex transformational projects with strategic clients. Revenue doubled in the first quarter.
Worked across marketing, legal, product, and professional services to improve execution speed and deal quality. Navigated US-law contracting complexity for APAC enterprise clients, reducing friction in the close process.
What Changed
Proven
A region with no structured enterprise sales presence was generating revenue above global benchmarks within months.
High-Performing
A team built from scratch was producing results that earned recognition at the global level, with several members promoted during the engagement.
Repeatable
Revenue came from multiple channels: new business, expansion, cross-sell, and up-sell. Not a single deal. A system.
Clean
Complex cross-jurisdictional contracts were closed efficiently, demonstrating commercial and legal rigour across APAC markets.
She brought a wealth of sales experience to our team and possessed a knack for understanding what motivated and drove each one of us. Kate is one of the most influential leaders I've ever been able to work with.
The Diagnostic gives you a sharper view of where the commercial engine is strong, where value is leaking, and which moves are most likely to improve growth confidence in the next 90 days.