How to Launch a Successful Go-To-Market Strategy in Africa: Part 2

a group of five colleagues planning go-to-market strategy

headshot of Harry Dhillon from GoGlobal's Recruit and Hire team

By Harry Dhillon, Director and Bekky Talia Otieno, Assistant Manager, Recruit & Hire, GoGlobal

Welcome to the second installment of our three-part blog series on developing an effective go-to-market strategy in Africa. In this series, we explore the evolving role of Africa in the global economy and delve into the intricacies of developing and implementing effective Go-To-Market (GTM) strategies in the region. 

From understanding market dynamics to overcoming challenges in global hiring, each installment will provide valuable insights and practical guidance to help organizations thrive in the dynamic and diverse markets of Africa. 

In the vibrant and diverse markets of Africa, a robust GTM strategy is essential for international organizations aiming to scale their operations successfully. Central to this strategy is the formation of a winning GTM team comprising individuals who excel in key roles crucial for market penetration and expansion. 

In this second blog post of our three-part series, we look at the key functions of a GTM team in Africa and uncover the importance of salary benchmarking for attracting and retaining top talent. 

Key GTM functions

To effectively penetrate and thrive in Africa’s diverse markets, a GTM strategy relies on the seamless collaboration of key functions, each playing a unique role in driving success. 

The following functions are usually involved in an effective GTM strategy:


At the forefront of revenue generation and customer acquisition, sales professionals play a pivotal role in driving business growth by strategically closing deals and nurturing client relationships.

Customer Success

Ensuring customer satisfaction and retention is the primary focus of the customer success team. By proactively addressing customer needs and maximizing the value of products or services, they contribute to long-term business success.


Marketing professionals are responsible for developing and executing strategies to generate leads, raise brand awareness and drive customer engagement. Their efforts are instrumental in shaping the perception of the brand in the market.


The advertising team is tasked with planning and optimizing advertising campaigns across various channels to reach target audiences and drive sales. Their creative endeavors contribute to enhancing brand visibility and market penetration.

Management and Consulting

Providing strategic guidance and insights, management and consulting professionals optimize GTM strategies to drive business growth and ensure alignment with organizational objectives.


Research and analysis are essential for informed decision-making in GTM strategies. Research professionals gather valuable insights into market trends, consumer behavior, and competitive landscape to guide strategic initiatives.


Financial planning and analysis support the GTM team by ensuring resource allocation, budget optimization and financial sustainability, thus enabling the effective execution of GTM strategies.

A successful GTM strategy requires a cohesive approach that integrates these key functions to navigate complexities and capitalize on opportunities. 

Sales teams leverage marketing insights to identify potential customers and tailor sales approaches, while customer success teams ensure ongoing customer satisfaction and loyalty. Marketing and advertising efforts are finely tuned to resonate with the target audience identified through market research, driving brand visibility and customer engagement.

Effective management and consulting provide strategic direction, guiding GTM initiatives to align with market demands and organizational objectives. Research insights inform decision-making, enabling agile responses to evolving market trends and consumer preferences. Financial planning ensures optimal resource allocation, supporting GTM initiatives while maintaining financial sustainability.

By harmonizing these functions, a GTM operates as a well-oiled machine, driving successful market launches and sustainable growth in Africa’s burgeoning markets.

Why is benchmarking an important step?

Determining appropriate compensation for international hires in Africa poses a significant challenge. It’s not just a matter of offering competitive pay but also aligning total compensation packages with industry standards while adhering to budget constraints. This is where salary benchmarking becomes invaluable for informing recruitment decisions.

Salary benchmarking provides organizations with a systematic and data-driven approach to compare compensation packages against industry norms and local market rates. Through thorough benchmarking exercises, organizations gain valuable insights into prevailing salary trends, enabling them to adjust their remuneration offerings effectively.

Moreover, benchmarking empowers organizations to make informed decisions about compensation, ensuring they strike the right balance between attracting top talent and maintaining financial sustainability. 

By assessing benchmark data, organizations can align their compensation strategies with market realities. This enhances their competitiveness in talent acquisition and retention.

How is benchmarking done?

The following are key steps for benchmarking:

  • Identify and Define Benchmark Positions: Begin by identifying which positions within the organization necessitate benchmarking. Prioritize roles critical to the organization’s success, such as marketing managers, research analysts and sales development managers. 
  • Select Comparison Metrics: Determine the metrics to be benchmarked, including base salary, bonuses, stock options and benefits. Take into account factors like experience level, education and geographic location when comparing compensation packages.
  • Analyze Data and Establish Benchmarks: Analyze the benchmarking data to discern patterns and establish benchmarks for each position. This process may entail calculating average salaries, median compensation or percentile ranges based on the selected metrics.
  • Adjust for Local Market Conditions: Factor in local market conditions and cost-of-living disparities when benchmarking salaries for international hires, particularly those in African countries. Consider elements such as currency exchange rates, inflation rates and supply-demand dynamics, as they can significantly impact compensation levels.
  • Regularly Review and Update Benchmarks: Compensation trends are subject to change over time. Therefore, it’s necessary to routinely review and update benchmark data to ensure competitiveness and compliance with local regulations.

Below is an excerpt from salary benchmarking we recently completed on behalf of a multinational client looking to recruit GTM talent in several key markets of Africa:

Sales Development Rep. / Exec. Sales Development Manager Customer Success Exec. Customer Success Manager  Marketing Exec. Marketing Manager Advertising
US $70,000 $90,000 $65,000 $90,000 $70,000 $75,000 $85,000
UK $75,000 $95,000 $60,000 $85,000 $70,000 $70,000 $80,000
Germany $65,000 $90,000 $55,000 $80,000 $60,000 $75,000 $70,000
Nigeria $23,000 $39,000 $21,000 $39,000 $19,000 $41,000 $31,000
Kenya $29,000 $47,000 $25,000 $47,000 $23,000 $49,000 $40,000
South Africa $34,000 $53,000 $28,000 $56,000 $24,000 $53,000 $47,000
Egypt $23,000 $38,000 $22,000 $41,000 $22,000 $38,000 $40,000
Morocco $25,000 $43,000 $24,000 $39,000 $21,000 $35,000 $39,000
Ghana $25,000 $37,000 $26,000 $40,000 $23,000 $40,000 $39,000


Management & Consulting Research Finance
US $110,000 $105,000 $90,000
UK $100,000 $100,000 $95,000
Germany $100,000 $100,000 $85,000
Nigeria $42,000 $47,000 $45,000
Kenya $59,000 $69,000 $76,000
South Africa $68,000 $78,000 $72,000
Egypt $43,000 $49,000 $54,000
Morocco $46,000 $53,000 $48,000
Ghana $47,000 $56,000 $51,000

The provided ‘benchmark’ figures serve as a reference point for annual salaries/compensation in USD, derived from local market research and recent hiring information sourced from GoGlobal. These data points are aggregated from professionals with 4-6 years of experience.

Up next: Challenges, solutions and success stories

Thank you for embarking on this journey with us as we explore the intricacies of developing an effective GTM strategy tailored for Africa.

In our next installment, we shift our focus to the challenges faced in global recruitment and hiring, offering solutions and sharing success stories of organizations that have effectively recruited and hired winning GTM talent in Africa. 

Contact us to learn more about how Global’s one-of-a-kind Recruit & Hire solution can help drive your GTM strategy in Africa.