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What hiring in the US really involves
How the process differs from the UK, what candidates expect, how offers work, what the fully loaded cost looks like, and why support and retention matter.
Revenue generation · Live panel
How to Generate Revenue in the US
An honest, numbers-based discussion for UK and European companies on what the options are, what each costs, what goes wrong, how the US differs from the UK, and how to test before you commit.
Free attendee bonus
Qualifying registrants can claim a personalised US Benchmark Report, normally £450. See what’s included.
The US is harder than it looks
The opportunity is real. So is the cost of getting it wrong.
The US is not simply a larger version of the UK market. Buyer behaviour is different. Hiring expectations are different. Sales support matters more than many first-time entrants expect.
Channel partners may sign but never sell. Pricing and messaging that worked at home may not land with the same force in America.
Most companies do not struggle because the opportunity is not there. They struggle because decisions are made in the wrong order, on assumptions that were never tested.
This session is built around one question: how do you actually generate revenue in the US?
What you will get
A practical view of cost, risk, execution and evidence.
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The case for outsourced sales
Why companies consider it, when it works, when it does not, what it costs, and why it may be faster and lower-risk without always being cheaper.
03
How to make channel partners produce revenue
What separates a serious US channel strategy from a partner agreement that creates optimism but no pipeline.
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What good in-territory execution looks like
What actually happens on the ground once you have chosen a model, and what US buyers expect from overseas companies they do not yet know.
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How validation changes the commercial outcome
How testing pricing, messaging, positioning, segments and ICP can improve conversion, reveal missed revenue and prevent expensive missteps.
The panel
Five people looking at the same question from different commercial angles.
The discussion brings together Allentra advisory, outsourced sales, US hiring, in-territory execution and buyer validation.
Host · Allentra
Ian Collins
Founder-led advisory for UK and European companies entering and growing in the US.
Focus: the decision framework and what gets missed.
Outsourced sales · Channel
Gavin Page
Works with B2B and software companies on outsourced sales and US channel development.
Focus: outsourcing, channel and route-to-market execution.
US hiring
Chris Hornby
Helps UK and European companies understand, hire and support US commercial talent.
Focus: hiring process, expectations, support and retention.
In-territory execution
Ken Grosso
Fractional sales leadership and US market execution across SaaS and enterprise environments.
Focus: what good execution looks like on the ground.
Validation
Hugh Carling
Qualitative research into how buyers respond to messaging, pricing and positioning.
Focus: evidence, buyer response, ICP and pricing confidence.
Agenda
Sixty minutes, structured around the decisions founders actually face.
0:00–0:05
Opening frame
Why US revenue generation usually fails through untested assumptions, not lack of opportunity.
0:05–0:13
Outsourced sales
The benefits, limits, costs and conditions for making outsourced sales work.
0:13–0:24
Hiring in the US
The hiring process, candidate expectations, support structure, retention issues and full cost.
0:24–0:32
Channel development
How to make partners sell, not just sign, and when channel should sit alongside other routes.
0:32–0:40
In-territory execution
What good US execution looks like once a route has been chosen.
0:40–0:49
Validation
How testing pricing, messaging, positioning and ICP changes the commercial outcome.
0:49–1:00
Synthesis and Q&A
A practical decision framework, live questions and branching next steps based on your stage.
Who should attend
Built for companies already moving towards US revenue.
This is for you if
- You are already generating US revenue and want to scale it.
- You are preparing to launch into the US.
- You are considering your first US sales hire.
- You are comparing hiring with outsourced or fractional sales.
- You are exploring US channel partners.
- You are unsure whether your pricing or messaging will work in the US.
Live questions we will address
- Should we hire, outsource or build channel first?
- How much should we expect to spend before seeing traction?
- What should we validate before committing?
- Can outsourced sales feed an in-house closer?
- How do we know whether the salesperson is failing, or we failed to support them?
- What does a realistic first year in the US look like?
Attendee bonus
Register free — and claim your free US Benchmark Report.
As part of this session, attendees can claim a personalised US Benchmark Report for their business. The Report gives you a structured outside view of the likely US challenges, opportunities and operational differences that matter for a company like yours.
It evaluates market attractiveness, maps the complexity ahead, and assesses fit and readiness across eight front-office and back-office domains. Normally £450, the Report is currently available free during Allentra’s beta release and is delivered within one business day.
Register free
Get a clearer view before you commit budget.
Register for the live panel. You will receive the recording either way, but the live Q&A is where the discussion gets specific to the questions founders are actually facing.
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Free live online session for UK and European companies considering, entering or scaling in the US.
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Practical discussion focused on cost, sequence, validation and route-to-market decisions.
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Registrants can claim a free personalised US Benchmark Report, normally £450.
Register free
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