Sumologic Japan

Creating Solid Foundations for Ambitious Growth

Building a Japan-specific go-to-market engine for long-term scale.

Sumo Logic, the pioneer of continuous intelligence, enables organisations to meet the data challenges of digital transformation, modern applications, and cloud infrastructure. With Japan identified as a major growth market, Sumo Logic needed a go-to-market strategy that reflected the region’s unique commercial environment, cultural expectations, and buying behaviours.

Despite strong global positioning, the Japan business faced significant barriers. Awareness in the market was low, lead generation efforts were heavily reliant on in-person events, an approach rendered impossible by COVID-19 and all digital and printed content existed only in English, limiting engagement in a country where local language is essential for trust.

Sumo Logic partnered with Accelerato to build and execute a comprehensive Japan GTM strategy spanning PR, digital, demand generation, partner marketing, and localised content, creating the foundation for sustained growth.

Services

+ Strategy
+ Translation
+ PR
+ Campaign Design & Delivery)
+ Partner Marketing

The Brief

To meet ambitious growth targets, Sumo Logic Japan required a complete rethink of its GTM strategy. The plan needed to simultaneously drive:

  • Market share acquisition

  • Pipeline generation

  • Scalable demand programs

  • Clear operational alignment across sales, marketing, and partners

Discovery workshops revealed two critical challenges:

1. Overreliance on a single marketing tactic.

2. Content was delivered in English, significantly hampering engagement and credibility within a market where localisation is non-negotiable.

The brief was to build a modern, multi-channel GTM engine that addressed these challenges head-on while creating a sustainable path to growth.

The Solution

1. A Comprehensive Japan GTM Strategy

Working closely with Japanese and global leadership, Accelerato designed an integrated plan unifying:

  • PR and local media engagement

  • Digital marketing and demand generation

  • Campaign design and execution

  • Inside sales and SDR motions

  • Partner marketing to expand reach and credibility

The strategy aligned every stage of the lead lifecycle, from contact acquisition through to opportunity progression and close, clarifying ownership, handoff points, and performance expectations across sales and marketing.

2. Full-Funnel Demand Generation Programs

To replace event-heavy activity with a more integrated full-funnel program, Accelerato implemented:

  • Multi-channel digital campaigns

  • Targeted ABM programs

  • Nurture journeys tailored to Japanese buying behaviours

  • Sales outreach sequences aligned to each campaign theme

This created consistent, predictable motion across the entire funnel.

3. Localised Content & Messaging

Recognising APAC’s linguistic and cultural diversity, Accelerato led the localisation of:

  • ABX program assets

  • Sales plays and acceleration kits

  • Website and landing pages

  • Digital ads and social assets

  • Nurture programs and email journeys

  • Partner GTM content

  • In-market PR and media narratives

Execution was tailored operationally to each country, from ANZ’s digital-forward enterprise buying journey to Japan and Korea’s relationship-driven motion.

4. PR, Media & Regional Awareness

To support both IPO visibility and ongoing brand-building, Accelerato coordinated:

  • Country-specific PR (starting with ANZ, later expanded across the region)

  • Media campaigns tied to Sumo Logic’s thought leadership pillars

  • Analyst engagement

  • Social amplification across LinkedIn, regional platforms, and partner channels

  • Locally relevant storytelling that elevated Sumo Logic’s credibility in each market

The ANZ PR pilot alone significantly increased the share of voice and earned national coverage.

5. Operational Alignment & Cross-Functional Rhythm

Accelerato established structure, cadence, and shared operating models across:

  • Global demand gen

  • Business development

  • Campaigns

  • Digital

  • Partner marketing

  • Country sales leadership

This ensured no disconnect between HQ and region and eliminated the “lost in translation” gaps that often slow APAC execution.

Accelerato’s Impact

In under a year, Accelerato transformed X-Team from a marketing standing start into a high-velocity revenue organisation.

Commercial Outcomes

  • 187% of closed-won target achieved in Q1 FY22

  • Pipeline creation consistently 45% above target for five consecutive quarters

  • Regional expansion from ANZ & India to include Japan, Korea and Southeast Asia

  • Substantial acceleration in enterprise pipeline tied to ABX program

Strategic & Operational Outcomes

  • A modern, digital-first GTM engine supporting pre- and post-IPO growth

  • A regionally consistent yet country-tailored marketing motion

  • Strong cross-functional collaboration between global and APAC teams

  • Data-driven investment and funnel optimisation

  • A scalable ABX lifecycle embedded between marketing and sales

  • A deeply trusted partnership between Sumo Logic leadership and Accelerato

Strategic & Operational Results

  • ANZ PR pilot delivered an 8% increase in share of voice

  • 13 earned media placements including The Australian, strengthening credibility in the enterprise market

  • Increased brand presence across key APAC digital and social channels

Sumo Logic APAC emerged with a high-performing, regionally scaled, digitally mature GTM engine aligned to global vision, adapted to local realities, and capable of driving growth across one of the world’s most dynamic and complex markets.

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“Audrey is very good at extrapolating strategy from vision, and taking that strategy into execution in a way that makes sense and aligns to each country's nuanced operating model.”

LORI CHAVEZ
VP Global Demand Generation, Sumo Logic

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