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 that language was the single biggest barrier to engagement, Accelerato led a comprehensive localisation initiative covering:
ABM program assets
Website and landing pages
Digital advertising
Email campaigns and nurture streams
SDR scripts and outreach cadences
Partner marketing materials
This ensured Sumo Logic’s message was not only understood but also trusted.
4. Public Relations & Social Visibility
To address low market awareness, Accelerato coordinated:
Engagement of a local PR firm
Japanese-language social strategy
Regular thought leadership distribution
Consistent brand presence across local media
This positioned Sumo Logic as a credible, active participant in Japan’s cloud and data ecosystem.
Accelerato’s Impact
Commercial Outcomes
Significant new logo and expansion pipeline uplift
Increased engagement and conversion across marketing nurture and SDR outreach following localisation
Stronger partner-driven opportunity creation
Strategic & Operational Outcomes
A fully localised, Japan-ready GTM engine
Clear visibility and alignment across the entire lead lifecycle
A modern, multi-channel marketing motion replacing single-tactic dependency
A PR and social presence that materially improved market awareness
Sumo Logic emerged with a credible, locally tailored market presence and a scalable GTM infrastructure, positioned for continued expansion across Japan’s high-value enterprise sector.
“Not only does Audrey have in-depth market knowledge, but she has also never been afraid of getting into the data and peeling it back. She is analytical, gathers feedback on her hypothesis and executes towards agreed-upon KPIs.”
LORI CHAVEZ
VP Global Demand Generation, Sumo Logic
