Overview

Founded in Munich by brothers Anton and Otto Lang, Sales-automation.ai is an AI-powered SaaS platform that helps businesses automate and optimize their entire sales and marketing funnel.

From identifying target customers to generating qualified leads and managing customer acquisition, the platform enables companies to scale their growth more efficiently.

Built as an international, remote-first company from day one, Sales-automation.ai saw Asia-Pacific as a natural next step in its global expansion strategy. Singapore quickly emerged as a promising gateway into the region, offering access to one of the world's leading innovation hubs and a rapidly growing business ecosystem.

Why Sales-automation.ai Chose German Accelerator

While the team had experience serving international customers, expanding into Southeast Asia required a deeper understanding of local business culture, customer expectations, and market dynamics.

To explore these opportunities, Sales-automation.ai joined the German Accelerator Market Discovery Program before continuing into the Market Access Program.

"The program gave us someone on the other side who had already thought through the questions we would encounter during expansion," says Johannes, Business Development Manager at Sales-automation.ai.

How German Accelerator Helped Sales-automation.ai Expand into Singapore

Throughout the program, Sales-automation.ai worked closely with mentors, local experts, and experienced founders to validate its market-entry strategy and better understand the Singaporean ecosystem.

Participating in industry events such as GITEX Asia gave the team the opportunity to engage directly with potential customers, test their value proposition, and receive immediate market feedback.

The program also helped refine the company's messaging. Through startup pitch events and mentor coaching, the team learned how to communicate the value of its AI-powered platform more clearly to customers, partners, and investors.

Beyond business development, German Accelerator provided valuable insights into Singapore's unique business culture, helping the team build a focused expansion strategy and identify Singapore as its first APAC hub.

What Sales-automation.ai Achieved After the Program

Following German Accelerator, Sales-automation.ai established a strong foundation for growth in Asia-Pacific.

The company secured its first customers in Singapore, including ST Engineering, one of the country's leading technology companies, while advancing plans to establish its first regional office.

At the same time, the team developed a clear roadmap for future expansion into additional APAC markets, including Australia, China, and Southeast Asia, while maintaining a focused approach centered on Singapore.

Advice for Other Startup Founders Considering International Expansion