You should distribute leadership, hire someone accountable for the region you want to expand to. If you see the US as a 60%-70% market for you, think of putting a senior person in charge - you could hire a Chief Revenue Officer for the US market once you got the momentum.
To avoid further challenges and pitfalls - set expectations clearly and early for your team, plan ahead your hiring strategy and expansion timelines. Big advice: if you have international clients, try to use them for early sales to gain momentum or at least use them to test your market messaging.
From personal experience - hiring someone in a country where you want to expand to brings better results, they are more culturally aligned. In some countries, it makes a huge difference when you have a company representative who has a large regional network.
Stefan Ciecierski - Talent @Newfound
In the first stages of creating a business, culture is very important. The first people that you hire tend to define that culture. So when you are expanding overseas, the question that would need ask is not “How can I translate my culture internationally” but “How can I allow my culture to evolve and to take international opportunity”