First 90 Days: APJ Field Marketing at Cursor A plan from public information

The field program

Engineers start using Cursor, then a leader signs off on a company-wide deal. These programs share one company list with the sales rep for that country (AE).

What we do for each person

Some deals start with engineers who already use Cursor. Others start when a CTO, or in Korea a chair of the board, asks the team to pick a tool.

How I choose accounts

This is how I choose companies, so the programs reach the right people. The deals cover thousands of seats. Several people have to agree. The company-wide deal comes after they compare tools.

Signs a company is ready

I look first at Cursor’s own data: people at that company already using it, companies that come to a hackathon or meetup, and a list built with sales operations. My working idea: where many engineers already use Cursor, that company is in the first ten. Public hints come second: a public push on AI, a new CTO, hiring for AI tools, or a Copilot trial. Those hints do not replace usage data.

Three groups

1. Group 1 · One company at a time

   About 10 companies. The activity is written for the people who have to say yes there.

2. Group 2 · A small set of similar companies

   They share one activity.

3. Group 3 · Many companies at once

   Meetups, hackathons, and conferences.

Korea pilot

One country, one type of company, one person who books meetings, one marketer, one source of usage data, one way in, one goal, and ten companies.

Market

Korea. I host in Korean. On 28 June 2026, Cursor said it would enter the Korean market within four months, and that it was already working with several Korean companies.

Type of company

Internet and platform companies. Naver rolled Cursor out to thousands of staff, and chair Lee Hae-jin met CEO Michael Truell. Encar adopted it for front-end and mobile work.

Team and goal

The person who books meetings, and me. We start from companies that already have people using Cursor. Goal: turn team usage into an enterprise deal.

How we start

A developer event in Korean that leads into an executive roundtable. Seoul Hackathon #4 is 24 October 2026, 10:30–19:00 KST.

Ten example companies. I would keep a name only if people there already use Cursor. I am not claiming they do today: Kakao, Coupang, Gmarket, Woowa Brothers, Yanolja, Musinsa, Kurly, Daangn (Karrot), Socar, Zigbang. The same approach then goes elsewhere: Japan with IT partners, Australia and New Zealand from the NAB story, India with Infosys, and Southeast Asia from Grab.

One account, as a template

Template Kakao is the example. I am not claiming Kakao uses Cursor. The customer story is Naver, where the chair met Cursor’s CEO as the company rolled Cursor out to thousands of staff. Company details stay blank until sales operations can show whether people there already use Cursor. My working idea: the platform lead runs the comparison, and the CTO signs off on a company-wide deal. What we do: a workshop, a pack of customer stories, a roundtable, then a security briefing.

The team and the main number we track

I lead the person who books meetings, the country’s sales rep, and a technical specialist. Extra help joins when a deal needs it.

The main number we track is how many of the people who have to say yes we have actually reached. Then we count meetings, sales opportunities, and signed deals. The person who books meetings works that same list with me from week one.

1. 0–30

   Prioritize and research

   Check which of the ten already have people using Cursor. Write a one-page brief for each one that remains.

2. 31–60

   Name who decides

   Name the people who have to say yes, and choose an activity for each.

3. 61–90

   Run and analyze

   Run the event and the roundtable. Keep what brought the right people into the room.

What I’d ask leadership in week one

1. Which companies in APJ already have teams using Cursor, and can I get that list each month?
2. Which countries in APJ does Cursor want to invest in most this year, and in what order?
3. What most often slows an enterprise deal in APJ: a security review, a question about data privacy, or the lack of a version that runs in the customer’s own data center?
4. In Japan, should we start by marketing together with partners such as NTT DATA?