Customize your approach to European partners for better results
“Europe is like North America: the countries are just different states,” a young but enthusiastic new EMEA GM from America once said to me on his first day at his London office. Being a Brit, I smiled and made a comment about the inclement weather and advised that he should buy a brolly (umbrella).
It wasn’t the first (or last) time I heard an opinion or saw behaviour from colleagues in our industry suggesting that two major regions (Europe and North America) were the same. To most of you in our community (I hope), the news that Europe as a region is a different beast to North America – especially in terms of building an ecosystem of channel partners – is old news.