A panel of IT executives at The Channel Company's Women Of The Channel 2018 event shared how their companies are handling globalization challenges, from the creation of unique marketing campaigns, to the importance of relationships.
On Supporting End Users In A Global Role
A company the size of RSA has customers with many different cultures and languages, scattered across a variety of geographies. For RSA, developing different sales and marketing programs catered to these markets is important, because just having one strategy won't cut it, said Michelle Pas, director of channel marketing and global programs for RSA.
"We try to develop programs and translate them, but it’s a challenge because something that works here might flop there," Pas said. "Be open-minded and listen to the regions. Not one campaign is going to work for everyone."