European Tech Marketing Is Different: Here's How

Tech marketers are modifying their vision of the role of marketing in their companies: from a provider of prospect names and product messages to a strategic resource that, like a flywheel, fuels and smoothes the work and priorities of sales and of managing offering portfolios. Much has been written about the differences between the North American and European IT markets: American customers are more willing to experiment; they select a solution quicker; and they focus more on the technology than on business outcomes. And these differences are reflected in the way that tech industry marketing has organized and invested across the two regions.