Notes fromthe ground.

What we see when tech companies enter Germany, Austria, Switzerland and the UK. Short, practical and written for the people who own the decision.

Regulation · 5 min

NIS2 turned security into a sales question

Since NIS2, your buyers in Germany and Austria have to vet their suppliers. For a tech vendor that changes the first meeting, the shortlist and the length of the cycle.

Market choice · 6 min

DACH or the UK first?

Most tech companies expanding into Europe pick the UK because it feels familiar. Sometimes that is right. Here is how we decide which market comes first.

Pipeline · 5 min

Why high-volume outbound fails in Germany

Sequences that book meetings in the US often produce silence in Germany, or complaints. The reasons are legal and cultural, and the fix is to do less, better.

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