Going Global: - What U.S. Tech Founders Need to Know about EMEA Expansion w/ Kevin Shirley

Going Global: - What U.S. Tech Founders Need to Know about EMEA Expansion w/ Kevin Shirley
episode/45
Are you ready to break into the EMEA market and scale your North American tech company globally?
Kevin Shirley, has been there and done it. And Richard Washington has built business units in the UK and Barcelona and now helps companies find that intraprenuerial talent startups need to succeed in new markets.
On this podcast they share their lived experience. All with the goal of helping you make your expansion in to EMEA a successful one.
Description:
In this episode of Making Revenue Tick, I sit down with Kevin Shirley, Senior Manager of Corporate Sales EMEA at Udemy, to uncover the strategies and lessons he's learned from scaling North American companies into the complex EMEA region.
Kevin’s journey is as diverse as it is inspiring - he’s gone from building high-performing teams in San Francisco to leading corporate sales teams in Dublin and now Zaragoza. With over 15 years of experience in sales across startups and public SaaS companies, Kevin has worked in a wide range of industries, including HR technology, data, IT, and manufacturing.
Here’s what we cover:
Why EMEA is crucial for U.S. companies: The massive revenue opportunities for North American tech companies expanding into the EMEA region.
Cultural complexities in EMEA: How Kevin’s personal experience living and working in San Francisco, Dublin, and Zaragoza shaped his understanding of navigating diverse European markets.
Sales strategy for European markets: Why having a local presence and understanding the regional nuances is critical to success, from hiring talent to tailoring your product and marketing for European buyers.
The importance of localization: It’s not just about translating your product; Kevin explains why true localization in product, marketing, and customer service is key to winning in different countries.
Building sustainable teams: Kevin shares his playbook for assembling high-performing, culturally aware sales teams across multiple markets.
Lessons from leading sales teams at different stages: Insights into how sales leadership and strategy differ across commercial (2K employees) and enterprise (10K+ employees) segments.
Overcoming common pitfalls: What U.S. companies get wrong when expanding into Europe and Kevin’s advice on avoiding these costly mistakes.
Sales methodologies: Kevin’s experience using CCS, Sandler, Challenger, and MEDDIC frameworks to successfully drive growth in new markets.
Personal and career growth: Kevin’s unique perspective on why living abroad and taking on international roles can accelerate personal development and leadership skills.
Whether you’re a tech founder, sales leader, or entrepreneur, this episode is packed with actionable insights to help you succeed in scaling your company across the globe.
Connect with Kevin Shirley:
LinkedIn - / kevin-shirley-37518b7
Connect with Kevin for advice on expanding into EMEA and building high-performing sales teams.
Connect with Richard Washington:
LinkedIn - / richwash
Let’s connect and chat about leadership, revenue growth, and scaling startups globally.
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