Expanding into Europe isn’t just a natural growth move to go global - it’s a strategic minefield that will hurt those who don't learn from those who've been up the mountain!
In this masterclass episode of What Makes You Tick, Michael Schirrmacher, SVP Growth @ Reveni. A world class EMEA GM, ex Bloomreach, Fast and Narvar, joins Richard Washington to break down exactly what it takes to land and scale successfully in EMEA.
If you’re a US or International founder, CRO, or GTM leader planning your first European expansion, this episode is your EMEA Expansion Playbook.
Learn how to avoid the classic mistakes, hire your first regional leader the right way, and build sustainable traction across multiple markets.
💡 In This Conversation, You’ll Learn
The do’s and don’ts of landing in Europe — from first hire to full market launch
Why US playbooks fail in EMEA (and how to fix them)
How to find product-market fit again in a new region
The difference between a local “hero” and a real regional builder
How to align HQ and regional leadership without creating silos
Why “trust” and “timing” matter more than budget in international expansion
The cultural nuances that drive (or destroy) deals in Europe
🧭 Who Should Watch
Founders expanding from the US (or out East) to EMEA
CROs and VPs of Sales building international GTM functions
Investors looking for playbooks that scale across markets
Sales leaders entering new regions or rebuilding EMEA operations
👤 About Michael Schirrmacher
Michael Schirrmacher has spent 15+ years building and leading go-to-market organizations across Europe. From early-stage startups to global scale-ups, he’s helped companies like Bloomreach, Fast and Narvar crack international growth, build cross-functional alignment, and lead high-performing teams across cultures. Now he's SVP Growth @ Reveni. Check them out!
🎙️ About the Show
What Makes You Tick is a podcast by Richard Washington, founder of Tick Talent, featuring candid conversations with the world’s top GTM leaders, founders, and operators.
Each episode unpacks real frameworks, battle-tested lessons, and behind-the-scenes stories from the people building the future of revenue.
🔗 Connect
👉 Michael Schirrmacher – LinkedIn https://www.linkedin.com/in/michaelschirrmacher/
👉 Richard Washington – LinkedIn https://www.linkedin.com/in/richwash/
🎧 Subscribe to What Makes You Tick @whatmakesyoutick
| Spotify https://open.spotify.com/show/1PrIjRzmSOGUQJSigtpXNS?si=06137d29432747d6
| Apple Podcasts https://podcasts.apple.com/gb/podcast/wmyt-what-makes-you-tick-tech-leaders-career-stories/id1699043715
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