Join us in an exploration of global strategies and local market execution. At the event, you will meet Mikkel Andersen, Senior Director of Digital Marketing at Demant, when we discuss some of the most common challenges in bridging the global/local marketing setups and provide guidance on how to solve them both short-term and long-term.


Are you working in marketing at a multinational B2B company?


If so, you might be encountering these common challenges:

  1. Global content and other supportive material (frameworks, best practices etc.) are not being effectively utilised in local markets because they are not tailored to specific needs. When the content is used, the localisation process is often time-consuming and inefficient.
  2. Local sales teams are not following up on leads generated through marketing because the sales reps believe the leads are of insufficient quality and have other higher-priority tasks.


But why does this really happen?


The issue often stems from deeper misalignments between global and local strategies:

  1. Local markets are granted significant autonomy because they know their markets best, and global teams aim to avoid undermining their authority. Additionally, local and global teams have conflicting incentives: global teams want to scale and experiment, while local teams focus on short-term results. This often results in global teams developing a large amount of expensive content that, in most cases, is never launched locally.
  2. Sales is involved too late in the process, only after leads are generated, leaving them without the chance to provide input or feel included. Additionally, the gap between sales and marketing grows due to differing priorities: marketing teams tend to focus on long-term results, while sales teams sometimes are pressured to deliver short-term wins. This often results in local sales teams not following up on the leads generated by marketing, even though the leads may be of high quality and hold substantial value.

In this webinar, we will not only explore the root causes of these challenges but also provide actionable solutions.


You will walk away with the following:

  • Practical tips and tricks that can deliver immediate impact.
  • Long-term solutions which will demand more structural changes (organisational designs, incentives and processes).

Register today and start bridging the gap between your global strategies and local market execution!

Any questions?