Localization Is a Board-Level Decision: What European Software Leaders Learned the Hard Way About Entering the American Market
European enterprise software companies entering the American market consistently report that localization was their most underestimated challenge — not the technology, not the sales motion, and not the pricing model. Conversations with software executives who have navigated this transition reveal a pattern: organizations that treated localization as a strategic function from the outset outperformed those that treated it as a post-launch operational task. This is their account of what the differe
