The European startup landscape: An insider guide

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< selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z 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d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.instagram.com/cmo_alliance/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@CMOAlliance" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" 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70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-startups tag-cmos tag-skills "> <section class="post-full-content Startups"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-08-23">23 August 2023</time> <span class="reading-time">10 min read</span> </section> <h1 class="post-full-title">The European startup landscape: An insider guide</h1> <section class="post-full-meta"> <a href="/tag/startups/">Startups</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/alan/"> <img class="author-profile-image" src="/content/images/size/w300/2021/04/Alan-Gleeson-copy.jpg" alt="Alan Gleeson" /> <section class="author-card-content"> <h4 class="author-card-name">Alan Gleeson</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2021/07/Europe-map.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Understanding the contrasting startup landscapes of the US and Europe can be a maze for newcomers, especially in the <a href="https://www.cmoalliance.com/the-case-for-brand-building-for-b2b-saas/">B2B SaaS industry</a>. The natural advantages, cultural differences, and distinct opportunities in these regions offer a fascinating study of contrasts and competition. </p><p>I’m Alan Gleeson, a <a href="https://www.cmoalliance.com/fractional-cmo-a-viable-side-hustle/" rel="noreferrer">fractional CMO</a>, and in this article, I'll dive into an comparison between the two landscapes, analyzing their unique characteristics, strengths, and challenges. </p><p>Whether you're an industry veteran or just starting, this exploration offers vital perspectives to navigate the complex terrains of tech business.</p><p><strong><em>Prefer to listen? Check out Alan's appearance on the CMO Convo podcast </em></strong>👇</p>  <iframe src="https://open.spotify.com/embed-podcast/episode/5w3l53MiyG86DAer1YjqsH" width="100%" height="232" frameborder="0" allowtransparency="true" allow="encrypted-media"></iframe>  <hr><h2 id="comparing-the-european-and-american-startup-landscapes">Comparing the European and American startup landscapes</h2><p>A lot of the playbooks and marketing insights we get are all US-focused. People might be familiar with the US startup landscape through osmosis and pop culture, but setting up startups outside of that environment can lead to surprises. You specifically asked about the differences between the European and UK startup scene and the American one, and that's an essential area to explore.</p><h3 id="funding-european-startups">Funding European startups</h3><p>Undoubtedly, one of the key differences is resourcing. If you look at the typical raises in the US at seed and Series A rounds, they're often five or ten times greater than in the UK, Ireland, or Europe. This creates a very different dynamic. A two million seed round in an enterprise B2B software context here doesn't go very far if you're trying to aggressively generate extra leads. Paid acquisition is increasingly vital, so the resource gap becomes a huge issue.</p><p>We are a lot leaner and more bootstrapped here, which means there's more demand on time, and it can get frustrating. It's easy for a CEO to demand a certain amount of growth because someone in the US is achieving it, but it's not an apples-to-apples comparison. There are differences in cash, the number of people in a marketing function, and <a href="https://www.cmoalliance.com/the-cmos-guide-to-marketing-tech-stacks/">the tech stack</a>.</p><p>In the UK, I'm used to working with small teams, particularly in the pre-Series B range. The US playbooks sound great, filled with things you "should" be doing, but they often lead to an ever-growing list that forces knock-on effects not readily understood.</p><p>One example might be that smaller raises and more resource constraints in Europe force the marketing function to focus on demand gen and lead gen. US companies can afford a broader mix, including branding, <a href="https://www.productmarketingalliance.com/what-is-product-marketing/?ref=cmoalliance.com">product marketing</a>, or even hiring growth hackers. However, in the early days, you might need someone focused more on <a href="https://www.cmoalliance.com/state-of-market-research-report-sponsored-by-semrush/">market research and customer validation</a>, which often gets eliminated in the rush to generate leads.</p><p>Moreover, the geographical and cultural factors play a significant role. In the US, you have a vast, relatively homogenous market, whereas Europe is more fragmented. The main English-speaking countries are the UK and Ireland, and then you have different currencies, political jurisdictions, and regulations, especially post-Brexit.</p><p>So, it's indeed a more challenging environment in some ways, but that's not me being down on it. There's still a very viable ecosystem here in Europe. It's just that it has very different characteristics, and American companies may not always be aware of these factors. </p><p>Understanding these differences is essential for adapting strategies and expectations to the local context, rather than blindly following playbooks that might not apply.</p><h2 id="talent-challenges-in-the-uks-b2b-saas-startup-landscape">Talent challenges in the UK's B2B SaaS startup landscape</h2><p><a href="https://www.cmoalliance.com/four-strategies-keep-nurture-top-marketing-talent/" rel="noreferrer">The talent scarcity is a real challenge</a>, but there are creative solutions. Models like the one I operate, where experienced professionals contribute on a part-time or consultancy basis, can spread the experience load. This portfolio approach is quite adaptable and provides different options for companies seeking expertise.</p><p>Additionally, <a href="https://www.cmoalliance.com/marketing-hiring-priorities-for-a-post-pandemic-world-as-a-cmo/" rel="noreferrer">the rise of remote working</a> has opened up the opportunity to plug into talent more broadly. For example, I've seen European companies hiring CMOs from the US, recognizing that their main growth market might be there. That leads to familiarity with the market and access to a broader talent pool, though it does require a more substantial budget, given the demand and supply dynamics.</p><p>While the talent landscape in the European and UK startup scene is indeed more challenging, there are innovative ways to navigate these difficulties. Whether through a focus on scale-ups, leveraging part-time expertise, or seeking talent internationally, there are strategies that can overcome the limitations imposed by the nascent nature of the B2B SaaS startup landscape in this region.</p><h2 id="building-success-as-a-b2b-saas-cmo-in-europe-and-the-uk">Building success as a B2B SaaS CMO in Europe and the UK</h2><p>To be successful in Europe <a href="https://www.cmoalliance.com/startup-cmos-what-do-they-have-in-common/" rel="noreferrer">as a B2B SaaS CMO</a>, you've got to be a voracious reader. The landscape is fast-moving, and it's not for those that think their learning stops at 25. You do have to have an appetite for keeping abreast of things because it's so fast-moving. </p><p>Another thing is being strong on data and analytics. There's an awful lot of data created by technology companies and software companies, and deriving actionable insights can be a challenging task.</p><p>There's almost so much data that it can be hard to find insights. Take Google Analytics, for example, which runs on most software websites. You need to apply lots of filters to the data. If you don't filter properly, you might make false assumptions about the traffic on your website. There might be a spam bot that hit you in February, or internal traffic from people in the office going onto the website every day. You have to be very strong with data, but it's got to be very focused on actionable insights.</p><p>Some softer skills that are really important include time management and prioritization. There's just always way too much to do, so you've got to be really focused on unit economics and making sure that your time is being aligned with the outcomes. Everyone wants to have an opinion on it, and there can be a lot of external noise. Prioritization needs to be key.</p><p>They're some of the qualities and skills that I think you definitely need. Then I guess, the other interesting one is, how much do you need to get into the weeds? You'll be operating in a domain, and you need to know that domain, understand the buyers, the buyer personas, the stakeholders in the purchase decisions, the software unit economics, and the tech.</p><p>But then how deep do you go on the various elements like analytics or PPC? Do you really need to get into the weeds? And I'd argue, probably not. You want to be able to delegate effectively.</p><p>Being a successful CMO in the European B2B SaaS landscape requires a blend of continuous learning, data analytics proficiency, soft skills like time management, and an understanding of the specific domain in which you're operating. Balancing these aspects while adapting to the unique characteristics of the European market is key to building success in this field.</p><h2 id="what-skills-do-startup-cmos-need-to-operate-in-europe">What skills do startup CMOs need to operate in Europe?</h2><p>Developing the skills necessary to become a successful CMO in the B2B SaaS landscape in Europe is a real mix, and I'd argue there's no one-size-fits-all approach.</p><p>I guess I'm not your typical CMO. My background in economics and marketing from a primary degree, coupled with an MBA, has provided me with foundations around macro aspects, strategic thinking, and unit economics. This skill set is somewhat unusual, but it underlines the fact that there are multiple paths to reach a senior role.</p><h3 id="1-continuous-reading-and-learning">1. Continuous reading and learning</h3><p>Having a voracious appetite for reading is essential. Of course, part of the trick is trying to know what to read since we're overwhelmed with content. I follow a couple of external writers or commentators that straddle everything from psychology to economics to data analytics. Over time, I've recognized that these writers consistently provide insightful content, although I must admit that there's an inherent bias in my selections.</p><h3 id="2-balancing-hard-and-soft-skills">2. Balancing hard and soft skills</h3><p>In life, there are hard skills you need to know to do certain jobs, and then there are soft skills. Empathy, emotional intelligence, and good interpersonal skills are important aspects you're likely to develop through your journey through life.</p><h3 id="3-being-aware-of-diversity-and-thought-leadership">3. Being aware of diversity and thought leadership</h3><p>While I recognize the bias towards American male writers in my reading choices, I am consciously trying to follow more diverse backgrounds and voices, including more female writers. There's definitely a need for more thought leadership from European B2B SaaS professionals, and it's encouraging to see that it's coming with initiatives and networks focused on building that ecosystem.</p><h3 id="4-blend-of-experience-and-formal-education">4. Blend of experience and formal education</h3><p>Having a background in economics and marketing, and even an MBA, can provide a solid foundation. But experience, learning on the job, and having a trial-by-fire approach can also shape your skills and understanding of the industry.</p><p>There's no essential playbook, and different routes can lead to this senior role, reflecting the complex and fast-moving nature of the field. It's a journey of growth and adaptation, where one must remain open to various sources of knowledge and constantly hone both technical expertise and interpersonal acumen.</p><h2 id="the-intricacies-of-marketing-to-a-diverse-european-market">The intricacies of marketing to a diverse European market</h2><p>The dynamic nature of Europe's various business environments is a distinctive characteristic that makes it vastly different from the United States. Unlike the fairly unified business practice in the US, Europe's business environments vary significantly from one country to another. This presents unique challenges and opportunities for CMOs who have to navigate these different business cultures and adapt their strategies accordingly.</p><p>SaaS companies are an excellent example of <a href="https://www.cmoalliance.com/6-steps-to-a-successful-market-expansion/">businesses that need to cater to a global audience</a>, starting with the big markets of the US and the UK, and expanding to other English-speaking countries such as Ireland, South Africa, Australia, and New Zealand. </p><p>Interestingly, the consumption of many software applications is weaker in Europe compared to these countries, with most of the early days skewed heavily towards English software applications, with Germany being a notable exception.</p><p>For B2B solutions targeting professionals, language barriers are less of an issue as many of these countries in Europe have English-speaking professionals. However, when a company is founded in a multilingual country like Belgium, the challenge increases. They have to cater to a domestic market that uses multiple languages such as Dutch, French, and German, all of which add to the complexity and cost of maintaining different sets of websites and producing content in different languages. Currency fluctuations and setting pricing for different markets also add another layer of complexity.</p><h2 id="the-challenges-of-international-scaling-and-adaptation">The challenges of international scaling and adaptation</h2><p>It's important to note that while most companies aspire for global reach with a predominantly English solution catering for the US, UK, and Irish markets initially, the need to adapt based on data and market demand can't be overstated. Tools like Google Analytics can reveal where site visitors are coming from, allowing for possible localization if there are clear hotspots. However, the costs associated with this need to be carefully considered.</p><p>While it can create additional work, such strategic adaptation is necessary for companies to remain competitive. Factors like pricing pages and exchange rates can greatly affect a product’s competitiveness in the market. Moreover, other seemingly minor factors, like site speed, can also greatly influence user experience and site performance, especially for those targeting growth markets like the US.</p><p>There are tools available, like Pingdom, to help check the site speed from different locations, and it's something that has to be consistently monitored. Many businesses only discover these issues once it's too late, but experienced CMOs will be vigilant about potential pitfalls.</p><h2 id="the-value-of-experience-and-learning-on-the-job">The value of experience and learning on the job</h2><p>European CMOs face unique challenges, and it often involves learning on the job due to a lack of specific resources addressing these issues. From understanding FX impacts and site speeds to the importance of indexing content in Google Search Console, <a href="https://www.cmoalliance.com/top-5-b2b-seo-strategies/" rel="noreferrer">B2B SEO strategies</a>, and creating an <a href="https://www.cmoalliance.com/dont-just-create-content-do-something-with-it/" rel="noreferrer">amplification plan for content</a>, all these lessons add to their experience and equip them to navigate complex business landscapes.</p><p>While it may seem that European CMOs are 'scrappier,' terms like resourceful and resilient may better capture their approach to their role. Their experiences certainly make them different, but whether it gives them an advantage over US CMOs is up for debate.</p><p>US CMOs often have the advantage of a full stack team and a fully optimized tech stack early on, which can facilitate more sophisticated strategies than what might be possible in Europe. However, European CMOs' resourcefulness, which includes leveraging contacts or freelancers and their networks, cannot be overlooked. Both models have their benefits and challenges, and ultimately, the choice depends on the individual marketer and their preferred working environment.</p><h2 id="the-us-vs-european-tech-landscape-a-comparative-analysis">The US vs European tech landscape: A comparative analysis</h2><p>I think there will always be a gap between the US and European landscape, particularly when it comes to resources and opportunities. It's not just the 300 million people on the doorstep of the US or the more cash brought in at the early stage. There's also a richer ecosystem. The US landscape isn't uniform, and it’s pocketed around Silicon Valley and the West Coast, leaving large parts of the country on par with Europe.</p><p>Natural advantages, like having such a huge domestic market, definitely help the US maintain its edge. For instance, startups in Ireland and Finland, despite being brilliant, lack a natural advantage. Some even need to move early to the US to succeed, such as Stripe out of Ireland.</p><p>However, I'm neither despondent nor downbeat about the European landscape. Markets are evolving, growing, and can contain multiple successful players. The US might lead, but there is still plenty of room for European companies to be profitable and well-run. There's a shift in perspective occurring, moving away from the single unicorn model to recognizing the value of viable growing companies. With software, positioning is increasingly important due to declining barriers to entry.</p><p>Despite the US's natural advantages, they're not as strong when it comes to certain aspects of Europe. Many US companies will look at acquisitions in Europe since the market can be complicated. The approach to European software might be reframed, focusing on strong businesses that grow nicely rather than the historic VC-dominated model chasing unicorn outcomes.</p><h2 id="advice-for-new-cmos-in-the-european-b2b-saas-landscape">Advice for new CMOs in the European B2B SaaS landscape</h2><p>For those stepping into the role of CMO in the European B2B SaaS landscape, there are a couple of essential tips to keep in mind:</p><ul><li><strong>Be data-driven</strong>: It helps to understand unit economics early on.</li><li><strong>Prioritization</strong>: Use tools like Trello, Teamwork, or Asana to prioritize.</li><li><strong>Time tracking</strong>: Toggle can be beneficial.</li><li><strong>Networking and learning</strong>: Utilize resources like the CMO Alliance and SaaStock, and platforms like Growth Mentor where aspiring CMOs can find guidance.</li><li><strong>Use your network</strong>: Reach out to people, look for mentors, and don't try to do everything on your own.</li></ul><p>I've served as a mentor on Enterprise Ireland's scale-up program and seen firsthand how these strategies can set up new CMOs for success. Irish B2B software companies have benefited greatly from these practices. </p><p>The underlying message is clear: don't do it in isolation. Use your network, be open to learning, and set yourself on the path to success. It's an exciting journey ahead!</p><p><strong>Got questions? Maybe you've got your own advice for navigating the European stat-up landscape as a CMO. Share them on the </strong><a href="https://www.cmoalliance.com/join-the-community/"><strong>CMO Alliance Community</strong></a><strong>!</strong></p>  <a href="https://www.cmoalliance.com/join-the-community/?utm_source=article&utm_medium=banner&utm_campaign=community-ad"> <img src="https://www.cmoalliance.com/content/images/2021/03/CMO-Alliance-Community-ad.png"> </a>  <p><br></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/alan/"> <img class="author-profile-image" src="/content/images/size/w300/2021/04/Alan-Gleeson-copy.jpg" alt="Alan Gleeson" /> <section class="author-card-content"> <h4 class="author-card-name">Alan Gleeson</h4> <p>Alan is the CEO and Co-Founder of Contento.io, a Headless CMS, built to power B2B and SaaS websites. He was previously a freelance marketing consultant for several leading B2B SaaS companies. </p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/startups/">Startups</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/startup-cmos-what-do-they-have-in-common/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/What-does-a-CMO-do-in-a-startup-1.png" alt="What does a CMO do in a startup?" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/startup-cmos-what-do-they-have-in-common/"> <header class="post-card-header"> <h2 class="post-card-title">What does a CMO do in a startup?</h2> </header> <section class="post-card-excerpt"> <p>Learn a startup CMO's key responsibilities, challenges, strategies, and impact of this crucial leadership role in early-stage companies....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/startup-content-marketing-domain-authority-gap/"> <img class="post-card-image" src="/content/images/size/w800/2024/05/content-marketing-domain-authority-gap.jpg" alt="Startup content marketing: How to overcome the domain authority gap" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/startup-content-marketing-domain-authority-gap/"> <header class="post-card-header"> <h2 class="post-card-title">Startup content marketing: How to overcome the domain authority gap</h2> </header> <section class="post-card-excerpt"> <p>As a startup or small player, you're fighting an inherent disadvantage when it comes to content marketing and SEO. The big domains have spent years accumulating domain authority that’ll help them rank more easily. However, that doesn't mean you're doomed....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">7 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/we-need-to-talk-about-start-up-branding/"> <img class="post-card-image" src="/content/images/size/w800/2022/05/branding-image.jpg" alt="Unlocking the power of branding in B2B SaaS startups" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/we-need-to-talk-about-start-up-branding/"> <header class="post-card-header"> <h2 class="post-card-title">Unlocking the power of branding in B2B SaaS startups</h2> </header> <section class="post-card-excerpt"> <p>Alan Gleeson joined us once again, to share his considerable experience as a fractional CMO for B2B SaaS start-ups and give you the lowdown on everything you should be thinking about when it comes to early start-up branding....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">4 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.cmoalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" /> <span>CMO Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">The European startup landscape: An insider guide</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=The%20European%20startup%20landscape%3A%20An%20insider%20guide&url=https://www.cmoalliance.com/navigating-the-european-startup-landscape-as-a-cmo/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.cmoalliance.com/navigating-the-european-startup-landscape-as-a-cmo/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.cmoalliance.com/navigating-the-european-startup-landscape-as-a-cmo/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.cmoalliance.com/assets/img/sales/CMO%20FULL%20LOGO%20WHITE.svg?v=445d4f2483" /> </a> </div> <div class="site-footer-content-title"> The CMO Alliance is a collective of passionate Chief Marketing Officers all over the world. 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