Trust is the foundation of every sales process, including international growth. Too often, it is compromised not by client-side complexity but by misalignment within our own teams. When marketing and sales teams work in isolation, communication about content, clients, and campaigns becomes inaccurate, context is lost, and opportunities are missed. This piece explores how trust is earned at the intersection of local nuances, human pacing and internal cooperation. It argues for shared ownership of the sales funnel, the intelligent use of AI to enhance rather than replace relationships, and a pragmatic approach to collaboration that considers both process and people.

Cultural insights Patience, Time & TrustWhen you talk to a client for the first time, the wish is often explicit: a good conversation, a click and preferably the same day, a signature on an assignment. Unfortunately, or perhaps fortunately, in practice things...

Cultural insights Navigating Cultural Understanding in International Sales and MarketingDid you ever had the experience a deal  slipped through your fingers, leaving you scratching your head, wondering what just happened? If you’re involved in international sales and...