CHANNEL CHIEF
EMEA
NICK ADAMS is the Vice President of EMEA at Globalization Partners based in London , UK , where he leads the company ’ s international expansion into Europe . He discusses his job role and explains how the company works with channel partners .
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Describe your current job role and the parts that are somewhat challenging ?
The focus of my role is running Globalization Partners ’ commercial business across Europe , the Middle East and Africa . This entails sales , marketing and managing our partner channel strategy as we continue to increase awareness about our solution that helps companies hire talent anywhere in the world , quickly and easily .
It is both challenging and exciting that the Employer of Record ( EOR ) business model is a fairly new concept in Europe . Our role over the next 24 to 36 months is to raise awareness of what an EOR is , so we can ensure that when C-suites are ready to take the next steps to international expansion , they understand that there is potentially a quicker and more cost-effective route to market than the traditional route of setting up their own branch office or subsidiary , which can be a costly , complex and time consuming process .
Globalization Partners simplifies global expansion – simply put , companies find the talent and Globalization Partners puts their new team member on its fully compliant , in-country payroll . This allows businesses to expand into almost any country around the globe-quickly and easily . With our solution , they can bypass the legal , HR and tax complexities of hiring in another country , while getting all the benefits of a global team .
Can you explain how your company works with channel partners ?
Globalization Partners has a well-established partner strategy . Our varied partner ecosystem ranges from payroll and HR vendors , to consulting , legal and accounting firms , to investor , venture capital and M & A communities – with a variety of small , medium and large sized partners .
We work primarily with strategic partners promoting each other ’ s services to raise awareness of our brands and to promote mutual lead referral opportunities . We do also work with smaller partners but mostly on a relatively infrequent referral basis . Our partnership programme is flexible and allows our partners to either choose to monetise a new revenue stream or to remain as an impartial independent trusted advisor to their clients .
How do you ensure channel partners flourish in a highly competitive market ?
We have the largest partner team in our industry and ensure that we provide a high level of support to our partners through all stages – from onboarding , to sales enablement . Having an established programme , led by an experienced team , allows us to provide our partners with the due care and attention required to ensure they are successful .
We provide partners with specialist marketing support to ensure they have the latest content on our offerings and share in the spoils of results from our regular surveys and marketing events . We also invest in the latest tools and products , including our super new partner portal , so we can efficiently manage our partners ’ interactions .
What are the latest trends you see emerging across the channel ?
A whole host of firms have sprung up during the pandemic or have really pivoted their business model to embrace the new style
Nick Adams , Vice President of EMEA , Globalization Partners
INTELLIGENT
INTELLIGENT TECH CHANNELS TECH CHANNELS Issue 35 61