<![CDATA[API To Europe]]> https://rss.com/podcasts/api-to-europe The show for US founders and operators taking their tech company across the Atlantic.

]]> RSS.com 2026.1010.64755 Wed, 14 Oct 2026 08:06:51 GMT en c6ffecab-544d-5f5a-806a-45a512b88110 https://media.rss.com/api-to-europe/podcast_cover_20261005_130342_9cf9d028dba99bee94a087564c5194bc.jpg API To Europe https://rss.com/podcasts/api-to-europe no Jay Werner Jay Werner Jay Werner false episodic podcast false <![CDATA[Europe Is Not a Country: Katrin Sturm on Hiring and Selling Across Europe]]> Europe is not a country, and US companies that treat it like one pay for it in hiring, sales

and slow growth.

In Episode 1 of API to Europe, host Jochen Werner talks with Katrin Sturm, a former go-to-

market leader at Salesforce and Oracle and the founder of Scale & Shine, about what US

companies get wrong when they expand into Europe.

They cover which European markets are hardest to hire in, the usual order of entry, and

why a German speaker is not automatically the right fit for Austria or Switzerland. They

also get into why less is more in outbound sales, the mistakes early-stage founders make

with sales hires, and how AI is shifting go-to-market toward community and human trust.

About Katrin Sturm: she held go-to-market leadership roles at Salesforce and Oracle,

including Salesforce's growth from $3B to $10B (2013 to 2018), and founded Scale & Shine,

a network for peer support, leadership development and go-to-market sparring for

founders and GTM leaders in SaaS and AI.

Connect with Katrin on LinkedIn: Link

Learn more about Scale & Shine: Link

]]> https://rss.com/podcasts/api-to-europe/3233214 0778bf33-f758-4757-846f-91559dcf8246 2117 full 1 1 1 1 Wed, 14 Oct 2026 08:06:49 GMT false false