Navigating Global Business Cultures: Insights from Marco Santos, CEO of GFT Technologies
In a world where technology transcends borders, understanding diverse business cultures is crucial for leaders. Marco Santos, the Global CEO of GFT Technologies, shares his journey through various markets, highlighting the nuances of business practices across Latin America, the United States, and Europe.
A Relationship-Driven Culture in Latin America
Marco’s career in IT began in Brazil, where he joined GFT in 2011 as a country manager. At that time, the business landscape was heavily relationship-driven. "Delivering on promises to build trust was very important," he recalls. This emphasis on personal connections shaped his approach to business.
Starting with a small team of 80, Marco focused on establishing a local client base. Leveraging his existing IT connections, he built relationships that opened doors. "I tried to meet with people I already knew in the market," he explains, emphasizing the importance of trust and familiarity in Latin American business culture.
As GFT expanded its footprint across the region, Marco took on broader responsibilities, eventually overseeing operations in Costa Rica, Mexico, and the entirety of Latin America. His experience underscores the significance of nurturing relationships in a culture where personal connections often dictate business success.
The Competitive Landscape of the U.S. Market
In 2020, Marco became the CEO of GFT USA and Latin America. The transition was challenging, especially during the COVID-19 pandemic, which restricted travel. "I had to manage things remotely until moving to the U.S. in July 2021," he recalls.
Marco describes the U.S. market as "super competitive," with a sophisticated business environment that prioritizes innovation. "Clients are open to new things," he notes, highlighting how the pace of change often outstrips regulatory frameworks. This dynamic environment required him to articulate GFT’s competitive advantages clearly.
When pitching to major banks, Marco learned that U.S. clients expect detailed metrics and specific outcomes. "Pitches in the U.S. focus on the metrics you achieved while solving problems for previous clients," he explains. This contrasts sharply with Brazil, where presentations tend to be more generic and relationship-focused.
Moreover, communication styles differ significantly. In the U.S., people are more direct and value efficiency, key performance indicators, and return on investment. Marco adapted to this style, recognizing the need for clarity and precision in a fast-paced market.
Navigating the European Decision-Making Process
In July 2024, Marco relocated to Germany, where he began working alongside the former global CEO. He quickly noticed that the European business culture is characterized by a more deliberate decision-making process. "The culture is more risk-averse," he observes, noting that new ideas undergo extensive evaluation before implementation.
In Europe, strategic planning is paramount. Marco explains that clients expect comprehensive analyses of options and scenarios before any operational plans are executed. "People will expect you to understand all the variables at play," he emphasizes. This thorough approach contrasts with the rapid pace of change in the U.S., where decisions can shift quickly due to competitive pressures.
Despite the slower decision-making process, Marco appreciates the stability it brings. "Once you do this comprehensive planning and come to an agreement, you can really start to execute, and things don’t change," he notes. This reliability is a significant advantage in a market where consistency is valued.
The Importance of Adaptability in Leadership
Marco’s journey across continents has enriched his leadership skills. He believes that adaptability is essential for executives, especially in the ever-evolving IT landscape. "Being a fast learner and an adaptable person are essential for strong leaders," he asserts.
As GFT’s CEO, Marco recognizes that leaders must continuously assess their environments and adapt their strategies. "When changes happen in business, leaders with these skills should think about how to adapt and keep moving toward their long-term goals," he advises.
His experiences underscore the importance of cultural awareness in global leadership. By understanding the unique characteristics of each market, leaders can navigate challenges more effectively and drive their organizations toward success.
Marco Santos’s insights provide a valuable perspective on the complexities of global business cultures. His experiences highlight the importance of relationships in Latin America, the competitive nature of the U.S. market, and the meticulous planning required in Europe. As leaders navigate these diverse landscapes, adaptability and cultural awareness will remain key to their success.