Because SAP is a global company, the core message was the same for all audiences. But regional preferences shaped content and customer treatment. In North America, customers were segmented and treated by industry; in EMEA, they were handled by country and industry.

As for networking, there were 17 different market units at the EMEA event, and each had its own lounge. These national centers allowed customers to discourse and learn among their cultural and linguistic peers.

Frankfurt hosted a party with Duran Duran, a D.J. and food and drink; Orlando delegates enjoyed a concert with Santana. Keynotes highlighted well-known names: environmentalist and former U.S. vice president Al Gore in North America and airline mogul Sir Richard Branson in EMEA.

Intelligence Note:

As events become increasingly international (due in many cases to technology), it's important to recognize cultural similarities and differences in both content and logistics. Assign a staff member to handle language diversity, and design presentation content with sensitivity to culture.