What’s in a name change
Today my son turns thirteen. Twelve years ago, on his first birthday, I started this business. I still remember the feeling so well, terrifying and obvious in equal measure. The two were never a coincidence of timing. They were two parts of a single decision: to become a mother and to reshape my career accordingly rather than choose one over the other.
In the twelve years since that day, I have seen the industry accelerate almost beyond recognition. Gartner puts APAC IT spending at US$1.78 trillion this year, up 11.8% on last year, with data centre and AI infrastructure investment growing more than 60%. Europe is telling the same story from the other side of the world: $1.4 trillion in IT spending, up 11.1%, with spend on generative AI models alone up 78% in a single year. More than half of EMEA governments are now actively moving toward sovereign cloud for their AI infrastructure, a sign that borders are not shifting in the abstract, but in the actual architecture companies are required to build around.
Two regions, a hemisphere apart, accelerating at almost exactly the same rate, for reasons that are becoming structural rather than cyclical.
So: Accelerato. Not a cosmetic change or a branding conceit, but an intentional move to a name that matches the pace of the work. The acceleration in the markets my clients operate in, and the acceleration in opportunity that comes with it. Because for every border being redrawn, every economy recalibrating, every AI shift changing what "go-to-market" even means, there is a company trying to figure out how to move as fast as the ground beneath them.
I have spent more than thirty years learning what that takes, and twelve of those years building a business around it. What I am most grateful for is the people I have met along the way, and the companies who let me into rooms where their growth ambitions in Asia Pacific and EMEA were still just that, ambitions — X-Team, Sumo Logic, Usabilla, and Pantheon among them — and let me help make them a reality. One of those people once told me that within weeks of us starting, marketing stopped feeling like separate, siloed initiatives and started working in sync. That is the kind of result I have built a career chasing, and I do not take lightly how many people have handed me that responsibility.
None of that changes with a new name. What changes is what comes next. I do not think the acceleration slows down from here, not with borders shifting, economies re-sorting themselves, and AI rewriting the playbook in real time. I think the next decade in these markets will move even faster and I intend to be exactly where I have always been: in the room, doing the work, alongside the companies brave enough to move with it.
Thirteen years old today, my son has no idea his birthday shares its date with a rebrand. But it feels right that the two things that mean the most to me both got their start on the same day, and both keep moving forward from here.
Partnership Fuels Global Growth
Markets evolve. Buyer behaviour shifts. But what drives lasting success is the ability to adapt with confidence and cultural fluency. The most successful SaaS companies don’t just expand, they learn, localize, and listen. They build systems that respect how each region buys, thinks, and grows.
At Accelerato, we help SaaS leaders do exactly that. If you’re ready to turn ambition into traction across EMEA and APJ, we’d love to partner with you.