Organisations face a challenging future—one where existing competitors are constantly innovating, and new start-ups are reinventing entire business models thanks to evolving technology. For the modern CFO, inertia is not an option.

Amazon’s domination of the retail industry is well known. Its superiority in customer experience has shaped the day-to-day expectations of today’s consumer when shopping online: next day delivery, same day delivery, one-click to purchase and a never-ending stream of products to choose from. It continues to innovate and drive next-generation services for today’s consumer, including its recent launch of ‘try before you buy’ fashion in the UK, a feature that allows subscription members to try up to eight items before they commit to the purchase, once again changing the game for online B2C shopping.

In 2016, NetSuite was localized in the U.K. Fast forward two years, and NetSuite is now localized in Sweden, Finland, the Netherlands, Belgium, France and Germany with growth expanding into Spain, Portugal, Italy, Denmark, Norway and Dubai.

A quick search for jobs with “NetSuite” in the title on the popular IT job search website Dice.com quickly reveals what many NetSuite partners already know: there is intense competition for talent in the marketplace right now.

Hardly any company today can grow its business by focusing on a single domestic market. Lots of anecdotes provide evidence of globally conducted businesses growing faster than those oriented mostly in local markets. As the internet has transformed the world into a global village, why on earth (pun intended) wouldn’t a company seek to expand its opportunities and market its products and services worldwide?