The BotPod - Europe GTM playbook: Robotics scaling

In this episode of Tech Talks, Danielle Blake, Senior Consultant, Autonomy & Robotics, is joined by Fernando Fandiño Oliver, Senior Vice President for EMEA at The Mobile Robot Company, to explore what it really takes to scale robotics businesses across international markets.

With experience spanning start-ups, scale-ups, and multinational organisations, Fernando shares his journey building and expanding robotics companies across Europe, the Middle East, and Africa. The conversation dives into the fundamentals of go-to-market strategy in robotics, from validating product–market fit and proving ROI, to navigating enterprise partnerships and building strong regional ecosystems.

Fernando also discusses the cultural nuances that shape how robotics is adopted across different countries, the operational realities of scaling automation solutions, and the lessons founders often underestimate when expanding internationally. From early-stage growth to large-scale deployments, this episode offers practical insight into what it takes to successfully bring robotics technology to market.

 

 

 

 

About the guest

Fernando Fandiño Oliver is a senior executive in the mobile robotics and intralogistics automation sector with extensive experience scaling robotics businesses and expanding the adoption of autonomous mobile robots (AMRs) across international markets.

Over the past several years, he has played a key role in growing mobile robotics solutions across EMEA, building partner ecosystems, leading regional growth strategies, and delivering automation projects in complex industrial environments. He is currently Senior Vice President for EMEA at The Mobile Robot Company, where he focuses on expanding collaborative mobile robotics solutions across Europe, the Middle East, and Africa.

To speak to this episode’s host, Danielle Blake, please email her at d.blake@lawrenceharvey.com.