June 2020
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Why Companies Expand into International Markets
With so many concerns over COVID-19, one of the things I’ve been wondering is whether companies will hit the brakes on their international expansion plans. Recent CFO research conducted by Argyle Advisory and Globalization Partners offers some interesting answers. They surveyed 166 CFOs and VPs of Finance at large companies, the majority of which have…
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International Business Trends and the New Normal
COVID-19 is dramatically transforming the way companies do business. HubSpot CEO and Co-Founder Brian Halligan recently shared some insightful views on what the new normal will look like. One of the best marketers I’ve ever worked with, my colleague Kieran Flanagan, also shared some insightful thoughts on how the new normal will change the future…
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Building a Global Mindset Doesn’t Happen Overnight
Most companies are international long before they’re global. Becoming an international business requires you to sell to customers outside your home market. But becoming a global company is much harder and more complex. Going global actually requires you to change how your company thinks and operates. Here is a quick chart that can help you…
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Where Should Localization Live within a Company?
Where should localization live organizationally? There is no “right” or “wrong” place for localization to live on an org chart, but there are certain strategic objectives that most localization leaders want to accomplish at various points within the overall evolution of a tech company. Where you live organizationally can shape how much you can get…
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How to Improve Inclusivity with People-Friendly Translation
I was fascinated by a LinkedIn post I saw recently from a Polish translator named Aleksandra Domke-Jarre on the topic of language inclusivity. When I saw her words, “people-friendly translator that customers love,” I knew I had to reach out to her. I was impressed by her focus on customers as human beings, who sit…
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10 Simple Ways to Measure Localization Impact
I wrote in a recent post that I’m not really a fan of trying to measure the ROI of localization. Wow, did that ever hit a nerve! Some people agreed, but others argued that localization professionals should not lose sight of their attempt to find the Holy Grail. As usual, a lot of the disagreement…
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How to Get Your Global Technology Groove Going
At most digital businesses, international growth is led from the Sales organization. However, leaders of international expansion often struggle to get their Product team more involved with international growth efforts. Increasingly, the product team is a primary driver of growth at global technology companies. Getting these team members engaged is critical to your company’s long-term…
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141 Questions to Guide Your Local Market Entry
Many companies underestimate how hard it is to break into a new market. If you want to “go big” in a new country, it takes a lot more than just adding a new language or hiring a salesperson in a new market if you want to be successful in the long term. Don’t be caught…
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Marketers and Localizers: the Ultimate BFFs
One of my favorite books to recommend to localization folks is one that I leaned on heavily when I worked as a marketer. It’s by Ann Handley, “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.” This quote from the author really says it all: “Quality content means content that is packed with clear…