Measuring the Value of Translation

Translation providers, be they freelance professionals or translation agencies, often struggle to communicate the value of what they do. Similarly, most of the clients purchasing these services for businesses struggle to explain why translation matters, and how it can help their companies achieve their goals.

It’s ironic, isn’t it? The value of translation seems like something so obvious and so simple that everyone should be able to “get” it. After all, communicating clearly with your customers matters to every business on the planet.

But buyers of translation need to know about more than just the value of translation. They need to understand its real-life application to a specific business problem or goal.

Businesses don’t want to know, “Why does translation matter?”

They want to know, “Why does translation matter… to me?”

The good news is that translation helps companies accomplish a large number of business goals, ranging from achieving more traffic due to improved SEO, to achieving a better app store ranking thanks to offering more languages, to higher customer satisfaction ratings, and many more.

Unfortunately, most translation and localization service providers are not prepared to guide their customers through a strategic conversation about how translation services will help their customers accomplish specific business objectives.

As a result, many companies struggle to figure out how to measure the ROI of translation in a way that addresses the unique needs of a business – which change from one customer to the next.

For this reason, we’ve published a guide to understanding the value of translation. It includes 10 ways to measure the ROI of translation, along with five ways to measure the value of translation technology, which generally serves as an ROI booster.

If you’re a buyer of translation services, get the guide.

If you’re a provider of translation services, become a partner.

About Nataly Kelly

Nataly brings nearly two decades of translation industry experience to Smartling, most recently as Chief Research Officer at industry research firm Common Sense Advisory. Previously, she held positions at AT&T Language Line and NetworkOmni (acquired by Language Line), where she oversaw product development. A veteran translator and certified court interpreter for Spanish, she has formally studied seven languages, and is currently learning Irish. A former Fulbright scholar in sociolinguistics, Nataly lives in the Boston area with her husband and daughter. When she isn’t working, you’ll usually find her translating Ecuadorian poetry, writing books, and exploring the world (36 countries and counting!).