Translation teams report into different business departments from one company to the next, but ultimately translation teams provide a unique competitive advantage across the board when a TMS is effectively put into place.
During our final episode of our Translation Isn’t Blind series, we’ve outlined tips on how to make the case for obtaining the right budget and buy-in for translation from your manager, colleagues and even the C-Suite. Language translation adds value to your business, and this episode will help you understand the different ways of positioning your value. If you’d like to catch up with Kate and Adrian, the pilot and all previous episodes are available right here.
Shortcuts if you’re tight on time:
[4:03] Fitz says hi :)
[5:18] Overview of this episode
[10:56] Expanding globally- jump in with Adrian
[14:47] Kate on the virtues of international business
[17:30] How to create (and win) your case
[28:04] Scale of translation projects and an example
[32:24] What a TMS will allow your business to do in new markets
[40:36] Soft and hard targets to assess the success of translation services and localization efforts
[46:28] How to expand growth in localization and translation teams
[48:17] How Smartling metrics can push your successes further
[55:20] Alignment with your colleagues, management, and decision-makers
[58:22] The most insightful part of Translation Isn’t Blind series according to Kate
There are a few common goals and priorities you can integrate when making the case for localization. Depending on the nature of your business, you can approach your manager about making financial room for translation services by choosing one or more of the following thought processes:
- “I want to expand globally.”
- “I want to invest in / keep a translation management system.”
- “I want to add locales and / or expand translation coverage.”
- “I want to create and / or expand a localization team.”
After you’ve laid out your foundation, incorporate these Smartling-approved tips.
Tip 1: “Adapt or die” Spotlight the massive digital transformation that is defining 2020 and parlay it into your business planning. This can help add weight to your proposal. Prepare stats and facts to support your theories; below are some examples and resources for you.
Timely stats to pull into your pitch on digital transformation:
- By 2022 there will be 6 billion internet users (77% of the world population of 8 billion!!).
- Users are on the rise and they’re coming from China, India, US, Brazil, and Japan).
- An average of 8.8 hours per day is spent engaging with digital content.
- Digital is a big part of our lives, especially during these COVID days (shopping, streaming, apps).
Tip 2: “Promote the Tangible Virtues” Play up the virtues of international business. Yes, it is possible to both increase your revenue streams while simultaneously helping customers reap the benefits of your services. Convey this to your managers and colleagues by sharing a few examples of the undeniable potential of localizing your services or products. Help them envision the possibility of expansion and success.
Virtues of international business to pack into your presentation:
- Increase new customers / addressable market.
- Expand internationally.
- De-risk business and diversify.
- Gain a competitive advantage.
- Maximize your company’s ability for peak performance.
Tip 3: “Paint a Picture” People imagine outcomes differently, so paint a clear picture of what a successful outcome could look like. Prepare all facets of a complete vision including, but not limited to, knowing the details of your company’s policies and agreements and researching your competition.
Create Your Case:
- Research buyers, preferences, applicability, and market forces within your industry.
- Model the market opportunity by sharing projections.
- Understand policies, trade agreements, legality, delivery of services, currency.
- Read MD&A sections for guidance (publically available).
- Write a business plan and test hypothesis.
- Invest in technical infrastructure.
- Set measurable goals.
Tip 4: “Bring Your Secret Weapon” It can be stressful to try to make the case for support and funding of your localization ambitions. Bring in a language translation specialist and let them help ease the anxiety and back up your pitch by providing in-depth industry success stories that they have personally helped facilitate.
One of my favorite sayings in business is that, “Everything is storytelling.” Not that what you’re saying isn’t factual, but there is a certain talent, or je ne sais quoi if you’re fancy, to expressing yourself when pitching or having serious conversations. Let a professional from Smartling help to relieve the burden and see how they can articulate your endeavors to the table.
And there you have it. You can find additional resources below and on our site. If you would like to set up an informational meeting to see how we can help your localization and translation dreams come true, set up a chat with us today!
More Resources to Tap
- Tune into The Loc Show, the Smartling podcast where we bring you case studies and whip-smart industry hot takes.
- Follow us on Twitter @Smartling.
- Read Smartling’s manifesto.
- Book a demo.
- Meet our all-star translators!
Translation Isn't Blind
We're bringing translation into focus during our mini webinar series, Translation Isn't Blind. “Translation” lives in different places from one company to the next. During our final episode of the series, learn how to reveal to your manager how and why translation adds value to the business - how translation isn’t blind.
Check out our previous episodes below. 👇
S1 E1: Navigating Global Crises
During the season premiere episode, Kate Fitzgerald and Adrian Cohn covered the tools and resources you need to respond to crises and evolving situations as the world responds to COVID-19. View the recording here.
S1 E2: Internal Review: Kill it or optimize?
We covered the in's and out's of internally reviewing translation: an “insurance policy” that is designed to minimize a company’s exposure to publishing low quality - or unacceptable - translations. So, what should you do: kill it, or optimize internal review? Yes, you can - you can do one, or the other, or a little bit of both. View the recording here.
S1 E3: Does quality even matter anymore?
It’s the provocative question we’ve been waiting to discuss in the translation space. Some say translation quality is paramount, while others may say speed is more important. Learn how you can do both during this episode of Translation Isn't Blind. View the recording here.
S1 E4: Your perspective matters.
Every business takes a different approach to manage translation quality. During this episode of Translation Isn't Blind, our attendees shared their translation quality success stories. We discussed the themes behind each success and learning moment. View the recording here.
S1 E5: We translate because...
Conventional wisdom tells us that translation expands reach; and reach drives revenue. During this episode, we cover how to reframe how you talk about translation internally through untold stories about why other businesses translate. View the recording here.