The average business exists in a much more competitive world than it did
previously. There are several strategies and tactics that it must rely on
to survive in a global business landscape. One tactic is to localize
content and do it fast.
But, here’s the issue: Businesses need the approval of decision makers to
take the next step. To put it in a more straightforward way, localization
success is dependent on an “executive champion”. This is the c-level
executive that has the most to offer and benefit from localization.
So, it’s obvious that this is the person you need to identify and approach.
But, how do you do that? Presenting them with the numbers is fine, but what
you also need is a strategic plan. More importantly, you need to realize
that all stakeholders need to support the idea. It’s not just that one
Not seeking everybody’s support leads to decision making that is
contradictory and out of sync. Your localization strategy needs to be
presented in the boardroom where everybody can see and realize the need to
cooperate for the common good.
So, here are a few ideas for your pitch.
Different Strokes for Different Folks
When presenting your plans to the c-suite, it is best to consider what each
executive considers important and what their duties are. By creating
presentations that draw in on individual goals, it becomes much easier to
produce overall acceptance and cooperation.
So, let’s look at how each “chief” needs to be approached
• The Chief Marketing Officer (CMO): The CMO’s goal is, to put it simply,
keep the customer happy and have them coming back for more. So, his/her
approach is going to be on creating content that is personalized and
relevant. However, as usual, there are bound to be challenges such as slow
turnaround, low quality, the inability of the content to suit new markets,
and an inability to measure the impact of the content. This is where you
come in and show how localization can overcome some of these challenges by
providing the customer with a native experience. The next step is to show
how localization tools will be needed to achieve this in an effective and
cost-efficient manner. Use facts and figures to sound more convincing. For
instance, talk about how 90% of consumers prefer to visit websites that are
in their native language.
• The Chief Sales Officer (CSO): The CSO’s goals are to meet sales targets,
boost revenue, and bring in new customers. So, it’s clear you need his/her
approval. After all, you’re talking about the one person who practically
shapes the customer experience. Now, localization has a direct impact on
customer experience, but the CSO needs to see how it directly translates to
more sales and revenue. So, present a localization strategy that covers the
need for analytics, analysts, and KPI development that is necessary for
acquiring data and measuring the impact of localized content.
• The Chief Technology Officer (CTO): The CTO’s goal is to innovate,
research, develop, and invest strategically. When it comes to localization,
the CTO is your “go-to” person for all your technological needs. He/she’s
the one who will guide you on what tools are best suited for your
localization objectives. So, it’s not hard to see how to get the CRO’s
approval. Talk about how machine learning and AI can boost globalization by
making your content management systems more efficient.
• The Chief Procurement Officer (CPO): The CPO’s job is to look at supplier
performance, build strategic partnerships, and create value. This is the
person who will be assessing your localization vendors. So, it’s important
that you engage with the CPO when requesting for new services. This will
help you identify the roadblocks affecting the company’s globalization
efforts. Discuss how a partner that provides an end-to-end localization
service, in-market expertise, and advanced technology will benefit the
localization process by streamlining it. Point out how this partnership
will also help the organization scale.
Get the Message Across
ROI is what these executives will seek out at the end of the day. So, make
sure you cover that. Don’t beat around the bush and get to the point.
Also, make sure your goals are achievable. Highlight the ones that are easy
to achieve i.e. small in scope and low-risk. This is how you’ll get them to
commit the initial amount of resources.
Be transparent about how the resources are being spent. Discuss how you’re
going to fix issues, when and if they arise.
Finally, use the right data to back up your claims. These need to be strong
metrics. Maybe you’ll need hard numbers or predictive analytics. Figure out
which one would work best for your case.