To drive profitable business in each of their local markets, b-to-b organizations are forced to decide what level of mandatory and desired localization to carry out for content and solutions. An in-country field marketer will fight for the resources needed to offer a fully localized experience to local buyers and customers. Meanwhile, a company’s corporate team focuses on the search for multi-market efficiencies of scale and looks for a business cost/benefit analysis for all localization efforts across the company. This ongoing “to localize or not to localize” conundrum never seems to get any easier.
We at SiriusDecisions believe that localization investment should be justified using a disciplined approach based on scoring – by market, against relevant criteria and measured against an agreed threshold. Armed with this information, companies can prioritize monetary and resource investment across the range of applicable markets to reach an optimum localization tiering plan. This plan can be used to justify ongoing investment in localization efforts or contribute to a new market entry analysis.
Individual elements are placed into two groups: “market factors” and “company factors.”
These are market-driven groupings of elements that greatly influence localization requirements but are not directly within the control of an organization.
These are internally focused groups of elements that relate to the expectations of sales or channel partners and require an organization to evaluate its internal localization procedures.
We are busy turning this approach into a usable framework and tool that will enable our clients to bring structure to their localization decisionmaking. We would be pleased to hear about your own struggles and solutions to this problem. For further discussion, please contact me at [email protected].
Julian Archer is a Research Director at SiriusDecisions. He has more than 25 years of international b-to-b demand creation experience within corporate and pan-European field functions. Follow Julian on Twitter @julianarcher