Striking the Balance: Globalization vs Localization SiriusDecisions. All Rights Reserved

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1 Striking the Balance: Globalization vs Localization

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3 Executive Summary Key issues Localization is more than the creation of assets for local use in campaigns organizations must consider multiple factors A key challenge is to offer a localized experience to prospects and customers, while enjoying multi-market efficiencies of scale Marketers must identify gaps between the current state and the agreed-upon localization model, and then take action to eliminate those gaps What you will walk away with A clear breakdown of the localization challenge into constituent parts An introduction to the SiriusDecisions Localization Decision Framework

4 Finding Balance in Localization

5 The Scope of Localization Assets Tech and Data Legal Org Timing Product

6 Localization Responsibilities Creation Decision Rights Process Ownership Budget Resources Who determines what marketing will be executed? Who does the work to manage and deliver marketing? Who has the final say in any decision that needs to be made? Who defines and manages the required processes? Who owns and manages the budgets? Who manages the resources that do the work? Who creates the content and assets needed?

7 LEVEL OF LOCALIZATION The SiriusDecisions Localization Model LEVEL OF MARKETING DIFFERENTIATION

8 The Localization Scale DOMESTIC Level 1 GLOBAL Level 2 TRANSLATE Level 3 COMPLETE Level 4 Language Language Language Language Culture Culture Culture Culture produced for domestic use only applicable but requires adaptation requires translation and localization New content needed

9 Tactic Mix The Differentiation Scale SAME Level 1 SIMILAR Level 2 INCREMENTAL Level 3 DIFFERENT Level 4 A B A B A B A B The same tactics and mix are effective in both regions The same tactics are effective but the overall mix must be adjusted Incremental tactics should be added to the tactic mix to ensure it is effective Completely different tactics are needed to be effective

10 LEVEL OF LOCALIZATION The SiriusDecisions Localization Model 4 Program-Centric High level of content localization. Similar marketing approaches used across geographies. 3 Geographically Driven High level of localization. approaches differ by geography. 2 1 Centrally Driven Minimal localization. approaches are largely similar across different geographies. -Centric Minimal content localization. programs differentiated to meet needs of individual geographies LEVEL OF MARKETING DIFFERENTIATION

11 LEVEL OF LOCALIZATION Localization Responsibility By Model 4 Program-Centric Creation Geographically Driven Creation 3 2 Centrally Driven Creation -Centric Creation LEVEL OF MARKETING DIFFERENTIATION Central Geography

12 Assessing Your Current State 1. Assess current state Item Decision Rights 1 3 Creation 1 Review the elements under each marketing task and assign current ownership Process Ownership Headquarters Budget Headquarters and Regions Resources Regions/Sub-Regions SCORE:

13 Assessing Your Current State 2. Plot Current State HQ Regions Map scores to alignment grid

14 Mapping To Localization Models Program-Centric Centrally Driven Geographically Driven Centric

15 Mapping To Ideal State Model selected: -centric responsibilities need to be shifted to Region and content responsibilities already aligned Current Score

16 IBM Case Study Performance marketing team responsible for working with regions worldwide Consistently faced challenges planning and delivering marketing assets on a timely basis Localization issues affecting effectiveness and performance of marketing

17 IBM Case Study 1. Assess current state Responsibility Dimension Creation Decision Rights Process Ownership Budget Resources SCORE: Remember, scores represent 1 = Central marketing function 2 = Shared between central marketing and geographic regions 3 = Geographic region function

18 IBM Case Study 1. Assess current state

19 IBM Case Study 1. Assess current state 2. Map to localization models Responsibility Dimension Centrally Driven Geographically Driven Program-Centric -Centric Decrease Increase Decrease Increase 4 8 Creation Increase Increase Decrease IBM SCORE: Increase local control In Range Decrease local control

20 IBM Case Study 1. Assess current state 2. Map to localization models 3. Determine ideal model Program-Centric Implications Benefits Challenges Impacts 1. WW has more control over what gets executed 2. IMTs have flexibility to produce content that best resonates in their market 1. Inconsistent messaging 2. Limited ability to create local tactics to drive pipeline for sales 3. Limited visibility of locally created content available for repurpose 4. IMTs turn into a content creation vs. an execution unit execution needs to happen where they have customers 1. Need to define standards for content creation in IMTs to maintain IBM brand/image 2. Increased total expense, limited ability to repurpose content 3. Increased development time due to lack of expertise, skills and SMEs 4. More development work required for English language IMTs 5. IMT needs to create a content production discipline with resources and budget required to support local content creation 6. Risk of duplication 7. Shift resources/budget from marketing execution to content development

21 IBM Case Study 1. Assess current state 2. Map to localization models 3. Determine ideal model

22 IBM Case Study 1. Assess current state 2. Map to localization models 3. Determine ideal model 4. Gain consensus with regions 5. Implement model

23 AMD Case Study 80% of revenue and 65% of marketing spend outside the US Blank check regional marketing planning model Business included b-to-b and b-to-c components

24 AMD Current State Operating in a geographically driven model without appropriate processes resulted in wasted spend, overlapping efforts, and inconsistent marketing

25 AMD Optimized State Centrally Driven Corporate To drive consistency, efficiency, and scale a set of corporate driven marketing was developed and delivered in all regions -Centric Regional Regions were permitted to created regionally specific marketing but within a content centric model that ensured consistency of message

26 Questions?