English is NOT the Global Language - Show #4

Randi Roger is Senior Product Manager for security for Midcontinent Independent System Operator (MISO), the electric grid operator for the central US. MISO provides power to 15 states and the Canadian province of Manitoba, focusing on creating a reliable, affordable, and sustainable grid for the future. As a guest on The Global Marketing Show, the Rapport International podcast, Randi shares real-world insight into the complexities of global marketing and translation management, including common pitfalls and best practices for businesses expanding internationally. 

The High Cost of Decentralized Translation 

Throughout her varied career roles, Randi saw many companies default to having their in-country offices handle translations, to save money while ensuring local relevance. Her experience as Senior Manager of Global Partner Marketing at Genesys, a customer experience company, revealed significant hidden costs to this approach. 

At Genesys, marketing managers in each country spent approximately one week per quarter managing translations instead of focusing on critical revenue-generating activities like trade shows and sales support. With marketing professionals earning around $60 per hour, the process represented substantial opportunity costs. Additionally, the decentralized approach led to fragmented campaign rollouts, undermining global brand consistency. 

“If we were trying to launch a global marketing campaign, it would end up being very staggered because I would finish it in the U.S. But by the time I sent it down to Latin America (LATAM) to get translated, and then over to EMEA (Europe, Middle East, and Africa) to get translated into the different types of languages...it was all based on when that marketing manager had time to get it done.” 

The Inefficiencies of Duplicated Efforts 

Randi says a decentralized approach also leads to redundant work. For instance, Spanish translations were handled separately for Spain and Latin America, doubling the workload and cost. Similarly, French translations for French markets needed additional adaptation for Canadian markets, creating delays and coordination challenges. She describes it as “double duty,” asking the LATAM team to duplicate what was done for the Spanish translation, “tying up two marketing managers and two agencies.” 

That’s not to overlook proper cultural context, however. Successful international business requires more than language translation; it demands cultural integration. Randi led a marketing campaign in Japan with the central message of “improving customer experience.” The idea couldn’t be translated effectively because, as Randi learned, “the whole concept doesn’t exist in Japanese. We would never have a bad customer experience since Japan's whole culture of business centers around the customer.” 

Many companies assume they can use English globally, considering it the international language of business. Randi has found that this approach can damage both internal morale and market success, however, since “it’s very ethnocentric to say to a country that speaks a language other than English as their primary language, ‘Just use my language, everybody understands it.’” The sentiment can create resentment within international teams and harm brand perception in local markets. Even in markets where English proficiency is high, like the Netherlands, using localized content shows respect for the market and strengthens brand relationships. 

For global marketing campaigns to truly resonate worldwide, Randi now takes a centralized translation approach: 

I would have liked to hire a single translation agency and say, " Here’s the campaign for Q1. When do you need it by so that we have enough time to translate it into the other six languages?” This approach would ensure materials are ready in time for in-country teams to review and accept them while maintaining consistent messaging across markets. 

The benefits extend beyond timing. A centralized approach allows companies to build valuable translation memories and glossaries over time, creating cost efficiencies and ensuring consistency of voice and brand, even while localizing to a region. 

Finding the Right Translation Partner 

Poor translation can severely impact consumer trust, particularly in e-commerce. Would you buy from a website that isn’t well translated? The trust deficit extends to email marketing, where poorly translated messages are often mistaken for phishing attempts and immediately deleted. 

Randi always looks beyond the simple procurement process when looking for a translation agency. Many companies rely on RFPs (Request for Proposals), but she cautions against selecting a vendor based purely on price, which could cost more in the long run due to protracted editing requirements and missed deadlines. Instead, evaluate potential partners based on: 

• Experience in your industry and target markets 

• Quality of their in-country teams 

• Translation technology and glossary management capabilities 

• Project management processes 

• Track record with similar global rollouts 

• Ability to scale with your business growth 

Making the Business Case 

To secure budget dollars for professional translation services, Randi recommends quantifying both direct and indirect costs to align departmental goals with corporate ones. At the same time, it underscores translation (and all language services) as an investment rather than a sunk cost. For instance: 

Direct Costs: 

• Salary costs of in-country staff managing translations 

• Agency fees per market 

• Technology and tools 

• Review and quality assurance processes 

Indirect Costs: 

• Delayed campaign launches 

• Inconsistent brand messaging 

• Lost sales from poor translation 

• Damaged market reputation 

• Internal team inefficiencies 

In this light, the ROI from translation becomes clearer. Faster market entry allows businesses to capitalize on opportunities more quickly, while properly localized content typically leads to higher conversion rates. Organizations also benefit from increased customer trust and engagement when content speaks directly to local market needs. Internal teams become more productive when freed from translation management duties, allowing them to focus on core business activities. Finally, companies achieve better global brand consistency when messages are professionally translated and culturally adapted across all markets, strengthening their international presence and market position. 

Language Services Strategy from the Start 

As business becomes increasingly global, professional translation and cultural adaptation of marketing materials isn’t just a nice-to-have – it’s a strategic necessity. You can start, so long as you start strategically: 

1. Start with a clear global rollout strategy before entering new markets 
2. Select a centralized translation agency partner early 
3. Ensure the chosen agency has local expertise in target markets 
4. Build translation glossaries for industry-specific terminology 
5. Allow time for in-country teams to review translations 
6. Count translation needs as part of the initial market entry budget 

Success in global markets requires more than just word-for-word translation; it demands a strategic approach to language and cultural adaptation. Investing in professional translation services and cultural understanding can mean the difference between thriving and merely surviving in international markets. By taking a thoughtful, systematic approach to translation management, companies can build stronger global brands while avoiding costly mistakes and cultural missteps. 

Links:

Website: https://www.misoenergy.org/ 

LinkedIn: https://www.linkedin.com/in/randi-roger/