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Gilbane Content Globalization Digest

Gilbane Content Globalization Digest. Introduction and Overview August 2009. Mary Laplante Senior Analyst. Today’s Session. Introduce the Content Globalization Digest What is it? What’s in it? How do we use it? When will it be available? Review Gilbane market data included in the Digest

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Gilbane Content Globalization Digest

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  1. Gilbane Content Globalization Digest Introduction and OverviewAugust 2009 Mary LaplanteSenior Analyst

  2. Today’s Session • Introduce the Content Globalization Digest • What is it? • What’s in it? • How do we use it? • When will it be available? • Review Gilbane market data included in the Digest • Q & A

  3. Gilbane Group Analyst and consulting firm focusedon content technologies and theirapplication to high-value business solutions Established in 1987 Practice Areas: Enterprise search, Collaboration and social media,Content globalization, Digital publishing, Webcontent management, XML content andtechnologies http://gilbane.com Gilbane Boston 20091-3 December

  4. Content Globalization Practice The intersection of content and localization/translation management Topic Areas: technologies, services, marketdevelopments, buyer perspectives Clients: vendors, enterprise users, investors User engagements: content strategies, education,technology acquisition support, content globalization capabilities assessment 2009 Publications Innovation3: The FICO Formula forAgile Global Expansion Borderless Brand Management: The Philips Strategy Multilingual Product Content: Transforming TraditionalPractices to Global Content Value Chains

  5. About the Digest

  6. What is the Digest? • Gilbane has been covering content globalization as a market since 2004 • Developed a rich inventory of content assets related to SDL’s business • Opportunity to select and package a subset for use by SDL sales and marketing teams

  7. Digest Goals • Support SDL’s messaging targeting executive audiences • Put our resources directly into the hands of SDL sales professionals • Add value to the sales/prospect interaction by enabling you to offer independent market education and information materials

  8. Digest Development Process • Conducted inventory of Gilbane assets • Applied several filters and reviews in collaboration with SDL • D. Harrington, M. Nawrocki, B. Fallon • Solicited FAQs from SDL sales • Tested value and utility of Digest components • Special thanks to Andy Page • Guided by two principles • Independent perspective • Sales velocity

  9. What’s in the Digest? • User guide • Market data with “cheat sheet” commentary • Guide to case studies • FAQ with answers from Gilbane analysis • Resource list • Plus a separate piece for external distribution • New commentary on SDL in a market context

  10. Market Analysis: SDL in Context • Targeted for executive audience • Gilbane’s perspective on trends in content globalization • Analysis of SDL within the context of today’s buyer and user concerns • Data and resources

  11. Case Study Summary

  12. Prospect FAQs and Responses Q: Our executives expect us to save money, so that’s notenough to get attention and funding anymore. How do we build a business case that’s practical AND sexy? You can take a traditional approach and look at top-line issues or operational risks: Tie the investment to a top-line strategic objective (revenue growth, improved customer sat) Tie it to significant risk to the business (new competitivethreat, missed revenue due to unscaleable processes, compliance) OR you can be a little more creative: Appeal to corporate ego. Use a market leadership hook and benchmark your company against specific competitors or industry leaders (networking, vendors, market data) Form an internal partnership or coalition, fronted by an organization that has visibility and influence. If you’re T&L, for example, build an alliance with the organization responsible for delivering web experience. This approach delivers the steak with the sizzle, to use an old marketing adage. Independent perspective is often effective in these cases . . . A:

  13. Data from Gilbane Research plus Narrative

  14. Data Analysis SDL salesimplications

  15. Business Drivers for Investment Gilbane Group, Multilingual Communications as a Business Imperative

  16. ROI for Global Product and Brand Content Gilbane Group, Multilingual Communications as a Business Imperative

  17. Organizational Hurdles Gilbane Group, Multilingual Communications as a Business Imperative

  18. Measuring Content Value Gilbane Group, Multilingual Communications as a Business Imperative

  19. 2009 Business Objectives at Companies Delivering Product Content Gilbane Group, Multilingual Product Communications, 2009

  20. ROI for Investments in Globalizing Product Content Gilbane Group, Multilingual Product Communications, 2009

  21. Thanks SDL GIM London15 October Overcoming the Language Afterthought SyndromeA Gilbane presentation at Localization World Silicon Valley22 October Gilbane Boston 20091-3 December New: Invitation-only briefing for user attendeesNew: Office Hours with industry experts Mary LaplanteVice President, Senior AnalystGilbane Group, Inc. http://gilbane.com mary@gilbane.com

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