Global Language Strategy Master Class
March 16 – 25, 2021
A company’s language strategy is one of the key foundations for its global business and product successes. The Global Language Strategy Master Class provides tools and guidance for corporate and localization leaders to use in creating and maintaining a robust language strategy.
Language strategy reaches across many corporate organization functions with major impact on customers and users. Internal leaders from sales, marketing, and product, through customer support, training, social media, legal and human resources are active stakeholders in developing the right language strategy for their organization. Language strategy is a cornerstone for effective internationalization. It relies on accurate analysis of customer needs and market dynamics.
Language strategy is not a one-time initiative; it can be a range of policies requiring long term vision and execution. If you are a leader in your organization, with a passion for customer focus and market growth, the Global Language Strategy master class will provide you with guidance for your company’s language strategy. The course will examine a range of practices and tools for company stakeholders to use in creating and maintaining a robust language strategy. We’ll examine what a language strategy may look like, who it serves, the product and stakeholder influences on its policies, and why it’s a long-term basic business driver.
This Master Class is for:
The Global Language Strategy class benefits corporate organization leaders and localization leaders, having at least 3+ years’ management and executive experience with global growth in the following disciplines:
- Localization Management
- Product Management
- Global Field Leadership
- Marketing, Growth and Sales Management
- Content Directors and Managers responsible for global content strategy
- Customer Support Leaders
- Training/Education Leads
Session 1 – An Introduction to Language Strategy: Foundations and Building Blocks
Tuesday, March 16
Session 2 –Groundwork and Guidance: Business Cases, Stakeholders, Data and Revenues
Thursday, March 18
Session 3 – Building Out Your Language Strategy: Customer Experience, Tiering, Partnering, Coverage
Tuesday, March 23
Session 4 – Implementation and Management: Internationalization, Content Considerations, Tools and Media, Wrap-Up
Thursday, March 25
Classes will include brief exercises. Active participation is encouraged.
To allow for a high level of interactivity, the class is limited to 20 attendees. To protect privacy and confidentiality, sessions will not be recorded.
This course will provide you with:
The Global Language Strategy master class will give participants the guidance to develop and integrate robust language strategy into company DNA. At the completion of the class you will have
- Guidelines for mapping a corporate strategy for language and cultural coverage for your product and brand
- A picture of the range of stakeholders for language and cultural coverage
- An understanding of the multiple business components (analytics, markets, content, customer experience, financial measures, etc.) that are the backbone of language strategy
- A summary of issues and implementation checkpoints accompanying language strategy integration
- Understanding of the wide scope of business, technical, language, and users issues that are critical components of a successful corporate language strategy
- Recommended techniques, partnerships, and checklists for language strategy management.
Melissa Biggs is a strategic thinker who has accumulated a wealth of experience across the globalization industry. She has the ability to synthesize information and to raise issues and ask questions that keep the conversation stimulating and moving forward.
She has an incredible wealth of industry experience and will delight you with her hands-on approach and professional stories. From her background in various localization fields, she will bring to light the importance, but often overlooked, use cases for language strategies. Her global perspective and experience will break down the complexity of localization and provide the foundation to creating successful language strategies.
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About Your Trainer
Melissa Biggs is a localization veteran with over 25 years of experience in management roles targeting localized products for enterprises. Her career focuses on technical content and localization leadership. Her enthusiasm for localization started at Olivetti Corporation in Italy. Melissa then led a technical publications group at Xerox for artificial intelligence products. She switched fields to focus on globalization strategy at Sun Microsystems, managing localization groups, as well as leading corporate initiatives for global products, and international technology strategies. At Oracle, she contributed to Oracle’s translation products and processes. Melissa also managed marketing localization at Informatica, a data integration company.
In addition to deep corporate localization engagements, Melissa is active in industry and non-profit groups. She has served on localization industry-wide groups, including as charter member of GILT Leaders Forum, TAUS (Translation Automation User Society) and Localization World. She is on the board of the non-profit Global Lives Project, which teaches global empathy through global film and curriculums, and is a mentor for the international TechWomen program.
Her passion is promoting best practices to connect global users with localized product experiences and information.
Currently, as a founding partner with Locale Solutions LLC, she provides localization strategy consulting services for companies in technology. Melissa graduated from Bucknell University and completed communications graduate studies at San Jose State University. In her copious free time, she loves travel (virtual for now), a good read, anything film (film festivals, streaming, etc.), and swimming.
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