Companies that are buying translation services are looking for ways to expand to new markets. Meanwhile, translation suppliers are looking to serve new and diverse customers. But how do you know where there is potential for new business when there is not yet enough "market" to provide concrete ROI data? How can we use what we already have to reach new customers and early adopters, find out what works (and what doesn't) in a new market, and get established ahead of the competition? How do we find out what we do not yet know about potential future customers? This interactive session will discuss challenges and solutions for reaching new markets, and what metrics and lessons you need to gather as you go.
Alison Toon, Smartling’s Senior Director, New Markets, has been working in the translation industry for two decades. In her new role at Smartling, Alison will manage the newly-launched Smartling Partner Program, nurturing relationships between Smartling and translation agencies around the globe. With a background in enterprise-scale translation management, she was previously responsible for Hewlett-Packard's (HP’s) globalization program, a transformational initiative across all of HP’s business units, products and customer lifecycle. Alison developed and managed the enterprise translation management architecture team, strategy and technology, and was responsible for the tools, operation and business processes used for managing all translations for HP.
François Richard has more than 20 years experience in the language services and technologies sector. His varied background includes software development, machine translation, internationalization, translation memory, globalization enterprise solutions, and – once again – machine translation.