Whether you’re just starting with a localization program or planning to unify stakeholders and teams dispersed all over the world, you’ll benefit from how much faster and more efficiently you will be able to expand internationally with a centralized localization program.


In this guide, learn more about the benefits of a centralized localization program and how to incorporate it with business objectives.



Elements of Localization

Building your localization program involves six interdependent elements:

Localization Program Team

The program team deals with internal clients, such as marketing teams that require translation or localization for content or campaigns. They report to stakeholders, such as C-suite executives, on their performance and requirements. Headed by your localization director or manager, this team oversees project management and supervises your in-house linguists and translators.


Your tech stack is crucial to your localization program.
Investing in the right software and tools helps automate your workflows, makes your processes efficient, centralizes your resources, and keeps your team productive.

Download Our How to Build a Localization Program Guide for more!


Your translators and linguists are the most important people in your localization program. They do all the work of
translating, localizing, and reviewing content. They ensure translations are accurate, appropriate, and consistent with your brand voice.

Download Our How to Build a Localization Program Guide for more!


When it comes to the localization process, you don’t need to reinvent the wheel.

There is a global standard for translation service requirements with ISO 17100:2015. This applies not only to LSPs, but also to clients. This covers processes, translator qualifications, and technical resources. It specifies the steps you need to consistently deliver high-quality translation work.

Download Our How to Build a Localization Program Guide for more!


Language quality is one of the most critical metrics for localization projects. As such, you need a comprehensive quality framework to monitor, measure, and control translation quality.

Download Our How to Build a Localization Program Guide for more!


You need to manage, measure, and report your performance.
If you work with an LSP, you should have an agreed-upon set of KPIs, reporting requirements, information sharing, a business intelligence platform, and a communication model.
In addition, you need to establish a service level agreement (SLA) with your language service provider and localization partner.

Download Our How to Build a Localization Program Guide for more!

Benefits to a Localization Program
Wether just starting off or trying to improve, merging all your localization efforts into one program sets you on the right path.

Consistent Brand Voice

Resources like brand guidelines and style guides are shared by global teams. In this way, the tone, style, and personality of the brand are maintained consistently.

Standard Workflows

When every market has the same localization process and different teams follow the same process, you will end up with consistent quality.

More Efficiency

Leveraging language technology platforms and sharing translation memory, translation memories, and glossaries can help you improve your productivity.

Scalable Programs

In addition to being easier to use, following the same procedures makes expanding into new markets, adding new languages, or handling more content types faster.

Lower Costs

As multiple teams share more resources, it makes procurement easier, and you can cut costs to avoid duplication.

Standard Metrics

It’s easier to compare performance across teams or markets using the same metrics and key performance indicators (KPIs).

Unified Teams

There’s a greater sense of being part of one team with common goals and a centralized localization program.

Opportunities in Localization

  • It's a Multilingual and Culturally Diverse World

    Organizations that want to reach international markets must face the reality: Many of these markets aren't native English speakers.

    Based on CSA Research’s "Can’t Read, Won’t Buy" findings, 40% of consumers are less likely to consume content, seek customer service, and purchase online if the language used isn't their own.

    It's a challenge; however, it also drives the need for localization

  • An explosion of content

    The accelerated shift toward digital has led to a huge spike in volume in the creation and consumption of content.

    The rapid rise of e-commerce, e-learning, virtual events, usergenerated videos, and streaming services means one thing: more content.

  • Emerging Markets

    There's a fast-growing middle class in the developing world.

    At the same time, access to smartphones and broadband Internet is getting cheaper and growing wider.

    This represents untapped potential for global brands.

    More than 90% of new Internet users come from emerging markets, according to the Boston Consulting Group.

Challenges in Localization

  • An afterthought

    Localization teams often work in a silo, separate from product development and marketing.

    Translating and localizing content after a product, website, or app has already launched can lead to higher costs, bad user experiences, delayed market entry, and missed opportunities

  • Decentralized Model

    Many organizations allow different units or country offices to make their own decisions on localization.

    Whether in-house or outsourced, decentralization can lead to duplication of efforts, cost inefficiencies, and inconsistencies in content.

  • Cost, Not Revenue Center

    Many see localization and language strategy as costs and not revenue generators.

    Procurement and finance officers often focus on choosing a vendor with the cheapest cost per word.

    Additional resources are hard to justify when they're seen as expenses, not as investments.

“Know your value and know what value you’re adding to the company, so don’t get too caught up in operations. You need to deliver and know that what you’re doing is actually incrementing the revenue of your company. If your team is not there, then you’re not going to be present in all of these markets.”

Nancy Ferreira da Rocha, Senior Localization Program Manager, FedEx

Localization Best Practices