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Common Questions That LSP Sales Managers Face
Growth is an evergreen topic for language service providers (LSPs). Those that struggle to increase revenue want to figure out how to formalize their sales function, while those that already have positive sales numbers want to grow more or do it more sustainably. The fourth quarter is sales and marketing prime-time. Not only it is a critical to finish

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LSPs: Become Memorable by Being Relevant
Language service providers often tell CSA Research that they struggle to get visibility and brand recognition. They feel that their marketing and sales efforts fall on deaf ears so meeting sales targets becomes difficult. Most buyers receive e-mails and calls from legions of Language Service Providers (LSPs) that have undifferentiated messages. As

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Digital Transformation Hoopla: What’s in It for LSPs?
It’s almost impossible to open one’s email or social media feed without skimming one or more messages entreating the reader to “follow the path to digital transformation” or to “recognize how artificial intelligence (AI) is changing digital transformation.” But how much attention should LSPs pay to what’s going

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Organizing Sales Machines Capable of Repeatable Success
Despite the reluctance of some executives to hire and train more salespeople, growth for language service providers is closely tied to developing a high performing sales function. Using responses from CSA Research’s 2017 Global Market Study, we tracked the percentage of LSPs that reported a revenue increase over the previous year and compared

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The Fastest-Growing LSPs
CSA Research's 13th annual market study sizes the language services industry and calculates a variety of business measures. One is the growth rate for the industry overall, another is the performance of hundreds of individual suppliers that provide detailed revenue data to our survey (see figure). In this year's analysis, we estimated that the market

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Five Questions LSP Sales Teams Frequently Ask CSA Research
Growth is an evergreen topic for language service providers. Those that struggle to increase revenue want to figure out how to formalize their sales function, while those that already have positive sales numbers want to grow more or do it more sustainably. CSA Research observes common dilemmas that LSP executives have to resolve. Here is a sampling

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Is There Such a Thing as a Recipe for Sales Success?
Language service providers (LSPs) – in particular small and mid-sized ones – often ask, “How can we increase sales? Where do we start? How can we build the best sales team?” The smaller ones often have a negative experience as they start formalizing the sales function. Sales training programs, including our own in the past, were

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Understanding Translation Buyers Drives Successful Sales
A cornerstone of successful sales and marketing is understanding the individuals to whom you are selling. Not just the kind of company, but the individuals who make decisions. A pitch that meets the needs of a young and relatively inexperienced localization manager at a small startup will be very different from one that works for a procurement manager

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Is Heavy Discounting the Only Way to Land Business These Days?
In their search for the best possible deal, prospects and clients put tremendous pressure on language service providers to reduce their prices. In our recent series of interviews on quoting, we inquired how LSPs decide when to cave in and offer a big discount – or simply walk away from the deal. It’s no easy decision. Not all buyer demands

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How Tightly Do You Manage the Sales Estimation Function?
How much does translation cost? That’s not an easy question to answer. LSPs spend a lot of time on the sales estimation activity. This process, often referred to as “quoting,” requires developing estimates of the price and turnaround time to complete jobs. That means determining which resources they need to do the job, matching them

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Five Tips to Develop the Skills of Your Salespeople
Increasing sales is an evergreen topic for language service providers. Even when executives chart a solid course and have a solid sales structure and methodology in place, they always inquire on ways to get better and faster results when training rookies, bringing a struggling salesperson back on track, or trying to over-perform. Our research shows

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Should Buy-Side Localization Managers Own the Localization Budget?
Many buyers scramble to stretch flat budgets to cover an expanding number of markets, products, and publishing platforms each year. To collect updated data about how they manage their language service spend, CSA Research conducted interviews with managers and directors responsible for translation and localization budgets at 37 global companies in 10

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Are LSPs Ready for Performance Transparency?
Consumers and business buyers have become accustomed to information at their fingertips. They can check on the step-by-step progress of deliveries, view photos of their car as it’s being repaired, and learn about the performance of doctors, professors, and other professionals before meeting with them. Why should translation providers be any less

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Can LSPs Become the Exclusive Language Service Vendor for their Clients?
Becoming the go-to supplier or preferred language partner is a core goal of many language service providers. To do so, most LSPs prefer what we call the “asphyxiation route.” They provide any language service under the sun in order to keep competitors off their turf. But the route to becoming the vendor of choice is quite different. In

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Will Going International Help LSPs Grow?
Most language service providers consider international expansion sooner or later. Some do it early on, while some wait to be more established to proceed. LSPs open offices abroad for a variety of reasons such as growing the business, improving client service, or developing a competitive advantage via low-cost production centers. However, whatever their

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Translation Management Developer XTRF Scores First Round of Funding
Last week, we spoke with Andrzej Nedoma, CEO of XTRF, a provider of translation project and process management software based in Poland. Nedoma told us that XTRF signed a “cooperation agreement” with Experior, a venture capital (VC) firm that will provide around US$2 million for product and company development. According to its co-founder

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Are You Going to the Right Events This Year?
Language service providers (LSPs) cite trade shows and conferences as their most effective source of revenue-generating leads. Common Sense Advisory learned this in a survey on marketing strategies, with 371 executives and marketing individuals. Such events play a vital role in increasing brand awareness and speed up the trust-building process that

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Are You on Track to Meet Your 2014 Sales Goal?
As the end of the first quarter is approaching, language service providers (LSPs) should review their company’s performance for the first months of 2014 to see what they must do to meet their yearly sales target. First-quarter guidance is important because LSPs still have time to readjust and regroup for a great year. Is your company on track

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The Challenges of Marketing Language Services
When seeking a new vendor, buyers of translation service have to weed through competing messages to find which suppliers can best meet their needs. The great majority of language service providers (LSPs) has minimal brand recognition in part due to their minimal marketing budgets and small teams to spread the message (see “Marketing Strategies

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SDL Pivots from Language Services to Customer Experience
Last month, SDL unveiled its Customer Experience Cloud designed to “deliver seamless, data-driven experiences at each point of the buying journey – across channels, devices, and languages.” The company integrated its content management, e-commerce, marketing analytics, and translation automation technology solutions into a single interface

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Call to all Marketing Managers in the Translation Industry
Common Sense Advisory today launched a survey on marketing strategies for translation industry professionals. Gone are the days when language service providers just advertised their services in their local phone book and spent the largest part of their budgets on mailers and tradeshows. The marketing discussion has evolved to attract customers via

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LSPs: Add Farming to Your Repertoire
Successful sales is about more than hunting for new opportunities. Farming accounts to build and grow existing relationships is just as important as impressing customers with your deliverables. Language service providers (LSPs) often fail to move beyond standard project management interactions. Salespeople are busy going after new buyers while the production

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Metaphrasis Packages Consulting with Language Services to Create a New Product Offering
Metaphrasis Language and Cultural Solutions LLC recently announced that it is providing education, training, assistance, and compliance services for organizations covered under Title VI and other federal language and accessibility mandates in the U.S. The new offering, called "Keeping it Legal - Language and Accessibility Compliance Services," supplies

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New Year’s Resolutions for Language Service Providers
2012 is right around the corner.  The economic picture remains fuzzy, but in an industry that grows consistently even in times of economic downturn, there is plenty to be optimistic about as we head into the new year.  The problems of language service providers have typically not been a shortage of business – the challenges have related

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Of Localization, Interpreting, and “That Other Thing” Called Translation…
Last week, more than 500 attendees flocked to balmy Barcelona for Localization World, a global conference devoted to the needs of those who make websites, software, and other products available in multiple languages. At the event, Common Sense Advisory hosted a colloquium that was attended by companies like Adobe, Disney, Oracle, RIM, Skype, and TripAdvisor

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