Innovation has led to a new era of new competition, new categories, new business models and new services. In order to monetize these opportunities Microsoft needed to evolve how they were developing and delivering marketing programs from a loosely coupled, somewhat siloed approach to a single spine marketing campaign model.
After launching this single spine approach (through global demand center) around the world featuring a single Microsoft product, there was recognition that a localization solution was an open and critical need to reach customers and prospects in 86 countries and 22 Languages.
“The field wants one place to go localize marketing content, they want one experience, one review process, one tool… and so the center of gravity for us is Cloudwords.”
Director of Marketing Technology, Microsoft
Microsoft’s approach to localization presented several challenges: