Translation and corporate internationalization: the challenge

Translation and corporate internationalization: the challenge

Constant Conil-Lacoste is Head of Sales France for the online translation company TextMaster. After a stint at Deezer and Doctolib, Constant joined TextMaster in 2018 as an Account Executive to help clients streamline their translation processes. At the end of 2019, Constant took over the management of TextMaster's French sales team.

What are your users' current issues?

In today's environment, our clients need more than ever to leverage their online presence and the sale of their products and services on their websites, apps and marketplaces. They need agile service providers who can adapt to their strategic pivots of target markets and distribution of their product and service catalogues.

In other words, they are revolutionising inventiveness to preserve their turnover and we must provide flexibility in terms of :

  • opportunity cost and time-to-market thanks to our translation memory and machine translation technologies,
  • process by connecting directly to the tools they use every day to manage their content (PIMCMS, Marketplace Feed Aggregators) to avoid time-consuming export and import tasks.

What are the main obstacles to international development?

The main obstacles we observe are

  • Non-native, non-professional or 100% automatic translation quality has a double perverse effect: loss of consumer confidence and Google's penalisation in the target markets,
  • Regulation! For example, we have clients who have given up on exploiting the UK market because of Brexit,
  • The lack of an SEO approach.
image internationalization pim

What results have you seen from your clients who have mastered their PXM?

Once the implementation phase is over, one of the benefits we are told is a gain in efficiency in the processes. Product and media data are standardised (and therefore complete for the client), in one place and many tasks are automated.

On the international side, the PXM allows the translation to be centralised on a single directly connected service provider, which puts an end to data imports and exports and offers rationalisation and cost monitoring.

The combination of these two benefits results in a much faster time-to-market.

What are your predictions for this year?

I am betting on the spread of post-edited machine translation (PEMT) across all sectors. The engines allow our professional native translators to work more efficiently on an increasing number of languages.

I am also betting on a strong comeback of the tourism sector for this summer. Hopefully, as many companies as possible will have been able to preserve themselves and will come back with refined strategies to serve consumers who are waiting for it!

How did you set up the TM x Quable partnership?

Our collaboration started around our first common client: Club Med. Our SaaS and Start-up DNA allowed us to connect our solutions quickly.

With the release of the "cart-multi-select" feature this month, Quable users can now manage 100% of their translation volumes in a time-saving manner. He has access to his favourite translators, his translation memory and his project management dashboard (price, progress, history).

The final word?

We will soon present a webinar with Quable ! This will be an opportunity to present our recent developments and to answer questions from international companies that are thinking about implementing a PIM solution and/or, more generally, about improving their product catalog localization processes.

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Head of Digital Marketing

More than 10 years of experience in tech marketing with SaaS b2b publishers. My areas of expertise: digital acquisition strategy, inbound & content marketing, lead generation, editorial communication, copywriting, data marketing, analytics & e-commerce.