Going Global without Going Broke:An Evolutionary Approach to a Global Web Presence

Jen ModarelliWhite Horse Principal and B2B Strategist

jenmod@whitehorse.com

If you listened only to industry press, you’d think there was only one way to take your Web presence global, and it’s the expensive way.

For most companies in this economic climate, the road to integrating their global brand online is only getting longer.

We all must do more with less.

But when it comes to globalization, one size does not fit all.

Too often, companies attempt to over-globalize, creating standards that don’t work for their organization.

However, there is a fiscally responsible way organizations can evolve their global presence.

Clearly articulate what your company’s global presence actually is.• Do you sell product into other countries?• If you do, is it the same product, a subset, or an

entirely customized product or solution?•  Do you have satellite offices serving customer basis

in multiple countries?• If you do have satellite offices, are they staffed from

headquarters or are they managed and staffed at the local level?

• Do you develop and design products in various countries?

• If you do, do those design teams integrate across countries or are projects generally assigned to a single location?

• Do you provide global customer service for products sold into other countries?

• Do you need to recruit or retain employees from various countries?

Understand your company’s global organizational structure

How are your web budgets allocated?

These criteria put you on an evolutionary path. Finding your evolutionary stage is the key to success.

2. Template support

4. Integrated infrastructure

1. Interface integration

3. Translated microsites

1. Interface integration: looking global without supporting global by integrating locations and contact info.

1. Interface integration: looking global without supporting global by integrating locations and contact info.

2. Template support: supplying design templates to international site owners to broadly define a look & feel.

2. Template support: supplying design templates to international site owners to broadly define a look & feel.

3. Translated microsites: partial translation of content that remains centrally controlled.

3. Translated microsites: partial translation of content that remains centrally controlled.

4. Integrated infrastructure: centralized workflow and content management support integrated messages.

4. Integrated infrastructure: centralized workflow and content management support integrated messages.

Now you’re ready for global planning.

1. Get executive-level support2. Align global stakeholders and influencers3. Develop a clear roadmap

Thank you!Jen Modarelli

jenmod@whitehorse.com

Helpful links:http://www.forrester.com/Research/Document/Excerpt/0,7211,38872,00.htmlhttp://bytelevel.com/reportcard2008/http://www.cisco.com/en/US/netsol/ns871/index.html