David Parry-Jones

CRO Insights Edition

I don't believe we're in a "Post-Localization Era." If anything, I think it's more important than ever to be cognizant of language and cultural differences when doing business around the world. Recent events have shown us the importance of clear communication. Take, for example, supply chain disruptions, with people in headquarters often speaking a different language from those in the manufacturing location. In this type of scenario, it's especially important to quickly and efficiently translate communications so sales teams can understand where the issue lies and provide feedback to their clients to protect those relationships.

This is also true with increasingly distributed sales teams. In fact, while we might not be in a "Post-Localization" world, we may be in a "Post-Location" world, where sales teams can be based anywhere and serve a truly global customer base through the help of Language AI tools and other software.