The problem
- Translations were managed manually in Excel — prone to errors and time-consuming
- Product launches took 6—9 months (including 4—6 months for localization only)
- Inconsistent terminology across markets (e.g. “sensor” vs. “sensor” vs. “detector”)
- No central management of localized media (images, videos, certificates for various markets)
- Each region worked with outdated data — synchronization was impossible
The consequences
- Market launches were delayed by months
- Inconsistent brand perception across regions
- High translation costs due to inefficiency
- No scalability for new markets
The trigger: Why now?
Three factors compel action:
- Expansion: Market entry in 3 new countries planned (Southeast Asia) — the old system would collapse
- competitive pressure: Competitors were live in 8 weeks, the company needed 9 months — a competitive disadvantage
- Internal escalation: Marketing teams in regions worked with outdated data and frustrated customers
The approach: Three phases in 16 weeks
Phase 1: Internationalization audit (weeks 1—2)
First understand, then act:
- 15 languages, 23 data sources identified: Each region had its own solution
- Translation workflows documented: “Every region does it differently” — no standardization
- Advastamedia setup: No central terminology database, no version control, no approval processes
upshot: Clear overview of the chaos and a roadmap for standardization.
Stage 2: PIM + Translation Workflow (Week 3—8)
Now it's been structured:
- PIM implementation with multi-language support: Central administration of all languages and markets
- Translation management system (TMS) connected: Automated translation workflows, quality review, version control
- Terminology database set up: Glossary of technical terms, consistency across languages
upshot: Standardised processes, consistent terminology, automated quality review.
Phase 3: Rollout & Automation (week 9—16)
The systems came together:
- Automated translation workflows: PIM → TMS → Approval → Publication (everything automated)
- Localized web shops launched in 5 markets: Any market with local data, local language, local certificates
- Media Localization: Country-specific images, certificates, videos were managed centrally and automatically exported to local shops
upshot: Everything is automated. New markets can be developed in weeks rather than months.
The results: measurable and strategic
Time-to-market: Product launch in new markets reduced from 9 months to 6 weeks
- Before: 9 months (data collection, translation, localization, approval, publication)
- After: 6 weeks (structured entry, automatic translation, automatic publication)
- competitive advantage: 7 months faster on the market
Consistency: Uniform terminology across all markets
- Before: 30% variance in terminology between markets
- After: 100% consistency (through central terminology database)
- effect: Consistent brand perception, less confusion among customers
Efficiency: Translation costs reduced by 40%
- Reuse translations (don't retranslate every time)
- TMS integration reduces manual work
- Automatic quality inspection reduces error rates
Scaling: 3 new markets opened in 12 weeks
- Before: 1 market/year (too slow)
- After: 3 markets in 12 weeks (fast and scalable)
- effect: Expansion is possible, market opportunities can be exploited
What made that possible? Proof Points
Service & methodology:
- Internationalization consulting (strategy, processes, best practices)
- Terminology management (glossary structure, consistency assurance)
- Change management (training, documentation, support)
Technical integration:
- ERP connection (SAP) for master data
- TMS integration (phrase) for translation workflows
- 15 web shops (API-based, synchronized daily)
- DAM integration for localized media
Phased rollout:
- Pilot market first (quick successes, learnings)
- Then scaling (more markets will follow)
- Continuous optimization
The message for you
If you also operate internationally — when translation chaos slows down your expansion, when product launches take months, when your markets work with outdated data — then it's time for a solution.
The good thing: With a structured approach (Audit → Governance → Automation), you can accelerate your internationalization and make your expansion scalable in 16 weeks.
Next step
Book a free scoping session.
We'll look at your situation, show you how you can go live in 6 weeks instead of 9 months, and how to make your expansion scalable.
Book a scoping session
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