Table of Contents
Gilbane Content Globalization Digest
August 2009
I.
Guide to Use
II.
Relevant Data and Narrative from Gilbane’s Original Market Research
(Powerpoint)
III.
Case Study and Customer Profile Summaries Annotated for Sales Use
(PDF)
IV.
FAQ with Gilbane Responses and Excerpts from Research
(PDF)
V.
Resource List: Presentations from Gilbane Conferences and Industry Events
plus . . .
New Original Content
Gilbane Commentary on 2009 Content
Globalization Trends and How SDL Addresses
Today’s Market Requirements
Gilbane Content Globalization Digest: Guide
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Guide to Use
Gilbane Group is an analyst and consulting firm focused on content technologies and their
application to high-value business solutions. We track developments and trends in the
markets for technologies that companies use to create, manage, deliver, and consume
content. Our mission is to help organizations develop sustainable content strategies, make
smart buying decisions, and deploy content-centric business solutions that deliver
measurable value.
We began including localization and translation in our core coverage in 2004. Our
pioneering Content Globalization Practice, formed in early 2007, is the only analyst coverage
that educates buyers about localization and translation as part of broader content strategies
tied to business goals and objectives. Over the past five years, we have developed a
storehouse of high-quality, independent analysis and information related to SDL’s markets.
In early 2009, Gilbane and SDL identified an opportunity to put the assets in the Gilbane
storehouse to work for SDL.
The result is the Gilbane Content Globalization Digest, a collection of materials designed to
support SDL’s sales and marketing initiatives. The goals of the digest are to:

Support SDL’s messaging targeting executive audiences. SDL’s strategy
includes outreach programs that target executives in customer and prospect
organizations. Our research and analysis focuses on Gilbane’s long-established belief
that global content management is a business practice (not technology) that delivers
measurable value. This “first principle” of our coverage is tightly aligned with SDL’s
executive marketing initiatives.

Support sales efforts in the field. The Digest puts our existing research and
analysis into the hands of SDL’s front-line sales and marketing teams. It distills
information that can help them move prospects along and close sales.

Support the needs of SDL’s prospect “champions.” The Digest enables SDL
to add value to interactions with prospects and customers by offering independent
market education and information directly to them. The Digest materials can help
internal champions sell within their organizations, reducing SDL’s sales education
burden.
The Digest comprises five components:

Content Globalization 2009 and SDL in Context. This six-page document is a
Gilbane-branded analysis of the current market for content globalization solutions,
SDL’s position therein, and alignment with existing and emerging customer
Gilbane Content Globalization Digest: Guide
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expectations. It is formatted in a manner suitable for external distribution to SDL
customers and prospects.

Market Data from Gilbane’s Original Research. This material is presented in
the form of six slides in Microsoft Powerpoint format. Each slide is annotated in the
Notes view with interpretation of the data and its implications for SDL sales. The
slides can be used in sales presentations, and the charts and graphs on them can
inserted into sales proposals.
Datapoints from the research can also be used outside of the slide format as text in
sales communications with prospects. As an example: “Gilbane Group research
shows that companies are recognizing the value of investing in globalization-ready
technology architecture. It’s the second most often cited ROI factor identified in
Gilbane’s 2009 research.”

Case Study Summaries Annotated for Sales Use. Gilbane’s case study library
includes in-depth analysis of content globalization practices at FICO, Philips,
Hewlett-Packard, Autodesk, and Sun Microsystems. The Digest contains a summary
of each study, highlighting the market and application, drivers for investment,
technology/services solution, and basis for the business case. Situations in which the
study might be particularly useful are also noted.

FAQ with Gilbane Responses and Excerpts from Research. Gilbane and
SDL identified a number of issues that are common across conversations with
executives, managers, and staff at Global 2000 companies. The FAQ provides
answers to frequently asked questions, written in the voice of an analyst speaking
directly to a customer or prospect. Question topics include making business cases,
measuring the impact of content globalization investments, communicating the value
of translation management solutions, and positioning against open source
alternatives.

Resource List. This component of the Digest is a bibliography of relevant
presentations from Gilbane conferences and industry events, including SDL GIM
events. Gilbane’s 2008 and 2009 research studies are also referenced; these studies
are available as free downloads from Gilbane’s research library.
Gilbane and SDL worked together to identify the materials included in this first edition of
the Digest. Our target was approximately 15 assets of the highest value from a sales
perspective. Gilbane first developed an inventory of assets for consideration. To narrow
down the list, we applied several filters and reviews with SDL. We also solicited input and
feedback from the SDL sales team. Throughout the entire process, we were guided by two
principles:

Independent perspective represented in the materials.
Gilbane Content Globalization Digest: Guide

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Contribution to sales velocity.
Gilbane will refresh the selection of published Gilbane research and analysis six months
after the initial release of the Digest.
How Gilbane Group Can Help SDL Customers and Prospects
As consultants, we routinely work with user organizations that need help with internal
education, requirements identification, technology acquisition, and capabilities assessment.
Our programs and services include:

Market education workshops. We provide onsite seminars on content globalization
issues, trends, and topics. We offer day- and half-day agendas that can be customized
to the client’s needs.

Global content strategy development, including engagement of senior executives.

Technology acquisition support. We help users identify requirements and find the
solutions that best fit the needs of their organizations. We do not make choices for
our clients, or even recommend solutions; rather, we guide them through the process
of making the best decisions for their current and future needs.

Content Globalization Capabilities Assessment. We perform a methodical analysis of
our client’s current ability to support global business goals and objectives with
multilingual content. The focus is on helping core users, stakeholders, and
management understand the level of risk associated with current global content
capabilities, identify opportunities for improvement, and develop a roadmap for
taking their capabilities to the next level of performance.

Custom consulting in areas such as vertical-market specific globalization strategies
and benchmarking.
Please contact Mary Laplante, Vice President, Client Services, to discuss ways that Gilbane
can help SDL ensure the success of its customers and win business. Mary can be reached via
email to mary@gilbane.com and by phone at +1.724.695.5675.
SDL Contact Information
We welcome feedback on the Digest materials and suggestions for making the program as
useful as possible for SDL’s sales and marketing efforts. Please content Deborah Harrington,
Director, Inside Sales & Marketing, with comments on the Digest.
Gilbane Content Globalization Digest: Guide
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