Chaitra Vedullapalli Sr. Director, Microsoft A New, Self-Service Way to Manage Translation of Sales and Marketing Material Chaitra Vedullapalli Sr. Director, Microsoft 9/22/2018

About me : Chaitra Vedullapalli speak many languages engineer, career Hi I am ChaitraVedullapalli. Little bit about me: I was raised in India, moved to US in 1995. My dad was in army, so I was fortunate to travel across India. I speak upto 5 languages, read upto 3 languages. Localization of languages is part of our culture. Every India can atleast speak 2 different languages. I did my engineering in Electrical Engineering. I started by career in 1998 in a startup. Then, I got a great career break at Oracle. I took various roles from consulting to licensing to partnering. Then I moved to Microsoft, to shape the Microsoft Customer and Partner Self Service Experience which touched over 10M Customers & 1M Partners. Localization was key part of the evolution of our experience. Now, I oversee the information workplace for Microsoft Sales Force. I have a Patent in WebMethods and currently active in community efforts to help women and children. Last year,I released my book “Partnertweet” which provides Ideas for Succeeding in Your Partnerships. All proceeds of this book goes to Children’s hospital. My passion lies around creating new business models, strategic plans, people networks, and solution that help change the world in a positive way. accomplishments Raised in India 9/22/2018

So, What do I offer? Change Planning Business Strategy Breakthrough Innovations Building Networks 9/22/2018

What can you learn today! Winning Customers : You will need localized offering to win customers hearts and minds. Localization is a critical for business growth. Global Workforce : Corporate need to empower employees to execute globally. Everyone needs to part of the execution. One Program : One globally relevant localization program is essential for global success. Executive sponsorship is crucial for execution and traction. Technology evolution : Fast, easy and low cost solutions for localization are now available. Build strategic partnerships to leverage new technologies. Future opportunities are endless. Lead as a change initiative not a project. 9/22/2018

Trends Disruptions Opportunity 9/22/2018 Let me share what is happening around us? The trends, disruptions and changes are impacting the ways we do business. Disruptions Opportunity 9/22/2018

an integral part of interaction THE RISE OF NETWORKS ONE PLANET ONE NETWORK web 2.0, social, mobile an integral part of interaction 9/22/2018

Emergence of Global Workforce 9/22/2018

Emergence of the BRIC (Brazil, Russia, India and China) 9/22/2018

IT Consumerization 9/22/2018

What does business care about Customer loyalty : Happy and satisfied customers Healthy workforce : Empowered and productive employees Easy and scalable localization: Reduce costs and ROI Self service technology : Fast, easy and accessible anywhere and any time End to end connected services : From content production, localization and adoption 9/22/2018

Case Study : Microsoft 1M Partners and 100M Customers 3 customer segments need to be served 50+ languages, 13+ campaigns, 2 big portals Too much spending Siloed efforts Poor global content Too many vendors The journey started in 2008. During the mid year review, all subsidiaries raised localization as a big issue. Since our business was serving 3 core business which were small, medium and enterprise customers. Going to market with these customers were difficult because localization of sales and marketing materials were not happening consistently. Our corporate VP wanted to get handle of this situation. When we did research we found some strange data: we spent lot of money on creation and localization closer to 18 million dollars. All the localization efforts were done in siloed which means subsidaries and corporate did in parallel. The content which was created was not global so subsidaries had to recreate the content from scratch. We had more than 54+ vendors supporting this space for a organization that had 150+ corporate users. 9/22/2018

Success was defined as: The journey started in 2008. During the mid year review, all subsidiaries raised localization as a big issue. Since our business was serving 3 core business which were small, medium and enterprise customers. Going to market with these customers were difficult because localization of sales and marketing materials were not happening consistently. Our corporate VP wanted to get handle of this situation. When we did research we found some strange data: we spent lot of money on creation and localization closer to 18 million dollars. All the localization efforts were done in siloed which means subsidaries and corporate did in parallel. The content which was created was not global so subsidaries had to recreate the content from scratch. We had more than 54+ vendors supporting this space for a organization that had 150+ corporate users. 9/22/2018

The Solution : One Localization Program Scope : Sales and Marketing Content Technology : Self Service Localization Marketplace (PUSH, PULL model) The journey started in 2008. During the mid year review, all subsidiaries raised localization as a big issue. Since our business was serving 3 core business which were small, medium and enterprise customers. Going to market with these customers were difficult because localization of sales and marketing materials were not happening consistently. Our corporate VP wanted to get handle of this situation. When we did research we found some strange data: we spent lot of money on creation and localization closer to 18 million dollars. All the localization efforts were done in siloed which means subsidaries and corporate did in parallel. The content which was created was not global so subsidaries had to recreate the content from scratch. We had more than 54+ vendors supporting this space for a organization that had 150+ corporate users. Execution : Organizational change initative 9/22/2018

The Result : Growth and Innovation Cost Savings >3Million, 1 strategic vendor-Welocalize, one global self service, localization marketplace 30% reuse of localization materials, One content directory, Globalization trainings The journey started in 2008. During the mid year review, all subsidiaries raised localization as a big issue. Since our business was serving 3 core business which were small, medium and enterprise customers. Going to market with these customers were difficult because localization of sales and marketing materials were not happening consistently. Our corporate VP wanted to get handle of this situation. When we did research we found some strange data: we spent lot of money on creation and localization closer to 18 million dollars. All the localization efforts were done in siloed which means subsidaries and corporate did in parallel. The content which was created was not global so subsidaries had to recreate the content from scratch. We had more than 54+ vendors supporting this space for a organization that had 150+ corporate users. 2-4 weeks turnaround, increased quality to 98% 9/22/2018

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Resources Going global is easy On Demand Localization marketplace – whitepaper Communicating with everybody Demo : Marketsight by welocalize 9/22/2018