In May 2019 monday.com became accessible for the first time in a non-English language. We started with Spanish, and in August of the same year the platform was accessible in seven additional languages. But while many people perceive localization as simply translation into other languages, it’s actually just the tip of the iceberg. Each market has its own needs, culture, and strategy. We can’t be certain that what works great for us with our US customers will work just as well in Brazil or Germany.

So how can we adjust our product language to each new market we enter? Which benchmarks can we use to see how well we perform in a new market? What functions in the organization are involved in the localization process? And why is it important to make sure the product is accessible not just in terms of language, but also in terms of culture?

This week we are talking to Eitan Avni, Head of Localization at monday.com, who also led similar processes at Wix in the past. Eitan tells us how to make the localization process into a well-oiled machine. One that emphasizes content, business development, and has an automated translation process for new features. One that is able to connect all the company business units – from Customer Experience to Product – to the strategic importance of penetrating new markets.