Globalization: Hitting the Right Tones with Anna Schlegel
Play • 41 min

Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, a non-profit based on 30 worldwide sites with 7000 global members, and the author of "Truly Global '', awarded as the best book on international markets by Book Authority for the past 3 years. Anna has led globalization teams at top technology companies in Silicon Valley, including Cisco, VeriSign, VMware, Xerox, and NetApp. Her work has been published in Forbes, Fortune, the European Union, Gala-Global, Multilingual, and many other industry forums. Anna has consulted for Google's International Product Team throughout her career and is a requested speaker at the Berkeley Haas Institute, Monterey Institute of International Studies, and Stanford University.

In December 2021, Anna was awarded the "Creu de Sant Jordi" Medal of Honor by the Catalan Government for her leading efforts in Technology and Business, considered the highest honor as a Catalan national.

You can reach Anna’s first episode here:


The process of globalization can be long and tedious, but with patience, you will find that it is worth your time. You should hit the right tone for each company so they know what kind of approach would work best in their situation; this could depend on many factors such as business goals and objectives.


“Who wants you prepared the product or the solution or the idea? How are you going to make it known? Because you can make something beautiful to go into another country. But if you don't announce it, and you don't learn also from the feedback of the local customer or consumer, you're not going to improve that product.”

“Globalization teams tend to be typically under marketing or under engineering or under product, many, many teams are under product. And that's, to begin with, but that we want these globalizers to not stay in one team to either do rotations or to be at the level of a CMO or chief product officer or a chief data officer or whatever.”

“One huge mistake is to localize everything that moves if there's not enough of a machinery to start the pilot going to a beta and then go to a general availability. You can pilot things, but I'm sometimes against piloting themes that you can already see that nobody's going to be able to support to go global. So these are business decisions.”

“After you've done it a few times, I think it's to remain steady to play the guardrails. And something that can be hard is the amount of times you have to explain it or evangelize or try to redirect where the conversation is going. Because a lot of people have the title of global and they've seen it done one way or a couple of ways. And so you need to align a lot of different opinions.”


Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey.



Anna Schlegel is VP of Product, Global Infrastructure, International Markets, and Globalization at Procore Technologies, co-founder of Women in Localization, and the author of "Truly Global ''.


Twitter/Instagram:  @annapapallona


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