Global vs local: Time to reframe the debate

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In 2016, FT Longitude hosted a thought leadership event to explore how multinationals should tackle the global vs local conundrum. The answer from our panel discussion was clear-cut: this is not an either/or debate. To be successful, CMOs must strive for that all-important balance.

Among marketers, it is a truth universally acknowledged that when it comes to thought leadership, consistency rules. Speaking with one voice – strategically, thematically, verbally – creates a powerful cumulative impression. Clients are reassured that their experience will be the same the world over; the brand is bolstered by content that continually reinforces its values.

But no one is going to argue that what works in London works equally well in Lahore. Different markets have different needs, and marketers must be sensitive to these nuances or risk being ignored (or worse – humiliated). How, then, can CMOs of firms straddling 100 or 150 countries produce coherent thought leadership? Should they impose a content-generation programme from the centre, and push it out to regional markets, or invite local offices to produce content geared specifically to their audiences?

A solution that’s been there all along?
As the discussion progressed a potential solution list of bolivia cell phone numbers emerged. Perhaps by doing the essentials of thought leadership right – applying those principles that should be followed whether you’re a single-territory startup or a global plc – you won’t need to agonise over the global/local question at all.

Engage the right stakeholders
Our panellists agreed that it is vital to cherrypick the right people and take them with you from the very beginning. Include them from the start, and listen to them throughout.

Recruit the subject-matter and market experts who can help to dig up that all-important point of view, the sales people who will be using the content in the field, and the thematic specialists who can stress-test the thinking. They are your most useful allies and the outputs’ best publicists.