Do I need to adapt my sales materials?

Yes, you have to. The way you sell products/services will vary depending on the country. While a German client wants plenty of technical data, the North American wants a product to show profitability and performance. Paper sizes can be different and product labels from Sweden will not work well in Japan. You have to use the local language. Don’t just translate the text. You need someone local to write it for the local market using the right wording to sell benefits.