I’m at the Argyle Executive CMO Forum in Atlanta. They focus on best practices in B2B marketing and have some great topics and content. This session focused on strategic marketing and cultural change. Jones Lang LaSalle speakers had some great success thinking strategically:
Ray Bouley, Executive Vice President of Marketing and Communications was interviewed about changes at Jones Lang LaSalle (JLL).
Mike Sivewright, marketing director and president of the Atlanta region, participated.
Question: What were you looking for at JLL for your change?
Answer: We had just brought in a $650M acquisition. The Atlanta office lacked a local identity and cultural. Historically, JLL hasn’t done a lot of advertising or external branding. The marketing department was a production shop with almost no PR, communication, etc. JLL needed to create a vision to unite everyone to move forward. Finally, we needed to create a local culture and communicate it.
Note: Coming to a large global organization meant running a company within a company. It was progress over perfection. Ray was used to trying for perfection.
Question: What did you do to set yourselves up for success?
Answer: First, I had to get to know key leadership. Then we needed to figure out the global goals. Then take the things we needed to accomplish over a three-year cycle. You had to figure out the core objectives when it comes to localization of the brand. I didn’t know how to identify the culture because of my limited time at JLL. But in a short period of time, we realized there was a lack of articulation about the brand.
Mike: We spent a lot of time figure out what we wanted, to be the preeminent business realty firm in the southeast
Ray: The brand existed. That was a given. We just didn’t define and articulate it internally. We weren’t in a good place at that point. We took some time to talk to a lot of people and defined the goals. This was great because it helped drive the marketing strategy. We were doing all of this before we went to the external market. Read the rest of this post »