In a complex B2B environment like commercial real estate, it's crucial to remember you're marketing to people. The opportunity lies in making stories about spaces more human and emotionally resonant, shifting talent and go-to-market strategies to reflect this "B2Human" approach.
To lead effectively, a leader must deeply understand and personally believe in the company's vision. It is not just words on a page; it is a persona you must embody and live. Without that genuine conviction, you cannot authentically guide your team or the company.
Don't wait for your company to give you work-life balance. You must own it yourself. This means taking control, planning ahead, and having the confidence to create and enforce boundaries, like deciding when the computer gets closed. The right alchemy is on you to create.
When launching a new brand position, focus first on equipping and inspiring your customer-facing teams. They are the primary channel for delivering the message authentically. A previous launch was less successful because it missed this internal-first approach.
The Apple Store elevates a simple transaction into a premium experience by making service personnel like the "Genius" feel cool and smart. CBRE's CMO uses this as a model for their building operations, aiming to create an elevated, valuable experience at every touchpoint.
In a large, globally distributed company, talent can get lost. CBRE's marketing team combats this with an "Emerging Leaders Program" for high-potentials and "communities of practice" that connect people with like skills across business units, fostering learning and connection.
CMOs have a unique vantage point, seeing every customer engagement and business line. This allows them to spot trends and anticipate where the company needs to go, often ahead of other leaders. The challenge is aligning the business when it's ready for the change.
Creating a compelling office environment isn't just a real estate or HR issue. It demands a partnership between the CEO, CHRO, CTO, and CMO to holistically design the employee experience, technology, and employer brand that makes the office a desired destination.
To move from a product-led to a customer-centric company, marketing must build new capabilities. This includes hiring "client strategists" who deeply understand the business and can translate customer needs into marketing strategy, supported by account-based marketing and data.
Benji Baer uses her three adult daughters as constant reverse mentors. They provide insights into different generational values, help her navigate management challenges with younger employees, and ensure she stays culturally relevant. This deepens their relationship and makes her a better leader.