From Adweek · Robert Klara · · 1m 10s
How JLL's CMO unified a fragmented global empire
Siddharth Taparia inherited 100 websites and no unified marketing. Here's how he built a world-class organization from scratch.
In brief
Siddharth Taparia inherited 100 websites and no unified marketing. Here's how he built a world-class organization from scratch. Unifying a fragmented global organization requires a clear brand platform, tying individual performance to company outcomes, and giving employees the tools to innovate together. Originally…
The fragmentation problem
JLL had 112,000 employees across 300 offices in 80 countries, but operated as dozens of separate companies with 100 different websites and no unified metrics.
“We operated as dozens and dozens of separate companies around the world. We had 100 different websites.”
Step one: clarify the brand
Taparia launched 'See a Brighter Way,' a unified brand platform that showed clients what JLL could do for them on a single website.
“This brand platform gave us the ability to show our clients how we were able to give them better ideas.”
Step two: tie performance to outcomes
Taparia linked individual marketer bonuses to marketing-originated revenue and company performance, creating accountability across all levels.
“We started tying individual performance to marketing performance to company performance.”
Results: triple-digit revenue growth
Marketing-originated revenue at JLL has grown by triple digits over the last three years since implementing the unified strategy.
Step three: democratize AI access
Taparia gave all employees access to best-in-class AI tools and framed AI adoption as a collective cultural ethos, not just a directive.
“You can't expect them to do things if you are not giving them access to best-in-class AI tools.”
The bottom line
Unifying a fragmented global organization requires a clear brand platform, tying individual performance to company outcomes, and giving employees the tools to innovate together.
