How WorkForce Created a Lead-Gen Workhorse
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No chief marketing officer understands how to scale a marketing program quite like Denise Broady. After getting her start consulting at small shops, then becoming the global chief operating officer at SAP’s industry cloud organization, she’s returned to another small company called WorkForce, which specializes in making timesheets, as she puts it, “sexy again.”
Its headquarters in Livonia, Michigan, belies the company’s global scope, which includes offices in Australia and the U.K. But when Broady arrived nearly two years ago, WorkForce was in dire need of two things: a strong marketing plan and a cohesive brand identity.
Those are two big action items, and a risky undertaking for a new CMO. Fortunately, it’s also fair to say that few CMOs are better equipped to deal with risk than Broady, whose mother fled Thailand by boat with Broady and her brother when Broady was 6 1/2. Her mother’s bravery made a lasting impression. “In my career, she always would say to me, ‘If you try it and it doesn’t work, it doesn’t change anything’ and that’s really always been in the back of my head,” Broady says.
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