Company: BMC Software
Team size: More than 50
What's new: Integrating its communications team with Waggener Edstrom employees, as well as reorganizing its structure by region
More than three years ago, the communications structure at Houston-based BMC Software, a b-to-b IT company, was organized by business units. Therefore, the business-unit-specific communications teams usually focused on telling individual stories about different products or services, according to Mark Stouse, global communications leader.
Now, BMC has seven mostly region-specific executives overseeing wide parts of its communications structure. That setup allows the team to spread a message about BMC as a company, not just the story of an individual business unit, says Stouse.
“We elevated the strategy to be focused on the entire company,” he notes. “We have moved from very much a product focus to a customer-value focus. We tell customer stories.
“Four years ago,” adds Stouse, “the products were much better known than the brand. We wanted to fix that.”
In Asia-Pacific, the most senior person is from its agency, Waggener Edstrom, which reflects BMC's belief in fully integrating both staffs. “We're about having the best possible talent,” he says. “If that's present in BMC, great. If it's a person at WE, that's the way we go.”