Marketing Operations scales and improves visibility with Wrike 

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Bri­an Lam

Mar­ket­ing Project Man­ag­er

Kate Chalmers

Direc­tor of Mar­ket­ing Oper­a­tions

Hoot­suite — social media man­age­ment sys­tem for brand man­age­ment head­quar­tered in Van­cou­ver, Cana­da

Their story

Qual­i­ty of work suf­fered and project vis­i­bil­i­ty was poor while efforts were focused on man­ag­ing a high vol­ume of tasks

Hoot­suite is the most wide­ly used social media plat­form with over 10 mil­lion cus­tomers in 175 coun­tries around the world. As the growth of cus­tomers and mar­ket­ing assets began to rapid­ly increase, the mar­ket­ing oper­a­tions team at Hoot­suite had to fig­ure out a way to man­age the flow of tasks. Task vol­ume quick­ly became their biggest chal­lenge as it grew hard­er to track progress and com­mu­ni­cate across a num­ber of dif­fer­ent spread­sheets and plat­forms. Since each depart­ment used tools dif­fer­ent­ly, it became dif­fi­cult to find the right data. “We had no way to pull reports, so there was no way of know­ing how many projects we were doing, who we were doing them for, or how long it was tak­ing us,” says Kate Chalmers, Direc­tor of Mar­ket­ing Oper­a­tions.

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One of our core val­ues here at Hoot­suite is to find a bet­ter way, and Wrike helps us do that.

Bri­an Lam

Mar­ket­ing Project Man­ag­er

With­out a way to man­age the tasks, the qual­i­ty of work began to suf­fer because of poor task man­age­ment. “Because of the vol­ume of projects, we were not able to spend as much time on the high val­ue projects as we desired” says Bri­an Lam, Mar­ket­ing Project Man­ag­er.

Resources were also dif­fi­cult to track. With lit­tle to no vis­i­bil­i­ty into projects, resources were wast­ed and efforts some­times dupli­cat­ed which was very time con­sum­ing. Pro­duc­tiv­i­ty began suf­fer­ing and the mar­ket­ing ops team began to look into new tools to improve their work man­age­ment.

I think it’s amaz­ing to be able to have a tool that helps us col­lab­o­rate, and to be sur­round­ed by peo­ple that have the same vision and real­ly want to get every­thing done, and done beau­ti­ful­ly.

Bri­an Lam

Mar­ket­ing Project Man­ag­er

Their victory

Wrike’s abil­i­ty to pro­vide trans­paren­cy to stake­hold­ers and pri­or­i­tize tasks helps man­age­ment report on pro­duc­tiv­i­ty lev­els

Wrike pro­vid­ed a cen­tral­ized loca­tion to han­dle the large vol­ume of tasks and report on pro­duc­tiv­i­ty. “With­out Wrike, it becomes threads and threads of emails,” says Lam, “some­times you might have 5 or 6 threads of emails about the same project. With Wrike, we have a cen­tral loca­tion for the stake­hold­ers and all the con­tent cre­ators to com­mu­ni­cate; work out the time­line, con­tent, design, or copy issues togeth­er.” With this cen­tral­ized tool, the mar­ket­ing ops team can com­pare quar­ter­ly reports and track pro­duc­tiv­i­ty over time. “We’ve got a spe­cif­ic struc­ture that we’ve set up in Wrike so we can look at our cam­paigns and releas­es by quar­ter, and com­pare quar­ter over quar­ter what we’re doing,” says Chalmers, “I report quar­ter­ly to exec­u­tives on how many projects we’ve done and how long it takes us to go to mar­ket. We’re con­stant­ly want­i­ng to make sure we’re remain­ing sta­ble or get­ting faster at what we do.”

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Over 10 mil­lion cus­tomers in 175 coun­tries use Hoot­suite

The mar­ket­ing ops team was not only able to pro­vide vis­i­bil­i­ty into their orga­ni­za­tion, but also orga­nize and struc­ture their work­flow based on task pri­or­i­ty. “Wrike helps us pri­or­i­tize what’s impor­tant and helps de-pri­or­i­tize things that can be shelved for a lat­er time when we have time to do it,” says Lam.

Hoot­suite used an upcom­ing email cam­paign as a project to imple­ment Wrike. They used Wrike to help coor­di­nate and man­age the trans­la­tion and design as well as help with the local­iza­tion into dif­fer­ent mar­kets. With the help of Wrike, the cam­paign was launched on time to all of their cus­tomers, glob­al­ly. “The cam­paign was very suc­cess­ful and we’re very hap­py we used Wrike for it,” says Chalmers.

Their superpowers

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Dupli­cat­ing Tasks

Because sev­er­al of the mar­ket­ing ops tasks are recur­ring, such as send­ing out emails and cam­paigns, one of the most help­ful tools in Wrike is the abil­i­ty to dupli­cate tasks. Instead of start­ing from scratch every week, some­one from the team just assigns a task and instant­ly dupli­cates it for the future. This helps save time and keep process­es and requests con­sis­tent from week to week.

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Anoth­er fea­ture the team uses every­day is the @mentions. Just like in social media, when you @mention some­one they are instant­ly noti­fied with­in the soft­ware and emailed. “I use this to fol­low up with peo­ple on spe­cif­ic tasks, sta­tus­es, and try and gauge where they’re at. It’s very use­ful in the sense that it sends them an email right away and we can quick­ly get a response and a sta­tus update that way,” says Chalmers.

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Work­load View

When Hoot­suite receives requests for a high impact cre­ative project, the mar­ket­ing ops team uses the work­load view to find the most avail­able per­son to com­plete it on time. This lev­el of vis­i­bil­i­ty helps the team get work done faster, and pre­vents any indi­vid­ual from becom­ing over­loaded and over stressed.

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