Lightspeed POS’ Marketing Team Becomes More Agile Through a Custom Deployment of Wrike 

Kate­lyn Good

Man­ag­er of Mar­ket­ing Strat­e­gy & Imple­men­ta­tion

Light­speed POS — pro­vides cloud-based retail and restau­rant com­merce solu­tions for inde­pen­dent busi­ness­es, in-store and online. More than 40,000 cus­tomers pro­cess­ing over $15 bil­lion in trans­ac­tions annu­al­ly use Light­speed POS.

Their story

Because of Lightspeed’s high-growth envi­ron­ment, it is crit­i­cal for the Mar­ket­ing team to adapt to changes from clients, prospects, and exec­u­tive man­age­ment

Found­ed in 2005, Light­speed is head­quar­tered in Mon­tre­al, Cana­da, and has six addi­tion­al offices locat­ed around the world, and more than 600 employ­ees.

With a glob­al mar­ket­ing team and pas­sion­ate cus­tomers locat­ed around the world, it’s impor­tant to have an engag­ing brand expe­ri­ence no mat­ter where a cus­tomer comes into con­tact with Light­speed.

Kate­lyn Good, Man­ag­er of Mar­ket­ing Strat­e­gy & Imple­men­ta­tion, intro­duced the project man­age­ment func­tion to the Mar­ket­ing team with the sup­port of a task man­age­ment soft­ware and detailed spread­sheets to man­age projects.

As the team grew and veloc­i­ty increased, the Mar­ket­ing team faced four chal­lenges:
1) Lim­it­ed vis­i­bil­i­ty to cross-team work­flows
2) Unclear hand-offs between func­tion­al teams on projects 
3) Ad-hoc sub­mis­sion of cre­ative briefs and project requests, or no brief­ing at all
4) Glob­al com­mu­ni­ca­tion

Con­sol­i­dat­ing work into one project man­age­ment sys­tem was impor­tant. Kate researched dif­fer­ent plat­forms, and ulti­mate­ly Wrike was select­ed:
— An easy, intu­itive inter­face
— Abil­i­ty to cross ref­er­ence work in a vari­ety of views
— A dynam­ic, shared time­line for man­ag­ing depen­den­cies and hand-offs
— Dash­boards and Reports across projects, teams and loca­tions
— Col­lab­o­ra­tive tools accel­er­at­ing team and indi­vid­ual updates
— Request forms to ini­ti­ate projects through a cre­ative brief, and pro­vide sta­tus

Good also found that Wrike under­stood the unique needs of Mar­keters, and had a proven track record of help­ing clients grow their busi­ness­es.

Company story photo/image
Wrike actu­al­ly changed and improved how we func­tion as a team

Kate­lyn Good

Man­ag­er of Mar­ket­ing Strat­e­gy & Imple­men­ta­tion

Learn more about how Light­speed POS trained their team on Wrike

Beyond the intu­itive­ness of the soft­ware, the cus­tomer suc­cess and imple­men­ta­tion team is incred­i­ble. They com­plete­ly con­fig­ured the sys­tem to our needs. I must have had over 10 calls with them. What­ev­er I need­ed, they were always there.

Kate­lyn Good

Man­ag­er of Mar­ket­ing Strat­e­gy & Imple­men­ta­tion

Their victory

Good worked with Edi­na Mur­phy, Deploy­ment Con­sul­tant at Wrike, to help launch and opti­mize Wrike for her team

Togeth­er, they changed Lightspeed’s project man­age­ment approach from a team-cen­tric board view to a more dynam­ic, inte­grat­ed view of projects across teams and loca­tions.

“Wrike actu­al­ly changed and improved how we func­tion as a team…We tran­si­tioned to Agile-like week­ly sprint plan­ning. I look first at the new requests that have come in, eval­u­ate who has time this week, and move these into the Design inbox, so the team knows the pri­or­i­ties for the week.”

The dri­vers of the suc­cess­ful deploy­ment includ­ed 5 key ele­ments:
1) Trans­par­ent team com­mu­ni­ca­tion about how Wrike would improve their dai­ly work
2) Cre­ation of the “How to Get it Wrike” pre­sen­ta­tion to stan­dard­ize the way Wrike is used
3) A con­sis­tent task and project nam­ing con­ven­tion to make find­ing work easy
4) Use of projects (instead of tasks) for any work that involves 2 teams or more
5) Fun use of Wrike as a Q & A hub to make team ques­tions & answers search­able

*After deploy­ment, Good’s team reached full adop­tion from her team, and an aver­age 94% week­ly active usage rate.

“Beyond the intu­itive­ness of the soft­ware, the cus­tomer suc­cess and imple­men­ta­tion team is incred­i­ble. They com­plete­ly con­fig­ured the sys­tem to our needs. I must have had over 10 calls with them. What­ev­er I need­ed, they were always there.” 

Plan Projects Through Agile Week­ly Sprints

Design work is man­aged on Mon­days with­in week­ly sprints using Wrike. The team reviews cre­ative briefs sub­mit­ted through Wrike request forms by Fri­day, and cap­tures meet­ing notes with­in par­tic­u­lar meet­ing fold­ers. “We were get­ting requests all the time with unrea­son­able dead­lines, and this allows us to give peo­ple the right expec­ta­tions. It real­ly devel­oped that cul­ture of plan­ning… It real­ly forced our team to think beyond their one task.” 

Now, instead of using a team-cen­tric boards view, she looks at a list view with­in her project/folder struc­ture across the entire Mar­ket­ing depart­ment. Each day, she reviews her in-progress fold­er to update project & task sta­tus­es, and reviews her Design Inbox fold­er (to assign new work out). 

Respond to Change More Quick­ly

Because of Lightspeed’s high-growth envi­ron­ment, it is crit­i­cal for the Mar­ket­ing team to be nim­ble, adapt­ing to changes from clients, prospects, and exec­u­tive man­age­ment. Wrike has helped the team be more respon­sive to change. “Our pri­or­i­ties can change dras­ti­cal­ly in a day. Because of the com­mu­ni­ca­tion and increased col­lab­o­ra­tion, it allows teams to piv­ot very quick­ly.”

For exam­ple, just before a Black Fri­day cam­paign for a client, there was a need to adapt the email and social cam­paign with­in 2 days. “Because of Wrike, we can @ men­tion it to all the coun­ter­parts in Europe… We know instant­ly that every­one on the project is going to see it… And, they also get all the assets imme­di­ate­ly… They know this one goes to UK exist­ing cus­tomers, this one goes to UK prospects… Each asset is a task… This real­ly speeds up the process, because every­thing is in one place.” 

Improve the Focus of the Design Team

Clear­er pri­or­i­ti­za­tion of work has helped the team focus their efforts and align on the most impor­tant projects. This focus has improved the team’s morale and how oth­ers inter­act with the team. “…We now don’t feel like we’re con­stant­ly play­ing catch up on emer­gen­cies… The team feels they know what they’re work­ing on for the week — they can focus. So, that… has improved the out­put, the morale of the team, and how oth­ers inter­act with the team.”

Improve Com­mu­ni­ca­tion to Clar­i­fy Account­abil­i­ty

One of Good’s goals was to increase each team member’s own­er­ship over their own work. With improved com­mu­ni­ca­tion, Good’s team increased deliv­ery speed, auton­o­my with­in func­tion­al teams, and own­er­ship of work. “It is the great­est gift… It gives the both the design­er and the con­tent writer more own­er­ship.”

Because Light­speed teams speak mul­ti­ple lan­guages and span 4 dif­fer­ent time zones, there was a greater need to have very clear project descrip­tions, goals, and vis­i­bil­i­ty of progress. “…We’d have a task request, but wouldn’t know why. Thanks to the cre­ative brief­in­gs… we can have vis­i­bil­i­ty into their whole project… We can under­stand their plans and where they’re com­ing from.” 

The con­sis­tent use of @ men­tions and col­lab­o­ra­tive tasks and projects increased their speed, but also lead to more cre­ative and thor­ough solu­tions. “It’s not just a con­tent per­son pass­ing a task, you’re becom­ing a unit and task force on what­ev­er project or deliv­er­able you’re work­ing on, and that inher­ent­ly cre­ates bet­ter qual­i­ty because you’re think­ing of it togeth­er and com­bin­ing those minds and those mind­sets,” says Good.

Company story photo/image

Their superpowers

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Receive Cre­ative Briefs Through Request Forms

A major stream of work com­ing in was cre­ative briefs, sub­mit­ted orig­i­nal­ly as attach­ments via email. With Wrike, Good trans­formed this process to a sim­ple form sub­mis­sion, requir­ing all key fields up front, sav­ing her team time and reduc­ing back and forth.

“What we saw with request forms was a way to devel­op those cre­ative briefs right in the sys­tem, then we could share them with any­one exter­nal to our mar­ket­ing team or inter­nal.”

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Under­stand ROI of Work Through Time Track­ing

Good has used Wrike’s Time Track­ing tool to ana­lyze the devel­op­ment of assets and cal­cu­late the cost-ben­e­fit of a type of request. For exam­ple, one Design­er used the tool to ana­lyze the cost of devel­op­ing an info­graph­ic, and Good set a base­line ROI min­i­mum for that type of request.

“We did one, and it was… expen­sive in terms of time and resources, and what else he could have been work­ing on… It’s been very pow­er­ful because I can see the amount of work that goes into an info­graph­ic… under­stand­ing ROI.”

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Align Work Through Pri­or­i­ti­za­tion and Increased Vis­i­bil­i­ty

Dash­boards and tai­lored reports are used by teams to man­age the flow of work and report on sta­tus inter­nal­ly to her clients and to exec­u­tive man­age­ment. Good’s team increased the pro­duc­tion of par­tic­u­lar assets, such as email cre­atives, from 2 per week to sev­er­al times that amount.

At this stage, Good is look­ing for ways to increase the focus of the team and align work more close­ly to the 3 key cor­po­rate objec­tives per quar­ter. “Imag­ine if we just cut that in half, focus on the qual­i­ty things that will bring us leads, demand gen­er­a­tion, help our reten­tion of our cus­tomers… It has giv­en us vis­i­bil­i­ty so that we can focus on the things that mat­ter.”

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