Making AI work for workflow management

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A new article on Martech.org reports that AI-powered collaborative work management enables marketing teams to keep up with competition and WFH challenges.

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The author says that wearable technology company Fitbit was using Jira for project management and was looking to increase efficiency for future product cycles. After implementing the Wrike for Marketers solution, the marketing team reported slashing 400 hours of meeting time per year and over 50% less time spent on project management because of the way it was intelligently automated.

The tool also connects international teams with the Fitbit headquarters on a centralized platform that supports WFH and hybrid work models. Fitbit has approximately 1,700 employees in 15 offices in the US and around the globe. Brynne Roberts is Fitbit’s Director of Creative Operations:

“I know those teams can often feel disconnected from the work that’s happening in the central office. [When] I send out weekly reports that share updates on launch progress, any team can scan them to see if they’re reflecting their needs and deadlines. It helps ensure no team gets left out.”

For marketing teams, the review process can eat up a lot of meeting time. Roberts explains that the workflow efficiencies that came out of the solution:

“We give stakeholders a certain amount of days to give their feedback. The lead stakeholder is responsible for vetting other stakeholders’ comments and determining what they agree with or not. From there, our internal team meets to review all the feedback saved in Wrike. The whole process helps us make sure everything is acknowledged and properly understood. Saranya Babu is SVP of Marketing for work management software company Wrike:

“Collaborative work management is becoming a critical part of the workplace stack. It used to be something that would increase productivity, but now it has become a critical piece essential to enabling remote work.”

Both workers and managers across organizations have been forced to adopt a more remote digitized workflow and marketers are looking to technology, especially AI, to gain a competitive edge and scale their marketing efforts.

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