Hootsuite chooses Wrike to power its agile marketing team (case study)

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Hootsuite has implemented Wrike, the work management platform for high performance teams, across its global marketing team to manage the team’s rapid growth and to increase its speed and agility. Hootsuite is a leading social media and brand management solution with over 10 million customers worldwide.

The challenge

In the last two years, Hootsuite’s marketing division grew from 40 people to 100 globally, with offices in Canada, Singapore, the UK and the US. Hootsuite’s marketing operations team was facing challenges both in terms of collaborating with other teams in the organisation and with a substantial volume of projects spread across various systems and no centralised way to organise or prioritise them.

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.

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 operations coordinator.

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 operations team began to look into new tools to improve their work management.

The solution

Using Wrike, Hootsuite transformed its processes by uniting and centralising systems, removing silos and creating faster response loops.

The team increased the volume of jobs completed by their creative teams, and accelerated the vital marketing processes of localisation, search engine optimisation, and design.

“Prior to Wrike, it was extremely time consuming to go from one system to another. There was no way to pull reports and no way to know how many projects we were working on. Our creative team always felt like it was drowning,” said Kate Chalmers, director of marketing operations at Hootsuite. “We now have a highly responsive workflow that is supporting our speed and success as a global marketing organisation.”

The results

After implementing Wrike, Hootsuite saw immense improvement in the organisation and execution of projects. Clear reporting and visibility of quarterly productivity levels contributed to its success as a highly streamlined, agile marketing organisation.

Hootsuite’s marketing operations team now has visibility into the workload of each marketer, and can assign new jobs to those with the most availability. Wrike also allows Hootsuite to customise workflows for each type of job, and create top-down reports on progress and completion across the portfolio of active projects.

“Hootsuite has created a model agile marketing organisation that is truly setting a new standard for team performance,” said Brian Thome, vice president of product at Wrike. “Marketing has undergone a tremendous shift in the last several years and Wrike is thrilled to support teams like Hootsuite with a product designed to meet these unique challenges.”

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About Wrike

Wrike is a SaaS-based work management platform with millions of users and over 11,000 organisations using its paid products. Wrike has been translated into ten languages and is sold in 120 countries. Awarded Cool Vendor status by Gartner in 2014 and named one of the fastest growing companies on Deloitte's Technology Fast 500™ List in 2015, Wrike has also earned best workplace awards from the San Francisco Business Times/Silicon Valley Business Journal and Bay Area News Group.

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