Before evaluating AI tools, Wrike's CMO Christine Royston first ensures her team has the right skills, is structured correctly, and has clear metrics for success. This foundational, people-first step is often skipped in the rush to adopt new technology.
Don't put AI on a broken process. Before applying AI, first map and optimize your current workflows. AI can't fix fundamental flaws like too many approvals or unnecessary handoffs; it can only accelerate an already efficient process.
To accelerate and centralize AI adoption, Wrike's CMO created a new role, 'AI and Automation Marketing Manager,' reporting directly to her. This role was filled by a tech-savvy internal marketer tasked with systematically integrating AI into existing workflows across the team.
Instead of abstract savings, Wrike measures AI's ROI with concrete output metrics. Their internal AI content hub reduced article creation time by 65%, enabling a 3-4x multiplier in team velocity and increasing monthly SEO article production from eight to 25.
To scale internal AI knowledge, Wrike created a formal library of AI-enabled workflows. They also dedicate time in monthly marketing all-hands for team members to showcase what they've built, which fosters peer-to-peer learning and cross-functional inspiration.
Wrike's CMO suggests building internal AI tools for speed and unique problems. However, for anything touching customer data or requiring enterprise scale, buying a platform is better. Vendors provide governance, security, and intelligence aggregated from thousands of customers that's difficult to replicate.
As AI tools become commoditized, competitive advantage shifts from merely using AI to *how* you use it. The unique value marketers provide will be their creative ideas, strategic judgment, and personal taste in refining and directing AI-generated campaigns.