One marketing principle that stays constant across multiple companies

Creative approval workflows create bottlenecks that slow teams down. Christine Royston, CMO at Wrike, explains how AI-powered orchestration eliminates manual handoffs in marketing operations. Her team automated approval routing with role-based permissions and built integrated review systems that keep all feedback centralized within their workflow management platform. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Christine Royston, the Chief Marketing Officer at Reich, the intelligent work management platform trusted by over 20,000 companies. And today Christine's going to reveal how teams are using AI to transform creative collaboration, keeping human creativity at the center while automating everything else. All right, last question for you. You moved from Salesforce to Dropbox to Reich. What was the one marketing principle that stayed consistent across every company?

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  Putting the customers first. I think if you are thinking about what's the right thing for the customer, it's always going to point you in the right direction. Yes, you might have, you know, different parameters around that. You might have different limitations in terms of, well, how much can you do for the customer? Or how much can we invest in this? But I think using that as your guiding light is, is the way you think about everything. It's not just marketing. I think it's, you know, what you're building, uh, you know, how you're, how you're thinking about the value that you provide them.

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  You know, at the end of every one of these podcasts in the eight, almost nine years I've been publishing the Martech Podcast, I've always said my advice is to focus on keeping your customers happy, which if you stick around after I read the outro, you'll hear one more time today. But it's true, right? If you lose focus on who your customer is, if you're building for the sake of building, if you're optimizing for the sake of revenue, yeah, it's all important, but we're building for the customers and that's what builds the lasting relationships that make the best business. I could not agree with you more about that being an important topic for marketers and also something

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  that regularly gets lost. And I'm not surprised it was consistent across your career.

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  I think that it is good to hear that we are aligned on that. I think that's it's the key. Every successful company, I think, has that at its core. And even, you know, even when you're kind of in your ups and downs in a company, doubling down on what you think the customer needs is always going to bring you back up.

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  Important lessons. And I think that also goes back to our central theme for today, which is understanding how to blend technology and creativity. No matter what you're using, whether you're building workflows, automations, agents, bots, God knows what else is coming down the pipe, or if you're doing things manually, your focus always has to be on the customer. And that's who we're working for, and that's what we're trying to serve. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Christine Royston, the Chief Marketing Officer at Reike. If you'd like to contact Christine, you can find a link to her LinkedIn profile in our show notes or on martechpod.com, or you can visit her company's website, which is reike.com, W R I K E dot com. If you haven't subscribed yet and you want a daily

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  stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app. We're on YouTube and we'll be back in your feed next week. All right. That's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the MarTech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.