One workflow that completely eliminated a painful manual handoff

Creative teams struggle with approval bottlenecks and manual handoffs. Christine Royston, CMO at Wrike, explains how workflow management platforms eliminate these friction points through intelligent orchestration. Her team built automated approval routing that assigns specific reviewers based on asset type, sets clear turnaround times, and routes requests to backup approvers when primary contacts are unavailable. The system centralizes all feedback and approvals within a single platform, preventing conflicting input and reducing project delays. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

• 0:00Speaker 00

  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

• 0:25Speaker 01

  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

• 0:36Speaker 02

  Getting brands authentically integrated into content performs better than TV advertising.

• 0:42Speaker 03

  Typical lifespan of an article is about 24 to 36 hours.

• 0:46Speaker 01

  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

• 0:54Speaker 00

  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.

• 1:15Speaker 04

  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. Christine, I want to move on to our lightning round where I'm going to ask you a couple of Martech-related questions around AI and creative collaboration. Are you ready?

• 1:46Speaker 05

  I am ready, yes.

• 1:48Speaker 04

  All right. What's one workflow that your team built that completely eliminated a painful manual handoff?

• 1:55Speaker 05

  Oh, um, I would have to say.

• 2:02Speaker 05

  I think it is probably approval routing. So if you think about roles and responsibilities, many people want to say, everybody wants to kind of approve something, review something, provide their input. And so what we have done is make sure that we are being really clear for certain types of work, certain types of asset. Who is the approver? When does the approval go to that person? Or request for input? How much time do they have to turn it around? And that has, I think, taken, taken a lot of the manual, right, well, who should I send this to for review? And I need it within two days, but this person either doesn't know it or they're on vacation.

• 2:46Speaker 05

  And so setting up that routing so that you're able to say, all right, it's ready to go to the next step. And it gets routed and people can review it within, you know, all, everything that we, we are orchestrating ends up in Rike. People can do it in Rike, they can approve it in Rike, they can add commentary on, on visuals if they don't approve it and they want a little bit more, a little bit more work done. So I think that piece, because roles and responsibilities and clarity of, of who owns what, I think is one of those key pieces to a successful system. So that you're not spending time circling around or getting way too much input that's conflicting, so you can't actually get to the end result.

• 3:24Speaker 04

  I just want one of those big staples buttons. It used to be the, I forgot, did the get it done button or something like that? I just want a no button that you can smash. So whenever anybody comes with some sort of an approval or request for me to do something else, it's just one AI automated button that just says no, and then slams the door on everybody. But maybe that's something we could build later. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Christine Royston, the Chief Marketing Officer at Rike. 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 rike.com, W R I K E dot com. If you haven't subscribed yet and you want a daily stream of marketing and technology

• 4:07Speaker 04

  knowledge in your podcast feed, hit the subscribe button in your podcast app. 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.

• 4:45Speaker 00

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