The biggest mistake in building orchestration workflows

Creative teams waste hours on approval bottlenecks and unclear handoffs. Christine Royston, CMO at Wrike, explains how AI-powered workflow orchestration eliminates these friction points. She details automated approval routing systems that clarify roles and responsibilities, plus integration strategies that keep all creative collaboration within a single platform to prevent conflicting feedback loops. 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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  Typical life span of an article is about 24 to 36 hours.

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  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.

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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. What's the biggest mistake you see marketing leaders make when they first try to build orchestration workflows?

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  So this goes back to our discussion on focus. I think you have to decide where are you going to focus first when you're building out workflows? You have to prioritize. So, you know, looking at where is the area that you know there's that is ripe for automation? It's ripe for streamlining? It is, you know, a lot of resources going into it. So. That you can show some learnings, show some momentum, but you do need a roadmap. You need to look at, you know, what's that that priority based on the expected impact of of creating an automated workflow as well as the time to execution, because some workflows may take longer to build, depending on integrations, number of steps involved. So I do think it's it's the focus.

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  And as we mentioned earlier, too, you can't just spend your time building workflows and not executing anything. So that focus lets you build while you're also continuing to execute on on the other side.

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  Yeah, I have some counterintuitive advice. You need to add more steps into your workflow. And it's not that you need to make your workflows more complex. In my experience, building orchestration and workflows, the smaller and more concrete you can make each individual step, the higher percentage of success. So instead of saying, and I'll use an example from creating a podcast, write an interview script for Christine. It's not write an interview script for Christine. It is conduct the research of who Christine is. Take that research and then look at what the topics that she talks about in public.

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  Then, you know, analyze the audience. Now that you have an understanding of who Christine is, what she likes to talk about and what the audience is, use that information to write an interview script for Christine. And the more you can break up the sort of steps and logic, the more successful your workflows become.

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  Yeah, yeah, you know, actually, I was just talking to one of my leaders the other day and we were we were talking about, okay, well, everyone who who's going to do the to own this this type of project, they need to do this as the first step. And she said, do you think everybody actually knows what you mean when you say, do, you know, do X, Y, Z process? And I thought, well, that's a good, that's a good point. I know exactly what I mean, but five different people are probably going to take that in a different way, unless we specifically define what is included within that first kickoff call or, you know, what this first piece of the the project looks like.

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  Yeah, and you know, I think everybody has a different way to skin the cat here, right? You know, everybody builds workflows and it's sort of the mind map. Everybody thinks a little bit differently. So when people get together to create their workflows, they're going to be a little different. There's a lot of creativity built into the process. There is no real right one way, just the same way there's no right way to create a prompt, right? You can, you can word it however you want. I think understanding what you're trying to accomplish and defining it as well as you can, and then understanding what the outputs are and being iterative is probably the right answer.

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  Yep, yep.

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  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 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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