The marketing team running 40 campaigns a year: how we structured Wrike

A B2B marketing department running 40 campaigns a year isn't the same as a team running 4: what changes is the number of briefs open in parallel, the flow of creative revisions, the dependencies between copy, design and digital channel, the coordination with the external agency and management approvals.

Before working with us, the team used a mix of email, shared Google Drive folders and a Trello board no one updated anymore. It wasn't a matter of willingness: it was a matter of scale. Creative feedback came in via email, WhatsApp, sometimes verbally, with no record of which version had been approved. The manager didn't know who was working on what. And every campaign needed 3–4 communication cycles just to align the external agencies on the status of the work.

The structure we built in Wrike

• One folder per campaign, with standard tasks (brief, production, review, approval, publication, analysis) duplicated from a template for each new campaign.
• Intake of creative requests via a Wrike form, which automatically creates a task assigned to the team's queue, replacing informal requests over chat.
• Limited access for external agencies, working on the same project status: brief in the system, files as attachments, feedback as tagged comments.
• An approval flow with explicit statuses (draft, internal review, management approval, approved, in production), with automatic notification at each step.

What changed after 3 months

• Average creative review cycle time: from 5.2 to 2.8 days.
• Creative requests lost or untracked: from about 4 a month to zero.
• Internal coordination emails: an estimated 70% reduction.
• The marketing manager now sees the status of every active campaign and each team member's workload in a single dashboard.

As the marketing manager of a B2B manufacturing company that follows this process told us: what surprised her most wasn't the drop in emails, but the fact that the agencies stopped asking "where are you with this?". They find everything directly in Wrike.