The Marketing Team Running 40 Campaigns a Year: How We Structured Wrike for Them
- Roberto Benanti
- Apr 3
- 3 min read
A B2B marketing team managing 40 campaigns a year is not the same as a team managing 4. Scale changes everything: the number of open briefs running in parallel, the flow of creative revisions, the dependencies between copy, design and digital channel, coordination with external agencies, management approvals.
In this article we share how we structured Wrike for the marketing team of an Italian SME, with 40 active campaigns per year, 6 in-house people and 2 external agencies. And what changed after 3 months.
The chaos before Wrike: 200 emails a week to coordinate creative work
Before working with us, the team used a combination of emails, shared Google Drive folders, and a Trello board nobody updated anymore. The problem wasn't lack of effort: it was scale. With 40 campaigns a year and activities constantly overlapping, no lightweight tool can keep up.
The concrete problems they described to us:
Creative revisions lost in email chains. Feedback on an ad or landing page arrived via email, WhatsApp, sometimes verbally. There was no record of which version had been approved and by whom.
No visibility on team workload. The marketing manager had no way to see who was working on what. When an urgent request came in, it wasn't clear who to assign it to without overloading someone already at capacity.
External agencies out of the loop. Briefs arrived by email, files were delivered via WeTransfer, feedback went back by email. Every campaign required 3-4 communication cycles just to align the agencies on where things stood.
The structure we built in Wrike
The structure we designed reflects how a B2B marketing team actually works, not how a textbook says it should.
One folder per campaign. Each campaign is a Wrike project with standard tasks: brief, content production, review, approval, publication, post-campaign analysis. The template is duplicated for every new campaign. The brief is included as the project description field.
Creative request intake via Wrike form. Internal requests now come through a structured form that automatically creates a task in Wrike, assigned to the team queue. No more informal requests via chat that disappear.
External agencies on Wrike. Both agencies have limited access to the projects they're involved in. Briefs are in the system, files are delivered as task attachments, feedback is left as tagged comments. Everyone works from the same project status.
Structured approval workflow. Creative revisions go through a Wrike workflow with explicit statuses: Draft, Internal Review, Management Approval, Approved, In Production. Each status transition automatically notifies the next person in the flow.
What changed after 3 months
The numbers we measured 3 months after full implementation:
• Average creative review cycle time reduced from 5.2 days to 2.8 days.
• Lost creative requests (untracked): from approximately 4 per month to zero.
• Internal coordination emails: estimated 70% reduction.
• The marketing manager can now see the status of all active campaigns and each team member's workload in a single dashboard.
"What surprised me most wasn't the reduction in emails. It was the fact that the agencies stopped asking us 'where are you at?'. They find everything in Wrike." Marketing manager, B2B manufacturing company.
Does your marketing team manage multiple campaigns in parallel without a structured system?
At SBK Solutions we configure Wrike for marketing and PMO teams that need to manage high volumes of creative work and coordinate with external agencies. Our starting point is always your real workflow, not a generic template.
Or read all articles in the Wrike & Project Management category.
