Discover how a natural foods company optimized productivity, enhanced visibility, and boosted accountability through Adobe Workfront's streamlined marketing processes.
Natural Foods Company
The 120-person in-house marketing team at a natural foods company works hard to promote the benefits of healthy eating. Now, they’re doing it more productively than ever before.
The grocery chain recently redeployed the Workfront Project Portfolio Management (PPM) solution, which was originally deployed two years ago, to address process transformation and critical needs for reporting and visibility. While PPM was up and running, key functionality supporting corporate marketing and the internal agency’s organizational structure, processes and responsibilities had yet to be enhanced, limiting the benefits derived from the cloud-based resource marketing tool.
Initial Workfront implementation coincided with a period of profound change throughout the organization. While Workfront had been in use since 2016 (even beyond marketing), functionality supporting organizational structure, process and responsibilities had yet to be enhanced, limiting the benefit derived from the cloud-based tool.
“A significant acquisition, aggressive competition in the high-end, experiential food store space and the ongoing complexity of marketing in the digital age drove the need to further leverage Workfront to give us better ability to get marketing done,” said the executive in charge of marketing operations.
Improving financial management, DAM and agile process were high on the list of to-dos, but marketing’s need for immediate scale was pressing. Without adding headcount, marketing had to adapt to operating in a constant state of change. The Workfront redeployment—maximizing the value of the single, centralized solution—was designed to make it easier to manage in an always influx environment.
Leveraging the depth and breadth of Workfront to automate time-consuming, manual reporting; eliminate duplicate efforts and bottlenecks; manage capacity; and scale the organization became a corporate imperative.
Implementing orchestration and consistency needed in a decentralized business was necessary for marketing to work as smart, fast and as efficiently possible. Reconceiving process and reconfiguring Workfront would go a long way to achieving that goal.
The grocery chain tapped MERGE to help.
MERGE consultants worked with marketing leadership to fully implement the solution to permit better usage of native reporting and resource management functionality, and in turn, provide the instant, accurate visibility that enables higher productivity and more accountability among agency team members.
Major system changes were made to realize these benefits, including:
Within three months of the start of the Workfront reconfiguration, the goals of “Deployment 2.0” set by the in-house team and MERGE had been met, including:
The visibility that Workfront provides into every project task—from creation to review and approval to archiving—is now being realized. The result? The company’s in-house marketing team is more productive and accountable than ever before.
