The enterprise software company wanted to reimagine the marketing profession and how it can be a force for good in the world. We brought together a community of purpose-driven marketers and executives who were dedicated to creating a human-centered way of doing business. They participated in our design thinking process that resulted in 5 unique ways for Smartsheet to the star convener of an impact movement within the industry.

Project overview

Smartsheet wanted to understand how marketing could be a true force for good in the world, and how their services could transform to make it happen. To do this, they needed to tap the collective intelligence of Chief Marketing Officers and other industry leaders. In the process of charting a path to purpose together, they formed deep relationships with this group who were influential to their product roadmap.

Project approach

We curated a group of Chief Marketing Officers from start-ups, multi-billion dollar enterprises, and Forbes 30 Under 30 listmakers to collaborate in a series of design thinking sessions. Through these workshops, they identified not only 5 tangible steps companies could make to connect their marketing activities with purpose, but the ways software like Smartsheet’s could support it. Beyond this, the synthesis of the Forbes Ignite uncovered non-obvious growth opportunities through purpose-driven process blueprints that can be dropped right into workflows.
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