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We stuck up with Monday.com’s Luis Clark on the ANA Masters of B2B Marketing convention, the place the previous radio exec grew to become go-to-market chief defined how higher workflow can save your sanity, spice up your margins – and in the end get creatives to like procedure.
Luis Clark doesn’t come from device. He comes from radio. Thirty years in it, to be precise – beginning as a presenter, then transferring into control, then industrial technique, alternate management, and sooner or later rebranding and scaling complete networks. He’s been via mergers, restructures, and relaunches. Which is why, when he talks about workflow techniques, he doesn’t sound like a techie. He seems like anyone who’s lived via chaos and are available out the opposite facet.
“I liken it to an old radio studio,” says Clark. “When you built it 15 years ago, it worked fine. But then the business grows, you bolt on new kit, and suddenly you’ve got this Frankenstein’s monster of a system that only works because people are duct-taping it together behind the scenes.”
Now move virtual, he says. “One button. Everything just works. Split links, music beds, live triggers. That’s what a good workflow system does – frees up headspace so you can get back to real work.”
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Clark joined Monday.com in August closing yr after being a buyer for 2 years. As Go-To-Market Manager, he works carefully with gross sales groups on govt storytelling and buyer engagement. “It’s literally going to the market,” he says. “But because I was on the other side of the fence, I’ve got an outside-in view. I don’t sell software – I help people change.”
That alternate, he believes, is essential – now not simply for the reason that global is transferring sooner, however as a result of “no one’s giving you more resource.” Efficiency is now not a nice-to-have. It’s a survival tactic.
At the ANA convention, Clark spoke about why human-to-human connection is extra essential than ever in a global increasingly more run via tech. “Nobody remembers who comes second,” he says. “Speed and agility are everything, but if marketing, finance, and procurement are working in silos, it slows everyone down. Monday gives each team what they need: marketers get agility, finance gets visibility. That’s how you turn a tactical relationship into a strategic one.”
It’s no wonder Monday has discovered a fanbase amongst entrepreneurs. “Maybe it’s the more creative, playful nature of the platform,” he muses. “They like that it doesn’t feel like boring software. It’s colourful. Intuitive. Easy.”
In reality, one of the crucial greatest ingenious companies on the planet are actually shoppers – VML, Canva, and Kohl’s amongst them. “We’ve got a client with 80,000 seats on the platform,” Clark notes. “We’ve just opened offices in Munich and Paris. We’re in Tel Aviv, New York, London, São Paulo…”
It is helping that adoption is speedy. “When I was rolling it out in my old job, I had sales managers who’d been in radio for 20 years messing about with it in a couple of hours saying, ‘This is great!’ And the faster you adopt it, the quicker you get ROI.”
Clark’s secret to adoption? Involve the naysayers early. “Ask the teams what’s not working. Talk to the number twos – those are the ones who really know how things run. Once they feel part of the solution, they become your best advocates.”
The giant message he desires leaders to listen to? Workflow isn’t with reference to device. It’s about time.
“Time is money – but businesses forget to put a value on it. I had a client with 200 spreadsheets flying round the business. One poor soul would spend two weeks consolidating them into a report – by which point it was already out of date. Now? AI just pulls everything into an instant leadership dashboard. It flags the risks automatically.”
So, what’s subsequent? Monday is now not with reference to paintings control. It now has merchandise for CRM, carrier control, IT ticketing, dev groups and HR. “There’s one big player in dev,” says Clark, “and nobody likes using it. With Monday, they enjoy it.”
And the branding? Well, llamas helped. But so did exact perception. “When we did our own research, people said they enjoyed using Monday. We leaned into that. Because ultimately, no one wants to adopt a system that’s a slog.”
Clark’s ultimate concept is strangely easy. “Start small. Keep it easy. Build complexity only when you need it. If your system works because people are pushing it uphill, not because it’s designed to work – something is broken. Good process doesn’t kill creativity. It sets it free.”
