Key takeaways:
- Why is Wrike moving to a multiproduct strategy? Wrike seeks to enhance customer value, build stronger relationships, and protect against market disruptions through a diverse offering of solutions.
- What is Datahub? Datahub is a data integration tool that consolidates data from multiple sources, providing organizations with deeper insights for better decision making.
- How does Klaxoon enhance Wrike’s offerings? Klaxoon does so by integrating visual collaboration tools that streamline workflows and foster creativity across teams.
- What are the key benefits of this multiproduct approach? Key benefits include stronger customer engagement, diversified revenue streams, and leveraging data as a valuable asset.
- What is the core message for SaaS leaders? Continuous innovation and broadening product lines are essential to meet evolving customer needs and stay competitive.
We’re obviously at an incredible point in the world of tech: there’s so much happening at a rapid pace, and we’re experiencing this AI frontier moving at what feels like the speed of light. It’s a thrill to be running a company that is putting swiftly evolving technology to use for our customers.
What’s become clear is that this environment is requiring us to shift in really important, strategic ways. Most importantly, this moment requires that we shift to offer more value to a broader set of users, demonstrating trust and value to decision-makers within organizations.
That’s why I’ve been leading Wrike to implement a powerful multiproduct company strategy that will enable us to build stronger customer relationships, insulate Wrike against disruption, expand our products to new audiences, and turn customer data into an invaluable asset.
Let me walk you through our multiproduct company strategy, from data integration to visual collaboration tools.
Why Wrike is transitioning to a multiproduct collaborative work management platform
Wrike is now on a mission to develop our multiproduct offering. For almost 20 years, we have been known for one thing, a single solution: a collaborative work management platform that enables workflow automation and brings teams together to communicate and get work done more effectively.
Our platform is backed by decades of innovation and is recognized by customers and trusted market experts alike. It’s an incredible platform, but we want to do more. Now, as we continue to improve our platform, we also see an opportunity to offer a new variety of work solutions that will deliver more value for our customers.
From launching Datahub, our data integration software, to purchasing Klaxoon, our visual collaboration platform, and bringing it under the Wrike umbrella, our multiproduct company strategy has us laser focused on building out our product marketplace here at Wrike.
We know a broadened product offering will bring value to customers who already trust Wrike for the security and scalability of our collaborative work management platform — now, we can help our customers solve even more business challenges, such as delivering deeper, more accurate insights that drive better decision making. Data is the cornerstone of generating these insights, both with and without the aid of AI, and by expanding our product capabilities, we provide richer business context for our customers.
Strategic drivers behind Wrike’s platform expansion
Before sharing our multiproduct company strategy, it’s important to recognize the key drivers behind this shift. Many companies make mistakes by:
- Overextending into products without a clear fit
- Neglecting their core offering
At Wrike, we focus on both breadth and depth in our approach.
- Stronger customer relationships: Offering more solutions lets you engage different teams, solve bigger business problems, and serve as a true partner, not just a vendor.
- Protection from disruption: Diversified products create new revenue streams and defensible moats, making it much harder for competitors to “feature you to death.”
- Higher account penetration and expansion: Expanding our offering enabled us to expand our relationships, engaging executives way beyond our original user base. That’s when you start to drive exponential growth.
- Data is an asset: With Wrike, the more solutions you offer, the broader, richer, and more valuable the customer insights you gather. These insights, in turn, power smarter, more personalized innovation.
Our approach is intentional: We build both horizontal breadth and vertical depth because you cannot sell a solution to a specific pain point without knowing their business and challenges.
With Datahub and Klaxoon, we’re not just adding features — we’re building a robust, extensible offering that opens up new conversations, delivers joint and independent value, and helps customers achieve more.
Datahub: Turning your data into actionable insights
Hopefully, you’re already familiar with Datahub, our one-stop data integration software that seamlessly connects your workflows with multiple sources, teams, and departments.
At Wrike, we recognize that in today’s AI-driven world, data is fundamental to providing the context needed for meaningful, actionable insights. That’s why expanding our product capabilities with solutions like Datahub is a game changer. Datahub empowers organizations to use their own data to deliver deeper, more accurate insights, enabling better decision making and greater efficiency.
Here are a few highlights of our Datahub functionality:
- Datahub functions as data integration software by consolidating data from multiple sources to create a single source of truth within your organization.
- You connect your chosen data sources to Datahub, and it unlocks the ability to leverage your data in custom fields, dashboards, reports, automations, and more.
- Whereas AI functions like ChatGPT use open-source data for their modeling, Wrike’s Datahub uses your own pertinent data, resulting in far more accurate assessments and analytics.
Here’s a great example of how one of our customers is using Datahub: A global IT organization now uses Datahub to combine Jira development timelines with Wrike project tracking, surfacing early blockers in product delivery across departments.
Security implications are paramount when dealing with data
Of course, security remains a critical consideration for our customers: we know that enterprise organizations are intrigued by AI and its capabilities, but top-level organizations are concerned about security implications. We understand, and we’re dedicated to making Wrike the most secure and reliable collaborative enterprise productivity solution on the market.
We’re committed to protecting your data, especially through Datahub, and we continue to invest in the security of our services to not only meet but exceed industry standards. Our security protocols are outlined clearly and should allay anxieties.
From ideas to action: Klaxoon’s whiteboards now in Wrike
Our acquisition of Klaxoon further expands the marketplace of solutions we can offer our customers. While Klaxoon can still be used as a standalone platform, we’ve also integrated its visual collaboration tools into Wrike so our customers can move seamlessly between infinite whiteboards and Wrike items. If our goal involves demonstrating more value to more users, Klaxoon delivers.
For instance, a popular U.S.-based craft brewery is using Klaxoon templates to standardize branding across their organization. They are big fans of pairing the visual collaboration Klaxoon provides with Wrike’s work management capabilities. With Wrike, the brewery streamlines end-to-end workflows for content production on packaging and marketing materials, orchestrates campaign management across marketing channels, and manages their design and creative task lifecycle. This integrated approach ensures their workflows deliver consistency, efficiency, and brand alignment at every stage of the process.
This infinite whiteboard is a tool that drives collaboration and action, and making it available to our customers with a two-way integration saves time and propels momentum forward.
Solving our customers’ challenges with a multiproduct company strategy
Our multiproduct company strategy is simple: we’re bringing on more products that solve more problems for our customers. We’re driving more conversations with our customers about ways our existing and new products can eliminate their pain points, bottlenecks, and delays, and we’re doubling down on being the platform where work flows freely and you’re enabled to do the best work of your life.
How our multiproduct suite drives enterprise productivity
In short, our multiproduct platform enables organizations to:
- Integrate and analyze data effortlessly with Wrike Datahub
- Enhance team creativity and decision making with Klaxoon’s visual collaboration tools
- Enable workflow automation using AI features, improving productivity across every team
Final thought: Don’t let your best product be your only story
To fellow SaaS leaders: the pressure to “stay focused” can be deceptive. If your product is great, that’s a foundation, not a finish line. Your customers need more. Your top talent wants to build more. And your market is moving fast.
At Wrike, we believe the future belongs to SaaS platforms that deliver real business outcomes across multiple functions. We’re proud to be one of them.
If you’re an executive feeling the pressure to stick with “what’s working,” I challenge you: Don’t let your best product become your only story. Your customers need more, your best people want to build more, and the bottom line is your company will survive disruption only by embracing this evolution.
Are you ready to learn how Wrike’s multiproduct ecosystem can help solve your unique business challenges? I’m always happy to connect with other leaders navigating the same journey. Reach out to me on LinkedIn. I’d love to understand what you’re facing in this evolving environment — and illuminate how Wrike can be the enterprise productivity solution you need.
