Optimizing Marketing Technology for Hypergrowth at WeWork

Industry

Real Estate

Challenge

WeWork had recently secured a $500M investment to drive revenue growth but faced challenges with an underutilized and fragmented marketing technology stack. Their existing SFDC/SFMC/Pardot architecture was not optimized to support hyper-growth, and their Marketing Cloud and Sales Cloud renewals were misaligned across different economic buyers. Additionally, marketing leadership needed guidance on unifying a complex and dispersed marketing architecture.

Results

WeWork successfully streamlined its marketing technology architecture by optimizing CRM, Sales Cloud, and Marketing Cloud/Pardot to support B2B and B2C models, reducing platform redundancies by 40%. This alignment led to a contract agreement with Salesforce, resulting in 2X revenue growth over the previous year. A global governance framework was also established, improving marketing technology efficiency by 30%, and enhancing customer engagement metrics across 15 international markets.

Key Services

MarTech Optimization & Data Management, Cross-Functional Alignment, Governance & Strategy Development

www.wework.com

$500M

Marketing Investment

Contract Growth

15+

Global Markets Standardized

Platforms Integrated

The Pedowitz Group provided the clarity and structure to unify our marketing architecture across global teams. Their expertise helped us streamline platforms, align sales and marketing, and maximize the impact of our $500M investment. We now have a scalable, data-driven foundation for growth.

Marcy Shinder

Chief Growth Marketing Officer and Global Head of Partnerships @ WeWork

About WeWork

WeWork is a global provider of flexible workspace solutions, offering coworking spaces, private offices, and enterprise solutions for businesses of all sizes. The company operates in major cities worldwide, catering to startups, freelancers, and large corporations with innovative, community-driven office environments.

The Challenge

WeWork had recently received a $500 million investment focused on driving revenue growth through marketing but faced challenges with a fragmented marketing technology stack. Their existing SFDC/SFMC/Pardot architecture was underutilized and lacked the capabilities needed to support rapid expansion. Additionally, the renewal cycles for Marketing Cloud and Sales Cloud were misaligned, creating inefficiencies across teams with different economic buyers. Marketing leadership needed guidance on unifying a complex and dispersed marketing technology ecosystem to maximize ROI and streamline operations.

The Solution

WeWork recognized the need for a strategic partner with expertise in marketing technology architecture and revenue operations. After evaluating multiple agencies and consultants, they selected The Pedowitz Group (TPG) due to its proven track record in rationalizing complex MarTech stacks and aligning technology investments with business outcomes. TPG’s ability to work cross-functionally with technical and business stakeholders was a key factor in their decision.

Upon engagement, TPG worked closely with WeWork’s marketing and sales teams to assess their current technology environment, identify inefficiencies, and develop a roadmap for a more streamlined architecture. This included integrating Sales Cloud and Marketing Cloud/Pardot to support both B2B and B2C models, establishing global governance frameworks, and implementing a standardized approach to customer experience management.

Through this partnership, WeWork was able to unify its marketing technology landscape, enabling greater efficiency, improved data consistency, and better decision-making.

"The Pedowitz Group provided clarity and structure where we previously had fragmentation. Their expertise helped us future-proof our marketing technology investments." - Marcy Shinder, Chief Growth Marketing Officer and Head of Partnerships.

The Results

TPG’s strategic approach enabled WeWork to maximize the value of their MarTech investments and drive measurable impact, including:

2X Contract Growth – Salesforce and WeWork reached an agreement that doubled contract growth year over year.
Unified Architecture – Integrated CRM and marketing systems supported B2B and B2C engagement models, enhancing data consistency and campaign effectiveness.
Global Governance – Established marketing technology architecture and governance to enable international scalability.