From ideas to impact: How Project Marketplace inspires employee-powered innovation

For years, companies have explored the value of employees pursuing “stretch” projects outside their daily jobs. Google’s “20% time” policy, for instance, produced Google News, AdSense, and other new products and features. Many other companies have experimented with similar programs.

In 2022, Freshworks kicked off Project Marketplace, its own initiative to inspire employee-driven innovation within marketing. It launched six projects from field marketing, partner marketing, corporate communications, and marketing operations, allowing different marketing teams to expand their skills while supporting business goals. Employees submitted 39 applications; project leaders chose eight for assignments that lasted from two to six months. 

“At the heart of our program is the belief that when employees are empowered to innovate, extraordinary outcomes become the norm,” says Mark Reinhard, VP of field and partner marketing at Freshworks.

One of the most successful projects was a field marketing initiative in India called Freshworks Tech Shots. Led by Field Marketing Manager Sunil Thomas and two other members of his field marketing team, Rohit Rajendran and Vignesh Venugopal, the project aimed to generate leads and sales conversations by hosting several new field marketing events. The result? Eight events that drew over 250 attendees—and some unexpected pipeline revenue.

The experience has inspired new ideas for additional events. As Sunil says, “We’re just getting started.” Here’s how they pulled it off.

Micro events, macro impact

Tech Shots were designed as 75-minute interactive sessions that offered a select group of decision-makers a deep dive into Freshworks products. The team reached over 250 prospective customers by hosting eight events in different venues, such as Hard Rock Cafe and Soho House, in three top economic hubs of India: New Delhi, Mumbai, and Bangalore.

Working on contracts, venue selection, audience generation, content, and event management for the project helped team members understand how their work reaches customers. It also offered the field marketing team, which lacked some of the expertise of other marketing functions, the opportunity to learn from colleagues in marketing operations. For example, they showed Sunil and others how to vet registrants with an existing database to ensure they were targeting new prospects.

Project Marketplace: In the participants’ own words

Project Marketplace 2.0: New projects, new opportunities for growth 

With Project Marketplace 2.0 just around the corner, both participants are getting ready to apply for more projects that will help them explore different functions and grow their skills.

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