From airwaves to AI: monday.com’s Luis Clark on why a better workflow is the best creative tool you’re not using

“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, with digital, 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.”

Clark joined monday.com in August last year after being a customer for two years. As go-to-market manager, he works closely with sales teams on executive storytelling and customer 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 change, he believes, is vital – not just because the world is moving faster, but because “no one’s giving you more resources.” Efficiency is no longer a nice-to-have. It’s a survival tactic.

At the ANA conference, Clark spoke about why human-to-human connection is more important than ever in a world increasingly run by 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 surprise monday.com has found a fan base among marketers. “Maybe it’s the platform’s more creative, playful nature,” he muses. “They like that it doesn’t feel like boring software. It’s colorful. Intuitive. Easy.”

Some of the biggest creative firms in the world are now clients – VML, Canva and Cole's among them. “We’ve got a client with 80,000 seats on the platform,” Clark notes. “Our global footprint is expanding, with new offices in Munich and Paris joining our key locations in Tel Aviv, New York, London and São Paulo.”

It helps that adoption is fast. “When I was rolling out the platform at my last job, even veteran sales managers with 20 years in the industry were up and running in just 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. They become your best advocates once they feel part of the solution.”

What is the big message he wants leaders to hear? Workflow isn’t just about software. It’s about time.

“Time is money, but businesses forget to put a value on it. I had a client with 200 spreadsheets flying around 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 next? monday.com is no longer just about work management. It has become a multi-product platform that runs the core of all work, with a product suite built to address the needs of specific industries – including monday work management, monday CRM, monday service, and monday dev. And the branding? Well, llamas helped. But so did actual insight.

“What we heard in our research was clear: people enjoy using monday,” says Clark. “That insight shaped our approach because no one wants to deal with a platform that slows them down.”

Clark’s final thought is surprisingly simple. “Start small. Keep it easy. Build complexity only when you need it. If your system works because people push it uphill, not because it’s designed to work, something is broken. A good process doesn’t kill creativity. It sets it free.”