Mural Process Lock-in via Templates

Mural becomes harder to replace when it stops being a canvas and starts being the operating system for recurring meetings. In large companies, the real asset is not a pile of boards, it is the agreed way quarterly planning, retros, roadmap reviews, and launch checklists get run. That is why template standardization matters, it turns Mural from collaboration software into workflow infrastructure that teams repeat every week and quarter.

• Mural is built around facilitated workshops and enterprise rituals, while Miro leans harder into scale, community templates, and broad self serve adoption. That makes Mural stickier when a company wants the same planning or alignment session run the same way across many teams, not just more whiteboards.
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• This kind of lock in looks more like Figma than a file repository. Figma spreads because product and design work becomes the place where decisions get made, and more functions join the workflow. Mural follows a similar pattern when boards become shared planning artifacts that multiple teams depend on to prepare, review, and document work.
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• The revenue profile fits this story. Mural grew from about $14M ARR in 2019 to about $125M in 2024, with growth slowing as the market matured. That makes deeper entrenchment inside existing accounts more important, and process lock in is a cleaner expansion path than trying to win on whiteboard features alone.
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The next phase is less about brainstorming volume and more about owning formal operating cadences across product, strategy, transformation, and enablement teams. If Mural keeps turning repeated meetings into governed templates and reusable artifacts, it can pull budget from broader operational software spend and deepen its role as a system of organizational execution.