Asana

On a mission to enable the world's teams to work together effortlessly.
Asana helps teams orchestrate their work, from small projects to strategic initiatives. Headquartered in San Francisco, CA, Asana has more than 107,000+ paying customers and millions of free organizations across 190 countries. Global customers such as Amazon, Japan Airlines, Sky, and Under Armour rely on Asana to manage everything from company objectives to digital transformation to product launches and marketing campaigns.
Founded
2008
HQ Location
San Francisco, CA
Headcount
1,700
YOY Headcount Growth
+44%
Sales Team
224 (13% of total)
Website
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Org Assessment
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The org at Asana is slightly unique in two ways.

For starters, this company is incredibly effective at driving new customer acquisition through Marketing efforts (or directly through product-led growth) as opposed to traditional Sales. At 13% of total headcount, the Sales org is relatively lean and sits alongside a 100-person Marketing team and ~75-person Support team. For a company delivering $340m in annual revenue and growing 50%YOY, these are relatively lean teams.

As far as we can determine, the Business Applications org os somewhat top-heavy, opting for an approach with numerous Business Applications Leaders that own both long-term planning / strategy and tactical decisions. The next step will be for each of these 'Application Heads' to build out a layer of Sr. Manager / Director level 'Product Owners', each with oversight of an individual application and team of specialized Administrator, Developers, and Business Analysts.

We are a bit surprised to see such a heavy emphasis on Program Managers (in place of more strategic Product Owners) and a relatively lean group to deliver on work with 3 Business Analysts focused on Salesforce + 2 dedicated to Finance Applications (primarily Zuora and Netsuite) and only 3 Salesforce Developers / 1 Administrator to support an ecosystem of Sales Cloud, CPQ Cloud, Service Cloud, and Marketing Cloud.

Note: The hiring efforts underway clearly address the resourcing gaps; however, we would anticipate follow on hiring to come after these immediate roles given the sheer volume of applications managed across this 23-person group.

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