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.