Reinventing the Sales Process Map: Asana Restructures to Maximize Revenues

How should workplace productivity software company Asana redesign its sales structure to create an organization capable of capturing the brand’s full worldwide value?
Michael Brown  | Fall 2018
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At the end of 2016, the workplace productivity software company Asana faced a turning point. Launched in 2011 as a free online service, the firm added paid premium features in 2012 and grew exponentially. Four years later, millions of people used Asana’s free version, while 35,000 companies, representing 140,000 teams and 10 million individuals, paid for its premium services. During its early years, Asana maintained a flat organization with no formal sales leader in place. Oliver Jay (OJ), Asana’s first executive head of sales, was onboarded in late 2016. Observing key inefficiencies in the current sales processes as well as mounting competitive threats, OJ sought to create an organization capable of capturing the brand’s full worldwide value. This case outlines the company’s meteoric rise and asks students to consider OJ’s best path forward.

Case ID: 190504

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