The setting
makes cloud-based software for teams. Its helps people plan projects, assign and track tasks, set goals, and report on progress.
Operations buyers want proof of moved work, while acquisition programs need a story that earns attention before the proof exists.
The motion must make delivery value concrete without promising outcomes that depend on each customer’s work graph.
Who you’d be doing this for
“My COO asked what actually gets unstuck, and I had more screenshots than answers.”
Vinay Verma · Director of Operations · a character in this brief
Evaluates work-management investments for enterprise teams that need clearer ownership and delivery visibility.
What is at stake
Operations leaders want proof that AI Teammates move delayed work. You must choose a first motion that earns qualified interest without claiming customer outcomes you cannot yet prove.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- delivery proof vs broad AI appeal
- qualified pipeline vs low-friction reach
- Operations specificity vs reusable messaging
- campaign speed vs learning depth
Why Asana
AI Teammates now carry a growing share of new bookings, and Operations leaders need a credible reason to place them in cross-functional work.
Written with these in mind
Not your kind of problem? 32 more at Asana, or browse every organization.
Where the organization context comes fromThe postings this brief was written from, and the reporting read before it.
The organization context comes from public information. The situation and characters are written for the brief.
Job postings it was written from
Public descriptions of the work at Asana. They are listed as sources, not as openings. The lines under a posting are its own words, where it meets this brief.
- Social Media Lead (opens in a new tab)
- You'll know the difference between a platform best practice and a genuine cultural moment, and you'll help define how Asana talks and shows up in storytelling as we evolve our narrative and stake our claim in the future-of-work conversation.
- Concept and execute social campaigns tied to product launches, industry events, and key moments, ensuring every program lands with a consistent, compelling narrative.
- Senior Product Marketing Manager, IT and AI Transformation (opens in a new tab)
- Create technically credible content across the buyer journey, such as POVs, solution narratives, demos, executive briefings, and whitepapers.
- Shape new-logo acquisition campaigns in close partnership with Campaigns to generate net-new pipeline.
- Head of Web Strategy and Services (opens in a new tab)
- Partner cross-functionally with Product Marketing, Demand Generation, SEO, Paid Media, Data Science, and Brand Design to align business priorities with customer needs .
- Senior Product Marketing Manager, Marketing & Operations Audiences (opens in a new tab)
- Partner cross-functionally with Core PMM and Product teams to translate Agentic Work Management capabilities (including prebuilt AI Teammates and no-code automations) into clear, persona-specific value propositions .
- Create compelling content across the entire buyer journey, ranging from core narratives and web copy to whitepapers, product demos, and customer-facing presentations .
- Sr. Manager, Web Strategy (opens in a new tab)
- You'll work closely with partners in product marketing, organic discovery, paid media, data science, product, engineering, and design to create a site that measurably moves the needle.
- We’re looking for a strategic, customer-journey-obsessed leader to take ownership of Asana's website as a driver of product understanding, customer acquisition, and trial conversion.
Reporting read before this brief was written
The pieces closest to the situation in this brief.
On October 7, 2026, Wrike announced at Wrike Collaborate 2026 that it is introducing role-specific AI Workmates, led by a Project Manager Workmate, with phased rollout later this year.
Wrike Expands Work Delivery Capabilities With Agentic AI Integration (opens in a new tab) · reworked.co · Oct 7, 2026
In Bain's October 2026 research across 951 companies, organizations converted only about 38% of AI's potential into deployed, measurable value, and Bain expects CFOs and boards to ask how much expected value was actually realized.
Realization Rate: The Metric Reshaping Enterprise AI | Bain & Company (opens in a new tab) · bain.com · Oct 8, 2026
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.
Where similar work appears
Other live briefs connected to this one, and what connects them.
Similar problems at other organizations
Like this one, each of these is about figuring out which problem is actually worth solving.
Operations champions cannot turn linked workflows into a financial case, leaving expansion conversations stuck on seat price.
You have to weigh a repeatable package against the discovery depth each customer needs.
Enterprise administrators are questioning another workspace while AI budgets absorb collaboration spend.
You must weigh a narrow, testable first workflow against a broader story that may attract interest without activating use.
Legal operations leaders are declining AI evaluations because citation verification still looks like added work without a new budget.
You have to weigh a sharper commercial narrative against claims that legal buyers can actually defend.
The same setting, from another role
Each is set around Asana’s Asana Work Management, written for a different role. They’re separate briefs, not the same scenario.
You are asking CSMs to prepare renewal conversations from account histories they now rebuild by hand across project tracking and Slack.
You have to decide how much of the account story the system assembles and ranks before a CSM reads the signals, and what the CSM still pieces together and owns.
Six pilot customers need evidence that governed workflows can replace duplicate coordination.
You must weigh a repeatable programme against each customer’s established operating model.
Approval workflows across 240 customer projects are paused after owners changed roles.
You must weigh immediate delivery continuity against an access decision the customer cannot casually undo.
Other problems with a similar purpose
In each of these, as in this one, the aim is to turn ambiguous signs of buyer interest into a concrete, measurable step toward commitment.
Too few paused mid-market pros resume lead spend after reaching the budget and targeting message.
You need to weigh a sharper service-specific claim against a clean test that preserves confidence in iROAS.
Enrolled brands are stalling before their first Insider Partnership action.
You must choose which brands need tailored coaching and which need a clearer scaled path.
New users are arriving from AI-assistant questions, but their path is hidden inside generic referral traffic.
You have to weigh a focused eight-week test against a broader discovery bet with less interpretable learning.