The setting
makes cloud-based software for teams. Its helps people plan projects, assign and track tasks, set goals, and report on progress.
The AI narrative opens doors while consolidation logic decides whether the budget survives.
CIO interest in agentic workflows pulls against procurement pressure to remove overlapping platforms.
Who you’d be doing this for
“My board is asking what we can retire, not how many more AI demos we watched.”
Jyoti Das · Chief Information Officer · a character in this brief
Owns the enterprise technology portfolio and must justify a work-management purchase alongside AI governance and consolidation commitments.
What is at stake
Thirty CIO accounts are engaged, but technical reviews keep ending in disqualification. You must choose whether AI governance or tool consolidation leads the one funded field program.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- meeting volume vs opportunity quality
- AI curiosity vs consolidation urgency
- field speed vs technical credibility
- intent signals vs procurement evidence
Why Asana
AI Teammates and Agentic Work Management now carry a growing share of new enterprise bookings while buyers scrutinize platform overlap.
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)
- These buyers are navigating tool consolidation, AI adoption, governance, and the shift to agentic workflows, and you'll turn deep knowledge of their world into technically credible messaging, content the field uses every day, and campaign themes that bring new logos into the pipeline.
- Field-tested storyteller and writer who turns research into sales-ready content and pipeline-generating campaigns.
- Head of Web Strategy and Services (opens in a new tab)
- People leadership experience managing multi-disciplinary or technical teams, including web platform engineers, developers, and agency partners .
- Lead and support the web engineering and localization teams, setting technical delivery standards and ensuring international visitors receive an exceptional localized experience .
- Senior Product Marketing Manager, Marketing & Operations Audiences (opens in a new tab)
- In this role, you will go deep on these buyers and their daily workflows, turning that knowledge into messaging, field-enablement assets, and net-new acquisition campaigns that expand our pipeline .
- Develop deep subject matter expertise on target buyer personas, uncovering insights into their workflows, team structures, tooling budgets, KPIs, and software evaluation criteria .
- Sr. Manager, Web Strategy (opens in a new tab)
- 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.
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 betting growth on an outside partner or launch.
Enterprise interest is high, but administrator concerns are preventing qualified opportunities from advancing.
You must weigh AI-led demand against the governance proof buyers need to commit.
Three strategic evaluations need $6 million in sales-accepted pipeline within 45 days.
You must weigh one irreversible executive narrative against competing security and finance demands.
Enterprise CIOs are pausing technical validation over incompatible claims about revenue context.
You must choose a proof-backed story that can survive security review and still create qualified pipeline.
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.
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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.
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In each of these, as in this one, the aim is to turn conflicting market signals into a focused growth bet without pretending uncertainty has disappeared.
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You must weigh a test that is useful to benefits leaders against claims and measurement the evidence can support.
Late-trip travelers leave available hotel rooms to compare cancellation terms on other sites.
You have to weigh incremental hotel demand against booking shifts from comparable homes.
Programmatic buyers are spending through the Carrot Ads API but do not have a clear route into repeat self-serve campaigns.
You have to weigh a fast expansion motion against claims that brand finance teams can defend.
