The setting
makes cloud-based software for teams. Its helps people plan projects, assign and track tasks, set goals, and report on progress.
The campaign earns attention for AI Teammates while the landing page must establish an Operations problem worth solving.
AI curiosity drives the click, while delivery visibility must drive the buyer's next step.
Who you’d be doing this for
“My COO asked what would actually move faster, and the agent demo didn’t answer that.”
Hirut Tesfaye · Director of Operations · a character in this brief
Leads an enterprise operations group that coordinates delivery across teams and evaluates work management platforms.
What is at stake
Operations visitors convert at 2.8% after arriving through LinkedIn. You must weigh an AI-led hook against a clearer delivery-visibility story that earns a qualified demo request.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- AI curiosity vs. Operations relevance
- form completion vs. buyer qualification
- fixed media spend vs. message learning
- campaign specificity vs. site coherence
Why Asana
AI Teammates and cross-functional delivery visibility must read as one credible story for enterprise Operations buyers.
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)
- Concept and execute social campaigns tied to product launches, industry events, and key moments, ensuring every program lands with a consistent, compelling narrative.
- 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.
- Senior Product Marketing Manager, IT and AI Transformation (opens in a new tab)
- Field-tested storyteller and writer who turns research into sales-ready content and pipeline-generating campaigns.
- You will report to the Director of Product Marketing, Audience Marketing.
- 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 .
- 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)
- You will also own the narrative for innovative capabilities like Agentic Work Management, partnering close ly with Core PMM, Product, and Sales teams .
- 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 .
- Sr. Manager, Web Strategy (opens in a new tab)
- Partner with PMM and product to translate Asana's multi-product portfolio into a coherent, compelling experience for distinct audiences, including new visitors, active trial users, and existing customers.
- 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.
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 people starting something and never quite finishing it.
Only 18% of enterprise trials configure access and create a shared table after arriving from paid acquisition.
You have to weigh broad AI appeal against a message that qualifies administrators for the workflow that drives adoption.
Paid leads are filling forms but too few become sales-accepted within 14 days.
You have to weigh lower-cost volume against a path Sales can qualify quickly.
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.
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.
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.
Technical champions are engaging, but finance stakeholders are missing from enterprise evaluations as AI spending faces closer review.
You must weigh a focused finance-and-admin motion against the risk of narrowing the enterprise story too early.
