GTM strategy - From 0 to 60 in 1 quarter Daniil Karp, Enterprise Product Marketing Manager

A little about me Product marketing at scale Category creation Online communities

Asana helps teams orchestrate their work so they can move faster.

Asana for Marketing and Creative Forms Proofing Approvals Portfolios Workload Integrations Integrations An end-to-end solution for the managing the entire marketing and creative process

● Defining product marketing at Asana ● Evolving our business model ● Getting on the product roadmap ● GTM in 90 days ● Q&A GTM Strategy - From 0 to 60 in 1 Quarter

GTM Strategy - From 0 to 60 in 1 quarter Defining product marketing at Asana

GTM Strategy - From 0 to 60 in 1 Quarter Customer Success Product Marketing Sales Enablement Partners Product Marketing PMM is the API to the business

GTM Strategy - From 0 to 60 in 1 Quarter PMM is crucial in the discovery, target selection, solutioning, and launch stages of the Product Process

GTM Strategy - From 0 to 60 in 1 Quarter Messaging & Positioning Bill of Materials Campaigns & Launches Enablement PMM orchestrates execution

GTM Strategy - From 0 to 60 in 1 quarter Evolving our business model

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GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows

GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows Gap in our product offering

GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows Gap in our product offering Land entire departments

GTM Strategy - From 0 to 60 in 1 quarter Getting on the roadmap

Build a business case Unmet need Opportunity

Build a business case Unmet need Opportunity Market timing Urgency

Build a business case Unmet need Opportunity Market timing Urgency Ops strategy Upside

Asana for Marketing and Creative Forms Proofing Approvals Integrations Integrations An end-to-end solution for the managing the entire marketing and creative process

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

Strategy Brief Plan Proof Staff Create Distribute Approve

GTM Strategy - From 0 to 60 in 1 quarter GTM in 90 days

Planning Briefing Intake / requests Sharing Creative production Reviews Distribution Marketing Process Asana for Marketing and Creative streamlines the entire process

A new GTM ● Marketing and messaging that speaks powerfully to a targeted segment of our audience ● Sales enablement that empowers customer-facing reps to have rich conversations with marketing prospects Targeting a specific role ● First Asana launch primarily driven by the Sales organization ● Increased scope of enablement, content development, and ongoing training Sales-driven GTM

GTM Strategy - From 0 to 60 in 1 Quarter Targeting a specific role: Sales Playbook Standardized sales qualification process Deep-dive into Asana’s 6 core marketing and creative use cases Key personas Upsell/cross-sell motion Enterprise value narrative Audience Pains Solutions Customer stories

GTM Strategy - From 0 to 60 in 1 Quarter Sales driven GTM: Sales & CS enablement First Call deck 6 use-case 2-pagers 6 customer case studies 6 in-depth demos Marketing teams run on Asana eBook

A full-funnel content bundle Product overviews Case studies Thought leadership

Pitching, demoing, and leave behinds Workflow demos Ultimate guides

GTM Strategy - From 0 to 60 in 1 Quarter Sales & CS Training Feb 4th - Sales/CS kickoff February 6th - Personas February 12th - Qualification and Discovery February 21st - Use cases February 25th- March 1st - Office hours March 4-8th - Certification

Asana for Marketing & Creative Kickoff February 4th, 2019 1. Why are we pursuing a solution GTM strategy and how is it different? 2. Why target marketing and creative teams? 3. Why are we launching a sales playbook and what’s in it for you? 4. What is the training and launch plan?

Persona deep dive agenda February 6th, 2019 1. Current state of marketing 2. The marketing tech stack 3. State of creative production 4. Meet a creative producer 5. Meet the marketing team 6. Q&A

7 minutes to: Review the creative production pains and challenges. Then answer these questions: Why is this painful from a rational/business perspective? Why is this painful from an emotional perspective? 7 minutes to come up with: 3 pain questions 3 situation questions GTM Strategy - From 0 to 60 in 1 Quarter Team Name

Wins Business Impact & Functional Insights 1. Deal velocity - sales confidence has tangibly increased as a result of the launch “We’re closing bigger deals at a higher volume and are already at XXX% of our quarterly goal.” - SMB Sales Manager ““My team feels more confident speaking to customers about the product and tying actual use cases to customer needs.” - SMB Sales Manager 2. Prospecting & outbounding; enablement content made it easier to outbound and strike a relevant chord with audience “Before, the mid-market team saw Marketing as just "marketing.” Now, outbound is more effective because the personas go deeper.” - MM Sales Manager “Doing org mapping of marketing teams allowed us to have more in depth conversations.” - Head of Solution Sales

● Define PMM’s charter ● Be an advocate for customers and sales ● Know how to influence your roadmap ● GTM with how your product is actually sold GTM Strategy - From 0 to 60 in 1 Quarter

GTM Strategy - From 0 to 60 in 1 quarter Thank you!