Company: ASAN
Filing Date: 2025-03-18
Form Type: 10-K
Source: 0001477720-25-000045
Chunk: 17

Company: Asana, Inc.
Filing Date: 2025-03-18
Form: 10-K
Item: Item 1
Chunk 17
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 across use cases, both within and between organizations, to ensure the success of our customers. This in turn creates positive word-of-mouth marketing, driving adoption, expansion and ultimately, our business results.

Product-led Model

To demonstrate the value of our platform to potential paying customers, we provide free trials of our paid Asana Advanced tier offering, in addition to our free Personal tier offering, for teams of up to 10 people. As individuals, teams, and their guests realize the productivity benefits we provide, Asana becomes an integral part of their day-to-day work and critical to helping them achieve their objectives.

Direct Sales

We have a targeted direct sales team focused on promoting new use cases, expanding our footprint within our existing customer base, and landing large enterprise accounts with a top-down motion. Our direct sales force has a global presence, and consists of sales teams focused primarily on accounts with expansion opportunities including department-specific and organization-wide use cases such as strategic planning, employee onboarding, and goal setting and tracking. 

Channel Partners

We have built a robust ecosystem of value-added resellers, managed service providers, and technology partners across more than 50 countries. These partners have unique expertise, services and products that complement Asana’s portfolio. Sales supports partner success via comprehensive education and certification resources and a global partner directory where customers can connect with Asana partners directly for projects or managed services.

Marketing

We market our platform through owned properties, such as our website, first-party events like the Work Innovation Summit global series, third-party events, social media channels, media coverage, paid acquisition, and word of mouth to promote discovery and adoption. Every month millions of people visit asana.com, and hundreds of thousands of people register to try our platform and products. Our customers also have the ability to invite external parties to collaborate on specific Asana projects, which supports viral adoption of our platform.

We offer on-demand education available in-product and online, and via live learning courses as well as robust customer support available in six languages. We also offer our customers the option to partner with a list of managed service providers, consulting firms, and system integrators to help customize their account, onboard teams and run onsite training.

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We engage in thought leadership through The Work Innovation Lab – a research and thought leadership platform by Asana that develops human-centered insight and original research to help businesses evolve today to meet the growing needs and challenges of the future of work.

Our global Asana community connects over 800,000 users to Asana and each other online and offline