THE RESULTS AT A GLANCE
80% increasein win rate when Consensus is used |
18%Faster sales cycle |
400FTE hours saved through Automation |
$800k revenueClosed without live SC calls |
THE CHALLENGE
Buyers Needed Solutions Support
Asana's solutions and sales teams faced challenges that demanded a fresh approach to buyer enablement and solutions selling support. While the EMEA Solutions team focused on supporting their larger deals, Asana’s SMB customers—many signing up through self-serve or the New Business Sales team—weren’t getting the same value-based demo experience. These customers make up a significant portion of the business, but the existing team structure wasn’t set up to support them effectively.
"We found that around 80% of our customers weren't getting solutions support and they were not getting that value-led demo that helps prospects understand the value of Asana.”
Ellie Book
Program Manager of Solutions Consulting | Asana
Simultaneously, the New Business sales team, led by Laura Kenny, Head of International SMB at Asana, had doubled in size, leading to a surge in workload for Account Executives (AEs) who had to manage and prioritize a large volume of accounts. This increased workload put a strain on the team’s ability to educate customers on Asana's work management philosophy. These internal challenges added friction to the buying process, with AEs doing both demo and progress the sale, often slowing down the process.
THE SOLUTION
Product Experiences at Scale
To boost sales efficiency and customer engagement, Asana implemented Consensus—and quickly reaped the benefits. By creating and sharing product experiences, they launched a new Scaled Solutions program, enabling more customers to learn effectively about Asana’s solutions and integrations. This approach delivered consistent, high-quality information that helped buyers understand Asana’s value. At the same time, providing sales reps with self-service resources reduced administrative work, freeing them to focus on revenue-generating activities.
“I've never seen AEs get so excited about software before.”
Ellie Book
Program Manager of Solutions Consulting | Asana
The Results:
The implementation of Consensus delivered a wide range of positive outcomes for Asana, significantly impacting both sales efficiency and revenue generation.
Time Savings and EfficiencyConsensus saved Asana's teams more than 400 full-time employee (FTE) hours. This substantial time savings freed up valuable resources that allowed sales and solutions teams to focus on more strategic initiatives and high-value interactions with customers.
Revenue Growth
Asana experienced a new wave of revenue growth after implementing Consensus. During the following two quarters after implementation, Asana saw 5x the revenue as the team increased the scope of Consensus to support a larger, more global sales organization. This success was coming from deals where SC support was not needed because of Consensus automated demos.
Accelerated Sales Cycle
Sharing product experiences earlier and more often in the buyer’s journey accelerated the sales cycle. Since implementing Consensus, Asana’s average sales cycle decreased by 18%. This reduction in sales cycle came as AEs were able to focus their time on the most engaged buyers and reduce time spent on building demo content.
Increased Win Rates
Consensus was instrumental in boosting sales win rates. Asana's win rates nearly doubled, climbing from 32% to 57%. They attributed this dramatic increase in sales effectiveness to reps’ ability to engage buyers earlier and more often with product experiences while maintaining a focus on the most engaged buyers based on the buyer insights Consensus provides.
Accelerating Onboarding and Impacting Expansion
By creating high-value content that focuses on integrations and core competencies, Asana accelerated customer onboarding time and provided a more engaging experience. Product experiences scaled the education process and helped sales and customer success reps generate up-sell opportunities for account expansion.
“Our win rates are almost double when our reps use Consensus. Being able to meet buyers with high-value product education throughout the sales cycle accelerates trust and creates a more engaging buying experience.”
Laura Barry (Kenny)
Head of International SMB & Dublin Site Operations Lead | Asana
Key Takeaways:
- Consensus boosts sales efficiency by cutting workload and delivering scalable customer education.
- Consistent, high-quality product experiences enhance the buyer journey and speed up the sales cycle.
- Successful tool adoption requires a strategic approach that meets user needs and encourages engagement through clear communication and positive reinforcement.
- With demo automation, teams can drive higher revenue, win rates, and overall sales performance.
