Asana GTM AI engine: account POV, prospecting, and outreach in Salesforce
Asana built an orchestration-heavy AI engine on tools it already owned: nightly scoring into Databricks, OpenAI via Workato generating account/prospect POVs and drafts written back to Salesforce, plus a read-only MCP for Claude. Phased rollout from a 20-person pilot to 260+ reps.
- Business problem
- Reps spent ~10 hours/week researching across 8+ disconnected tools before a single touch; account prioritization and messaging were slow and inconsistent.
- Function
- Sales
- Tools
- WorkatoSalesforceOpenAIClaudeDatabricks6senseZoomInfoChorus
- Effort / time to value
- 4 months build with a 6-person side team (~15 hrs/week each); 1-month staged rollouts (prioritization → prospecting → engagement).
Result
Reported result
First quarter live: 10% increase in bookings (ARR), account research cut from 10 hrs/week to 1, 2.3× email reply rate vs prior outreach; adoption 86% → 100%.
Label: vendor-reported (Workato customer story quoting Asana)
First quarter live: 10% increase in bookings (ARR), account research cut from 10 hrs/week to 1, 2.3× email reply rate vs prior outreach; adoption 86% → 100%.
Label: vendor-reported (Workato customer story quoting Asana)
Sources
Summaries are our paraphrase of the linked source. Spot an error? Tell us.
Get one sourced playbook a week
One email a week. Real deployments, sourced. Unsubscribe anytime.