#414 | Dave sits down with Prachi Gore, CMO at Asana, to talk about her first year at the company leading marketing. Prachi explains how Asana repositioned from project management to work execution, why she believes new CMOs should take a beat before rebranding, and how her team launched five new products, a new brand, and a new narrative in about six months. She breaks down her launch playbook built on sales enablement and how she structures growth and revenue marketing teams with separate KPIs that still work together. They also dig into keeping a team nimble without burnout, why Asana did its repositioning in house instead of hiring an agency, and where AI helps versus where human judgment still has to lead.
Timestamps
(00:00) - Intro: Prachi’s path from Checkr to Asana
(04:14) - Selling a product anyone can use and why ICP still matters
(07:37) - Year one: repositioning Asana from project tracking to work execution
(10:13) - How Asana’s marketing agents save 11 to 15 hours a week
(15:29) - Launching five products in six months without pushing back
(21:00) - The launch playbook: sales enablement built on ten use cases
(27:52) - Asana’s marketing KPIs and how the team is structured
(34:48) - Prachi’s planning playbook
(40:13) - Moving fast without burnout: clarity, context, and their decision framework
(43:43) - Why Asana repositioned without hiring an agency
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