How Asana scaled lead routing with Traction Complete

Highlights

• Improved speed-to-lead and sales effectiveness by eliminating manual lead routing and preventing routing to inactive sales reps
• Enabled the RevOps team to quickly build and manage lead routing rules in a visual, no-code environment
• Introduced region-specific flows that allowed teams to manage their own set of custom routing rules

Overview

Asana is a web and mobile work management platform designed to help teams organize, track, and manage their work. More than 114,000 organizations across 190 countries rely on Asana to manage product launches, marketing campaigns, company objectives, and more.

The Challenge

Rapid growth introduced lead routing complexity

Asana’s rapid success created a surge of inbound leads.

As lead volumes grew, response times slowed, and assignment rules became harder to manage. The team relied on Salesforce’s native Assignment Rules and layers of custom code, but both quickly reached their limits. What once supported a smaller business could no longer keep pace with a fast-scaling global company.

Rigid processes slowed operations

Leaders across the organization pushed for region-specific routing rules, but the existing system made even small adjustments difficult. Updating logic meant diving back into code or reconfiguring Salesforce, both of which consumed time and resources.

Instead of enabling agility, the process created bottlenecks that left Asana’s RevOps team unable to adapt quickly to changing go-to-market needs.

Incorrect ownership created revenue leaks

Asana’s lead routing inflexibility also led to errors in ownership.

Leads and accounts were sometimes routed to reps who no longer worked at the company or had moved to different territories. Each misassigned record represented a missed opportunity and slowed down the pipeline.

The problem we had is that we were growing, and our previous routing tool didn’t scale with us.

Chris B., Senior Manager of Global Revenue Operations at Asana

Solution

Improved speed-to-lead with automated routing

Asana implemented Complete Leads to automatically match inbound leads to the right accounts and route them to the correct rep within seconds.

What once required hours of manual triage now happened in real time. Reps could engage prospects while interest was still high, and the operations team no longer had to spend time assigning records one by one.

The number one benefit about using Traction Complete is the fact that we’re able to route our leads automatically almost as soon as a lead gets into the system, it’s real-time routing.

Miriam Rosas Cano, Revenue Operations Analyst at Asana

Extended routing beyond leads to any Salesforce object

Automation didn’t stop at leads.

Under the hood, Asana gained the ability to route accounts, opportunities, and even custom objects through the same system. With help from Traction Complete, Asana built workflows sophisticated enough to support their complex go-to-market model, but flexible enough to adapt as needs changed. This eliminated the constraints of native Salesforce tools and gave the team a scalable framework they could trust.

Scaled operations efficiently with no-code control

With Traction Complete’s no-code, drag-and-drop UI, Asana’s operations team finally gained the agility they needed.

Now, the team could visualize routing rules, design region-specific flows, and make changes without writing code or waiting on Salesforce development cycles.

Being able to update rules on demand transformed how the team supported growth — changes that once stalled for weeks could now be implemented in hours.

Built a true partnership through customer success

Technology was only one part of the solution.

Asana’s experience with Traction Complete’s Customer Success team ensured the implementation fit their exact needs.

The team took the time to understand Asana’s business, tailored the setup for flexibility, and continued to provide support whenever needed.

With the busy work removed, Asana’s RevOps team could focus on strategy, while the sales team captured opportunities that previously would have slipped away.

The Final Word

With several offerings available, Asana chose Complete Leads because it had everything they needed to automate their go-to-market in Salesforce. With the most robust lead routing platform on the market, Asana was empowered to continue their accelerated growth across all Sales, Marketing, and Revenue Operations teams.