This episode features an interview with Ed McDonnell, CRO at Asana, a software company that helps teams orchestrate their work, from small projects to strategic initiatives.

In this episode, Ed shares with us Asana’s vision for tackling work automation, insight into their Work Innovation Lab, and why attribution for attribution's sake is meaningless. Ed also talks about the importance of treating pipeline like a team sport and how to effectively run a “Pipe Council”. 

Key Takeaways:

• Get focused on your ICP. Partner with your product teams to develop your ICP so you can define use cases and show the productivity you can gain from those use cases. 
• Tell your story through the lens of your customers. Your customers are the inside players of how your product works and what it’s doing in a real way on a daily basis out in the world.
• Pipeline is a team sport. All of your business channels should be involved when it comes to pipeline generation. Pipeline is not one person or function, and in order to succeed, it has to be the highest-performing team in your organization at cross-functional scale.