Sophos sees clearly with Asana

A Sophos office
  • Sophos logo
  • Number of employees
    • 3,000
  • Countries they operate in
    • 119
  • Tasks assigned in 6 months
    • 11,000

The marketing organization at Sophos is so large, global, and interconnected that it needs a metaphorical front desk just to welcome its own colleagues who need internal support.

Sophos is an enterprise cybersecurity company based in the UK, with over 3,000 employees across 119 countries. Its marketing organization is split into the usual teams, such as product marketing, field marketing for programs and events, marketing operations, and corporate marketing.

Corporate marketing ensures Sophos’s brand consistency and determines its direction. Dawn Jensen, Senior Global Programs Manager on the team, describes their role as “the main brand ambassadors of Sophos. We set the brand and tone and make sure everyone is singing from the same hymnal.”

Anything and everything that touches the Sophos brand needs to go through corporate marketing. They process all requests for web and brand assets, promotional materials, and UX design. How quickly they process incoming requests either empowers other teams or slows them down.

Dawn stepped into the role of “corporate marketing concierge” to manage requests and pull in resources. As soon as the team started using Asana to gather and sort requests, they got instant visibility into the type and volume they were receiving. This helps them better support their marketing colleagues, and gives management plenty of data to steer corporate marketing in the right direction.

The black box

Previously, the way corporate marketing processed requests left everybody in the dark about what was going on. A marketer would submit a request by sending an email to an alias.

“It was slow and unreliable. Sometimes, nobody would respond for weeks,” Dawn says. “And then all of a sudden, you’d receive the asset you requested. There was zero visibility in the process and it took a lot longer than it should have.”

Gaining visibility with Asana

Corporate marketing decided to put a “front desk” in place using Asana to help the team better partner with other departments.

They replaced the email alias with Asana and a form integration. Now, a marketer fills out a form, which routes the request to a project in Asana, and every form submission translates to a task in the project. Corporate marketing works through the request while the person who requested the web or brand work follows along.

Sophos office

“Clarification and communication immediately improved,” says Dawn. “Our field marketing team was delighted at the responses they were getting and the new visibility into requests.”

After these positive results, they revamped the form to ask more detailed questions, which helped corporate marketing better scope a project, bringing clarity to the entire work order.

Corporate marketing now better serves its internal customers, and they complete many more requests. “It’s given people a faster way to raise their hand and ask for help,” says Dawn.

Steering the corporate marketing organization

Asana also helps corporate marketing optimize itself as an organization.

With their email alias solution, there was no way to gather data, making it difficult for management to assess the volume of requests. “It was hard for us to build a team without knowing how we were going to keep them busy,” she says. “We didn’t know what kind of workflows were being followed and what was being worked on.”

Asana gives corporate marketing leadership the ability to better plan resources and more clearly see the team’s processes. They can also segment requests by size. “Asana has given everyone a way to separate ‘business as usual,’ like a simple typo correction, from more complicated work,” she says.

Asana also helps quantify data for upper management. As Dawn notes, “With Asana, we can see that there have been nearly 11,000 tasks assigned in six months—that’s a big deal! With this data, we can identify patterns and emerging issues that might require additional resources, new processes, or longer lead times.”

Detecting and improving inefficiencies

Corporate marketing can also use Asana to spot duplicate work and implement a top-down fix or help teams collaborate.

One day, Dawn’s boss had a feeling that corporate marketing was getting a lot of requests for signature files—the images at the bottom of people’s emails. “We were able to do a search in Asana to prove how many there were… and there were a lot,” says Dawn. This helped them create a standard version for everyone, improving brand consistency.

Because Sophos operates globally, work is often duplicated in different countries. For example, they host a Partner Conference every year in 12 cities, from Kyoto to Dubrovnik—an annual kickoff to show partners what’s on the roadmap for Sophos in the coming year.

This year, Sophos used Asana to hold the conference organizers’ plans in one project, giving them visibility into what other cities’ planners had done. “We tracked the location of each conference event with a custom field,” Dawn says. “Every location had similar requirements, so rather than having to jump between multiple projects in Asana, we could use one project and list all locations within it.”

Sophos office reception

They also worked with an event management company and used a custom field in Asana to show the different phases of deliverables from creation to approval through to production. This way, everyone could scan the progress.

With custom fields and a central hub for tasks, Asana helped Sophos find consistency in the event planning process and standardize it across teams around the world, both internal and external.

A welcome desk for a more organized team

Through newfound visibility into the asset request process, corporate marketing is now a more powerful partner for the field marketing team, empowering them by supplying marketing assets quickly, consistently, and transparently.

“I love that corporate marketing and field marketing at Sophos is a close partnership,” says Dawn. The system is working so well it’s expanding to serve IT and HR teams’ requests.

More data also gives Sophos’s corporate marketing team new opportunities to direct the organization’s future, optimize resource allocation, and find efficiencies. The team operates across four continents, yet it’s never been more united. A welcoming front desk doesn’t just empower their partners—it empowers them, too.

“Clarification and communication immediately improved. Our field marketing team was delighted at the new visibility into requests.”
—Dawn Jensen, Senior Global Programs Manager, Sophos

Read more Asana Success Stories

Explore Asana

Asana is the easiest way for teams to track their projects and tasks, so they can get results.

Marketing Campaign

Marketing Campaign

Product Launch

Product Launch

Company Goals

Company Goals

Mission to the Moon

Mission to the Moon

Organize your work

Set clear tasks and milestones to give your team clarity on what needs to be done.

Organize your work

Help your team hit their deadlines

Let each marketer know exactly what work they’re responsible for with clear assignees and due dates.

Help your team hit their deadlines

Hit your deadline

Map out your campaign plan to visualize how all the pieces fit together, spot potential issues, and keep work on track.

Hit your deadline

Have actionable conversations

Ask questions or give updates with the work that’s being done, so conversations turn into actions.

Have actionable conversations

Attach files to your work

Tie shared docs, design files, and budget spreadsheets together so your team isn’t searching for info.

Attach files to your work

View work at a glance

Look at work on a calendar to keep an eye on timing and rally around important dates

View work at a glance

Track your progress

Keep up to date on project progress and quickly spot when things are off track.

Track your progress

Work on the go

Whether you’re meeting with a vendor, at a conference, or out of office, stay connected with Asana for mobile.

Work on the go

Run successful programs, every time

Asana helps marketing teams plan, manage, track, and launch initiatives that engage their audience.

Run successful programs, every time

Map out each step

Map out critical steps—from development to launch—so everyone has clarity on the roadmap.

Map out each step

Know who’s got the ball

Give clear owners and due dates for each piece of the launch, so you can release on time.

Know who’s got the ball

Launch on time

See how the pieces of your plan fit together so you can make adjustments and keep work on track.

Launch on time

Keep everyone up-to-date

Make sure important updates and conversations don’t get buried in email threads by connecting them to your work.

Keep everyone up-to-date

Store work in one place

Attach files to your project, so everyone knows where to find the correct info.

Store work in one place

Track dates and milestones

Keep an eye on important dates by viewing launch plans on a calendar.

Track dates and milestones

See what’s on track, and what isn’t

See how work is progressing to make sure you’re on track to hit your deadlines and goals.

See what’s on track, and what isn’t

Stay connected, wherever you are

Stay up to date on how your launch is progressing no matter where you are with Asana for mobile.

Stay connected, wherever you are

Ready, set, launch!

Asana helps product teams hit deadlines—so they can launch great products.

Ready, set, launch!

Map out priorities

Create tasks for each goal so everyone has visibility into company-wide objectives.

Map out priorities

Determine the right point person

Assign each goal to the appropriate person, so everyone knows who’s responsible, and who to go to with questions.

Determine the right point person

Make a plan to hit your goals

See how each milestone ladders up to your goals so you can feel confident you’ll hit your targets.

Make a plan to hit your goals

Share info and give updates

Keep stakeholders up to date on the latest info and progress, with updates and comments tied directly to your goals.

Share info and give updates

Attach important files

Integrate Asana with your file sharing tools to keep all your important docs in one place.

Attach important files

Keep an eye on important dates

Look at your initiative deadlines and milestones on a calendar to make sure you’ve nailed the timing.

Keep an eye on important dates

Track company progress

Understand what objectives are on track, and what needs your attention so you can hit your goals.

Track company progress

Stay in the loop

Get updates and weigh in on important decisions wherever you are, with Asana for mobile.

Stay in the loop

Hit your goals

Asana gives your team visibility into your organization’s goals, so everyone stays focused on what matters most.

Hit your goals

Get ready for the mission

Map out each step of your mission, so you don’t forget anything as you shoot for the stars.

Get ready for the mission

Know who’s in charge

Assign clear owners for each task, so your pilot, commander, and flight engineer know what they need to do.

Know who’s in charge

Map out each step

Create a launch plan so you can chart your course from start to finish, share it with your team, and modify it as conditions change.

Map out each step

Make sure all systems are a go

Ask important questions, have conversations, and give status updates to get your crew ready for launch day.

Make sure all systems are a go

Tie it all together

Connect Asana to the other tools you need for your mission, so all your information lives in the same place.

Tie it all together

Keep your eye on the prize

View each milestone on a calendar, so you can track important dates leading up to takeoff.

Keep your eye on the prize

Track your progress

See what’s on track, and what isn’t, so you can be sure you’re ready for launch day.

Track your progress

Work from anywhere

Keep up to date whether you’re in the office or on the moon, just make sure you have internet connection!

Work from anywhere

3, 2, 1… blastoff!

With Asana, your crew can shoot for the moon, and get there. All it takes is one small step…

3, 2, 1… blastoff!