ThreeUK drives 26% faster project delivery with a smarter GTM engine in Asana

Highlights

Challenge

• As ThreeUK scaled, GTM initiatives became more complex, making it harder to deliver work quickly and consistently across functions.

• Teams used fragmented tools like spreadsheets and email, leading to misalignment, duplication, and slow decision-making.

• With 15+ departments involved, there was limited visibility into capacity, timelines, and accountability for work.

Solution

• ThreeUK unified all GTM work in Asana using standardized intake forms, delivery templates, and structured portfolios.

• They automated workflows and used Asana’s AI features to help teams prioritize and manage work more dynamically.

• Dashboards and reporting gave leadership real-time visibility into project status, risks, and team capacity.

Outcome

• Project delivery is now 26% faster, with greater speed, accuracy, and control across launches and campaigns.

• GTM throughput has increased significantly without adding headcount, enabling smarter use of resources.

• Teams collaborate more effectively and spend less time on manual coordination and status updates.

• Asana has helped foster a more agile, accountable, and insight-driven GTM culture across the organisation.

Asana has fundamentally transformed how we operate as a Go-to-Market function… It’s empowered us to work smarter, scale faster, and lead with confidence. ”

Asana for product launches

Scaling high-impact product launches with a standardized GTM system

The Go-To-Market function at ThreeUK is the commercial engine behind product launches, device rollouts, pricing changes, and more. Previously, delivery relied on spreadsheets, emails, and individual ways of working, but this lacked structure and made scaling difficult.

To connect strategy to execution, they turned to Asana. Teams now follow a clear brief-to-launch process, from intake forms to post-launch QA, with visibility into every milestone and stakeholder touchpoint. Over 600 employees engage in these GTM workflows, with 200+ commercial users aligned to the same cadence.

Better cross-functional orchestration

• Commercial, digital, and retail teams now coordinate via shared templates and timelines.

• Real-time dashboards reduce manual status updates and surface blockers early.

• Standardized intake forms route requests to the right delivery team based on capacity.

Faster, more confident launches

• GTM project delivery has increased up to 26% YoY, with no additional headcount.

• Launches run with clearer ownership, fewer delays, and greater transparency.

• Post-launch QA and reporting are built into workflows, ensuring full visibility.

Asana has been a game-changer for how we deliver work at Three. It’s allowed us to bring structure, clarity, and focus to an increasingly complex Go-to-Market environment. ”

Asana for strategic planning

Aligning GTM strategy to execution with real-time visibility

Strategic initiatives often stalled when siloed execution made it hard to track progress or shift direction, and reporting on GTM performance could take days. 

Now, ThreeUK uses Asana to align quarterly and annual GTM plans with department-level execution. Workstreams across campaigns, offers, devices, and pricing now sit in centralised portfolios, enabling data-driven planning and decision-making.

Real-time executive reporting

• Dashboards eliminate the need for time-consuming manual reporting.

• Leaders can instantly view active projects, status breakdowns, and capacity.

• Shared visibility boosts stakeholder trust and decision-making confidence.

More predictable, aligned delivery

• Quarterly and yearly trading calendars are now managed within Asana.

• Templates standardize milestones and ensure readiness across all channels.

• Project interdependencies are visible across 600+ users and 15+ teams.

Automated handoffs reduce delays between teams and live reporting enables quick decision-making.

With Asana, I can tell you exactly how many tasks I’ve completed and how many projects I’ve launched on time—instantly.”

Asana for project management 

Optimizing GTM project delivery with automation and AI

As ThreeUK scaled their GTM operations, they needed to reduce reliance on manual processes and enable teams to spend more time on strategic work. 

Asana’s AI and workflow automation helped transform how work is prioritized, executed, and optimized.

Intelligent prioritisation at scale

• Smart Status updates and workload balancing are saving hours each week for managers. 

• Risks and blockers are identified and surfaced automatically.

• AI-powered insights are beginning to guide prioritisation and risk management.

• Created a blueprint for broader adoption of intelligent work systems across the business.

Automation that accelerates delivery

• Automated processes reduce friction and free teams to focus on high-value tasks.

• Rules automate project handoffs, stakeholder updates, and QA reminders.

• Manual coordination has been replaced by repeatable, scalable workflows.

• AI Studio is being piloted for demand management and resource planning.

AI has been life-changing. I ask smart chat what to prioritize this week, or pull key risks—and it saves me hours.”

Building the future of work at ThreeUK

Looking ahead, ThreeUK continues to evolve their GTM operating system with AI and automation at their core. Their vision is to become a blueprint for how modern GTM functions can scale with agility, demonstrating how digital tools and human capability can drive business growth. With Asana, they’re well-positioned to achieve their goal of becoming the UK’s biggest and most customer-centric network.