Verizon transforms campaign management to drive growth with Asana

Highlights

Challenges

• Inconsistent intake processes and manual campaign setup led to frequent errors, missed steps, and unnecessary rework.

• Status updates were scattered across more than eight brand managers, making it difficult for leaders to get timely insights and slowing decision-making.

• Without a clear prioritization framework, teams struggled to focus their time on the most high-impact work.

• Siloed teams using disconnected systems created confusion around ownership and handoffs, delaying execution.

Solutions

• Verizon standardized their intake process by automating campaign setup from the moment a request is submitted.

• The team created dedicated “success boards” by organizing shared tasks across multiple projects, giving over 12 cross-functional teams a clear, aligned view of their work.

• They developed a business impact score to objectively prioritize high-value campaigns based on effort and strategic impact.

• All campaign information is now centralized in Asana, giving stakeholders real-time visibility and enabling faster, more informed decisions.

Outcomes

• Significantly faster campaign execution 

• Two-week improvement in service level agreements

• Substantial increase in high-impact task completion

• Enhanced cross-functional collaboration across 12 key teams

• Improved resource allocation and strategic planning

• Accelerated speed to market

Since implementing Asana, we’ve achieved significant process efficiencies, notably improving our campaign implementation timelines. The team highly values having all campaign details centralized, eliminating the need to search for information across disparate systems.”

Work Innovation Award Winner, 2025

Verizon earned Asana’s Marketing Visionary award for setting a new standard in how marketing teams align, execute, and deliver at scale. By streamlining processes and creating full visibility across campaigns, Verizon empowers their teams to collaborate seamlessly and move with speed and precision. Their marketing organization drives impact not just through efficiency, but through a shared focus on delivering meaningful, connected experiences to their customers.

Asana for resource management

A custom scoring model helps teams focus on the campaigns that matter most

Verizon’s Base Management team struggled to manage campaign complexity across multiple functions. Manual processes and scattered updates made it difficult to prioritize effectively and ensure resources were spent on the highest-impact work.

With Asana, the team implemented a custom prioritization scoring model that brings objectivity and focus to campaign planning, helping allocate team time where it drives the most business value.

Scoring framework drives smarter prioritization

• A custom business impact score, powered by formula custom fields and rules, evaluates campaigns based on business impact and development effort.

• Subject matter experts across teams define weighted criteria, ensuring a fair and consistent scoring system.

• This has led to a substantial increase in tasks ranked as “Essential” or “High” priority, helping teams focus on strategic work.

Resources aligned to business-critical work

• Prioritization now guides resource allocation, replacing guesswork with data-driven decisions.

• Teams spend less time on low-value work and more on initiatives that reduce churn and grow customer lifetime value.

• The result is increased efficiency and a meaningful contribution to Verizon Value’s record-setting subscriber growth.

Asana’s framework reduced noise and helped teams concentrate on critical workstream-specific activities, enabling better focus and smarter use of resources.”

Asana for request tracking

One intake process keeps 200+ monthly campaigns on track

With hundreds of campaign requests coming in each month, Verizon’s Base Management team needed a consistent, scalable way to intake and prioritize work. Manual processes made it difficult to ensure the right requests were getting attention—and that they aligned with business priorities.

With Asana, the team built a centralized, standardized intake process that automates task creation and ensures every campaign kicks off with complete context.

Automated, standardized intake

• An Asana form captures campaign details and routes requests to the right “success boards” automatically.

• Rules assign owners, populate custom fields, and trigger workflows, with no manual handoffs needed.

• Automation ensures the right teams are engaged only when the request is approved and aligned to business goals.

• Teams now move faster with fewer errors, starting work with complete clarity.

Full visibility from day one

• Multihoming ensures all 12+ cross-functional teams—from Comms Strategy to Martech—can access and track relevant requests.

• No requests are lost or delayed, and collaboration begins instantly.

• Campaign timelines were reduced by an average of two weeks.

The team highly values having all campaign details centralized, eliminating the need to search for information across disparate systems. Additionally, the automation and built-in checks ensure we consistently operate within established guidelines.”

Asana for campaign management

Execution runs faster when every team is working from the same playbook

Before Asana, Verizon’s Base Management teams operated in silos, relying on disconnected systems and spreadsheets. Handoffs were unclear, execution lagged, and leaders lacked visibility into campaign progress, slowing speed to market.

With Asana, the team created dedicated success boards for each function, giving all cross-functional teams a clear, connected space to manage work from brief to launch.

Dedicated boards reduce handoffs and confusion

• Each team, from Martech and Intake to Channel Engagement and Comms Strategy, now works within their own success board, designed to enhance clarity within their respective workstreams.

• These boards are interconnected, so work remains focused while still flowing across the full campaign pipeline.

• Ownership and next steps are always clear, reducing ambiguity and delays.

Faster execution and improved SLAs

• Standardized workflows and real-time collaboration have significantly reduced execution time.

• Campaign SLAs improved by two weeks, allowing more campaigns to launch without additional headcount.

• Teams stay focused, aligned, and on pace, no meetings or spreadsheets required.

Adopting Asana transcended mere tool implementation; it cultivated a culture of clarity and efficient execution. Through Asana, organizational change was successfully navigated, project visibility was enhanced, and significant results positively impacting the bottom line were realized.”

Conclusion

Making future campaign work even more seamless

As Verizon continues to innovate in the telecommunications market, their Base Management team will build on what’s working. They’re piloting new ways to bring even more of their campaign process into Asana, from using AI Studio to create creative briefs to streamlining how campaign files are prepped for deployment. The goal: Keep teams focused, connected, and ready to deliver great work, faster.

With Asana, campaign execution times improved substantially, resulting in a two-week reduction in service level agreements (SLAs). Moreover, Verizon Value achieved a notable milestone in Q1 2025, attaining industry leadership in prepaid net subscriber additions for the first time in over a decade. The enhanced efficiency and expedited time to market facilitated by Asana’s implementation were undoubtedly contributing factors to this success. Notably, an optimized prioritization model and strategically adjusted SLAs, managed within Asana, played a crucial role in capitalizing on market opportunities and fostering exceptional growth. ”