Charting a new path: How we’re building the future of work management with Asana Partners

Partners have been integral to Asana’s story from the very beginning. Even before we had an official partner program, we had committed ‘partners’ in our legacy Certified Pros program who were the first to show us how work management could transform entire industries. For more than a decade, our most dedicated partners have been the ones pushing the boundaries of what’s possible with Asana. 

Needless to say, our partner community is special. They aren’t just technology resellers - they are work transformation experts who genuinely care about changing how people work. In our conversations with partners around the world, we constantly hear incredible stories about how they are helping organizations reimagine their entire approach to getting work done. 

Partnering with Asana has opened our doors to industries we hadn’t explored before, like education, government, not-for-profit, and even remote clients as far away as the Cook Islands! The variety of organizations and teams we can drive meaningful change with our Asana solutions is incredible.”

We are also constantly blown away by the sheer amount of passion that our partners have for our product and making it the best it can be. 

In the last couple of years, however, we also heard something else: our partners want to do even more with Asana.

A Fresh Approach to Partnership

Let's be real – the way we work has changed dramatically in the last few years. Teams are juggling hybrid workspaces, communication apps, and an ever-growing stack of digital solutions, which now includes AI tools. In this new world, our partners have needed to evolve from tech implementers into trusted advisors to help organizations navigate this complexity.

That got us thinking: How can we better support our partners in this expanded role? 

We started by doing something that might sound obvious, but was incredibly enlightening – we spent months listening. We had candid conversations with partners of all sizes and from all geographies, from boutique consultancies to global system integrators. We dug into their challenges, their aspirations, their ideas about the future of work, and how they wanted to be a part of it.

In those conversations, one thing stood out: our partners are incredibly ambitious and want to achieve big things with Asana. But they also told us, quite frankly, that they needed more from us to bring their goals to life - better tools, more flexible ways to partner with us, and clearer paths to grow their businesses in a way that made sense with their capabilities.

Making Partnership More Collaborative and Rewarding

This feedback has led us to completely reimagine how we work with partners at Asana. In our new partner program launching next month, we're introducing fresh ways for partners to build thriving Asana practices. Unlike traditional programs with fixed roles, our new Solutions, Services and Referral Partner Programs give partners unprecedented flexibility to choose how they want to generate revenue - whether through reselling with discounts, earning commissions through co-selling, delivering value-added services, or simply connecting teams with the right solutions. With straightforward and transparent paths to advance through program tiers and unlock additional benefits, there’s no more guessing at what it takes to succeed.

Our partner scoring system takes a holistic approach to measuring partner success, breaking away from traditional programs that solely reward transaction volume. By evaluating key indicators like renewal rates, marketing campaign effectiveness, and influence on customer growth alongside revenue metrics, we recognize the diverse ways partners create value. This balanced scorecard empowers partners to leverage their unique strengths and build sustainable practices that align with their business models, rather than forcing them into a one-size-fits-all revenue approach. Additionally, we’re making funds available for marketing initiatives and creating more opportunities for partners to deliver services.

What we’re particularly excited about is how we're making it easier for partners to succeed. Our new Partner Portal with enhanced capabilities will be the source of truth for our partners, giving them the features and analytics to track performance in real-time. We’re also launching a revamped Partner Academy with practical, role-based training and re-certification processes to enable partners to up-skill as quickly as we add new product capabilities to Asana. And we're setting up new partner support teams who will be there to help our partners grow, with increasing levels of support available to our top-tier partners. 

On top of all of this, we're making it easier for customers to find and work with our partners. Our new Partner Directory (live now!) showcases our partners' unique expertise and success stories, helping them connect with the organizations that need their help. 

These strategic investments in our partner platforms and program operations are aimed to provide the critical scale needed to accelerate our partners' delivery capabilities, amplify their market presence, and create sustainable, shared success across our ecosystem.

What's Next?

The future of work isn't something that's happening to us – it's something we're creating together with our partners. Throughout 2025, we'll be rolling out more resources and opportunities for our partners to grow with us. What you're seeing now is just the beginning.

I'm incredibly excited about this new chapter, but I'm even more excited about the transformation our partners will drive for our customers. After all, that's what this is really about – empowering our partners to help organizations worldwide work better together.

Want to be part of this journey? Whether you're an existing partner or thinking about joining our ecosystem, we’d love to hear from you. Visit our Partner Program page or reach out to our partner team at partners@asana.com.