Good stories capture attention – and great ones can transform your revenue stream. In this session, Jessica Gilmartin, Head of Revenue Marketing at Asana, shares her top insights from an analysis of over 10,000 global workers and demonstrates how she’s using them to build compelling data-powered stories that drive revenue. Jessica will delve into three key pieces of data: 1. Employees are spending 36% less time on strategy now compared to last year 2. Managers lose 62% of their workdays to low-impact ‘work about work’ AKA busywork 3. The average worker loses 129 hours each year to unnecessary meetings

1. JESSICA GILMARTIN
Head of Revenue
Marketing
Asana
How 3 Data Points
Drive Revenue

2. DRIVING REVENUE IS TOUGH
Data storytelling cuts through

3. Why data storytelling is key
● Link your product to a business challenge
● Credibly shape external narratives
● Harvest raw materials to build revenue-driving assets

4. Data stories are memorable stories
They engage multiple areas of the brain:
● Language comprehension
● Emotional response
● Empathy

5. Snapshot of Asana’s Anatomy of Work Survey
● 13k+ survey respondents across 7 key countries
● 1 comprehensive global report hosted on Asana.com as a gated
asset
● Dedicated translated landing pages
● Translated, localized infographics across all 7 countries surveyed
● Cross-functional team across Corporate Marketing, Design, PMM,
Demand Generation, Sales Enablement, Internal Comms, SEO, and
Sales

6. Employees are spending
36% less time on strategy
now compared to last year

7. Impact analysis: the page turner
● Attracts a broad audience
● Relates to a specific time frame
● Highlights a significant business issue
36%
less time
on strategy

8. Tactics: the page turner
● Placed front and center as a hero stat for the
landing page
● Made to pop with data vis and animations
● Nurture initial downloads and leads
36%
less time
on strategy

9. Managers lose 62% of their
workdays to low-impact ‘work
about work’

10. Impact analysis: the authority builder
● Lays down a big challenge
● Makes the intangible—but relatable—concrete
● Drives an emotional response
62%
work about work

11. Tactics: the authority builder
● Set up partnerships with leading
academics/experts
● Hold events to dive deeper on your
customer’s challenges
● Capture the authority to direct high-level
discussions with business decision makers
62%
work about work

12. The average worker loses
129 hours each year to
unnecessary meetings

13. Impact analysis: the story conflict
● Hones in on a specific, newsworthy issue
● Showcases impact at scale
● Begs follow up questions (and resolutions) 129
hours each year

14. Tactics: the story conflict
● Arm teams with stats to use later in the revenue
funnel
● Build into sales/marketing assets e.g.
infographics, decks
● Position your product as the solution and
convert leads

15. Results
15
50+
assets created
40+
pieces of global
media coverage
37%
of our leads
12%
of our pipeline

16. My Top Takeaways
To unlock the power of data stories to drive revenue you must:
1. Grab attention — use data visualization to raise questions, don’t just
answer them
2. Build authority — partner with experts and claim your seat at the table
3. Resolve conflicts and convert — give your sales/marketing teams a
toolset to win customers by resolving your data-story conflicts

17. THANK YOU