Asana's Caroline Weimann presents 'How to Increase Collaboration and Break Through Cross-Functional Barriers' at Mumbrella360, 2022.

1. How to break-free from cross-functional
barriers, increase collaboration, scale and
achieve marketing success
With
Caroline Wiemann
Demand Generation Lead, APAC at Asana

2. Agenda
How the world of work is evolving for marketers
Barriers to aligned teams
How to boost collaboration and alignment
2

3. Part one
How the world of work is evolving

4. Hybrid work is here to stay
Only
28%
back in the office full-time
70%
Mostly like to work from home
4
The Atlantic: https://www.theatlantic.com/international/archive/2022/06/remote-in-person-work-rto-policies/661407/
University of Melbourne: https://melbourneinstitute.unimelb.edu.au/__data/assets/pdf_file/0003/3504612/Taking-the-Pulse-of-the-Nation-14-18-September.pdf

5. It’s not just where we work but how
Effort
Impact
Distributed work
Organisations are facing an impact gap

6. Work has rapidly changed
71%
Are more concerned with collaboration
today than pre-pandemic
7 years
Of digital initiatives in a matter of months
6
Gartner: https://www.gartner.com/smarterwithgartner/4-modes-of-collaboration-are-key-to-success-in-hybrid-work
McKinsey: https://www.consultancy.uk/news/26372/covid-19-has-accelerated-digital-transformation-by-seven-years

7. Marketing campaigns involve a lot of moving parts

8. Unclear owners
Chasing stakeholders and approvals
Business-as-usual can lead to:
Time wasted coordinating feedback
Information lost in the shuffle

9. Part two
Barriers to aligned teams

10. The Anatomy of Work Index (2022 edition)

11. 59% Work about work
33% Skilled work
8% Strategic work
How the working day is spent
8%
33% 59%
Source: The Australian Anatomy of Work Index 2022, Asana

12. Workers are burning out
Source: The Australian Anatomy of Work Index 2022, Asana
workers have experienced
burnout 4+ times in the
past year
Almost
1 in 4
of Gen Z
experienced
burnout at
least once in
the past year
64%
of all workers experienced
burnout at least once in
the past year
84%
of Gen Z experienced
burnout at least once in
the past year

13. Work lacks alignment Over one year
263
111
127
111 hours spent on duplicated work
127 hours spent in unnecessary meetings
263 hours could be saved if processes were improved
● Cross-functional work isn’t connecting
the dots
● We’re constantly switching apps and
losing hundreds of hours to ineffective
ways of working
● This is an opportunity for marketers to
transform their workplaces
Source: The Australian Anatomy of Work Index 2022, Asana

14. Part three
Boosting collaboration and alignment

15. We can’t control global macroeconomic events
Some things we can’t control
15

16. But there’s lots we can control
16
We can control how we work

17. But there’s lots we can control
17
We can control how we work
We can break-free of cross functional barriers

18. But there’s lots we can control
18
We can control how we work
We can break-free of cross-functional barriers
We can give everyone clarity over who needs to
do what, by when

19. The Pyramid of Clarity

20. Driving alignment through goal setting
Just 16% of workers say their
company is very effective at
setting and communicating goals
Your organization needs a way to:
- Set
- Track
- Manage
Both long-term company goals and
short-term team goals
16%

21. Showpo started ten years ago and
has since grown to be a fashion
empire. It ships to over 100
countries and has over four million
followers across its social media
channels.
Showpo increased efficiency by 30% with Asana
Jane Lu
CEO, Showpo
Asana has facilitated
much better
collaboration and
coordination across
teams. Every major
project is now
managed in Asana.”
Asana is used by thousands of companies worldwide, including:
Transforming work at Showpo
“

22. Wrap-up
Work management can deliver
the new ways of working we need
to break out of silos, align teams,
and move faster
Marketing is dysfunctional by
nature and it’s only getting
tougher in a work from
anywhere world
Without a plan, the impact gap
and burnout will only increase
for marketers

23. Q&A