How Asana uses AI Teammates to scale competitive intelligence across a 400-person sales team

When Andrew King, who heads up competitive intelligence at Asana, needs to help a sales representative win a deal, the information has to be exactly right. This means sourcing specific, current details customized for each individual rep.

King supports a 400-person sales team. Each rep is working different deals, facing different competitors, and at different stages of the sales cycle. His team provides the training, content, and analysis they need to differentiate Asana, but delivering that level of specificity at scale would be nearly impossible manually.

There's no way that we could have done what we're currently doing before AI Teammates.”

What it takes to support 400 sales reps

Competitive intelligence work is never really finished. Competitors change their positioning. New deals surface. Plus, reps need different information depending on who they're selling against and where they are in the process.

For years, the best King could do was produce broad enablement content and hope it was close to the mark. He couldn't realistically tailor materials to individual pipelines. There wasn't enough time, and the information he needed was scattered across too many systems.

But advances in AI—like Asana AI Teammates—changed all that. Now King has an AI Teammate that works alongside him and the entire sales team, every day, to make the impossible possible.

How AI Teammates transformed the competitive intelligence program at Asana

King built a custom AI Teammate called the Compete Expert. It's one of the most widely used Teammates at Asana—available to all 400 sales reps, the product team, and executives alike. Here's how it works.

Step 1: Connect the AI Teammate to the right context

King gave the AI Teammate access to everything it needs to do the work: Asana's internal knowledge base, Slack, and Google Drive. Unlike a static resource like a spreadsheet, the Teammate researches and updates its own knowledge base every day, so it only surfaces the most up-to-date information.

Step 2: Build in memory and skills

The AI Teammate remembers what it has produced over time. As it builds that history, it gets better—recognizing patterns, refining its outputs, and developing a deeper understanding of the competitive landscape. King also added three core skills to keep his Teammate relevant to his specific needs: it can handle competitive intelligence briefing, knowledge curation, and trends and historical analysis.

Step 3: Personalize content to each representative's pipeline

This is where the Asana Work Graph® makes the biggest difference. Since all your work is housed and connected in Asana, the Teammate can continuously pull from relevant projects, tasks, and threads to build its knowledge base. The more you use it, the more it understands and builds its internal memory. Then, with the Salesforce integration, the Teammate can see the competitors each specific rep is facing in their active deals. Instead of generic battlecards, it generates materials tailored to each rep's actual pipeline.

Step 4: Scale across the whole team

Because the AI Teammate operates at the team level, anyone can use it. Reps can ask questions directly, executives use it to pull insights, and the product team has instant insight into competitive trends. King built one AI Teammate that continuously serves the entire organization.

From generic content to personalized intelligence

What used to be a volume problem—one person, 400 reps, endless information needs—is now a scalable system. King no longer has to choose between breadth and specificity because his AI Teammate handles both.

My main goal is to help our sales team win more deals against our competitors. I do that by supporting our reps with training, enablement, and content that helps them differentiate Asana.”