Using Asana as a CRM: A Guide for Businesses & Integration Options

Project management tools are great for helping teams stay organized and get their work done on time. They make it easier to plan, assign, and track tasks or projects. Features like timelines, task lists, and progress tracking help keep everyone on the same page. These tools are useful for teams in many industries, like tech, marketing, and more. Plus, research has shown that using these tools properly can improve the success of projects.

But project management tools aren’t just for tracking tasks. For businesses that focus on their customers, these tools can also keep track of client interactions. This makes them useful as simple CRMs (customer relationship management systems). One well-known tool that can do this is Asana, which is easy to use and very flexible.

What is Asana, and Can It Be Used as a CRM?

Asana is a project management tool made to help teams plan, organize, and manage their work more efficiently. It was launched in 2011 by Dustin Moskovitz, a co-founder of Facebook, and Justin Rosenstein, who also worked there. They wanted to make working together easier by creating software that keeps tasks clear and organized. Over time, Asana has become one of the top tools for managing projects because it’s simple to use and full of helpful features.

Although Asana isn’t built as a CRM (customer relationship management) tool, you can still set it up to work like one. CRMs are tools businesses use to track customer details, manage interactions, and build better customer relationships. While Asana doesn’t have a built-in CRM system, its flexible features like task lists, custom fields, and project templates allow you to create a system to manage leads, sales, and client follow-ups. Here’s why some businesses choose to do this:

• Asana is easy to customize, allowing you to tailor it to your specific needs, which makes it a great choice for managing customers.
• The platform is user-friendly, so even if traditional CRMs feel overwhelming, Asana remains simple and easy to learn.
• For businesses on a budget, Asana is a budget-friendly option because it offers CRM-like functionality without the high cost of specialized CRM tools.
• With its great integrations, Asana works seamlessly with other tools like email and calendars, and it can even pair with dedicated CRM systems if needed.

How to Use Asana as a CRM

You can turn Asana into a powerful CRM to manage your contacts and sales. Just follow these simple steps:

Step 1: Create a CRM Project

Start by creating a new project in Asana. Give it a name like “CRM” or “Sales Pipeline.” Use the List view for tracking customer info or the Board view for a visual sales pipeline. This project will be your main space for managing customer and sales data.

Step 2: Create Stages or Sections

If you’re using the Board view, set up columns for each stage of your sales process, such as “Leads,” “Contacted,” “Negotiation,” and “Closed.” For List view, create sections with the same names. Adjust these based on your business needs. For instance, you could add “Follow-Ups” or “Inactive Clients.”

Step 3: Add Contacts as Tasks

Each client or prospect becomes a task. Use the task name for the customer’s or company’s name, such as “John Smith (Acme Corp).” This makes it easy to identify individuals or businesses at a glance.

Step 4: Add Details to Each Task

Use the task description or custom fields to store client details like their email, phone number, or company name. You can also add notes about your last interaction or link important files. This allows you to keep all essential information in one place.

Step 5: Use Custom Fields to Track Progress

Custom fields help you organize better. For example, create fields for “Lead Status” (hot, warm, cold), “Deal Value,” or “Follow-Up Date.” These will allow you to sort and filter tasks and focus on what’s important.

Step 6: Set Up Deadlines and Follow-Ups

Assign due dates to stay on top of follow-ups. This helps you remember when to reconnect with clients. If you’re working in a team, you can also assign tasks to different members for collaboration.

Step 7: Use Tags for Extra Organization

Add tags to categorize tasks further. For example, use tags like “High Priority,” “Customer,” or “New Lead.” This makes tasks easier to find and group together.

Step 8: Create Templates for Repeated Steps

If your team follows the same steps for leads and sales, create templates. For example, make a pipeline template that already includes your columns, fields, and common tasks. That way, you won’t have to set it up from scratch each time.

Step 9: Work Together as a Team

Assign tasks to teammates, and use the task comments to share updates or client notes. This keeps everyone on the same page about what’s happening with each customer.

Step 10: Monitor Sales with Dashboards

Use the dashboard features in Asana to track progress. You can see how many deals are in each stage, how many are closed, and check other key metrics. Use project reports to filter tasks by tags, dates, or custom fields.

Step 11: Integrate with Other Tools

To make your work even smoother, connect Asana with tools like Gmail, Slack, or calendar apps. These integrations help you sync your work, saving you from having to switch between platforms.

Who Uses Asana as a CRM, and Is It Enough?

Small businesses, startups, and teams with simple workflows often use Asana as a CRM. It’s a great choice for those who want an easy, flexible way to manage contacts, follow-ups, and sales without needing extra software. For teams with straightforward needs, Asana can do the job well.

But for larger companies or teams with more complex sales processes, Asana might not have enough features. If you need tools like automated emails, detailed reports, or keeping full client histories, it’s worth adding a dedicated CRM like HubSpot or Salesforce. You can manage your projects and still take advantage of sophisticated CRM features by linking these tools to Asana.

Whether you stick with just Asana or decide to integrate a CRM depends on what your team needs. If things are simple, Asana might be enough. If your sales workflows are more complex, a CRM integration can help you stay organized and scale your work easily.