Clients cases – Asana Case Studies –
Client Case: Basamh Trading Company 
About the company
For more than 75 years, BTC has been a key player in Saudi Arabia's FMCG market, connecting global brands with major retailers across the Kingdom. Long-standing partnerships with Goody, General Mills, and S.C. Johnson, alongside its own manufacturing ventures, have made BTC a trusted force in distribution.
Saudi Arabia
E-commerce
Retail
Asana Enterprise
Asana AI
When we first met the BTC team, there was no fire to put out. The business was growing, teams were delivering, and long-standing relationships with global brands kept fueling success across Saudi Arabia. The real question was whether the way work got done could scale right alongside the business itself.
As the company grew, so did the complexity behind every launch, trade activation, and strategic initiative. More teams, more variables, more ways to coordinate. Projects and activations were spread across multiple tools and channels, so a single, unified view of progress became the obvious next step.
Collaboration between Sales, Trade Marketing, Supply Chain, Business Development, Finance, and HR leaned heavily on meetings, follow-ups, and manual coordination. Leadership reporting meant pulling data together from several systems, and real-time visibility into priorities, dependencies, and team capacity stayed limited.
The existing stack of Excel, email, Microsoft Teams, SharePoint, and Power BI had served BTC well. But none of it was built to connect dozens of simultaneous go-to-market initiatives across brands, principals, and retail partners.
To support its next stage of growth, BTC set out to bring a few things together:
The timing was right. Leadership wanted more visibility and faster execution. The market called for more flexibility. And BTC’s broader digital transformation strategy needed a platform that could grow with the business, not get left behind by it.
With a growing portfolio and a hybrid workforce, BTC needed a purpose-built work management platform, backed by expert guidance to make adoption stick across the organization.
As part of its digital transformation, BTC weighed several work management options, including Microsoft Planner Premium—the natural pick inside its existing Microsoft ecosystem.
In the end, Asana stood out for one reason. It was simply built to handle the scale and complexity of BTC’s operations better.
Running simultaneous go-to-market activations across multiple brands, principals, and retail partners takes more than task tracking. BTC needed a platform that could connect strategy, execution, and reporting in one place, and still stay flexible enough to fit the processes already in place.
Asana delivered the customization, reporting, and operational control BTC needed to run a fast-moving, cross-functional organization.
Once it went live, a handful of Asana features quickly became central to how teams worked:
Asana wasn’t brought in to replace BTC’s existing technology stack. It became the operational layer connecting it. Teams kept using Microsoft Teams for communication, SharePoint and OneDrive for document management, and Power BI for advanced analytics. Asana brought the missing piece: a single system where strategy, projects, workflows, and accountability finally came together.
Cloudfresh joined the project as BTC’s Asana implementation partner, but the real work started long before the platform was ever configured.
The first step was a process discovery audit, part of the Asana Professional Services Cloudfresh provided. That meant understanding how work flowed across the business, where teams wanted better visibility and coordination, and what an ideal future state looked like for each function.
With that foundation in place, the rollout followed a structured approach:
Go-live wasn’t treated as the finish line. Cloudfresh has stayed a strategic partner throughout, supporting workflow optimization, expansion into new functions, and the rollout of new capabilities, including AI. For BTC, that ongoing collaboration has been just as valuable as the implementation itself.
The first change was immediate: visibility.
Within weeks, leadership had a live read on priorities, progress, and ownership across the business. Teams stopped chasing updates and got back to moving work forward. Cross-functional coordination became more transparent, duplicate efforts dropped, and conversations moved from status reporting to decision-making.
Meetings changed, too. Real-time Asana updates replaced a lot of the manual back-and-forth that used to happen over calls, emails, and chat threads. The meetings that stayed on the calendar got shorter, sharper, and focused on what to do next rather than what had already happened.
One of the biggest improvements came in strategy execution and delivery tracking. Initiatives that used to live in spreadsheets and manually pulled-together reports became visible in real time, giving a live view of progress across every function.
Day to day, the impact shows up most clearly in two areas. Cross-functional campaign coordination now runs through shared projects with dependencies and approvals built in, so teams stay in step from planning through execution without constant check-ins. And go-to-market activation management gives BTC a repeatable framework for launching campaigns at scale—same path every time, with consistency and accountability baked in from the start.
BTC is already putting Asana AI to work. The goal is to get teams out of the admin loop and back to the work that moves the business.
The areas where the team sees the greatest potential:
As the number of simultaneous activations grows, AI has real potential as a practical multiplier. It helps teams spend less time managing work and more time getting it done.
BTC’s Asana setup was built to grow with the company. The roadmap includes broader adoption across more teams, deeper workflow automation, and tighter integrations with key systems. The goal is end-to-end visibility from strategy to execution and reporting.
As the portfolio grows, Asana AI takes on more of the operational load:
As BTC’s operating model keeps developing, Cloudfresh stays on as a strategic partner, covering optimization, adoption, governance, and AI enablement at every stage.
