Case Study: Overstock achieves streamlined partner management and millions in revenue with Asana

Overstock manages hundreds of partner relationships with Asana

Overstock, a Midvale, UT–based online retailer with about 1,800 employees, manages relationships with 200+ furniture and decor partners — many of whom are legacy brands hesitant to move into e-commerce. Business Development Manager Leslie Killinger needed a way to personalize outreach, track detailed account history, and ensure smooth handoffs to onboarding, buying, and legal teams so partners felt supported long-term.

Overstock adopted Asana to track each partner as a task with subtasks, custom fields, templates, and mobile access for meeting notes and action items, creating a single source of truth across teams. The system streamlined processes and travel workflows, increased signed partnerships, and helped generate millions of dollars in revenue by enabling consistent, relationship-driven support.

Overstock

Leslie Killinger

Business Development Manager