We ROIse: The Cross-Functional Value of Community (Part 1) | Tiffany Oda @ Loop: Summit 2025

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Tiffany Oda, Head of Community at Asana[   / @asana  ], shares how to calculate community ROI across support, product, and customer success teams. With more than a decade of experience operationalizing programs like Salesforce Trailblazer Community Groups and Salesforce MVPs, Tiffany walks through the specific formulas and metrics she uses to show community's cross-functional value.
In this session Tiffany shares:
✅ How to calculate case deflection using solution marks, CSAT scores, and page views (the Salesforce community deflected $2M monthly in support costs)
✅ Ways to integrate community data across platforms and set up two-way data flow between community, support, product, and CRM systems
✅ How to prioritize product roadmaps using cumulative ARR from community-submitted product ideas
✅ Data showing accounts with community activity have 20% higher product adoption and retention, plus 40% higher collaboration rates
✅ How to align community goals with company goals and translate metrics for different cross-functional teams
✅ Strategies for protecting your community's North Star and being transparent about priorities, roadmap, and bandwidth
KEY TAKEAWAY: Community can show value across multiple departments by calculating metrics like case deflection for support, roadmap prioritization for product, and adoption rates for customer success, using formulas that make sense to each team.

TIMESTAMPS
00:00 - Introduction
02:27 - Tiffany's background in community operations and the Asana community
05:52 - Community as the center of excellence across the customer journey
07:58 - The challenges of being cross-functional: "Just fold it in"
09:50 - Customer Support: Calculating case deflection and cost savings
14:29 - Real-world example: Convincing resistant support managers
16:45 - Product Team: Roadmap prioritization by community feedback and ARR
20:53 - Customer Success: Community's 20% lift in adoption and retention
24:47 - Key takeaways: Operations, alignment, and non-traditional ROI
27:08 - Q&A: Protecting community North Star and determining metrics
Resources:
🔗 Part 2 of Together We ROIse - Presented by Jess Erhart (7:30 PM Pacific / 12:30 PM Sydney time)



About the Speaker: Tiffany Oda is the Head of Community at Asana [   / @asana  ], with over a decade of experience building and scaling communities. She is recognized as an expert in community operations and strategy, with a passion for processes, measurement, and the tools that power thriving community programs. Previously, Tiffany was part of the Salesforce Trailblazer Community [   / @salesforce  ] team, focused on operationalizing notable programs like the Trailblazer Community Groups and Salesforce MVPs. Based in San Francisco, she also volunteers in animal care at the Aquarium of the Bay [   / @aquariumofthebay8483  ].


About Loop Summit: Loop is a 24-hour global community summit hosted by CMX, Led by Community, and The Community Collective.