How to set up an Asana marketing request intake form

Random Slack messages requesting marketing work are the #1 source of marketing-team chaos. A structured intake form fixes it. This is how specialists implement it.

~2 hrBeginnerUpdated May 26, 2026

Who this is forMarketing teams supporting Sales, Product, and other internal stakeholders. Agencies receiving requests from multiple clients. Anyone whose marketing team is drowning in ad-hoc requests.

What you'll need

Asana Starter or above (Forms require paid tier)
A clear sense of common request types (graphics, copy, campaigns, landing pages)
Buy-in from the requesting teams to use the form (this is half the battle)
About 90 min for the form + 1-2 weeks for adoption

Step 1

Map the request types you want to capture

Form should cover 80% of common requests. Long-tail requests still come via Slack but you intercept the bulk.

Audit Slack DMs and channels for marketing requests over the past 30 days.

Categorize: Graphic design, Copy/content, Landing page, Email campaign, Ad creative, Event support, Other.

Add a count next to each. The top 5-7 categories become the form structure.

Long-tail "Other" requests still come via Slack and get triaged manually.

Step 2

Build the form with conditional fields

One form, branching by request type. Each type asks for the specific info needed.

Create a project to receive form submissions: "Marketing Request Intake."

Project menu → Forms → Add Form.

Field 1: Request Type (dropdown of your 5-7 categories).

Use conditional logic: if Request Type = "Graphic," show fields specific to graphic requests (dimensions, copy, brand guidelines).

If Request Type = "Landing page," show different fields (URL, copy doc, design references, deadline).

Standard fields across all types: Requester, Priority, Deadline, Business context (1-2 sentences).

Step 3

Add SLA expectations to the form

Form should educate requesters on realistic turnaround. Sets expectations before request hits the queue.

In the form description: "Standard turnaround: graphics 3 days, copy 5 days, landing pages 10 days, campaigns 2+ weeks."

Add a "Rush" toggle with copy: "Rush requests require executive approval and may bump other work."

Auto-set Priority based on Rush toggle: Rush = Urgent, default = Medium.

Educates requesters. Reduces "I needed this yesterday" Slack pings.

Step 4

Set up Rules to triage form submissions

Form submission creates a task. Rules auto-assign, set Priority, and route to the right Section.

Rule 1: when task created from form with Request Type = "Graphic," assign to design lead, set Section = "Design intake."

Rule 2: when task created with Priority = "Urgent" (from Rush toggle), notify #marketing-urgent Slack.

Rule 3: when task created with Deadline within 7 days, set Priority to High.

Rule 4: every form submission gets a confirmation comment with expected turnaround and next steps.

Triage rules turn the form into a self-service system.

Step 5

Communicate the rollout

Adoption depends on communication. One announcement is not enough.

Email + Slack announcement: link to the form, why it matters, what happens if you skip it.

Train Sales, Product, CS leadership: they reinforce the form usage with their teams.

For the first 30 days, when a request comes via Slack, marketing replies with the form link + completes the request anyway (training wheels).

After 30 days, Slack requests are politely declined: "Please use the form so we can prioritize properly."

Track adoption: % of requests coming through form vs. Slack. Goal: 80% via form by week 8.

Step 6

Iterate the form based on real submissions

First version of the form is rough. Monthly review tightens it based on what is actually being submitted.

Monthly: review form submissions from the last 30 days.

For each: was the right info captured? Did the team have to chase the requester for clarification?

Add fields that were missing. Remove fields that nobody filled meaningfully.

Tune conditional logic based on real branching patterns.

After 3 monthly iterations, the form usually stabilizes.

Common mistakes

What goes wrong (and how to avoid it)

Generic form for all request types
What goes wrong: One form asking 30 questions to cover every request type. Requesters abandon mid-form. Submissions drop. Slack chaos continues.
How to avoid: Conditional logic. One form, branching by Request Type. 5-10 fields per branch is plenty.
No SLA education on the form
What goes wrong: Requesters submit assuming work happens immediately. Marketing slips on impossible deadlines. Resentment compounds.
How to avoid: Form copy explicitly states turnaround. Rush toggle requires approval. Sets expectations upfront.
Form exists but no enforcement
What goes wrong: Sales and Product continue sending Slack requests. Marketing accepts. Form usage stays at 10%. The fix is incomplete.
How to avoid: After 30-day grace period, politely decline Slack requests with the form link. Leadership must reinforce.
No triage Rules
What goes wrong: Form submissions accumulate without auto-assignment. Tasks sit in the intake project unowned. Form submissions become Slack chaos in a different surface.
How to avoid: Triage Rules: auto-assign, auto-priority, auto-notify. Form intake should be a self-service workflow.
Form never iterated
What goes wrong: Form built once, ignored for 12 months. Workflow evolves; form does not. Requesters work around it by leaving fields blank.
How to avoid: Monthly form review for the first 3 months. Quarterly thereafter. Iterate based on real submissions.

Recap

What to take away

Map request types from real Slack history. Top 5-7 become the form structure.
Conditional branching: one form, multiple request-type-specific question sets.
SLA expectations on the form. Rush toggle for urgent.
Triage Rules auto-assign and route submissions.
Adoption requires communication + 30-day grace period + leadership reinforcement.

Done — what's next

How to set up Asana Rules for marketing automation

Read the next tutorial

Hand it off

Intake form rollout is half technical, half change-management. EverestX growth-marketing strategists run the full rollout in 2-3 weeks, then own ongoing for $400-1,200/mo on most engagements.

See specialist rates

Frequently Asked Questions

Can the form work for external clients (agency use)?

Yes — Asana Forms are public-accessible via URL. Agencies use them to standardize client request intake. Add client identification fields (Client name, Project) at the top.

How do we handle truly urgent requests outside the form?

Define what 'truly urgent' means with leadership upfront (e.g., revenue-blocking). For those, Slack with explicit context is fine. For everything else, the form is the path.

Can the form integrate with our help desk (Zendesk, Intercom)?

Asana Forms are self-contained. For tighter help-desk integration, use Zapier to push help-desk tickets into the Asana intake project as tasks.

How long until adoption settles?

30-day grace period (marketing accepts Slack + form). 30-90 days enforcement (politely decline Slack). By month 4, 70-85% adoption is typical if leadership reinforces.

How to set up an Asana marketing request intake form

Map the request types you want to capture

Build the form with conditional fields

Add SLA expectations to the form

Set up Rules to triage form submissions

Communicate the rollout

Iterate the form based on real submissions

What goes wrong (and how to avoid it)

What to take away

Frequently Asked Questions

Related tutorials

How to set up Asana Rules for marketing automation

How to set up Asana projects and templates for marketing

When to hire an Asana specialist for marketing ops

How to set up an Asana marketing request intake form

Map the request types you want to capture

Build the form with conditional fields

Add SLA expectations to the form

Set up Rules to triage form submissions

Communicate the rollout

Iterate the form based on real submissions

What goes wrong (and how to avoid it)

What to take away

Frequently Asked Questions

Related tutorials

How to set up Asana Rules for marketing automation

How to set up Asana projects and templates for marketing

When to hire an Asana specialist for marketing ops