What is the marketing strategy of Airtable?

Today Airtable is often compared with project management tools like Smartsheet, Monday.com, and Asana. That's because project or program management is the most common use case for teams needing to transition off some combination of email, Slack, and spreadsheets.

People who give Airtable a spin quickly learn that our platform is much more powerful than a project management tool. Our strategy is to continue focusing on driving awareness within functional departments (marketing, product, IT, HR, finance, etc) and showing them how their own teams can design, prototype, and manage applications to solve operational challenges.

Airtable has an incredibly strong product-led growth motion which we’ll continue to invest in. We’re also investing in an enterprise sales motion that requires us to reach decision-makers.