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Yammer is commonly cited as an example of a company which does this. As far as I know, there's no public data on how well this particular tactic has worked for them, but that doesn't stop every hacker/product entrepreneur from citing them in pitches to dodge questions about how they are going to recruit and manage an enterprise sales team.

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This is exactly how Yammer has acquired a large percentage of their customers. It's their competitive advantage, and the reason their sales force doesn't largely subsume the rest of the company. The reason it has worked for them is that they gained a lot of momentum from winning TechCrunch50, which caused companies everywhere to try the product. That's not to say they've avoided having a sales force; it's crucial to the company's success.

I guess Yammer is positioned more of a communications tools (blogging/tweeting/messaging) whereas Asana is more of a productivity tool (issue tracking/todos/projects)?

My point is that trying to spread an app aimed at enterprises using a large-scale bottom-up approach seems to be a relatively unexplored approach. I don't know how Yammer is doing, but I have never seen one of my business partners or co-workers use Yammer and thus be exposed to it (=bottom-up).

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