Hi Asana team!
I think it would be very useful if there would be a possibility to only upgrade specific teams (or a specific team) to the business priceplan. For small companies the price increase to upgrade the whole organization is most probably to big (it is in our case). However a lot of smaller companies will find the business functionalities useful. In our case for example it would be fantastic to have access to the marketing-specific functionalities (e.g. feedback/proofing inside asana), but it does not make sense to upgrade our whole organization for this, as only specific employees need it.
Thinking about it - maybe it would also be an idea to implement a specific «marketing priceplan» with those specific functionalities you advertise towards marketing professional.