Cloudflare invests in sales leaders to increase revenue
Industry type: Technology
Cloudflare is on a transformational journey to go from a $1B to a $5B company. They’ve recently experienced significant growth but are looking to upskill high performers within their sales department to take it up a notch. With extensive experience working with cloud technology companies, they chose Duarte to uplevel their sales teams’ communication skills to further drive revenue growth.
Challenge
Cloudflare's sales leaders lacked clarity in storytelling. They aimed to enhance communication skills through a Thought Leadership Program to drive revenue and retain talent.
Solution
Cloudflare invested in sales leaders' growth with Duarte's four-month program, including assessment, courses, coaching, and a storytelling event, garnering positive feedback.
Result
Overall presentation skills rose by 21% and while we can’t take credit for all their growth, Cloudflare did close Q3 2023 revenue at $335.6 million, an increase of 32% year-over-year, their fifth consecutive quarter of record operating profitability. The Duarte learning journey took place from August-November 2023.
Services
- Sales enablement
- Sales training
- Team training
The background
With revenue growth being the main KPI, Cloudlfare leaders knew that retaining and upskilling high-performing individuals in their sales departments was pivotal to success. Acting as brand ambassadors, their sales force needed to be sharp, concise communicators who showed up with polished, executive presence.
Cloudflare wanted to create a Thought Leadership Program that developed these sales leaders’ skills in communication so that they were better equipped to connect with more prospects, leave lasting impressions, and drive more revenue toward their brand.
The challenge
Cloudflare’s technical sales leaders often spoke at large industry events and knew the right story to tell but had a hard time portraying the story in an understandable way. When leaders were strategizing around their growth goal of becoming a $5B company, they knew that storytelling was a common skill that needed to be addressed. They wanted these individuals to develop powerful and persuasive communication skills that drove action. Which included:
Since sales reps are the main spokespeople for the business, Cloudflare knew that if they developed the skills of their top sales leaders, it would have a multiplier effect on individuals throughout the sales organization. The hope was that this Thought Leadership Program would retain these individuals while driving revenue.
The solution
To invest in growing and retaining these sales leaders, Cloudflare embarked on a four-month learning journey with Duarte. Duarte concluded the learning journey by hosting a full day of in-person storytelling to unite the team and showcase their growth as public speakers. The conclusion of the program was met with rave reviews by the cohort and leadership alike.
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Our process
We began this learning journey by having each Cloudflare leader submit a 3–5-minute video of them presenting. Our Duarte experts provided feedback using our presentation rubric, focusing on three categories: Content, Visuals, and Delivery. This provided a baseline evaluation for each learner going into the training, with specific insights on what their growth areas might be and how they connected to each training.
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Our insights
This experience was transformational: Program participants started this journey with a clear understanding of what skills they would target during this program, and the post learning evaluation helped them see the data comparison around their skill development.
Because they immediately got to apply their learning through coaching and feedback throughout the program, everyone was able to witness first-hand the progress everyone was making, which promoted community and celebration amongst the team.
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Our approach
Planning sessions were conducted with Cloudflare stakeholders/leaders to diagnose and tailor the correct Duarte workshops for their needs. We provided a dedicated Master Facilitator, Kevin Friesen, to partner with Cloudflare leaders to assist in thinking through their learning journey needs throughout the partnership. Learner overviews were created with pre-work and an outline of the four-month journey to ensure learners felt prepared.
Cloudflare generated a buzz around the training by recommending their leaders to apply for this cohort … about 24 were selected from over 100 applicants. We implemented pre-training video submissions to set communication skills benchmarks and to measure our progress using the Kirkpatrick Model. Finally, we instituted 1:1 mid-session coaching sessions so learners could receive input, encouragement and individual attention.
The outcome
While we can’t take credit for all their growth, Cloudflare did close Q3 2023 revenue at $335.6 million, an increase of 32% year-over-year, their fifth consecutive quarter of record operating profitability. The learning journey took place from August-November 2023.
“An APJC leader spoke to me about someone who was part of the Duarte cohort. She saw him present and said he’s so different. It’s amazing that in just three-months’ time, an executive noticed a difference in how this person came across and how they present…observing this person, [she said] ‘what have you done to him?’”
Smriti Sharma, Partner & Technical Enablement Leader
Their average delivery skills rose from 56% (14 of possible 25 points) pre-training, to 76% (19 of possible 25 points) at their presentations in August, to 88% (22 of possible 25 points) at their final presentations in November.
Their average skills at crafting a story rose from 56% (14 of possible 25 points) pre-training, to 80% (20 of possible 25 points) at their presentations in August.
Their average skills at creating compelling visuals rose from 64% (16 of possible 25 points) pre-training, to 80% (20 of 25 possible points) at their presentations in August.
Duarte’s workshop is a fantastic exposure to learn to become an effective and relevant presenter. The examples and chance to put theory into practice helps me to start exercising these new skills.
All of the ideas and concepts presented were invaluable. The workshop has completely transformed my view on how I would be creating content and presenting my ideas.
A powerful workshop that will help you turn your ideas and passion into a storyteller that can tackle a TedX stage!
Effective communication is the golden key to success.
The Duarte team are, without a doubt, experts in their field. Amazing use of time, with value being provided from minute 1 on day 1. Be prepared to work hard, work fast and be enlightened in areas you likely have not considered in the past.
Will improve my capabilities when presenting to customers or my colleagues. As an organization this will enable us to be much more effective and get our message across.
If you must lead a change, talk to Duarte.