Canva Boosts Revenue by 6% and Rep Capacity by 60% with Gong's Revenue Intelligence Platform
Key Metrics
- 60% increase in capacity for reps and managers to handle their book of business
- 6% increase in revenue across the EMEA region
- Dramatically improved forecasting accuracy through data-driven insights
Background
Canva is a leading visual communication platform that empowers users to create stunning visual designs for everyday communication. As a rapidly growing tech company, Canva needed a solution to gain deeper customer insights, optimize sales processes, and drive revenue growth across their EMEA operations.
The Challenge
Canva's sales teams were operating with limited visibility into customer interactions, making it difficult to optimize messaging, improve sales tactics, and accurately forecast results. Without data-driven insights, the team was essentially operating in a black box, relying heavily on intuition rather than concrete evidence about what worked.
Before it was a black box, we hoped that the messaging would work, but now we know if our reps are saying the things that they're saying and we know its effect on win rates. — Jorge Bestard, Head of Sales and Success, Canva
The sales leadership team, including the CRO, Chief Product Officer, and founders, needed reliable insights to inform their market approach in EMEA. Additionally, forecasting relied too heavily on individual account executive feelings rather than objective data, resulting in inconsistent accuracy and limiting strategic planning capabilities.
The Solution
Canva implemented Gong's Revenue Intelligence platform to transform how they understand customer interactions, coach their teams, and make strategic decisions. Gong was selected for its comprehensive visibility into the sales process, ability to analyze customer conversations, and data-driven insights on win rates connected to specific messaging and tactics.
The biggest benefit of the GONG platform is the visibility that we get on our book of business. With Gong, we've actually seen 60% increase in capacity for our reps and our managers to actually be able to manage their book of business. — Jorge Bestard, Head of Sales and Success, Canva
The solution addressed Canva's need for greater operational efficiency and enabled a more scientific approach to sales messaging and strategy. By capturing and analyzing customer interactions, Gong provided the transparency needed to move from hope-based to evidence-based sales decisions.
Strategy
Canva integrated Gong across their entire sales organization, creating a data-driven revenue intelligence ecosystem that empowers teams at every level. This comprehensive approach has transformed how they develop sales strategies, coach teams, and communicate with customers.
Personalized Frontline Engagement
Canva's SDR team leverages Gong Engage to personalize customer outreach at the first point of contact. By analyzing conversation patterns and customer responses, reps can tailor their messaging for maximum impact when speaking with prospects who have never heard of Canva. This ensures first interactions create strong foundations for the sales process.
Data-Driven Sales Experimentation
Gong has become Canva's primary platform for sales experimentation and messaging optimization. The team uses it to test different sales tactics, analyze the effectiveness of messaging aimed at different executive personas (CIO vs. CTO vs. CRO), and correlate specific talking points with win rates. This has transformed their go-to-market approach from intuition-based to evidence-based.
Enhanced Forecasting Accuracy
Canva has revolutionized their forecasting approach by adding Gong's data signals as the critical third component of their three-pronged forecasting methodology. By combining account executive intuition and formal sales methodologies with Gong's objective conversation analysis, they've significantly improved forecasting accuracy. This data-driven approach aggregates insights from SDRs, account executives, and coaching interactions to create a more complete and reliable picture.
Results
The implementation of Gong has delivered measurable business impact across Canva's EMEA operations. Beyond the impressive 60% increase in rep and manager capacity and 6% revenue growth across the region, Gong has fundamentally transformed how Canva operates.
Sales leaders now have the visibility they need to make strategic decisions with confidence. The forecasting process has become more accurate through the integration of objective data signals alongside traditional approaches. Perhaps most importantly, Canva has shifted from hoping their sales messaging works to knowing precisely what resonates with customers.
The platform has become central to Canva's continuous improvement culture, allowing them to iterate on messaging, test new approaches, and optimize their go-to-market strategy based on real customer interactions rather than assumptions. This has created a more agile, responsive sales organization capable of adapting quickly to market changes and customer needs.
Working with GONG helps us innovate and get a lot closer to our customers. Gong really allows us to make better data-driven decisions in our book of business to really drive our region into the future. — Jorge Bestard, Head of Sales and Success, Canva
