The Canva Cookbook: How Canva Unified Its Global GTM on SPICED

Most companies adopt a methodology. Canva built a cookbook.

When you scale from a startup to one of the most recognized brands in the world, frameworks alone are not enough. They have to be adopted, understood, and lived by thousands of people across sales, success, and business development. In this session, Claydan Krivan-Mutu, Chief of Staff (Customer Office) at Canva, shares how Canva took SPICED and the Bowtie framework from Winning by Design and turned them into the Canva Cookbook, a visual suite that makes the methodology unmistakable, usable, and, dare we say, fun.

Claydan will walk through:

• The fragmentation problem that pushed Canva toward a unified GTM framework
• Why the bow tie reframed Canva’s entire approach around customer progression rather than internal handoffs
• How SPICED gave CSMs and AEs a shared language for pain, impact, and ROI
• The thinking behind the Cookbook, and why creative packaging is what makes methodology stick
• How GTM kickoff became the moment Canva compounds collective knowledge year over year

Who Should Attend?

This session is for revenue leaders, enablement teams, and GTM operators who want their methodology to be something teams actually reach for, not something that lives in a deck nobody opens.