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Deliveroo is an award-winning delivery service changing the way people eat and shop by bringing the neighbourhood to your door, connecting 176,000 merchants to more than seven million consumers across nine markets.
The Challenge
Rapid Growth Outpaced Enablement Infrastructure
Deliveroo is an award-winning delivery service changing the way people eat and shop by bringing the neighbourhood to your door. As the business continued to expand, the commercial organisation faced increasing complexity. Sales and account management teams needed to communicate a wide range of offerings to partners, but they lacked consistent tools and content. Content was scattered, systems were disconnected, and there was no clear way to measure whether enablement efforts were driving business outcomes.
Matt Ring, Global Director of Commercial Operations, described the learning curve the company was going through. Sellers struggled to access the right resources, and the company couldn’t deliver programs at scale with the speed or consistency required. Clare Welchman, Head of Global Enablement, said, “We had a huge amount of content, but we weren’t cutting through. It was hard to show the value of what we were delivering.”
With over 150 commercial initiatives launching each half year, the enablement team needed a centralized platform that could organize content, support learning, and provide visibility into performance.
“We had a huge amount of content, but we weren’t cutting through. It was hard to show the value of what we were delivering.”
Clare Welchman
Head of Global Enablement, Deliveroo
The Solution
Seismic Centralizes Enablement to Drive Precision and Scale
Deliveroo chose Seismic to bring structure and alignment to its enablement efforts. With Seismic, the company created a single destination where sales and account teams could access relevant content, complete training, and receive updates tied to their role and region.
“Life after Seismic is about being able to share content, insights, and learning with the right people at the right time,” said Ring. A standout example was the rollout of the Partner Ads program, which helps restaurants promote themselves through in-app advertising. With a target of reaching two percent plus of gross transaction value through ads by the end of 2026, Deliveroo built a global enablement campaign using Seismic. The program included tailored content, training modules, call scripts, and assessments, all hosted in one place.
This approach allowed the team to monitor progress in real time. When gaps were identified, content was updated quickly to keep the field moving forward. “We’re seeing more engagement than ever,” said Welchman. “Commercial teams love having one place to go for everything.”
Seismic also made it possible to align content delivery with specific stages of the sales process.
“We’re acting with precision now. The right information is surfaced when and where it’s needed.”
Clare Welchman
Head of Global Enablement, Deliveroo
The Results
Enablement Evolved into a Strategic Growth Engine
Since launching Seismic, Deliveroo has seen clear improvements in the way it delivers and scales enablement. Field teams report higher confidence and faster access to the tools they need. Leadership has greater visibility into training completion and content usage. Programs like Partner Ads are now rolled out more efficiently and with broader reach.
“We’ve gone from being a support function to a strategic growth driver,” said Welchman. “We’re helping the business perform better, not just keeping people informed.”
Deliveroo is already planning deeper integration between Seismic and its CRM, making enablement even more embedded in the daily workflow. Ring also sees artificial intelligence playing a growing role. “AI will help us take out the busy work so our teams can focus on what matters, which is spending time with partners and helping them to grow.”
As Welchman put it, “Seismic is the future of enablement. It helps us move faster, act smarter, and stay aligned with our commercial goals.”
Matt Ring
Global Director of Commercial Operations, Deliveroo
