Ande helps the Cloudflare team scale its client and partner entertainment programs

Cloudflare's Field Marketing, Partner Marketing, and Partner Sales teams run executive dinners, conference activations, technical workshops, and MDF-funded co-marketing through Ande, across multiple US cities.

About Cloudflare

Cloudflare (NYSE: NET) is one of the world's leading connectivity cloud companies, securing and accelerating the internet for businesses of all sizes. Its North America sales organization spans hundreds of team members, supported by lean field and partner marketing teams.

The Challenge

The challenge wasn’t appetite or planning. It was the execution infrastructure. Every event ran the same manual cycle: sourcing and RFPs for every venue, then negotiating, contracts, and reconciliation, repeated from scratch each time. Venue sourcing alone took 3–5 hours per event, all running through a lean team with no system built for that volume.

“Ande touches nearly everything we run for partners - dinners, activations, enablement content, you name it. Technical workshops are a good example: we handed the event set up logistics entirely and now focus our time on getting the right partners in the room, because that’s what actually drives partner-sourced revenue. Ande enabled us to quickly scale this format seamlessly to 25 cities which would not have been possible with our lean team.”
Jenn McDonaldDirector, Global Partner Marketing

Why Ande

Ande’s AI layer sources venues with live availability inside Cloudflare’s policy, and its AI concierge handles venue communications, so every booking already fits without back-and-forth.

One vendor covers every event type, from dinners to conference activations, invoiced against a quarterly blanket PO per team, with spend visible in real time.

The Results

In just over a year, Cloudflare has run hundreds of events through Ande, spanning dining, catering, experiential programs, and entertainment, across three teams and multiple US cities.
  • 300+ events, thousands of hours saved. Executive dinners to conference activations, one vendor.
  • Sourcing went from days to hours. Curated, available options land the same day a request goes in.
  • Procurement got its cycles back. Hundreds of POs consolidated to fewer than 10, all within policy.
  • Partner spend is finally visible. MDF-funded events tracked live, by team, with scheduled reporting.
“Ande has completely changed how my team across the Americas operates. With Ande, I am confident that my budget is spent within policy automatically, and I finally have visibility into how my partner budget is utilized. My team is now focused on what matters: a partner ready to move doesn’t stay warm forever, and this is what keeps deals moving instead of stalling.”
Christine McElduffVP, Americas Partner Sales

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