In this episode of Hold The Churn, we spoke with Marc Boroditsky, CRO at Nebius and former CRO at both Cloudflare and Twilio — two companies that helped define what a modern, usage-based revenue motion looks like at scale.
Marc has seen the consumption transition from the inside at some of the most successful companies in cloud infrastructure. His perspective on what it takes to build and scale a usage-based revenue machine is invaluable.
What We Covered
The Cloudflare and Twilio playbooks
Both Cloudflare and Twilio built multi-billion dollar businesses on consumption pricing. Marc shares what made their GTM motions work — and what was harder than it looked from the outside.
The developer-led growth challenge
At both Cloudflare and Twilio, the buyer was often a developer who had already started using the product before anyone in sales knew they existed. Marc talks about how you build a sales motion around customers who don't want to talk to sales.
Scaling post-sales in a consumption model
When revenue grows as customers use more, your CS team needs to think differently about their role. Marc shares how he structured CS at Cloudflare and Twilio to be a growth function, not just a retention function.
Building for enterprise on a usage-based foundation
Both companies eventually moved upmarket. Marc talks about the challenges of serving enterprise customers with usage-based pricing — and how to balance their need for predictability with the flexibility that makes consumption pricing valuable.
What he's building at Nebius
Nebius is building the next-generation GPU cloud platform. Marc shares how they're thinking about the GTM motion for a highly technical, usage-based infrastructure product.
Key Takeaways
On developer-led growth: "The best thing you can do is make it as easy as possible for developers to try your product and get to value quickly. Once a developer has integrated your API, the switching cost is enormous. That's your moat."
On scaling CS: "CS in a consumption model is fundamentally a data problem. You need to know what's happening in every account, every day, not just at QBR time. The teams that get this right are the ones that invest in the infrastructure to make it possible."
On enterprise upmarket: "Enterprise customers want predictability. Usage-based pricing can feel unpredictable if you don't design the product and the commercial structure carefully. The best consumption businesses give enterprises the predictability they want while retaining the flexibility that makes usage pricing valuable."
On building at Nebius: "The GPU cloud market is going to be one of the most important infrastructure markets of the next decade. We're building for developers and AI teams who want the best price-performance at any scale, without the complexity of the hyperscalers."
About Marc
Marc Boroditsky has spent his career at the intersection of technical products and enterprise revenue. Before Nebius, he was CRO at Cloudflare and Twilio, and has held revenue leadership roles at several other high-growth companies.
Listen to the Episode
Full episode available on Spotify, Apple Podcasts, and YouTube.