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MarTech Interview with Claudio Erba, Founder and CEO at Docebo

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“Play around with brain connections, constantly try to tweak what you have to find new ways to train and conceptualize learning.”

Claudio, you are a pioneer in the Learning Management Systems realm. How did you start with LMS?

In 2005, while I was teaching at a university in Florence, I realized an emerging need for a shared space to store my lesson presentations. At the time, tools like Dropbox weren’t available to help students easily access learning content outside of the classroom.

As I watched the demand for this level of learning grow, I started to imagine what that tool could look like and how learning could become more accessible to students outside of the classroom setting. That vision expanded into imagining the learning industry as a whole, and how it could evolve to blend the needs of learners with the power of technology. That vision started in a university setting, and ultimately expanded into the corporate setting.

What’s the startup story of Docebo? What unique challenges do you solve for your customers?

What started as a Learning Management System (LMS) to house learning content for students later evolved into a tool to streamline corporate learning and training. Today, AI components within our software allow learners to discover new content, share their ideas and learnings, and offer their own personal touches to make training better overall.

Our vision has always been deterministic. All our successes are a result of simultaneous consequences. When we started, we realized that larger companies were willing to invest in an LMS to train internal employees without having to fund travel to do so.

Deterministically speaking, COVID-19 has restricted travel today, and our technology has since filled a need to train people in different ways. Docebo is making it possible for employees to create communities around learning, which has new meaning today and has never been more important to maintaining successful business operations.

You have a diverse Customer profile, which includes Salesforce users and E-commerce players. How do you maintain competitiveness in the LMS Market?

Our diverse customer profile is proof that Docebo is configurable enough to fulfill a wide range of use cases. Our customers are all extremely unique, but the learning industry is a unifier.

Every corporation wants to believe that they have their own ‘secret sauce’ for training, one that has its brand identity and personal vision attached to it. Docebo’s technology can allow those corporations to customize training content in that way and apply their own unique contributions to make learning programs personal to them and their needs.

Any advice to young Sales professionals in the LMS tech industry?

Always push your customers and your peers to experiment and invent new ways to train people. Play around with brain connections, constantly try to tweak what you have to find new ways to train and conceptualize learning, and always strive to simplify, not complicate the training process.

One superhuman character/iconic person that you feel most connected to?

There are so many bright minds that I admire, it’s hard to name one iconic person or superhuman character that I feel most connected to. Instead, I read a lot of books and draw inspiration from multiple sources.

However, if I had to identify a personality trait that I most admire across those that I look to for inspiration, I think people who can look at reality through a different lense are the most inspiring. People who have the perspective and creative mind to look at a situation and see something that no one else sees are most inspiring to me.

Thank you, Claudio! That was fun and hope to see you back on MarTech Series soon.

Claudio Erba is the CEO and Founder of Docebo, a learning platform company that is changing the way people learn with artificial intelligence and built on the belief that there is a better way for people to learn and a smarter way for enterprises to train their people.


Docebo is powered by Artificial Intelligence (AI) and based on the 70/20/10 learning framework, providing organizations and their partners/customers around the world to deliver unparalleled automated and personalized learning experiences that turn learning into a competitive advantage. Recognized for its ability to satisfy multiple use cases for both internal and external enterprise learning, the Docebo learning platform is now used by more than 6 million users at 1,700 organizations in over 68 countries.

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