Customer Stories / Telecommunications / Canada

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Bell Canada Boosts Cloud Sales by 67% Using AWS Training and Certification

Learn how Bell instills AWS expertise in its workforce to drive transformation and revamp the digital experience for customers.


YOY increase in AWS Certifications


YOY boost in AWS Partner Accreditations


growth in cloud-related business deals in 8 months


increase in interactions about cloud products in 8 months


As one of Canada's largest telecommunications companies, Bell Canada (Bell) is spearheading digital transformation in the rapidly evolving telecom industry. In response to customers increasingly adopting cloud-based and turnkey solutions, Bell partnered with Amazon Web Services (AWS) in 2021 to revamp the digital experience for its customers and use the capabilities of the AWS Cloud to swiftly develop and scale new applications for both consumers and businesses.

In a move toward digital transformation, Bell strategically integrated AWS training into its plan, fostering expertise and cloud fluency among its employees. The cornerstone of this initiative was laid in 2023 with the creation of the Bell AWS Training Club, a learning community dedicated to the mastery of AWS skills. To accelerate learning, Bell embraced a variety of AWS training opportunities, including hands-on, self-paced learning capabilities through an AWS Skill Builder Team subscription, which helps companies develop their teams’ cloud expertise to transform their businesses.

Through this programmatic approach, Bell increased AWS training consumption and doubled its number of AWS Certifications. This quickly led to a significant uptick in cloud-related sales. By prioritizing AWS training, Bell is equipping its workforce with the cloud skills necessary to continue exploring new digital service avenues and meeting evolving customer needs.

Bell Canada image featuring Bell Canada employees participating in the Bell AWS Training Club

Opportunity | Using AWS Partner Training and Certification to Increase Cloud Competency for Bell


An AWS Partner, Bell is using AWS technology to enhance network performance, reduce latency, and introduce cutting-edge applications and services to its customers. The company deploys cloud solutions to customers of all sizes across several market segments and industries.

Recognizing the shift toward the cloud, Bell prioritized AWS expertise within its technical and sales teams to enhance customer support and drive innovation. “We needed to create learning opportunities for both general awareness and technical knowledge,” says Matthew Leppanen, director of marketing and enablement at Bell. “We wanted to help out our team members in developing more AWS competencies so that we could achieve our internal goals and help achieve those of our customers.”

Working with AWS Training and Certification, Bell rolled out a training strategy with the goal of building AWS proficiency and doubling its employees’ AWS Certifications within 24 months.


Giving people the opportunity to learn and upskill in cloud technologies was the number one reason to start this training.”

Amalia Zito
Partner Success Manager, Bell Canada

Solution | Fostering an AWS Learning Community with Inclusive Training Opportunities

In April 2023, Bell introduced the Bell AWS Training Club, an AWS learning community within Bell, giving its employees access to a variety of training opportunities. These include in-person, instructor-led training; events; and flexible online learning through the AWS Skill Builder Team subscription. “With AWS Skill Builder, the team members can learn on their own time,” says Amalia Zito, partner success manager at Bell.

AWS Skill Builder resources are available not only for technical staff but also for sales personnel, who use them to enhance their understanding of AWS services. Bell employees learn diverse cloud topics, covering everything from foundational concepts to specialized technical skills. With hands-on labs and game-based learning, Bell employees have practiced and validated their cloud skills to become AWS Certification ready. In just 5 months, Bell doubled its number of AWS Certified employees.

The Bell AWS Training Club is much more than just access to AWS Skill Builder. To spark employee enthusiasm, the club has implemented a rewards program, featuring recognition emails, exclusive swag, progress-based points, and a coveted year-end prize—attendance at the AWS re:Invent conference. This initiative proved effective: 380 employees participated in the Bell AWS Training Club in 2023, surpassing the company’s initial estimates.

Subsequently, to meet this demand, Bell tripled the number of training programs it had originally scheduled, organizing onsite AWS Partner Certification Readiness programs in Toronto, Ottawa, Montreal, Quebec, Vancouver, Calgary, and Winnipeg. “The team jumped at this opportunity to learn,” says Steve Grywul, vice president of advanced solutions for the sales team at Bell. “The first AWS training program we offered was already full just 30 minutes after the invitation went out.”

Following the launch of the Bell AWS Training Club, Bell introduced more in-person training with immersive experiences to enhance employees’ understanding of cloud technologies. For example, Bell hosted an AWS GameDay, an engaging gamified learning event that challenges participants to solve real-world technical programs in a team-based setting. “Using AWS GameDay, we can upgrade skills and put them to the test,” says Leppanen. “We received feedback from individuals stating that this event gave them technical resources that align with their career paths.”

Outcome | Accelerating Sales Growth on AWS

Since adopting this training strategy, Bell has seen a remarkable 467 percent increase in its AWS Partner Accreditations. Furthermore, Bell’s AWS Certifications have grown by 239 percent year-over-year, surpassing certification goals at twice the expected pace. These achievements highlight a significant improvement in the Bell team’s cloud capabilities, confirming its advanced proficiency as an AWS Partner. “Upskilling Bell employees has been important to us because we want to make sure we have the certifications and competencies to support cloud adoption for our customers,” says Zito.

When it comes to sales, Bell’s new training offerings have given customer-facing employees the confidence they need to talk to clients about cloud technology. In 8 months, the technical sales team has reported a 22 percent increase in interactions about cloud products as well as a 67 percent boost in cloud-related business deals.

Through AWS training, Bell has built a strong foundation for growth. In 2024, the focus is on advancing cloud expertise and developing specialized skills in security and networking. Bell aims to provide more blended learning opportunities to reach its next AWS Certification milestone using AWS Skill Builder Team subscription.

“Bell is passionate about helping people grow,” emphasizes Zito. “Giving people the opportunity to learn and upskill in cloud technologies was the number one reason to start this training. Now, our workforce is not only gaining AWS Certifications but also future-proofing their skillset, making them more empowered for what lies ahead.”

Empowered by technical cloud skills, Bell plans to double down on its efforts to support and accelerate its clients’ cloud migrations and continue innovating on AWS infrastructure.

About Bell Canada

Bell is Canada's largest communications company*, providing advanced broadband Internet, wireless, TV, media and business communication services. Founded in Montréal in 1880, Bell is wholly owned by BCE Inc. To learn more, please visit or

* Based on total revenue and total combined customer connections.

AWS Services Used

AWS Training and Certification

Learn from AWS experts. Advance your skills and knowledge. Build your future in the AWS Cloud.

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AWS Skill Builder Team subscription

The AWS Skill Builder Team subscription grants unlimited access to  expert-led AWS Digital Training, self-paced labs, learning plans,  practice exams, and more. Team challenges and role-playing games make learning fun, and administrative features enable you to assign goals and track progress.

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AWS Certification

AWS Certification validates cloud expertise to help professionals highlight in-demand skills and organizations build effective, innovative teams for cloud initiatives using AWS.

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AWS GameDay

GameDay is a collaborative learning exercise that tests skills in  implementing AWS solutions to solve real-world problems in a gamified,  risk-free environment.

Learn more »

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