Corptive designs, recruits and manages referral, reseller and co-sell partner programmes for B2B and B2G brands in India. We set the terms and attribution rules, recruit consultants, system integrators and associations from our network, give them what they need to sell, and review results every quarter.
- Who it’s for
- B2B and B2G brands building a partner or affiliate channel
- Programme types
- Referral, reseller and co-sell
- Typical launch
- Five to ten active partners in the first quarter
- Reviews
- Every quarter
The market has moved. Here’s the evidence.
of customer spending on technology, IT services and telecom was forecast to go through partners in 2025.
Source: Canalys, November 2024average lift in win rate when partners are involved in deals.
Source: Crossbeam network data, October 2024The buyer’s trusted advisors are already in the room. The question is whether they’re recommending you.
What a modern partner programme looks like
Current practice, adapted for how Indian enterprises and government actually buy — and backed by relationships most agencies don’t have.
Want to refer clients to Corptive instead?
This page is about building a partner channel for your business. If you advise companies that need to reach India’s senior buyers, see our own referral programme.
See our partner programmeEcosystem mapping
We identify who already advises or sells to your buyers — consultants, SIs, OEMs, project management consultants, associations and GeM resellers — and rank them by reach and fit.
Account mapping and co-selling
Partners compare account lists securely, using tools like Crossbeam or Reveal, to find shared customers and warm paths into target accounts. Co-selling then starts from real overlap, not guesswork.
Programme design
Referral, reseller and co-sell tiers with simple commissions, clear attribution windows, deal registration and conflict rules that partners can explain in one sentence.
Recruitment from our network
Most partner programmes fail at recruitment. Ours start with a decade of relationships across industry and government.
Enablement that sells
A partner kit, short training, co-branded content, and an AI assistant trained on your product documents so partners get accurate answers instantly.
Tracking, payouts and fraud checks
Deal registration, tracking links and monthly statements that partners trust, with checks against duplicate and self-referrals for affiliate programmes.
Managed like a sales team
Named partner managers, quarterly business reviews, tiers based on performance — and the discipline to let inactive partners go.
Deliverables
- Partner strategy and partner ICP
- Programme terms, tiers and attribution rules, ready for your legal team
- Qualified recruitment pipeline from our network
- Enablement kit and partner AI assistant
- Deal registration and tracking set-up
- Monthly partner performance dashboard
How engagements start
Most programmes launch with five to ten active partners in the first quarter, then expand based on who actually produces.
From first call to results
Design
Partner ICP, tiers, terms and tracking.
Recruit
Shortlist, introduce and sign partners from our network.
Enable
Kit, training and co-branded content.
Co-sell
Account mapping, joint plays and deal support.
Review
Performance, tiers and the next wave of partners.
Results from similar programmes
What is the difference between referral, reseller and co-sell partners?
Referral partners introduce and earn a fee. Resellers buy and resell, often via GeM or empanelment. Co-sell partners work deals jointly with your team. Most programmes use a mix.
How do you set commissions?
Based on your margins, sales cycle and how much work the partner does. Simple beats clever: partners should know what an introduction is worth before they make it.
How is attribution tracked?
Through deal registration and tracking links, with a clear attribution window agreed up front. Every introduction is logged the day it arrives and the partner is kept updated.
Do you handle partner payouts?
We design the process and set up tracking and statements. Payouts are made by you or through the partner platform you choose.
How many partners should we start with?
Five to ten active partners beat fifty inactive ones. We start focused and expand based on results.
Is this the same as your partner programme?
No. This service builds a partner channel for your business. Our own referral programme, for people who introduce clients to Corptive, is on the Partners page.
Related services
- Canalys IT opportunity update, via Channel Post MEA, November 2024
- Crossbeam, “Every stat we have that proves the value of partnerships” (citing the 2023 State of the Partner Ecosystem report)
- Crossbeam, “Involving partners in deals increases win rate for nearly every ecosystem size and type” (network data as of 28 October 2024)
Tell us who you need to reach.
We’ll come back within one working day with a view on the opportunity and how we would approach it.
AI-led marketing, ABM and partnerships — backed by a decade of convening India's industry and government.