Partners & Channels

Q: When you leave, does the programme collapse?

Never. Clients run 30–60 % partner mix years after exit. That’s the entire point.

Q: Do you recruit partners for us?

Yes. We run targeted recruitment campaigns and only bring you partners who already sell to your ICP.

Q: What if our direct team hates channels?

We fix that first—clear rules of engagement, deal-reg protection, and joint comp accelerators turn conflict into collaboration.

Q: How fast until partners start closing real deals?

First closed-won partner deals in 4–6 months for most clients. Material revenue (20 %+) in 12–18 months.

Q: We already have a PRM tool—will you use it?

Yes. We make it actually work (or replace it fast).

Our services

Transform your partner ecosystems into strategic growth engines

Under-utilised channels. Zero visibility on partner pipeline. Incentives that don’t move the needle. Conflict with direct sales.

For B2B TMT companies who know indirect revenue should be 30–60 % of the mix but today it’s <10 %, these are not nice-to-haves—they’re table-stakes for scaling globally without hiring an army.

At nGülam we don’t write a partner deck and disappear.

We embed, recruit, enable, incentivize, and stay until partners are closing bigger, faster deals than your direct team—and you can see every euro in the same dashboard.

+32 %

New ARR from partners

The Challenge

Why most TMT partner programmes stay dead

These are some of the most common reasons:

Partners are an afterthought, not a strategy
No one knows which partners actually sell (or why)
Deal registration is a nightmare → channel conflict explodes
Incentives reward sign-up, not closed-won revenue

We turn the channel from a vanity metric into a machine.

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Our Approach

GrowthBridge™ Channel Engine

Four phases, one result

Map Reality & Pick Winners

Audit existing partners, deal-reg data, win/loss by channel. Segment partners into Performers / Potential / Pass.

Outcome: Ruthless focus on the 20 % who will drive 80 % of indirect revenue.

Design the Programme That Actually Works

Rules of engagement, SPIFs that reward closed-won (not leads), deal-reg automation, co-sell motion, tiering, MDF that requires skin in the game.

Outcome: Partners fighting to sell you, not the other way around.

Enable & Activate

Full partner onboarding academy, battle-cards, joint business planning, co-marketing playbooks, integrated PRM–CRM flow.

Outcome: Partner-sourced pipeline growing 100–300 % YoY.

Govern & Optimise

Quarterly business reviews, shared KPIs, automated scorecards, incentive claw-backs for non-performance. We leave when your channel manager runs it better than we do.

Outcome: Sustainable 30–60 % of new ARR from partners, zero ongoing nGülam dependency.

Our Difference

We don’t manage partners

We make them money—and you more

We’ve run global channels before – Your embed has built $200M+ partner businesses at SaaS, adtech, and telecom unicorns.
TMT-native motions – We know marketplace deals, GSIs, telco distribution, agency bundles, and compliance across 40+ countries.
Redundancy guarantee – Playbooks, dashboards, partner scorecards, and a trained channel leader left behind.