Scale Beyond

Founder-Led Growth

For Cloud, AI, SaaS, and IT services firms building predictable revenue systems.
Execution-oriented growth advisory for emerging tech firms entering scale.

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Explore Our Advisory Model
  • WHY CUSP

80+ Emerging Tech Firms Helped Scale Beyond Founder-Led Growth

Through our Collaborative Advisory™ approach, we work alongside founders to build predictable revenue systems, stronger offers, and scalable go-to-market motions.

From Founder-Led Sales to a Scalable Pipeline

Built a repeatable sales and partner growth engine that reduced founder dependency and created a predictable pipeline within 120 days.

3X Revenue Growth in Under 24 Months

Helped a cloud consulting firm scale revenue, strengthen execution, and prepare for strategic growth and M&A readiness.

AWS Authorized Transformation Consultant

Helping AWS Partners build profitable growth systems through GTM, operations, and ecosystem alignment.

  • TRUSTED BY
Book a Growth Strategy session
  • CLIENT VOICES

Stories of Impact.
Results That Matter.

Shankar Morwal

  • CTO And Founder,
  • HabileLabs

We are extremely grateful for the unwavering support and collaboration from CUSP Services and Rajeev Karkhanis throughout our AWS Competency journey. Their deep expertise in AWS programs, hands-on guidance during audits, and proactive assistance in documentation and technical validation played a pivotal role in helping us achieve multiple AWS Competencies.

Beyond their technical support, we truly appreciate their approachability, responsiveness, and dedication, which made the entire process smooth and enjoyable. This partnership has been invaluable, and we look forward to achieving many more milestones together

 

Raj Sundaram

  • Co-Founder & CEO,
  • HexaCorp

It’s been a privilege to have Sam Baba and Cusp Services as strategic advisors and growth partners to HexaCorp. Their impact on our journey extends far beyond sales enablement—they’ve been instrumental in helping us shape our vision to grow 10X over the next five years.

 

Kaushik Srinivasan, CFA

  • Co-Founder,
  • eMudhra

Sam has been a great mentor and coach in helping eMudhra narrow its focus on a partner led growth strategy. This has started working wonderfully well for us. He worked extensively with our team to help them navigate the large partner ecosystem, figure out what’s important and what’s not and how to drive closures. A true partner to any high growth organization needing an external consultative sounding board!

Tushar Ratanghayra

  • COO,
  • Manorama Infosolutions Pvt. Ltd.

It gives me pleasure to recommend Sam as an organisational leadership coach / mentor to the leadership members.

I have known him while working closely with him during the #100 Days engagement his organization @CUSP had with Manorama Infosolutions.

 

Dr. Santosh Pawar

  • CBO,
  • Manorama Infosolutions Pvt. Ltd.

I had the opportunity to engage with MB Sam and his firm, CUSP, for Partner Transformation Program and Revenue Growth Coaching — and the experience has been both insightful and outcome-driven. Sam’s strategic clarity, coupled with CUSP’s structured frameworks, helped us rethink our approach to scaling and executing high-impact growth initiatives.

 

Nilesh Vaghela

  • Founder & CEO,
  • Electromech

CUSP’s tailored approach, deep industry insights, and unwavering support have empowered us to navigate challenges, seize opportunities, and drive meaningful growth. Thanks to Partner Transformation Plan, we’re now better equipped to adapt to changing market dynamics, forge stronger partnerships, and achieve our long-term objectives. Highly recommended for any organization looking to transform and thrive in today’s competitive landscape!​

Giridhar V

  • Founder & CEO,
  • NuvePro

Joseph, Rajeev and Sam are eminently knowledgeable folks in Sales, Marketing and GTM. Their wealth of experience working with corporates helps position an ISV for success. I would recommend their services for any ISV that is looking for a foot hold in Enterprise software market.​

Kai Karlstrom

  • Head of Growth,
  • Think-it​

The team at CUSP was fantastic. What stood out was their availability and willingness to work with us throughout the whole engagement, feeling a genuine collaboration and partnership from day one.​

Jim Mathew

  • CEO,
  • StarOne IT

The guidance our team received from CUSP during the PTP and beyond has been superlative and looking back I can say with conviction that both Joseph & Rajeev helped our team navigate through uncharted waters, find wind in our sails and truly accelerate our AWS Cloud business. The programme has been a big deal for us as over the last six months, we have been able to win and deliver some marque first of a kind mega Cloud deals with AWS and also establish StarOne IT as one of the trusted AWS partners in the country.​

Umesh Shah

  • Director,
  • Orient Technologies

They come with a lot of experience which helps understand the directional change required for a growing organization​

Vikas Bhonsle

  • CEO,
  • Crayon India

Joseph and the entire CUSP team, I complement all of you for the relentless pursuit with Crayon in trying to get alignment between us and the AWS team. I know this journey has not been easy for you but you have been kind enough to extend the program to ensure some tangible value for Crayon and AWS. Many thanks for the same. There have been some great learnings for us which I am sure will help us grow the business in the months to come. You have enabled us to start on a segment of the market hitherto untouched by us. And that’s a clear upside for Crayon.​

Raj Kamal Singhal​

  • COO,
  • Hitachi Systems India​

The efforts put into enhancing our credentials within Hyperscale environments and elevating them to the next level have been commendable. Moreover, your contributions in establishing robust processes, aiding in business plan development, and more have significantly shaped our success. The commitment to excellence and professionalism displayed by the CUSP team has not gone unnoticed. Your positive impact on Hitachi System India’s Cloud BU is deeply appreciated.​

  • MEET THE ADVISORS

Our Team

With 200+ years of combined work experience in varied Industry verticals, our expert team members will collaborate with you and your team members to solve your growth challenges by questioning the status quo. We get directly engaged to build long-lasting & trusting relationships.

M Baba Sam

CEO and Founder

Dr. Joseph Shields

Corporate Strategy & Change Management

Rajeev Karkhanis

Service Delivery Transformation

Rangarajan Padmanabhan

Global Sales & Marketing Transformation

Mohan R

Strategic Sales & P&L Management

Nikhil Gupta

Revenue Growth & GTM Strategy

Kiran Tailor

AI, Digital & Business Transformation

  • THE CHALLENGE

Most Emerging Tech Firms Don’t Struggle
Because of Capability

They struggle because growth becomes operationally chaotic.

As emerging Cloud, AI, SaaS, and IT services firms begin scaling:

  • Founder-led selling becomes a bottleneck
  • GTM execution loses consistency
  • Offerings become fragmented
  • Pipeline becomes unpredictable
  • Revenue growth becomes reactive instead of structured
  • Delivery and sales drift apart
  • Partnerships stay underutilized

This is the messy middle.

 

The stage between early traction and scalable operational growth.

And this is where strong technology companies either build predictable growth systems... or quietly stall.

CUSP exists to help emerging technology firms scale with structure,
execution rhythm, and operational alignment.

See Where Growth Is Breaking
  • OUR SOLUTION

Advisory for Firms Ready to Scale

Helping founders build revenue systems that grow beyond them.

The Breakdown

Common challenges that limit scale

Founder-Dependent Revenue

Reliance on founders and referrals.

Unclear Offer Positioning

Difficult for buyers to understand.

Inconsistent Pipeline Generation

Unpredictable lead and revenue flow.

Siloed Team Execution

Teams operate without alignment.

Unclear KPIs & Accountability

Limited visibility and ownership.

Operational Complexity at Scale

Growth creates execution challenges.

The CUSP solution

Scalable systems that drive predictable growth

GTM & Sales Systems

Build a predictable revenue engine.

Positioning & Offer Engineering

Make capabilities easier to sell.

KPI & Performance Management

Create accountability and visibility.

Leadership & Organization Design

Scale beyond founder dependency.

Delivery & Customer Success Excellence

Improve retention and expansion.

Growth Strategy & Execution Advisory

Align leadership around growth priorities.

  • OUR PLAYBOOK

Diagnose - Design - Deploy - Drive

They struggle because growth becomes operationally chaotic.

Diagnose

Identify where growth friction, GTM inefficiencies, positioning gaps, and operational bottlenecks exist.

Design

Build scalable GTM systems, positioning clarity, operational structure, and revenue priorities.

Deploy

Launch execution systems alongside internal teams through pipeline programs, partner activation, RevOps systems, and offer refinement.

Drive

Run execution rhythm, operating cadence, momentum tracking, and growth accountability.

Diagnosis, GTM review, execution priorities, and growth system evaluation.

Weeks 1–3

Positioning refinement, GTM structure, service offer engineering, and operational alignment.

Months 3–4

Growth initiatives, pipeline acceleration systems, ecosystem activation, and scalable execution rhythms operationalized.

Weeks 4–6

Momentum should start in weeks — not quarters.

Diagnose Your GTM Bottlenecks
  • WHY NOW

Growth Problems Compound Faster
Than Most Companies Realize

When growth systems break:

Pipeline volatility increases
Margins compress
Founder bandwidth collapses
Partnerships underperform
Sales cycles become inconsistent
Teams stay busy but growth slows down
Execution becomes reactive instead of scalable

Strong delivery alone does not create scalable growth.

Operational alignment does.

And this is where strong technology companies either build predictable growth systems... or quietly stall.

The companies that scale successfully are not always the most capable.
They are the most operationally aligned.

Start Scaling With Structure
  • CLIENT VOICES

Stories of Impact.
Results That Matter.

Shankar Morwal

  • CTO And Founder,
  • HabileLabs

Raj Sundaram

  • Co-Founder & CEO,
  • HexaCorp

Kaushik Srinivasan, CFA

  • Co-Founder,
  • eMudhra

Tushar Ratanghayra

  • COO,
  • Manorama Infosolutions Pvt. Ltd.

Dr. Santosh Pawar

  • CBO,
  • Manorama Infosolutions Pvt. Ltd.

Nilesh Vaghela

  • Founder & CEO,
  • Electromech

Giridhar V

  • Founder & CEO,
  • NuvePro

Kai Karlstrom

  • Head of Growth,
  • Think-it​

Jim Mathew

  • CEO,
  • StarOne IT

Umesh Shah

  • Director,
  • Orient Technologies

Vikas Bhonsle

  • CEO,
  • Crayon India

Raj Kamal Singhal​

  • COO,
  • Hitachi Systems India​

Ready to Build a
Predictable Growth Engine?

Let's identify what's slowing growth, prioritize what matters most, and build the systems that help your business scale beyond founder dependency.

Schedule a Discovery Call
Diagnose Your GTM Bottlenecks
Clear Direction

Identify what's slowing you down

Aligned Execution

Build systems that scale

Sustainable Growth

Drive predictable, lasting results

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