For Cloud, AI, SaaS, and IT services firms building predictable revenue systems.
Execution-oriented growth advisory for emerging tech firms entering scale.
Through our Collaborative Advisory™ approach, we work alongside founders to build predictable revenue systems, stronger offers, and scalable go-to-market motions.
Built a repeatable sales and partner growth engine that reduced founder dependency and created a predictable pipeline within 120 days.
Helped a cloud consulting firm scale revenue, strengthen execution, and prepare for strategic growth and M&A readiness.
Helping AWS Partners build profitable growth systems through GTM, operations, and ecosystem alignment.
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.
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.
They come with a lot of experience which helps understand the directional change required for a growing organization
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.
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.
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.
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!
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.
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.
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!
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.
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
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.
CUSP team has helped us in getting the messaging of our offerings right. The 100 day session was valuable and helped us optimize the sales and marketing process gaps.
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!
CUSP provides excellent services if you are looking to grow your business strategically. They are the experts who works with you to grow your complete ecosystem from Leadership, Sales to Technical expertise.
CUSP has proved to be a strong business partner. They brought about years of experience with the service industry and could contextualize rapidly to our very niche Edu Tech business. Their deep insights along with strong professionalism helped uncover the possible areas of improvement and drive business growth. I would strongly recommend them for any partner transformation journey.
The PTP program by CUSP was really useful for us at CloudThat to find the gaps in our offerings, and to strategize how to plan for excelling in the AWS Public Sector Ecosystem. We planned on making more repeatable solutions that was really useful to us as a strategy. Highly recommended.
Their in-depth understanding of AWS, coupled with their ability to tailor business transformation solutions to our specific needs, has been instrumental in our program’s success. CUSP consistently went above and beyond, ensuring that every aspect of our partnership was characterized by professionalism, transparency, and a genuine desire to help us achieve our goals.
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.
They come with a lot of experience which helps understand the directional change required for a growing organization
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 PTP covered formulation of cloud specific GTM strategies in alignment with the overall StarOne IT vision and strategy, cloud sales & delivery team enablement, competency building and large account planning. 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.
Working with CUSP and participating in the planning process and subsequent 100 day execution period has allowed us to be clear, specific and intentional in our approach to AWS and to strengthen our go to market position and work more strategically with AWS Sales people
CUSP were excellent in providing practical guidance through the Partner Transformation Program – providing reference points, context, useful models andf rameworks for thought and action. The team was of major value, in helping with both our strategic direction and in the orchestration of action. The CUSP guys were supportive, responsive and available throughout our PTP engagement.
CUSP Services provided exceptional support and strategic insights that were instrumental in refining our approach to the Public Sector cloud market. Their professionalism, expertise, and proactive guidance have been invaluable to our growth.
The CUSP team not only demonstrated a high level of professionalism but most importantly an impressive depth of knowledge. The 100 Day process has proven to be extremely useful; setting us up for success.
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.
CEO and Founder
Corporate Strategy & Change Management
Service Delivery Transformation
Global Sales & Marketing Transformation
Strategic Sales & P&L Management
Revenue Growth & GTM Strategy
AI, Digital & Business Transformation
They struggle because growth becomes operationally chaotic.
The stage between early traction and scalable operational growth.
Helping founders build revenue systems that grow beyond them.
Common challenges that limit scale
Pipeline relies on founders, referrals, or inconsistent GTM execution.
Strong capabilities exist, but buyers don't clearly understand the value.
Sales, delivery, partnerships, and customer success operate in silos.
Scalable systems that drive predictable growth
Build predictable pipeline, scalable revenue infrastructure, and GTM execution rhythm.
Turn technical capability into differentiated offerings buyers understand and value.
Align teams, ecosystems, and operating cadence to drive sustainable growth.
A structured process. Hands-on execution. Results you can see in weeks.
Identify where growth friction, GTM inefficiencies, positioning gaps, and operational bottlenecks exist.
Build scalable GTM systems, positioning clarity, operational structure, and revenue priorities.
Launch execution systems alongside internal teams through pipeline programs, partner activation, RevOps systems, and offer refinement.
Run execution rhythm, operating cadence, momentum tracking, and growth accountability.
Diagnosis, GTM review, execution priorities, and growth system evaluation.
Positioning refinement, GTM structure, service offer engineering, and operational alignment.
Growth initiatives, pipeline acceleration systems, ecosystem activation, and scalable execution rhythms operationalized.
Diagnosis, GTM review, execution priorities, and growth system evaluation.
Positioning refinement, GTM structure, service offer engineering, and operational alignment.
Growth initiatives, pipeline acceleration systems, ecosystem activation, and scalable execution rhythms operationalized.
When growth systems break:
And this is where strong technology companies either build predictable growth systems... or quietly stall.
The collaboration between Phoenix and CUSP on the Partner Transformation Program (PTP) has been highly valuable in accelerating our AWS go-to-market maturity. CUSP brought a structured, insight-led approach, helping us strengthen our sales capability through targeted enablement, while also shaping clearvalue propositions aligned to our key verticals. Their frameworks and guidance enabled stronger alignment with AWS, driving more focused joint GTM initiatives and a clearer roadmap for growth. The engagement has left us with practical tools, enhanced internal capability, and a solid foundation to scale our AWS business moving forward.
Our experience with CUSP has been excellent. CUSP Services delivers reliable, professional, and customer-focused service. The team consistently demonstrates efficiency and a strong commitment to client satisfaction. We highly recommend their services.
The CUSP team not only demonstrated a high level of professionalism but most importantly an impressive depth of knowledge. The 100 Day process has proven to be extremely useful; setting us up for success.
CUSP Services provided exceptional support and strategic insights that were instrumental in refining our approach to the Public Sector cloud market. Their professionalism, expertise, and proactive guidance have been invaluable to our growth.
CUSP were excellent in providing practical guidance through the Partner Transformation Program – providing reference points, context, useful models andf rameworks for thought and action. The team was of major value, in helping with both our strategic direction and in the orchestration of action. The CUSP guys were supportive, responsive and available throughout our PTP engagement.
Working with CUSP and participating in the planning process and subsequent 100 day execution period has allowed us to be clear, specific and intentional in our approach to AWS and to strengthen our go to market position and work more strategically with AWS Sales people
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 PTP covered formulation of cloud specific GTM strategies in alignment with the overall StarOne IT vision and strategy, cloud sales & delivery team enablement, competency building and large account planning. 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.
They come with a lot of experience which helps understand the directional change required for a growing organization
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.
Their in-depth understanding of AWS, coupled with their ability to tailor business transformation solutions to our specific needs, has been instrumental in our program’s success. CUSP consistently went above and beyond, ensuring that every aspect of our partnership was characterized by professionalism, transparency, and a genuine desire to help us achieve our goals.
The PTP program by CUSP was really useful for us at CloudThat to find the gaps in our offerings, and to strategize how to plan for excelling in the AWS Public Sector Ecosystem. We planned on making more repeatable solutions that was really useful to us as a strategy. Highly recommended.
CUSP has proved to be a strong business partner. They brought about years of experience with the service industry and could contextualize rapidly to our very niche Edu Tech business. Their deep insights along with strong professionalism helped uncover the possible areas of improvement and drive business growth. I would strongly recommend them for any partner transformation journey.
CUSP provides excellent services if you are looking to grow your business strategically. They are the experts who works with you to grow your complete ecosystem from Leadership, Sales to Technical expertise.
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!
CUSP team has helped us in getting the messaging of our offerings right. The 100 day session was valuable and helped us optimize the sales and marketing process gaps.
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.
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
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.
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!
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.
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.
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!
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.
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.
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.
They come with a lot of experience which helps understand the directional change required for a growing organization
Let's identify what's slowing growth, prioritize what matters most, and build the systems that help your business scale beyond founder dependency.
Identify what's slowing you down
Build systems that scale
Drive predictable, lasting results
