Client Overview:
A Bangalore-based born-in-the-cloud IT consulting and services company, specializing in cloud transformation services with a primary focus on AWS solutions engaged CUSP leadership for company transformation and revenue growth.
Prior to engagement, the company operated with a lean team of 25 members, including a small sales force and no dedicated marketing function. Despite being an AWS Select Partner with promising technical capabilities, the company struggled to scale beyond their initial success with SMBs and startups.
Their key challenges included an undefined sales methodology, limited market visibility, and inability to penetrate enterprise accounts despite having relevant technical capabilities. The company aimed to establish itself as a premier cloud consulting partner and achieve significant revenue growth.
Initial Situation & Challenges
Market Context:
- The Indian cloud services market was growing at 38% CAGR
- Intense competition from established system integrators
- Highly fragmented regional Cloud players
- Rising demand for multi-cloud expertise
- Increasing emphasis on partner certifications and competencies
Specific Pain Points
1. Sales Infrastructure Gaps:
- Small Sales team – lacking market coverage
- No standardized sales process
- Limited sales governance and reporting
- Insufficient pipeline management
- Ad-hoc approach to opportunity qualification
2. Market Positioning Challenges:
- Limited brand recognition beyond SMB segment
- Lack of structured marketing approach
- Minimal presence in enterprise conversations
- Partnership status with cloud providers could be better leveraged
3. Resource Constraints:
- Small sales team without enterprise experience
- No dedicated marketing resources
- Limited investment in business development
- Few certified resources compared to competitors
Solution Implementation
The transformation was executed in three phases over 24 months:
Phase 1: Foundation Building (Months 1-6)
- Established sales governance framework
- Implemented Salesforce CRM with custom workflows
- Created sales playbooks and documentation
- Developed value proposition and messaging framework
- Initiated a structured AWS certification, SDP and competency development program
Phase 2: Market Expansion (Months 7-12)
- Launched dedicated marketing function
- Established demand generation engine
- Created account-based marketing program
- Expanded sales team with enterprise focus
- Built partner enablement program
Phase 3: Enterprise Scale (Months 13-24)
- Implemented enterprise sales methodology
- Launched international expansion
- Developed Cloud solutions and IP around managed services
- Accelerated AWS competency acquisition
- Built solution development practice
Process Details
1. Sales Process Transformation
- Created opportunity qualification framework
- Established weekly pipeline reviews
- Introduced Large Account management in a page framework for key accounts
2. Marketing Engine Development
- Built content marketing function
- Established event marketing and lead gen programs
- Created partner marketing campaigns – especially the SIs and GSIs to develop sales funnel
3. Partner Program Enhancement
- Dedicated AWS partnership lead
- Competency development program
- Joint business planning process
- Co-selling initiative launch
4. Tools & Technologies Deployed
- Usage of CRM tools
- Weekly sales governance dashboards
Results & Impact
Quantitative Outcomes
- Revenue growth: 4X increase in 24 months
- Average deal size: Increased 2X
- Enterprise customers: From 0 to 10+
- AWS SDPs / Competencies: From 2 to 10+
- Team size: Grew to 100+ members
- International presence: Expanded to 3 countries (ASEAN and UAE)
Qualitative Achievements
- Achieved AWS Premier Partner status
- Successfully acquired by leading Indian SI
- Established thought leadership in cloud security
- Built repeatable enterprise sales motion
- Created recognized brand in cloud services