How Cumulocity got 20% of revenue via partners in 15 months

When Cumulocity became independent at the start of 2025, its partner program was starting almost from scratch: a handful of device and reseller relationships, an inherited list of hundreds of unqualified records, and no system connecting any of it to HubSpot. Fifteen months later, Cumulocity runs 100+ partner companies through Introw, with a steady base of partner contacts active every month.

Where Cumulocity started: Zero partners, a fragmented, unproven partner motion

Before signing with Introw at the end of December 2024, Cumulocity's partner program was still finding its shape.

1. They weren't allowed to bring the partner program with them. When Cumulocity became independent, "we weren't allowed to take our partners with us... it meant that we had to start from scratch." As Bart put it before the deal closed.
2. The records that did carry over were mostly noise. Hundreds of partner records came from the former parent company, and Cumulocity expected only a handful to be relevant once cleaned up.
3. Channel conflict was a real risk with no system to prevent it. Bart named it directly as one of the most important things to solve.
4. A big, complex partner-relationship system was the wrong fit for a two-person team. Cumulocity's own IoT platform is technically dense: "our product is not that easy to understand as yours unfortunately. It's quite big and extensive." So the team wanted a partner system that didn't add the same complexity on top.

Why they chose Introw

Simplicity, paired with running natively on HubSpot, is what carried the decision.

1. Fast, no-drama time to value. Bart wanted the portal live by the start of January 2025 and tried the no-code builder himself before committing: "I was immediately smitten with the no code approach of the partner portal experience. I tried it out myself. Within 48 hours I had built my own partner portal experience that I could share with my management, and we very quickly decided, okay, let's try this." He also praised the product's simplicity over the more complex systems the team compared it against. The first partners started onboarding roughly four weeks after signing.
2. One single source of truth, not spreadsheets.
   "I've seen in previous companies the pain if you start working with spreadsheets because there's no single truth, it's always chaos. Introw helps me because I can't do that 24 hours a day." Cumulocity wanted a HubSpot extension where partners could share and see deal status directly, with manual acceptance to keep channel conflict under control.
3. Running the program themselves, without engineering. When Cumulocity moved from managing partner access role-by-role to Introw's dynamic segments in mid-2026, Bart saw the operating-cost drop immediately.
4. Commercial payback started early. Within four months of go-live, partner activity had moved past click-throughs into signed commercial contracts: "two partners who have signed a lead agreement. It's immediately taking off. Leads are immediately coming in."

Sometimes it seems you can read my secret wishes - I needed a filter on HubSpot fields in my forms, and voila there they are - very nice.

The results: partner-sourced deals from 0% to 20%

• The number of partners grew ~4x, from 30 to 100+ partner companies over 15 months.
• Partner engagement held steady, 20 to 30-plus partner contacts logged real activity every month.
• Deal registrations get a fast, careful human review. 97% of the deal-registration submissions logged since launch are accepted, preserving the channel-conflict control Cumulocity said mattered most.
• One segment now governs access that used to be managed person by person. A single dynamic segment covers device partners and their contacts, replacing the role-by-role management Cumulocity used to keep up by hand.

Going headless: partners get answers, and Bart gets his own reports, without opening the portal

Cumulocity turned on Introw's AI partner support agent inside its HubSpot-connected portal, so partners can get answers without emailing Bart's small team directly, and connected Introw's MCP server so Bart's own AI assistant can reach the same data.

The clearest day-to-day scene is Bart building his own reports: "Just last week I had to generate a report where I asked Claude Cowork to create a PowerPoint presentation where you take the information from the MCP server from Introw and then generates me actually on the fly in my PowerPoint."

He also watches what partners are actually asking the assistant, not just whether they logged in: "We see very clearly that someone is opening it, as you know. And more importantly, we see which questions are being asked by the AI."