What Indirectly does

Indirectly, Inc. is a Boston-based channel consulting and partner development firm serving B2B technology companies that need to build, scale, or fix their indirect go-to-market motion. Founded in 2018 and co-owned by David Grazio and Tony Luzza — both veterans of channel and partner leadership roles at Dell/EMC, HP, VMware, and other enterprise technology vendors — the firm operates as a boutique advisory practice with 1-10 employees and no proprietary technology platform.

The firm sells a portfolio of six interconnected professional services: Fractional Chief Partnership Officer (fCPO), Partner Enablement, Demand Generation, Strategic Alliances Development, Partner Marketing 2.0 (which includes GenAI-enabled partner marketing), and Partner Recruitment. Engagement models are quote-based, ranging from project work to recurring fractional executive placements, and the firm has logged engagements with named enterprise clients including Dell/EMC, HP Storage, and VMware.

Commercially, Indirectly goes to market primarily through thought-leadership content (blog, LinkedIn, X, Facebook) and a website contact form that funnels into consultative sales conversations. The firm claims delivery coverage across North America, South America, EMEA, and Asia, but is founder-owned, privately held, has no institutional funding, and discloses no revenue. It is a services-only business with no productized software, no patents, and no disclosed AI/ML assets.

Name

Indirectly

Legal name

Indirectly, Inc.

Website

https://indirectlyinc.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Indirectly is a Boston-based boutique channel consulting firm that provides fractional Chief Partnership Officer services, partner enablement, demand generation, and strategic alliance development to B2B technology companies building or scaling their partner ecosystems.

Ownership category

akta.pro rank

Product category

Channel & Partner Strategy Consulting

NAICS

Advertising Agencies (541810)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

Keywords

• Channel partner consulting
• Partner ecosystem development
• Fractional partnership officer
• B2B channel strategy
• Partner enablement services

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Fractional Chief Partnership Officer (fCPO): Provides executive-level partnership expertise on a fractional/part-time basis without the full-time cost. Brings leadership to turn collaborations into growth engines.
2. Partner Enablement Services: Tailored enablement strategies, tools, and best-in-class resources for channel partners including implementation plans and ongoing support.
3. Demand Generation: Strategies that accelerate revenue and drive high-quality leads for channel partners through data-driven, partner-centric approach.
4. Strategic Alliances Development: Development of strategic technology alliances with complementary technology providers to boost market value and expand market presence.
5. Partner Marketing 2.0: Engaging, enabling, and empowering channel partners for maximum impact through marketing best practices and emerging technologies like GenAI.
6. Partner Recruitment: Services to attract the right partners committed to selling solutions and services, leveraging industry expertise and proven methodologies.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Indirectly is a channel consulting and partner development firm that helps B2B technology companies build, scale, and optimize their partner ecosystems. Its core offering is a Fractional Chief Partnership Officer (fCPO) practice supplemented by partner enablement, demand generation, strategic alliances development, partner marketing (including GenAI-enabled approaches), and partner recruitment services. Engagements are sold as bespoke consulting projects to technology vendors ranging from startups to global enterprises such as Dell/EMC, HP Storage, and VMware.

Product overview

Indirectly, Inc. is a channel consulting and partner development services company offering a portfolio of six interconnected service offerings. The core offering is the Fractional Chief Partnership Officer (fCPO) program, which provides executive-level partnership leadership on a fractional basis. This is complemented by Demand Generation services for accelerating partner pipeline, Partner Enablement for training and equipping channel partners, Strategic Alliances Development for technology partnership cultivation, Partner Marketing 2.0 for co-marketing and emerging technology integration (including GenAI), and Partner Recruitment for identifying and onboarding new channel partners. Together, these services form a comprehensive partner ecosystem consulting practice designed to help technology companies build, scale, and optimize their B2B channel strategies.

Differentiator

Problem solved

Functional benefit

Products and services

• Fractional Chief Partnership Officer (fCPO) Executive-level partnership expertise delivered on a fractional basis to technology companies that need senior partnership leadership without a full-time CPO hire. Covers identification and development of strategic alliances, channel partnerships, and collaborations that drive revenue and market expansion.
• Demand Generation Data-driven, partner-centric demand generation strategies designed to accelerate revenue and produce high-quality leads for channel partners through targeted messaging, effective campaigns, and scalable demand-gen programs.
• Partner Enablement Tailored enablement strategies, proven tools, and best-in-class resources that empower channel partners with implementation plans and ongoing support to build a thriving, profitable partner community.
• Strategic Alliances Development Expert guidance in building partnerships with complementary technology providers to elevate solutions and expand market presence through strategic technology alliances, including co-development, co-marketing, and co-selling motions.
• Partner Marketing 2.0 Redefined approach to engage, enable, and empower channel partners for maximum impact, incorporating marketing best practices and emerging technologies such as Generative AI to accelerate channel partner efforts.
• Partner Recruitment Industry expertise and proven methodologies to attract the right partners committed to selling solutions, including targeting distribution partners, value-added resellers (VARs), managed service providers (MSPs), and system integrators.

Quantifiable outcome

• 30% increase in deal closure rates for HP Storage channel partners
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Boot Camp DigitalminorGTM or Marketing Partner · 1 January 2007Founded in 2007, Boot Camp Digital is a leading provider of social media and digital marketing consulting, training, workshops, seminars and speaking. They specialize in digital marketing and social media training programs including online e-learning, live workshops, and digital transformation programs. They have worked with Fortune 500 companies like Meta, P&G, GE, General Mills, Google, NASA, Kickstarter, Nike, Harley-Davidson, and the US Army.
• SHARPERminorGTM or Marketing PartnerB2B marketing agency providing Fresh Ideas & Firepower to make marketing sharper through clever strategic thinking, fearlessly creative campaigns, and deeper intel & insights. Helps B2B marketers and brands stand out and add measurable value.
• Invado GroupcoreStrategic or Co-development PartnerSpecialized go-to-market consultancy that embeds cross-functional marketing teams into B2B technology companies to accelerate growth, drive revenue, and position brands for market leadership. Has deep expertise across cybersecurity, healthcare IT, AI, and industrial tech. Helps Series A startups to mid-market innovators build and execute scalable marketing programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Crossbeam: Crossbeam is a partner ecosystem platform that helps B2B companies identify and act on partner overlap — an emerging technology player that intersects with Indirectly's partner data and recruitment advisory work.
• PartnerStack: PartnerStack is a partner ecosystem and PRM platform — an emerging player whose channel enablement, recruitment, and marketing tooling addresses needs that Indirectly delivers through consulting services.
• ZINFI Technologies: ZINFI provides partner relationship management (PRM) and channel management software — an emerging player whose platform tooling directly addresses the partner enablement and recruitment problems Indirectly consults on.

Broad incumbents

• Bain & Company: Bain is a global management consultancy with a technology and channel practice — a broad incumbent that competes for enterprise tech GTM and partner ecosystem engagements served by Indirectly.
• McKinsey & Company: McKinsey is a global management consultancy serving large technology vendors on GTM and channel strategy — a broad incumbent that competes for the same enterprise client wallet as Indirectly but at significantly larger scale.
• Forrester Research: Forrester is a major research and advisory firm covering channel and B2B tech strategy — overlapping with Indirectly's advisory work but operating as a broad, subscription-driven research incumbent rather than a fractional consulting practice.
• Impact: Impact operates a broad partnership management platform covering affiliates, influencers, and B2B partners — an incumbent platform player adjacent to Indirectly's channel enablement and strategic alliance services.

Direct peers

• Canalys (Omdia): Canalys is a channel-focused research and consulting firm serving technology vendors with channel intelligence and advisory — directly comparable to Indirectly's enterprise tech vendor client base and channel advisory services.
• The Channel Company (CRN): The Channel Company operates CRN and channel-focused events, media, and advisory — closely aligned with Indirectly's channel partner ecosystem focus, though operating at much larger scale and via media rather than consulting.
• PartnerHacker: PartnerHacker is a community, media, and advisory platform focused on B2B partner ecosystem professionals — directly comparable to Indirectly's content-driven, founder-led approach to channel strategy consulting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/IndirectlyInc
• Facebookfacebook.com/indirectlyinc
• LinkedInlinkedin.com/company/indirectlyinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indirectly