Gully Sales puts named accounts and live enquiries in front of your dealers, distributors and resellers, gives each one a single owner within an agreed time, and follows it until an outcome is recorded.
Gully Sales Private Limited builds channel demand and follow-up routines for Indian SMBs selling through dealers, distributors, resellers and referral partners.
In one paragraph
Channel opportunity generation and follow-up creates named opportunities for your partners and makes sure each one is worked to a recorded outcome. Gully Sales sizes what each territory can carry, builds the target account lists, routes enquiries to one owner within an agreed time, sets the follow-up rhythm, and reports what happened to every opportunity.
The problem
You forward an enquiry from your website to the dealer whose district it came from. A message on WhatsApp, a name and a phone number, and then nothing. Three weeks later you ask. The dealer says he called once and the customer did not pick up, or that the customer was only checking prices, or he cannot place the name at all. Meanwhile a distributor in another state says head office sends him no support, and your own report shows the same three partners producing nearly everything.
Why it persists. Once an enquiry crosses into a partner's business it leaves your systems, and asking what became of it feels like checking up on a business partner rather than running a process. Partners are busy with counter sales and collections, and an unfamiliar new customer is the easiest call to postpone. Nobody owns the middle: marketing owns the enquiry until it is sent, the partner owns it after that, and the space between the two belongs to no one.
If it stays unresolved. Demand keeps arriving and keeps leaking. The network learns that head office sends names but never asks, and the habit sets. Growth narrows to the two or three partners who follow up on their own, districts that could carry business stay flat, and every plan to grow starts with appointing more partners instead of working the demand you already create.
What changes
In the first weeks
In how the work runs
In sales and marketing
In what management can see
Over the longer term
Gully Sales controls the opportunity lists, the routing rules, the follow-up rhythm and the reporting around them. Whether a partner converts an opportunity also depends on your pricing, stock, service and their own team, so we report opportunities worked and outcomes recorded, not orders promised.
Who it is for
What Gully Sales does
Territory opportunity sizing
We size what a territory can produce before anyone is asked to chase it: the buying accounts that exist in the district, the share your current partner can genuinely reach, and the number that can be worked to a decision this year. Each layer carries its demand drivers, the value of a typical order and the conversion that segment has shown. Assumptions are written and tested against your history.
Target account lists per partner
Each partner receives named accounts rather than a category to go and find. We build the list from your enquiry history, industry directories, trade and association data, customers of adjacent categories, the partner's own dormant accounts, and the buyers a competitor supplies today. Every account carries a segment, an estimated potential and an opening reason to call.
Enquiry capture and routing rules
Every enquiry from your website, campaigns, phone lines, WhatsApp, exhibitions and marketplaces lands in one queue before it goes anywhere. We write the rules that move it: which partner takes which pin code, segment or product, how long they have to accept, what happens when they do not, and how an opportunity is registered so two partners never work it blind.
The follow-up rhythm
We set what follow-up means in your business: how soon a first contact is attempted, how many attempts across which channels before an opportunity is parked, what a qualifying conversation must establish, when a quotation is due, and how often an open opportunity must move. Partners and your channel managers are briefed on the same rhythm, with scripts and templates in your market languages.
Joint working on larger accounts
For accounts a partner cannot open alone, your team works alongside him: a joint call plan for the top accounts in each territory, agreed roles in the meeting, technical or commercial support from your side, and a written next step after every visit. Referral and introduction partners get a short brief so their introduction reaches the right person with context attached.
Outcome coding, feedback and recovery
Every opportunity ends in a coded outcome: ordered, lost on price, lost on delivery, lost to a competitor, no requirement, or unreachable. We review the codes with you each month, feed what they show back into the target lists and campaigns, and re-work parked and unreachable opportunities on a stated cycle instead of letting them settle.
How it runs
Baseline and territory sizing
We read what happens to demand today: where enquiries arrive, how they reach partners, how long that takes and what became of the last three months of them. Alongside that we size each territory's opportunity and write down the assumptions behind every number.
Target lists and demand drivers
We build the named account list for each participating partner from your history, directories, trade sources and the partner's own dormant customers, then segment and prioritise it against the demand drivers the sizing identified.
Routing, registration and follow-up rules
We write the rules that govern an opportunity's life: intake, routing by territory or segment, acceptance windows, registration and protection, contact attempts, stage definitions and outcome codes. Where you run a CRM or portal the rules are configured in it; where you do not, we start with a shared register.
Pilot in two territories
The routine runs live in two contrasting territories. Enquiries are routed under the new rules, partners work their lists to the agreed rhythm, we sit in on calls and joint visits, and we correct whatever does not survive contact with the field.
Rollout and partner briefing
We extend the routine across the network, brief every partner on what they will receive and what is expected in return, train your channel managers to run the weekly review, and set the reporting your leadership will read each month.
Review, recalibrate and hand over
We read outcomes and coverage against the sizing, correct assumptions the market disagreed with, refresh the target lists, feed loss reasons back into campaigns, and hand the routine to your team with every open item named and owned.
Ways to work with us
Channel demand and follow-up audit
A short diagnostic of what happens to demand today: where enquiries arrive, how they reach partners, how long that takes, what became of them, and where the largest leak sits. Ends in written recommendations you can act on with your own team.
Design and pilot
We size the territories, build the target lists, write the routing and follow-up rules, then run them live in two territories alongside your channel manager before anything reaches the wider network.
Network rollout and operating support
The routine extended across your partner network, with us running the weekly opportunity review, coaching partners on follow-up and issuing the reporting, until your team is running all three without us.
Opportunity desk for a campaign or season
For a launch, an exhibition or a peak season, we take enquiries in, qualify them, route them to the right partner, chase the follow-up and report outcomes for the duration of that campaign.
Why Gully Sales
We write the rules after sitting in the field.
The routine is shaped after we have sat with a partner while he calls a customer. Anything a two-person dealer team cannot run on a busy Saturday is rewritten before the network ever sees it.
Marketing and sales are treated as one flow.
Gully Sales works across marketing, sales and revenue operations, so the campaign that creates an enquiry and the partner who has to close it are designed as one path instead of being handed over at a wall.
Built for how Indian channels actually run.
Orders that begin on WhatsApp, partners who keep records in a diary, field teams working in three languages, distributors carrying four other lines. The routine is built to survive that rather than to assume it away.
Partners are asked, not only instructed.
Rules imposed on a network get ignored politely. We brief partners on what they gain, hear their objections early, and adjust what is reasonable, so the process carries their agreement into the first month.
Everything is left behind in writing.
The rulebook, scripts, target lists, review pack and runbook are yours. If we stopped tomorrow, your channel manager would still have the routine, the register and the reports.
Where it applies
Building materials and hardware
Industrial equipment and components
Healthcare and diagnostics
FMCG and consumer brands
Software and technology services
Proof
Premier Marketing
HOPO Hardware
Questions buyers ask
Every number in the sizing is written as an assumption with its source named: your own enquiry and order history, industry directories, association or registration data, and what your partners say about their districts. We test each one against what your business has actually done, then run two sensitivity scenarios so you can see the pipeline at a lower contact rate and a lower conversion rate. Assumptions the field disagrees with are corrected at the first quarterly review.
It depends on how many territories and partners are in scope and how quickly partner meetings can be arranged. The sequence stays fixed even when the calendar does not: baseline and sizing, target lists, rules, a live pilot in two territories, then rollout. We agree dates for each stage in the written scope rather than quoting a standard duration, and the pilot always runs before the wider network sees anything.
Your enquiry and campaign records, order history, customer master, the partner list with territories, and whatever rules of engagement already exist. We also need time with two or three partners, a channel manager who can join a weekly review, and access to your CRM or portal if you run one. If the records are thin, we begin by recording three months of live flow instead of waiting for perfect data.
Against the baseline we record before starting. The early measures are operational: how quickly an enquiry reaches an owner, how many are contacted inside the agreed window, how many opportunities carry a dated next action. The later measures are commercial: partner-sourced pipeline, active partners, coverage against the sizing, sell-through and partner participation across two quarters. Each metric is defined in the scope, so the reports are not argued over afterwards.
We do not set your prices, credit terms or channel margins, and we do not appoint new partners; recruitment is a separate service. Building a partner portal or PRM system is separate too, although we will configure rules inside a system you already run. We do not manage your advertising budget as part of this scope, and we do not take orders or collect payments on your behalf.
Because what a partner receives changes, and so does what happens next. Instead of a name on WhatsApp, a partner gets an accepted opportunity with a reason to call, a stated response window, and a weekly review where open items are read out by name. Partners are briefed on what they gain before any rule arrives, and untouched opportunities go back to the queue for someone else. Attention follows visibility.
Both, depending on the scope. Much of the opportunity in a channel is already sitting unused: dormant customers, uncontacted enquiries, exhibition cards, and accounts a partner has simply never approached. We build target lists from those first. Where fresh demand is needed, we work with your marketing team or take the campaign on as a separate scope, and this routine handles whatever it produces.
It usually reduces conflict. Most disputes start when two people discover the same account late. Registration rules state who may work which account, for how long, and what happens when both have a claim, and a single register makes that visible before the customer notices anything. Where your direct team and a partner should work an account together, the joint call plan sets the roles before the meeting.
No. If you have one, we configure intake, routing, registration and stages inside it so partners work in a single place. If you do not, we begin with a shared register your channel manager maintains, which is enough to run the routine and shows exactly what a system would later need to do. Selecting and implementing a portal is a separate service, and it goes better once the process is proven.
The partner's team does the calling, and your channel manager holds them to it; that is what makes the routine last. During a pilot or a campaign desk we do some of the chasing ourselves so the rhythm is demonstrated rather than described, and we sit in on calls to coach. By handover, the calling, the review and the reporting are all running on your side.
Separate two things here. What you need is the status and outcome of an opportunity you passed on; the customer relationship itself stays with the partner. We usually agree a minimum record such as contacted, quoted, ordered, or lost with a reason, and leave the contact details with them. A partner who will not report even that is telling you something useful about the relationship.
Talk to us
The free audit is a working session, not a pitch. We look at where your enquiries come from, what happens after they reach a partner, and whether the first fix is routing, follow-up, or simply a target list somebody can act on.