Lenovo aligns closely with its partners to meet the customers’ evolving needs

Amit Luthra
Managing Director, Lenovo ISG, India 

Lenovo’s channel strategy is a cornerstone of its success in India, with nearly 80% of its business driven by channel partners. It operates on a co-pilot model, collaborating closely with partners to build lasting relationships and align its goals for mutual success.

Channel-friendly policies are pivotal to corporate growth, particularly in India's vast and diverse market. The country's expansive geography makes it impractical to maintain a direct sales presence everywhere, which is where robust channel partnerships become essential. They extend a company’s reach, enabling businesses to penetrate regional markets efficiently.
“At Lenovo, our commitment to channel-centricity is evident through initiatives like the Partner Engage Program,” says Amit Luthra – Managing Director, Lenovo ISG, India. “This program offers tiered growth opportunities, sales incentives, and marketing support, empowering our partners to scale with us. With structured training, certifications, and deal registration, we ensure that our partners are equipped with the tools and resources to drive success.”
Furthermore, dedicated account managers provide personalized support, ensuring that Lenovo aligns closely with its partners to meet the evolving needs of customers.

THE ROARING SUCCESS OF LENOVO 360
A channel-friendly policy must be built on trust, transparency, and mutual growth. Critical elements include equitable reward structures—margins, rebates, and performance-based incentives—that drive partner motivation and align with business objectives.
Lenovo’s channel policies, through the Lenovo 360 Global Channel Framework, emphasize tailored learning paths, certifications, and support like Lenovo TruScale, empowering partners to leverage big data and AI to unlock new revenue streams.
“Viewing our partners as an extension of our sales force, we prioritize their enablement through tailored incentive programs and ongoing training. Our five tailored journeys—MSPs, GSIs, AI, Data Management, and Education—serve as focused pathways, allowing partners to access key market segments with ease. This flexibility within Lenovo 360 ensures that partners can maximize their potential across diverse sectors, bolstering growth and innovation,” explains Amit.
He further continues, “Since the launch of Lenovo 360, our partner satisfaction has increased, driven by enhanced engagement through training, marketing activities, and certifications. The program's customization, focused on specific sectors, allows us to deepen relationships with partners, ensuring they stay aligned with Lenovo’s growth strategy while addressing the evolving needs of the market.”
Since the launch of Lenovo 360 in 2022, Lenovo has streamlined incentive programs by 63%, issued over 39,500 certifications, and 10,000 partner-level accreditations—underscoring its deep commitment to partner growth and excellence.
Revenue generation is the primary metric for gauging the success of Lenovo’s partner programs. It tracks channel-driven revenue against direct sales to identify top-performing partners across products, regions, and market segments.
Channel margin, which indicates partner profitability, is another key metric. By analyzing sales costs and revenue, Lenovo measures each partner's contribution to the brand’s overall success.
“Beyond financial metrics, we emphasize partner satisfaction and loyalty. Through regular surveys, feedback sessions, and participation in Lenovo 360’s tailored partner journeys, we ensure alignment with our strategic objectives,” sums up Amit.