Amit Sinha

President & Co-Founder WorkSpan

Last Reviewed: September 18, 2026

Executive Summary

Amit Sinha is the President and co-founder of WorkSpan, a platform for orchestrating B2B partner ecosystems, where he oversees sales, marketing, services, partnering, customer success and support. The company came directly out of what he watched happen at SAP. He spent more than a decade there in marketing leadership and was a key figure in the launch of SAP HANA, the in-memory data platform that became the fastest SAP product ever to reach $1 billion in sales — an outcome driven substantially by partners selling and implementing it rather than by SAP’s direct salesforce. Having seen an ecosystem produce that result, and having seen how little tooling existed to manage one, he co-founded WorkSpan with Mayank Bawa to build it.

Career Highlights

• Co-founded WorkSpan and serves as President, overseeing sales, marketing, services, partnering, customer success, and support.
• Was a key figure in the launch of SAP HANA, the fastest-growing SAP product to reach $1 billion in sales.
• Spent more than a decade at SAP in marketing leadership roles.
• Built WorkSpan into the platform underpinning partnerships with major cloud providers including Google Cloud.
• Holds an MBA in Technology Marketing from UC Berkeley’s Haas School of Business and a BTech from IIT Bombay.

Professional Journey

Sinha took a BTech in Mechanical Engineering and Operations Research at the Indian Institute of Technology, Bombay, between 1995 and 1999 — where he studied alongside Mayank Bawa, who would later be his co-founder — and subsequently an MBA in Technology Marketing at the Haas School of Business at the University of California, Berkeley.

He spent more than a decade at SAP in a succession of marketing leadership roles, the most consequential of which was the launch of SAP HANA. HANA was a significant technical bet, moving enterprise data processing into memory, and its commercial success depended on more than the technology: system integrators, independent software vendors, and consultancies had to build practices around it, which meant the go-to-market was as much about mobilizing partners as about selling directly. It became the fastest SAP product to reach $1 billion in sales.

That experience produced the observation behind WorkSpan. Partner ecosystems were becoming the dominant route to market in enterprise software, with an increasing share of revenue influenced or delivered by partners rather than by direct sales — and yet the systems for managing them barely existed. Companies tracked their own pipeline meticulously in CRM while managing joint pipeline with partners in spreadsheets emailed back and forth, with neither side able to see the same version of a shared opportunity. The larger the ecosystem, the worse the problem, and the cloud providers building the largest ecosystems in the industry felt it most acutely.

WorkSpan was built as shared infrastructure for that problem: a network where partners co-sell against the same live record rather than reconciling separate ones, covering joint pipeline, co-marketing, and the incentive programmes that govern partner behaviour. The platform now underpins partnerships with major cloud providers including Google Cloud. Sinha runs the commercial side of the business across sales, marketing, services, partnering, customer success and support.

Education

University of California, Berkeley, Haas School of Business

MBA, Technology Marketing

Indian Institute of Technology, Bombay

BTech, Mechanical Engineering and Operations Research (1995-1999)