Introduction

Co-selling joins forces with trusted partners to close bigger deals faster. Done right, it lowers costs and boosts win rates.

What's the problem it solves?

Many sales teams struggle to win trust and reach the right buyers alone. Prospects often prefer advice from neutral experts, and without partner involvement, deals can take longer, cost more, and have a lower chance of closing.

Quick Summary

Co-selling is when your sales team works directly with another company’s team to close a deal. Instead of one seller pushing their product, both teams present a combined solution, adding credibility and value. For example, a software vendor might bring in a systems integrator who has industry experience and connections to assure the buyer they’re making the right choice.

This approach works because buyers trust third parties more than direct reps, especially in B2B SaaS where customers do a lot of research before talking to vendors. Unlike reselling, where the partner owns the customer contract, co-selling keeps the vendor and partner both involved in the sales process and sharing revenue.

To succeed, companies need to treat co-selling as a structured program, not an ad hoc effort. This means dedicating resources, identifying ideal partners, mapping joint accounts, planning co-marketing, setting KPIs, and avoiding mistakes like under-resourcing or poor operational support. The payoff is faster deals, larger contracts, lower acquisition costs, and stronger long-term relationships.

Key Takeaways

• Co-selling = selling with another company’s team to close deals jointly
• Builds buyer trust through third-party validation
• Different from reselling (partner owns contract)
• Benefits: faster deals, lower costs, bigger revenue
• Needs dedicated resources, clear partner fit, and well-defined roles
• Mapping accounts and co-marketing boosts success
• Metrics like partner-sourced revenue and deal size track performance
• Avoid running it as a side project without proper people or tools

What to do

• Dedicate a person or team to manage co-selling
• Identify “shadow” co-sell activity already happening internally
• Build Ideal Partner Profiles (IPPs) and match with your strengths
• Clarify support you’ll provide (tools, training, account access)
• Map joint target accounts and assign relationship owners
• Launch co-marketing campaigns to signal partnership to the market
• Track KPIs like partner-influenced revenue and lead quality
• Use a partner ecosystem management platform to stay organized
• Avoid starting without operational readiness and clear accountability

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