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Co-selling is a modern partnering process where two or more peer-level partners with complementary offerings come together to provide a holistic solution to more fully address customer needs and work collaboratively to sell together.

Co-selling with your partners helps you boost your revenue, bring value to your customers, foster customer trust, gain access to unexplored markets, strengthen ecosystem partnerships, increase your brand awareness, reduce channel sales cycles, enhance customer experience, and increase business efficiency.

Co-selling is entirely different from reselling. In reselling models, partners resell your company’s offerings. However, in a co-selling model, each partner has its own set of solutions or services to sell to the customer that comes together as a whole solution for joint customers. Therefore, active collaboration and an aligned sales process are required between the ecosystem partners’ sales teams in a co-sell motion, whereas in a resell motion, you have minimal or no participation in the sales cycle that your reseller partner leads.

You can pick the right co-sell partners by getting clarity on factors like changing market demands, your target market, your and your partners' strengths and weaknesses, your support offerings, and your expectations from your co-sell partners.

Companies regularly use disjointed presentations, spreadsheets, emails, etc., to manage co-sell partnerships. For better co-selling motions, organizations should use a shared system of record. This shared system provides accurate, reliable, and comprehensive records of their work and operations to leadership.