Co-Selling 101

Definition, Best Practices, and Resources

What is co-selling?

Co-selling is partnering with another company to sell to a prospect or opportunity at the same time. This act is typically referred to as a "co-selling motion." Co-selling is a common output of a partnership and is often begun by a partner manager and executed by an SDR.

In a Tech or Integration Partnership, an example of co-selling may include a data warehouse and data visualization tool selling their solutions together with both sales reps participating.

In a Channel Partnership, an example of co-selling may include a reseller partnering with the vendor to sell a solution to a customer.

Why Use Co-Selling?

We are in the "Era of the Ecosystem" where many companies utilize an interconnecting "tech stack" of software. As a result, many products are more useful when partnered with another solution. Examples may include a Customer Relationship Manager and a Email Service Provider. Or a Content Management System with a Social Media Manager.

By co-selling with other parts of the tech stack, you can make your product more "sticky" by making sure your customers are fully utilizing your product within their tech stack.

Finding a co-selling partner

It's best to co-sell to overlapping prospects, opportunities, and leads with your partner. The easiest way to do this is to use a Partner Ecosystem Platform to do an account mapping exercise and determining the right list of potential customers to co-sell.

Services like Crossbeam are free to try and will quickly and securely reveal the number of overlaps you have with a potential partner. To kickstart your co-selling efforts, try inviting several partners and then reviewing who has the most overlapping leads, prospects, and opportunities.