Implementing Co-Selling Best Practices with PartnerStack

Partnerships can’t rely on hope, handshakes, or high-level alignment. To prove real impact, partner teams need the same discipline, data, and operational rigor found in RevOps.

In this episode of the PartnerStack podcast Rob Moyer (Founder of BlueThread.io) chats with Tyler Calder (CMO at PartnerStack) to break down what it means to co-sell with precision.

Rob draws on his experience scaling successful partner programs at Microsoft, TD Synnex, and Gong to show how partner teams can orchestrate better collaboration, run tighter processes, and demonstrate exactly where partners create value. He also walks through his six-step framework for executing co-sell motions with clarity and confidence.

Co-Selling Best Practices

In the evolving landscape of B2B sales, co-selling has emerged as a powerful strategy for driving revenue growth through collaborative partnerships. By leveraging platforms like PartnerStack, businesses can streamline partner interactions, track performance, and scale their co-selling efforts effectively.

Co-selling involves bringing in a third-party partner to support and close a deal, effectively creating a sales team composed of representatives from multiple companies.

Unlike traditional reselling, where partners take a margin and provide limited visibility into deals, co-selling emphasizes collaboration, with partners typically earning commissions while working closely together. For instance, a software company might partner with a systems integrator to demonstrate how their solution fits into a client’s existing infrastructure, adding credibility and expertise to the pitch.

In a partner ecosystem, co-selling transforms how companies approach sales by fostering mutual support, shared resources, and aligned incentives. PartnerStack, a leading partner relationship management (PRM) platform, facilitates this by providing tools for deal tracking, referrals, and engagement, making it easier to operationalize co-selling at scale.

Benefits of Co-Selling

Co-selling offers advantages for all parties involved: companies, partners, and customers. Deals close faster and at lower costs while delivering greater value. Customers benefit from a “one-stop-shop” experience, receiving integrated solutions without navigating multiple vendors.

For businesses, it means accessing larger recurring revenue streams with reduced acquisition expenses. In the SaaS sector, where buyers often distrust direct sales reps, partners can influence prospects early, building trust before the primary brand engages. Additionally, co-selling enables access to new markets, shared marketing efforts, and stronger value propositions through complementary offerings.

Signs Your Business is Ready for Co-Selling Partnerships

Before diving into co-selling, assess your organization’s preparedness. Here are five key indicators:

1. Strategic Alignment: Your solution complements another product or service, and partnership goals are in sync. Use account mapping to identify overlapping customers and quick-win opportunities, ensuring both sides share a definition of success.
2. Established Marketing Process: Your team has a clear ideal customer profile (ICP) and effective market positioning. This includes communicating ICP, go-to-market strategies, pricing, and branding to partners.
3. Scalable Solutions: You have the resources, systems, and processes to manage growth without compromising customer satisfaction.
4. Successful Pilot Programs: Positive results from testing co-selling in a controlled pilot signal readiness for expansion. Pilots should run for at least a year to allow setup and iteration.
5. Technology Infrastructure: Tools like a PRM (e.g., PartnerStack) are in place for finding, managing, and scaling partnerships, including CRM integrations for seamless account mapping.

If these elements align, you’re positioned to leverage co-selling for accelerated growth.

Best Practices for Co-Selling with PartnerStack

Successful co-selling hinges on alignment, communication, and the right tools. PartnerStack enhances these practices with features tailored for enterprise partnerships. Below are core best practices:

• Foster Team Alignment and Shared Goals: Ensure leadership communicates a unified vision to prevent internal competition. Define metrics, objectives, and roles with partners to encourage collaboration. PartnerStack’s real-time dashboards provide visibility into partner-sourced pipeline and conversions, helping track progress toward these goals.
• Prioritize Communication and Transparency: Schedule regular meetings and use shared platforms for messaging and task management. PartnerStack’s bi-directional CRM integrations (e.g., with Salesforce and HubSpot) enable seamless deal flow and centralized communication.
• Choose Complementary Partners: Select non-competitive partners with aligned values whose offerings integrate well with yours. PartnerStack’s AI partner matching recommends high-fit partners from its network of over 116,000 active B2B partners.
• Focus on Enablement and Engagement: Provide training, resources, and points of contact to keep partners active. PartnerStack automates onboarding, delivers in-platform training, and supports simple referrals via email, Slack, or CRM. Re-engage dormant partners through joint sessions and on-demand content.
• Emphasize Customer Success and Flexibility: Center partnerships on enhancing customer experiences and remain adaptable to evolving relationships. Avoid rigid processes; invest in mutual benefits to secure larger deals and warmer leads.

In initial co-selling conversations, build rapport by sharing insights and avoiding demands for leads or introductions—focus on mutual value to earn trust.

Steps to Implement Co-Selling with PartnerStack

To get started, follow these structured steps:

1. Dedicate Resources: Assign dedicated personnel; co-selling isn’t a side task.
2. Monitor and Engage Early: Listen to partners and address issues before they escalate.
3. Formalize Existing Opportunities: Capture referrals using PartnerStack’s Slack integrations for easy submissions.
4. Identify Ideal Partners: Develop ideal partner profiles (IPPs) via SWOT analysis.
5. Clarify Support: Outline PRM access, training, and expectations.
6. Map Accounts and Plan: Collaborate cross-functionally on customer lists and strategies.
7. Develop Co-Marketing: Create joint campaigns and leverage social selling.
8. Measure and Improve: Track KPIs like lead value and revenue; use data to refine.

PartnerStack’s AI-powered lead capture and analytics make these steps actionable and measurable.

Case Study: CallRail’s Success with PartnerStack

CallRail, a marketing analytics platform, exemplifies effective co-selling. By vetting partners like digital marketing agencies and using PartnerStack’s PRM for pipeline visibility and deal tracking, they exponentially increased deal volume.

Key to their success: tracking participation, re-engaging dormant partners, joint training, and flexible relationship management. This approach led to end-to-end partnership management, emphasizing shared goals and adaptability.

Conclusion

Implementing co-selling with PartnerStack transforms partnerships into a revenue engine by emphasizing collaboration, technology, and customer-centricity. By following these best practices and steps, businesses can unlock faster deals, expanded reach, and sustainable growth. Start by evaluating your readiness and leveraging PartnerStack’s tools to build a thriving partner ecosystem today.