Co-Selling Definition

Co-selling involves two or more companies joining forces to sell their products or services to a shared target audience. Unlike traditional partnerships where companies might simply refer clients to each other, co-selling takes collaboration a step further by actively working together throughout the sales process. Co-selling is a mutually beneficial relationship where each party uses its strengths to create more value for customers and drive more growth.

 
business meeting with young professionals collaborating
 

Why should I co-sell?

In today's business landscape, collaboration is increasingly becoming necessary for success. Among many collaborative strategies, co-selling is a powerful approach that drives mutual growth for both partnering companies. Some of the benefits of co-selling include:

  • Expanded Market Reach: By tapping into each other's networks and customer bases, co-selling partners can reach a broader audience than they could individually.

  • Enhanced Value Proposition: Combining complementary offerings (like the methodology of BlitzMasters and the data of Partnertap) creates a more comprehensive and compelling value proposition for customers, increasing the likelihood of sales success.

  • Increased Revenue: Co-selling with specialty companies like BlitzMasters often leads to larger deal sizes and higher conversion rates, resulting in increased revenue and profitability for both partners.

  • Improved Customer Satisfaction: By delivering integrated solutions that address multiple needs, co-selling partners can enhance the overall customer experience and build long-term loyalty.

  • Strategic Differentiation: Collaborating with other companies in a co-selling capacity helps businesses differentiate themselves in a crowded marketplace, positioning them as innovative and customer-focused.

 
 

Shortcomings of co-selling

Channel marketing comes with its own set of drawbacks, however. Relying on outside groups for marketing and/or sales can potentially lead to:

  • Lack of analytics: Each partner has their own way of recording analytics, making it difficult (or sometimes impossible) to gain meaningful insights from a campaign. Even if channel marketers do receive analytics from their partners, chances are high the data won’t align 100% with the way the manufacturer measures performance. (BlitzMasters uses standardized reporting and CMS integration with Partnertap to overcome this hurdle).

  • Varying levels of experience: Channel partners have a wide range of skills and expertise. Within each partner organization, individuals will also have varying levels of experience. That’s why BlitzMasters sales enablement workshops are specifically designed to empower reps to generate their own pipeline.

 
 

Real-life co-selling success

Big or small, many companies have found success with co-selling. For instance:

  • Tech Titans: Microsoft and Adobe joined forces to offer integrated solutions for digital marketing, blending Microsoft's cloud platform with Adobe's creative software.

  • Startups: A small software company might team up with a niche consultancy firm to offer tailored solutions for specific industries, gaining an edge in the market.

  • Partner Selling: Vendors often combine the sales enablement expertise of BlitzMasters with their channel selling partners to give their sales pipeline a measurable, repeatable boost.

infographic showing how a sales enablement blitz workshop can increase channel marketing effectiveness
 
 

Co-selling is all about partnerships that pack a punch. By teaming up, companies can unlock new opportunities, expand their reach, and give customers what they really want. It takes planning, teamwork, and good communication, but the payoff can be huge in today's competitive business world. If you’re ready for dramatic results by co-selling with BlitzMasters, click the button below: