TLDR: What does co-selling mean in today’s multi-partner world? Every sales opportunity is being shaped by partners before your customers and buyers ever speak with your Account Executives. That’s why Bridge Partners just launched four new services to help companies build multi-partner selling programs that drive targeted, high-quality new pipeline, and can scale with automation.
The multi-partner sales reality check
It’s a multi-partner world, but many B2B sales teams are still selling like it’s 1999 instead of orchestrating partner influence and co-selling with multiple partners on every account. Every B2B company is at an inflection point: either build your multi-partner selling program and start orchestrating influence around your customers, or others will orchestrate your market share out from under you.
- Buyers have changed: they don’t want to talk with vendor reps and instead turn to experts they already trust. [Forrester Research]
- 94% of sales reps already sell with partners because they know it’s the only way to hit their revenue targets. [Salesforce State of Sales Report 2026]
- There are 7+ partners influencing every mid-market and larger account that your sales teams need to sell to. [Canalys]
Just co-selling with your buddies on a onesie-twosy basis is no longer enough. And the current ad-hoc approach to multi-partner selling can’t scale.
- Account executives co-sell with their buddies, regardless of whether they have an existing relationship with the buyer.
- Manual account mapping and sharing Excel files via email is time consuming and can’t scale. This hurts sales especially hard in Q1 after every company rolls out new sales territories and they need to spend 3 months just figuring out who’s-who-in-the-zoo influencing each of their accounts.
- Multi-partner selling rarely gets beyond a handful of selling motions; there’s no automation, data, or system to help sales teams coordinate and co-sell across many accounts and selling motions.
Doing nothing isn’t an option if you want to maintain your position in your market.
- Your company needs more partner-involved pipeline and revenue to hit your growth targets this year.
- Your selling partners need your help to hit your channel revenue goals.
- The risk of not building your multi-partner selling program this year will make next year’s chance of success even worse. Learn more about the opportunity cost of not building an effective multi-partner selling program.
The multi-partner selling solution for 2026
So, the status quo won’t work. You can’t afford to do nothing. And your teams are already swamped with current priorities.
Good news is there’s a way you can start building a new multi-partner selling program that will:
- Not over-burden your existing team
- Make a measurable impact on revenue this year
- Give you the foundation and learnings to scale
- Scale globally with automation
This will require an investment in software + services. Specifically, PartnerTap’s multi-partner selling platform + professional services from the experts at Bridge Partners. Together Bridge Partners and PartnerTap can help you design, build and scale your multi-partner selling program, make a measurable impact on 2026 revenue, all without stressing out your teams.
If I were a CRO for a line of business, industry, or product line I would engage Bridge Partners + PartnerTap to quickly:
- Design a program focused on driving new pipeline for my product / my industry / my territory
- Focus on the partners that are the best fit and able to impact customers and revenue for my product area / industry / territory
- Launch a new program within 60 days that mass-activates sales campaigns around the highest-propensity-to-buy accounts for my product / my industry / my territory
- Measure the net-new pipeline at the end of 90 days, make sure sellers are following up on these deals, and then start scaling this program across other product areas / other industries / other territories and regions
To explore how Bridge Partners can quickly build your multi-partner selling proof of concept, contact them here.
To learn how PartnerTap’s technology can help your company operationalize and scale your multi-partner selling program, contact them here.
