If you want to make strategic co-selling a primary revenue driver, building connections with your partner’s field teams is critical.

Microsoft perfectly explains the benefit of co-selling: “co-selling with partners typically results in a larger sale on average than those sold independently, which incentivizes sellers and partners to work with each other to identify synergies and join forces.” 

This is a half-truth. Co-selling does deliver larger sales, but companies are missing out on the gold mine that strategic co-selling could unearth. For the most part, co-selling hasn’t evolved much since the mid-90s and early 2000s. As a result, channel teams are co-selling but never reaching their full revenue potential.

Co-Selling Today is a Reactive Process

In its current form, co-selling, is a reactive process. Channel manager A has to connect with Channel Manager B, who then play’s rep to rep matchmaker. This process doesn’t foster the relationships that strategic co-selling requires to be your primary revenue driver.

Sales teams need to meet each other and build the same types of relationships their channel teams are building. Salespeople should be relationship building and collaborating around shared accounts before opportunities present themselves, and act more proactively.

The best salespeople understand this and try to build relationships with sales reps they know and trust. These relationships are key to the success of the channel because they lead to more opportunities and more wins. However, field teams don’t need to wait to be matched up by their channel managers to build these relationships. They can build trust with reps themselves if they have the right channel insights and the right sales tool.   

Moving from Reactive to Strategic Co-Selling

It’s time to unleash sales teams to meet each other prior to opportunities and deals being worked. We need to enable sellers to build trustworthy relationships early so that co-selling becomes second nature. Instead of sellers being matched up by their channel managers, they are empowered to bring in a trusted partner that they already know.

It is impossible to have this type of synergy between field teams with this current co-selling paradigm. In order to facilitate strategic co-selling, channel teams and field teams need to have an automated platform that gives them the vision they need to build these relationships.

Teams can see who owns what account at their partner company and communicate directly with one another. This way channel managers can focus on building stronger relationships with c-level executives at their top partner companies.

Make Strategic Co-Selling a Primary Revenue Driver

To make a really profitable co-sell partnership, it is important to move to a proactive model. Channel managers should not be spending so much time and effort quarterbacking co-sell motions. Instead, field teams need to synergize with one another and rally around deals together. This strategic approach removes the bottleneck of channel managers allowing your sales teams to become your primary revenue engine.

PartnerTap Ecosystem Sales Platform

Secure partner platform helps channel and sales teams drive more revenue from each partnership

Account Mapping

Instantly map millions of accounts to identify your mutual overlap with each partner

Sharing Controls

Control what data you share on a partner-by-partner basis

Channel Pipeline

Empower channel teams with the data and reports they need to identify new sales opportunities


The real-time data and tools sellers need to sell more with ISV, reseller, and marketplace partners

Ecosystem Analytics

Track all the sales opportunities sourced and accelerated with partners

CRM Integration

PartnerTap is pre-integrated with all the popular CRM applications

Industry Overview

Every B2B products and services company works with partners. PartnerTap helps you grow revenue with your partners.

Financial Services

Extend your reach as a trusted adviser and win more clients


Grow insurance sales with partners


Sell more software with partner insights


Expand your distribution with smarter partnering

Private Equity

Build an acquisition revenue machine


Accelerate co-selling with agents, brokers and sales reps

HR Tech

Co-sell with the leading HR technology sales teams

Professional Services

Extend your sales reach with partners


Win more corporate travel business with partners

Company Overview

We built PartnerTap to help companies drive more revenue with partners. Learn about our story and background.


Learn about our executives and company leaders helping customers drive more revenue


Learn more about our technology and consulting partners


Read our latest blog post or browse the archives for partnering best practices

Contact Info

Need to speak with someone at Partnertap or reach support?


Explore our different editions and options for your teams


Submit a ticket, browse our FAQs, or chat with a support rep


View a list of career paths with PartnerTap