The Inevitable Shift to Co-Selling

Over the past 24 months we’ve seen a shift in the way companies go to market with their partners.  The new go to market strategy is moving from a traditional partner resell model to a co-sell model.

The Challenges of Reselling

With reselling, the VAR recognizes the customer problem and sells a partner (often off-the shelf) solution. The partner’s role might be in implementation or support, but that’s it. There are many challenges with this model. The main one is there can be a disconnect between what the sales rep is selling versus what the partner solution does. This leads to an onslaught of meetings to reset expectations. This model also makes the VAR the go-between—which impedes and complicates the sales process.

Let’s face it—in today’s subscription economy and app marketplace, the reselling model has become outdated.

The New and Improved Way

No one company can service all their customers needs and expect to be a one stop shop. That’s why companies are shifting to co-selling. True to its name, co-selling is bringing in partners to sell solutions together.

The core of co-selling is connecting sales professionals in the field to allow them to collaborate freely with each other. Sales is personal. Successful partnerships require an investment—learning each other’s sales style, accounts, solutions. So it’s critical to build strong relationships—with regular touchpoints, F2F meetings, etc.

When you’re in sync, you’ll be even more compelling to the customer. You’ll be able to co-lead the conversation and demonstrate the value of multiple solutions. And the proof is in the pudding. Partnering boosts pipeline, closes deals faster with higher deal sizes and adds greater value to the customer.

Stay up to date with the latest info about strategic alliances and co-sell partnerships.

Partner Ecosystem Platform

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

Account Mapping

For everyone that wants to see mutual account overlap with partners

Sharing Controls

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

Channel Insights

For channel teams to get segment-by-segment insights into partner accounts and opportunities


For sales reps and teams who want to get and share insights with partners on mutual accounts

Ecosystem Analytics

See all the growth opportunities within your partner ecosystem

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 corporate clients


Expand your distribution with smarter partnering

HR Tech

Co-sell with the leading HR technology sales teams


Sell more medical products and services with partners


Grow insurance sales with partners

Professional Services

Extend your sales reach with partners


Sell more software with partner insights


Accelerate co-selling with agents, brokers and sales reps


Win more corporate travel business with partners

Company Overview







Industry Overview




Professional Services

Healthcare & Life Sciences

Banking and Financial Services



HR Tech