3 Models to Rethink Your Co-Sell Motion
Use these co-sell models in internal meetings or planning documents to spark smarter conversations with CROs, AEs, and alliance leaders, and evolve from partner “coverage” to real revenue impact.
Many co-sell motions stall because they’re built around static alignment: “You have customers, we have customers, let’s co-sell.” But the strongest partner orgs are rethinking how they approach co-sell through 3 core shifts:
From static deal sharing → to dynamic value layering
From one-off handoffs → to co-orchestrated execution
From reactive opportunity mapping → to upstream GTM design
Model 1: The Layered Value Co-Sell Model
What it is:
Focuses on stacking complementary value (AI, integrations, vertical IP, services) before co-selling starts. You sell a stronger story together.
Signals you need this:
Partners bring in leads, but sales teams don’t follow up
AEs don’t see clear “why now” for the partner’s role
You’re stuck co-marketing with no pipeline
Core components:
Joint Ideal Customer Profile (ICP) + differentiated narrative
Value card templates for sellers
Tech + services integration cheat sheet
CRO/AE talking point:
“What’s the real problem we solve better together, and what’s the win story for their seller?”
Model 2: The Co-Orchestration Motion
What it is:
Treats co-sell as a coordinated play, not a handoff. The partner team becomes the conductor, enabling mutual deal hygiene, touchpoints, and win plans.
Signals you need this:
Opportunities stall after initial intro
No clear ownership on deal next steps
Sellers say, “I don’t know what the partner’s doing”
Core components:
Shared deal sheet (CRM-integrated or Sheet)
Co-sell “owner” role per motion
Weekly/biweekly deal syncs
CRO/AE talking point:
“If we want joint wins, we need joint accountability. Who’s owning what, when, and how are we measuring?”
Model 3: The GTM-to-Co-Sell Flywheel
What it is:
Instead of waiting for deals to align reactively, this model designs partner-influenced GTM, then pulls those motions into co-sell naturally.
Signals you need this:
Few net-new deals sourced from partners
Reps default to resell, not co-sell
GTM and partner motions feel disconnected
Core components:
Launch pad or campaign-led GTM entry point
Sales enablement → co-sell trigger → AE engagement
Co-marketing > event > asset > partner-influenced deal
CRO/AE talking point:
“How do we bake co-sell into GTM, so sellers don’t need to ask ‘why this partner?’ every time?”
Bonus: Strategic Prompt for Leadership Discussion
“Which model best fits our motion today, and where are we leaving revenue on the table by not evolving?”
Check out the Toolkits sections for more useful resources.