The partnerships
co-sell blueprint.

Who this is for

Sales and partnerships leaders who want a repeatable partner-sourced and partner-influenced motion. Works with SIs, ISVs, VARs, affiliates and cloud marketplaces.

1) Co-sell framework

• ICP overlap → do we win with the same segment and problem?
• Value exchange → what does the partner get (rev share, ACV lift, services attach)?
• Motion → source, influence or resell? Who owns MEDDICC/BANT?
• Operating rhythm → weekly deal sync + monthly pipeline review + quarterly QBR.

2) Selecting partners

Score each candidate 1–5 across six dimensions:

1. ICP match & region focus
2. Account overlap (shared CRM lists / marketplace buyers)
3. Executive sponsor willingness
4. Sales capacity and enablement maturity
5. Services/implementation capability
6. Commercial fit (MDF, rev share, legal simplicity)

Pick 3–5 to start. Say "not now" to the rest with a re-check in 90 days.

3) Enablement pack

• Partner one-pager: ICP, pains, value, 3–5 use cases, objection handling.
• Pitch kit: short deck (10–12 slides), demo script, 3 logos/case studies.
• How to source: triggers list, email/call snippets, marketplace listing links.
• Deal desk: discount guardrails, rev share, legal boilerplates, NDAs.
• MAP (Mutual Action Plan): who does what in the next 30–60 days.

4) Co-sell motion (weekly)

1. Kickoff: exec sponsor intro, agree on targets (meetings, pipeline, wins).
2. Account mapping: 50–150 shared accounts → heat-map owners and timing.
3. Sourcing sprints: 2×/week outbound blocks + social proof drops.
4. Deal sync (30–45 min): stage, next step, blockers; update the MAP.
5. Marketing assist: co-webinar or field event within the first 45 days.

5) QBRs & incentives

• Quarterly review: sourced, influenced, win rate, cycle time, services attach.
• Joint objectives: "3 sourced opps / month" or "€100k influenced / quarter".
• Incentives: SPIFs for AEs/SDRs, MDF for demand gen, services attach for their PS team.
• Tiers: Registered → Select → Premier with clear thresholds and perks.

6) Metrics & dashboard

• Funnel: sourced meetings, partner-assisted meetings, SQLs.
• Pipeline: partner-sourced €, influenced €, stage aging.
• Wins: win rate vs. solo, deal-size delta, cycle-time delta.
• Health: attendance on syncs, MAP completion, content usage.

Download: Co-sell dashboard (Sheets)

7) Common risks

• Too many partners: shallow enablement, no throughput.
• No exec sponsor: deals stall; get a named sponsor on both sides.
• Unclear money flow: rev share/discount ambiguity kills momentum.
• Deal ownership: AE vs. partner conflict → define R&R up front.

Templates

Partner Scorecard · Partner One-Pager · Co-sell Pitch Deck · Mutual Action Plan · QBR deck · Deal Desk guardrails