Co-Sell Orchestration: The New Imperative for Every Partner Team
Let’s dig in and explore additional dimensions of co-selling and what we believe to be the most important job to be done by partner teams, namely, driving co-sell orchestration.
In last month’s column, we talked about why it was important for partner teams to reposition themselves as partner co-sales experts, given the critical importance of generating net new revenue for struggling revenue teams in B2B SaaS.
Today, let’s dig in and explore additional dimensions of co-selling and what we believe to be the most important job to be done by partner teams, namely, driving co-sell orchestration.
We’ll start with an overview of the different co-sell motions, each of which is unique.
Then, we’ll look at the three key objectives for co-sell orchestration, and we’ll close with a review of the core processes and organizational responsibilities that allow co-sell orchestration to drive B2B SaaS revenue team mastery.
Understanding the different co-sell motions
The diagram below identifies four distinct co-selling motions, each with different objectives, outcomes, processes and success factors.
1. Process - Readiness assessment and mapping
- Job - Present sales reps with account overlaps only for co-sell-ready partners
- Tools - Crossbeam, Reveal
2. Process - Sales rep enablement and routing
- Job - Route overlaps only to co-sell ready sales reps and support those reps to collaborate with partner revenue teams
- Tools - LeanData, Crossbeam, Reveal, Superglue
3. Process - Joint pipeline management
- Job - For enterprise deals, manage joint pipelines
- Tools - WorkSpan
4. Process - Collaboration governance and reporting
- Job - Work with RevOps to govern, collaborate, and report on attribution
- Tools - Crossbeam, Reveal, LeanData, Superglue, WorkSpan
The road to co-sell success
Understanding the array of co-sell motions, the associated objectives, and the related processes, and building out an EDR (ecosystem development rep) team, will be critical for partner teams to drive revenue in the coming year.
Our advice is that learning about this stuff, listening to the struggles of your revenue team, and becoming a change agent and advocate for co-selling will all be key to success.
