Glossary
Co-sell
A motion where two organizations sell together on a customer deal, sharing opportunity data and coordinating execution.
What it is. Co-sell is the operating motion where two organizations (typically a software vendor and a partner) sell together on customer deals. Both parties register the opportunity, coordinate execution, and split or attribute revenue. Common forms include hyperscaler co-sell (Microsoft Co-Sell, AWS Marketplace, Google Cloud Partner Advantage), ISV-to-ISV co-sell, and GSI-led co-sell where the integrator brings the customer relationship.
Why it matters. Co-sell unlocks reach (the partner's customer relationships) and credibility (the partner's existing trust). High-volume co-sell programs generate billions of dollars in cross-organization deal value annually. Co-sell is one of the most measurable forms of partner-influenced revenue.
How it shows up in practice. Operationalized through deal registration, cross-organization opportunity sharing (often via tools like WorkSpan), joint pipeline reviews, and dedicated co-sell ops functions inside alliance organizations. Marketplace co-sell adds another layer: deals registered with hyperscalers for incentive and co-sell credit.
Related terms
- Hyperscaler partnership — A partnership with AWS, Microsoft Azure, or Google Cloud involving co-sell motions, marketplace listings, and program-level engagement.
- Partner-influenced revenue — Revenue from customer deals where a partner contributed to the deal's progress, even if the partner didn't originate the deal.
- Joint account planning — The practice of building a coordinated strategy for a customer account in partnership with a strategic partner.
Frequently asked questions
- What's the difference between co-sell and partner-sourced deals?
- Co-sell involves both parties actively selling together. Partner-sourced deals are deals where the partner introduced the opportunity but may not be involved in execution. Co-sell is more operationally tight.
- How does Microsoft Co-Sell differ from other co-sell programs?
- Microsoft Co-Sell has specific program mechanics: partner registers the opportunity in Microsoft's system, Microsoft sales engages, and the partner can earn co-sell credit and incentives. Other programs (AWS, Google) have similar but distinct mechanics.
- Who runs co-sell inside an alliance organization?
- Typically a dedicated co-sell operations function, often a few people reporting to the VP of Alliances. The role is distinct from strategic alliance management because the work is more transactional.