How do you identify which partners are the best fit for co-selling versus just lead-sharing?

When building the recruitment strategy the channel team needs to understand what the sales team expects from partners. Co-selling should go beyond simple lead sharing—it requires a structured approach that covers everything from lead generation to account management and co marketing The ideal co-selling partner should: Have deep expertise in our products and technology to effectively support the sales team in pitching, positioning, and accelerating deal closures. Provide dedicated resources such as marketing support, BDRs, and technical specialists to help drive engagement and execution. Own a strong customer base that enables effective account mapping and targeted expansion opportunities alongside the sales team.