What does a well-structured co-selling process look like from your perspective?

For an effective co-selling process, understanding the partner-prospect dynamic during preparation is paramount. Key questions include the partner's prior sales history, their personal relationship with the client or decision-maker, and their desired role in the sales cycle. Identifying these areas early allows the vendor team to strategically "fill gaps," ensuring a robust and structured selling motion. Many sales professionals are adept at selling their own offerings but may be less comfortable integrating external parties and delegating responsibilities. This can be challenging for direct sellers, making it crucial to establish clear roles and responsibilities early in the process to optimize the overall sales motion.