Freshworks Head of Channels Continental Europe, Lamia oumeddour profile picture

Lamia oumeddour

Head of Channels Continental Europe at Freshworks

7 questions answered
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Freshworks Head of Channels Continental Europe, Lamia oumeddour
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Co-selling

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Question
What are the must-haves for a co-selling strategy that actually drives results?
Answer
1. The sponsorship of Management For successful co-selling, management must establish a clear framework and well-defined rules of engagement between the sales team and partners. Executive sponsorship, particularly from sales directors, is essential. Sales leaders need to adopt a channel-first mindset, recognizing that partners are an extension of the sales team, not competition. Leveraging partners as a strategic asset enables faster, more scalable growth and strengthens overall sales performance. 2. Resilient Channel Team The channel team plays a critical role in reinforcing the win-win relationship between partners and the sales team. A strong channel strategy must highlight how collaboration with partners accelerates pipeline development and deal closure. To drive adoption, the channel team must stay closely connected to the sales team, understanding their challenges, needs, and opportunities. By providing ongoing enablement and support, they can ensure sales teams maximize the value of co-selling. 3. A sales team with a channel mindset For co-selling to be effective, sales teams must be enabled and empowered to work with partners. This means: Learning how to collaborate strategically with partners on pipeline generation. Understanding how partners can enhance deal execution and brand positioning. Actively working with partners to close deals more efficiently. Sales teams should see partners as trusted allies who expand their reach, bring expertise, and unlock new opportunities rather than as external entities. 4. Strong alignment with partners Partners should be fully integrated into the sales motion. Clear communication, shared goals, and alignment on sales strategies ensure a seamless collaboration. The more partners are engaged in co-selling activities, the more they can contribute to pipeline growth and revenue acceleration.
Co-selling
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Question
What are the best ways to create alignment and trust between sales teams and partners to ensure smooth co-selling? Are there any blockers/red flags I should watch out for?
Co-selling
Technology partner
Service partner