Co-selling isn’t new. But it’s having a major resurgence—and for good reason.

In today’s complex B2B landscape, where buyers demand integrated solutions and executive-ready messaging, partner co-selling has emerged as one of the most effective ways to accelerate deal velocity. In fact, companies that embrace co-selling are closing deals 30 – 45% faster. And with 71% of organizations expecting over 10% growth from partner-sourced revenue in 2024, the pressure is on to get it right.

So what’s driving this co-sell comeback—and why are so many partner programs still struggling to execute?

The Opportunity Is Clear

Co-selling gives you three undeniable advantages:

• Faster Sales Cycles: Combining brand credibility, complementary capabilities, and shared resources can streamline the sales process and shorten decision timelines.
• Bigger Deals: Joint solutions are more complete - and more valuable. That means larger average deal sizes and more strategic wins.
• New Market Reach: Co-selling enables access to new segments or regions without starting from scratch.

From Salesforce’s Vector Program to HP’s OneHP initiative, top companies are formalizing co-sell frameworks and rethinking how they equip partners to succeed.

The Execution Gap

Despite the upside, many partner marketers and alliance leaders face friction in three key areas:

1. Inconsistent Messaging: When multiple partners approach the same account with different positioning or pitch decks, buyers get confused. Deals slow down—or disappear.
2. Heavy Content Lift: Creating personalized, co-branded proposals and campaigns takes time, coordination, and expertise most partner teams don’t have on hand.
3. Slow Ramp and MDF Waste: 71% of partner marketers say they struggle to activate funding within timelines. This leaves valuable market development funds untouched and momentum stalled.

What’s Fueling the Comeback? AI + Ecosystem Strategy

The renewed momentum behind co-selling is powered by two forces:

1. AI-Driven Partner Enablement

Companies like HP and Microsoft are embedding AI into their partner motions to help navigate complex portfolios and accelerate content creation.

SalesPlay X builds on this trend by helping partner teams:

• Instantly generate co-branded proposals and sales materials
• Match the right customer story and product combination to each account
• Access AI-powered research and messaging templates—no guesswork required

2. Shift to Revenue-Driven Ecosystems

Partner marketing budgets are rising—from 37% to a projected 62% of total marketing spend by 2025. But with that investment comes expectation: revenue attribution, compliance, and execution.

SalesPlay X helps companies meet that expectation by aligning partners with unified messaging and enabling fast, consistent content creation across distributed teams.

How SalesPlay X Supports Modern Co-Selling

Here’s how we help leading partner teams turn potential into pipeline:

• Explore new markets without guessing what works
• Create standout co-branded materials that resonate with buyers
• Win bigger deals with AI-generated joint proposals
• Ensure messaging consistency across all partner teams
• Accelerate partner ramp time with pre-loaded use cases and customer stories

Final Thought

Co-selling is back—not because it’s trendy, but because it works. But without the right infrastructure, even the best partner strategy falls short.

Have you considered how much revenue is left on the table when your partners lack the tools to confidently sell your solutions?

With AI, ecosystem orchestration, and the right co-sell content engine, you can turn your partner network into a revenue-driving machine.

💡 Ready to activate your co-sell advantage?
Let’s talk about how SalesPlay X can help your partners start selling on day one.

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Source: https://1624046.fs1.hubspotusercontent-na1.net/hubfs/1624046/2024%20Partner%20Marketing%20research/Partner%20Marketing%20Research_2024_sample%20slides.pdf?