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Co-Sell

Technology Co-Sell

Best fit

Categories that depend on integration with a platform ecosystem (Microsoft, AWS, Google, CrowdStrike, Palo Alto, Okta). The platform vendor opens doors and validates the architecture.

GTM reality

Requires real alliance discipline — joint solution briefs, joint pipeline reviews, joint marketing, partner-program tiering. Opportunistic partner PDFs do not produce pipeline.

Deal economics

Co-sell deals close faster and renew better because the platform vendor backstops the relationship. But the platform vendor also dictates the integration roadmap.

Common mistake

Treating "we have a partnership with X" as a GTM strategy. Without joint accounts, joint comp, and joint motion, the partnership produces logos, not revenue.

Fits category types
  • Identity-adjacent
  • cloud-adjacent
  • SecOps-adjacent
  • any product whose value depends on another platform