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A partnerships leader presenting a partner pipeline for the CFO on a wall monitor showing sourced versus influenced revenue with conversion rates, the finance chief reviewing a printed attribution summary across the table, deep navy and warm amber palette

Partner Pipeline for the CFO: Making It Real

What is partner pipeline for the CFO? Short answer: Partner pipeline for the CFO is the view of partner-influenced and partner-sourced revenue translated into the language a finance leader uses to make budget decisions, conversion rates, attribution clarity, and a defensible return on the program’s cost. It is the difference between a partnerships team that […]

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Editor's Picks

MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

MDF Programs That Generate Real Pipeline (Not Just Activity)

Short answer: most MDF (Market Development Funds) programs in B2B SaaS waste 50 to 70 percent of their budget. The cause is structural, not size. MDF gets framed too narrowly as marketing money. It then goes to partners who will not run the activity that drives pipeline. The fix is a defensible MDF program that […]

A partner enablement lead walking two partner-side AEs through a joint pitch deck and a one-page pursuit playbook in a conference room, deep navy and warm amber palette

Co-Sell Enablement: What to Ship and When

What is co-sell enablement? Short answer: Co-sell enablement is the asset and training layer that equips a partnerโ€™s sellers to carry a joint pitch into a customer conversation. It is the difference between a partner who can name your product and a partner-side AE who can actually position the joint solution in a live deal. […]

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A vendor partner manager and a partner AE briefing a bank procurement and risk team across a conference table with a printed compliance checklist visible, deep navy and warm amber palette

Co-Sell in Financial Services: What Works

What is co-sell in financial services? Short answer: Co-sell in financial services is the joint selling motion run into banks, insurers, and asset managers, where vendor risk reviews, procurement gates, and regulatory constraints shape every step. It works the same way co-sell works anywhere, but it has to clear a buyer environment that other sectors […]

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A partnerships leader presenting a co-sell KPI scorecard on a wall monitor to a CRO and a CFO in a quarterly review, deep navy and warm amber palette

Co-Sell KPIs: The Scorecard That Defends Budget

What are co-sell KPIs? Short answer: Co-sell KPIs are the small set of headline numbers a partnerships leader commits to and is reviewed against: producing-partner rate, partner-sourced pipeline, partner-influenced revenue, and joint-deal cycle time. They are the scorecard, not the instrument panel, and they exist to answer one question from finance: is co-sell worth the […]

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A co-sell alignment specialist and a RevOps analyst reviewing a leading-and-lagging metrics dashboard on two monitors at a desk, deep navy and warm amber palette

Co-Sell Metrics: Leading and Lagging Signals

What are co-sell metrics? Short answer: Co-sell metrics are the full set of measurements that show whether a joint selling motion is healthy, spanning leading signals that predict outcomes and lagging signals that confirm them. They are the instrument panel for a co-sell program, the layer beneath the headline scorecard. Co-sell metrics and co-sell KPIs […]

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A vendor AE and a partner AE jointly presenting to a customer buying committee in a conference room with a shared account plan on screen, deep navy and warm amber palette

Co-Sell Motion: The Five-Part Operating Model

What is a co-sell motion? Short answer: A co-sell motion is the repeatable operating model two companies use to find, work, and win deals together. It is the structured how of selling with a partner, distinct from the relationship that makes a partnership exist, and it is what turns a signed agreement into shared revenue. […]

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A partner manager and an account executive filling in a printed co-sell plan template on a conference table, a joint account list and a deal-stage map visible between them, deep navy and warm amber palette

Co-Sell Plan Template: A Field-Ready Structure

What is a co-sell plan template? Short answer: A co-sell plan template is a reusable structure two companies fill in to define how they will find, work, and win deals together. It replaces the vague intent of a signed partnership with named accounts, named owners, and a cadence, so the partnership has an operating plan […]

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Two colleagues in business attire point at a large screen displaying a spreadsheet with a bar chart and a deal-registration form.

Co-Sell Platform: What It Is and How to Choose

What is a co-sell platform? Short answer: A co-sell platform is the software two companies use to find shared accounts, register joint opportunities, and track the pipeline they build together. It connects two CRMs so that overlap, deal status, and attribution are visible to both sides without anyone exporting a spreadsheet. The phrase covers more […]

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Two account executives from different companies running a joint discovery call with a customer, a printed co-sell playbook with deal stages open on the table, deep navy and warm amber palette

Co-Sell Playbook: The Repeatable Deal Structure

What is a co-sell playbook? Short answer: A co-sell playbook is the repeatable structure two companies follow to take a joint deal from a shared account to a closed win. It defines the stages, the moves at each stage, and the owner of each move, so every joint deal runs the same way instead of […]

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A vendor account executive and a partner account executive presenting a joint business case to an economic buyer across a conference table, a one-page value summary visible, deep navy and warm amber palette

Co-Sell Playbook for the Economic Buyer

What is a co-sell playbook for the economic buyer? Short answer: A co-sell playbook for the economic buyer is the structure two companies use to bring a joint deal to the person who controls the budget. It coordinates both sellers around one business case aimed at one decision-maker, so the budget holder hears a single […]

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A partnerships leader walking two account executives through a co-sell playbook template on a wall monitor, a printed roles-and-ownership matrix on the table, deep navy and warm amber palette

Co-Sell Playbook Template: Sections That Matter

What is a co-sell playbook template? Short answer: A co-sell playbook template is a reusable document structure two companies fill in to run joint deals the same way every time. It standardizes the sections of a co-sell playbook, so the fifth partner playbook is a configuration exercise rather than a blank page. A template is […]

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A partnerships leader and a program manager reviewing a partner tier structure on a wall monitor that shows a ladder of tiers with the requirements and benefits at each level, a printed tier criteria sheet on the table, deep navy and warm amber palette

Partner Tier Structure: Designing Tiers That Earn

What is a partner tier structure? Short answer: A partner tier structure is the system of ranked levels, often named something like registered, silver, gold, and elite, that sorts partners by their commitment and performance and ties each level to a defined set of requirements and benefits. It is the mechanism a program uses to […]

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Whether starting with a single sales team or a single partner, any co-sell motion can be live within 30 days.