Nearbound Daily #412: Revisiting Co-Sell

Nearbound Daily #412: Revisiting Co-Sell

Micaela Richmond 3 min

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Let’s circle back on last week’s debate on co-sell 

Last week I shared some definitions on co-sell and asked you for yours.


Jay McBain sent his definition to me (thanks Jay!).

Co-sell is any (measurable) point of value that a partner assists in the marketing, sale, renewal, or enrichment of a product or service that doesn’t result in that partner collecting the customer’s money.


Resell is any (measurable) point of value that a partner assists in the marketing, sale, renewal, or enrichment of a product or service that results in that partner collecting the customer’s money.


Both are critically important functions in a bifurcated partner strategy.

If Jay can do it, so can you! Reply with your definition. 🙏

Why it’s important we define co-sell

Defining co-sell is no small thing.


It’s the difference between haphazard and targeted action.

“Language comes first. It’s not that language grows out of consciousness, if you haven’t got language, you can’t be conscious.” —Allan Moore

The language of “co-sell” comes with baggage — baggage about how you do it, who you do it with, what success looks like, and what your goals should be.


For now, here’s a friendly tip: begin all of your co-sell conversations start with definitions.


Save your self from unnecessary headaches. 

Post-pandemic supply chain = opportunity for partners

COVID revealed just how fragile most organization’s supply chains are.

Supply Chain

Many companies are taking it as an opportunity to accelerate change and adopt stronger systems.

Forbes points out,

Without the right types of partnerships in place (and without the right partners), efforts to implement these big picture trends will fall short of their full potential.

But it also means becoming more selective about partners,

Sometimes, simplifying your supply chain operations means cutting out partners who are no longer serving your business effectively — or being more selective regarding the partners you work with.

This is great news for partnerships. There’s TONS of opportunity in the market.


Read the article here.

Stuff you don’t want to miss!

  • Sept 20, 12 PM EST — Partner Attach: The Great Debate — Sunir Shah (AppBind), Aaron McGarry (Qualtrics), Jared Fuller (Reveal &, and Catie Moynihan (HubSpot) bring their strong opinions to the ring for a great debate on partner attach. Be part of a transformative conversation that will redefine how you measure and attribute partner impact. Register here.

  • Sept 20, 2 PM EST — Comparing Partner Programs: Justworks vs Greenhouse — Join Molly Cavanaugh, Former Director of Business Development at Justworks, Jillian Trubee, Former Partner Program Manager at Greenhouse Software, and Scott Pollack as they’ll explore the differing partnership strategies of two companies working in the same industry. Register Here.

  • Apply by September 22nd for Firneo’s Certified 8-WeekCohort — Learn the frameworks and tactics to excel in every facet of your partnerships role. Apply here.

  • September 28, 12 PM EST — Game Changers: Isaac Morehouse — Isaac will join Oana Manolache to talk about how to use content creation to define a category. He’ll share the 3 elements to help you build brand awareness, drive pipeline, and unite your team. Register here.

  • November 6-9th — Nearbound Summit 2023 — The future of GTM is Nearbound. Join us for the biggest-ever remote experience in GTM where B2B leaders across departments unite to share how they’re winning with Nearbound strategies and tactics. Register here.

Know someone with an amazing co-sell definition?

Share this NbD with someone you think has an amazing co-sell definition they need to get out there!


Micaela Richmond 3 min

Nearbound Daily #412: Revisiting Co-Sell

Co-selling starts with first principles. If you don't get your premises straight, your co-selling motion will suffer.

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