The difference, the benefits, and the data behind their impact
In B2B, partnerships aren’t just about logos, they’re about driving real revenue together. That’s why more companies are doubling down on co-marketing and co-selling as core motions inside their partner ecosystem.
Used right, these strategies help you reach new audiences, build trust faster, and close deals more efficiently. And now, we’ve got the data to prove it.
This article covers:
What co-marketing and co-selling really mean
Why they work, especially for startups and scaleups
How to get started
Mistakes to avoid
Real results from top B2B teams
Let’s make B2B partnerships simple and revenue-generating!
What Is Co-Marketing?
Co-marketing is when two companies collaborate to promote content, events, or offers to a shared audience.
Think:
Co-branded webinars
Joint guides or case studies
Email campaigns sent to both company lists
Social media takeovers
Partner spotlights
The goal is awareness and demand generation. Each brand brings its own audience and credibility, and together, they create something more valuable than either could alone.
Why It Works
Trust is everything in B2B. And according to the 2025 Future of Revenue report, companies that co-market with partners report a 52% increase in reach and significantly higher-quality leads.
In a world where cold outreach is getting colder, warm intros from trusted partners cut through the noise.
What Is Co-Selling?
Co-selling is when two companies work together during the sales process.
Instead of just sharing leads, you:
Make mutual introductions
Join calls together
Create custom offers for shared customers
Navigate procurement as a team
It’s about converting, not just promoting.
Why It Works
Deals involving co-selling partners:
Close 38% faster
Are 24% more likely to close
Deliver higher average contract values
That’s the power of two trusted voices solving a bigger problem together.
Co-Marketing vs. Co-Selling: What’s the Difference?
Co-Marketing | Co-Selling | |
Goal | Generate awareness and leads | Convert leads and close deals |
Stage | Top or middle of funnel | Bottom of funnel and post-lead |
Involves | Marketing teams | Sales, partnerships, marketing |
Tactics | Webinars, content, campaigns | Joint calls, shared accounts, custom offers |
Best For | Early-stage partnerships | Mature, strategic partnerships |
When to Use Co-Marketing
You should consider co-marketing if:
You serve similar or adjacent audiences
You want to test partner alignment
You’re launching a product or event
You need leads, not just awareness
It’s ideal for early-stage B2B companies who want to validate a partnership before investing deeper.
Start Simple
Co-author a blog post
Host a short webinar
Feature a partner in your newsletter
Create a downloadable resource together
Small experiments can lead to big impact.
When to Use Co-Selling
You’re ready to co-sell if:
You and your partner have shared customers or overlapping accounts
You sell complementary solutions
Your sales teams trust each other and have open communication
In 2025, aligned GTM teams are nearly 2x more likely to have reps co-selling with partners, and ecosystem-led growth (ELG) deals close 38% faster. It’s no surprise co-selling is a core growth motion for top-performing B2B teams.
How to Start Co-Selling
Use a tool like Crossbeam to identify account overlap
Agree on a small set of target accounts
Assign one lead per deal, but collaborate closely
Debrief after every deal: what worked, what didn’t?
What the Data Tells Us
The latest research reinforces what leading B2B teams already know:
Deals involving partner collaboration are 24% more likely to close
ELG leads are 24% higher quality than traditional inbound
Aligned teams see 38% shorter sales cycles
52% of aligned GTM teams involve co-selling in active deals
Co-marketing and co-selling aren’t trends. They’re proven strategies driving real outcomes, especially in an ecosystem-led GTM.
Common Mistakes to Avoid
Even strong partnerships can fall flat without the right execution. Avoid these pitfalls:
No clear goal: Define what success looks like for each campaign or deal.
Uneven effort: Make sure both sides are contributing fairly.
Weak handoff: Marketing leads need clear sales follow-up.
Wrong partner fit: Alignment on ICP and GTM motion matters more than brand name.
How to Get Started Today
Whether you're building your first partner program or scaling a mature one, here’s how to roll out co-marketing and co-selling:
Identify 2–3 ideal partners (complementary, not competitive)
Start with a co-marketing campaign: blog, event, or guide
Use insights to align sales teams
Pilot a small co-selling motion with shared accounts
Track results, optimize, repeat
And if you’re looking for partners who are actually ready to do this, not just listed in a directory, check out PARTNER2B.
Final Thoughts
Co-marketing and co-selling are how B2B companies turn partner strategy into partner revenue.
They help you:
Increase reach by 52%
Close deals 38% faster
Improve lead quality and win rates
Align marketing, sales, and partnerships around shared results
At PARTNER2B, we make it easy to find partners who are ready to go beyond surface-level collaboration. Whether you're starting from zero or scaling fast, we help you connect with companies ready to co-market, co-sell, and grow ecosystems together.
Let’s make B2B partnerships simple and let’s grow together!
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Happy partnering!
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