Hello Partner Leaders!
This month, I want to share something that’s come up in so many recent conversations: with clients, with partners, and with our own team at AchieveUnite . Co-selling is no longer an occasional tactic or something that sits off to the side of a sales strategy. It’s becoming central. And yet, for many teams, the way co-selling is approached hasn’t caught up. That’s what got me thinking: What does it take to really do this well in 2025?
The Case for a Smarter Approach to Co-Selling
We’ve been talking a lot about co-selling this year. At its core, co-selling is about sales teams and partners working side by side to reach shared customers, align on value, and accelerate outcomes together. For years, co-selling has lived somewhere between informal collaboration and a scattered collection of joint motions. But things are changing fast. With increasingly complex buyer journeys, shrinking deal cycles, and an explosion of partner ecosystems, co-selling has become a critical sales motion, not a nice-to-have, but a competitive imperative.
The pressure is real, and so is the potential. When done right, co-selling expands reach, improves close rates, and delivers more value to customers. Yet for many companies, the current approach feels reactive and stuck in old habits.
That’s why I sat down with Scott Shaul, a leading voice on our team in partner strategy, to talk about what’s next: Predictive Co-selling. In our conversation, we broke down how sales teams can move beyond the status quo and start co-selling smarter using data, AI, and strategic alignment to unlock the full potential of their partnerships.
What Is Predictive Co-Selling and Why Now?
Theresa: Hi Scott! It’s great to have you here. I’ve heard Predictive Co-Selling mentioned more often lately. It sounds like a big leap forward for partner sales. Can you start by explaining what it is and why it matters?
Scott: Thanks, Theresa! It’s great to be here. Predictive Co-selling is about moving beyond the reactive status quo of partner sales. Too often, companies wait for signals of interest from customers, which can result in missed opportunities. Predictive Co-selling flips that model. Instead, partners and companies work together proactively by jointly analyzing what we refer to as the Total Relevant Market (TRM). That’s the segment where research shows you’re most likely to close high-value deals — customers that generate the most substantial revenue and lifetime value.
Theresa: So instead of waiting for the fish to bite, you’re casting your net exactly where the fish are most likely to be?
Scott: Exactly! And we use data to find those “hot zones.” Techniques like nearbounding, identifying potential customers based on proximity to existing clients or shared attributes, help us zero in on the best accounts. Once identified, companies and their partners co-build account plans around those shared, high-value targets.
From Alignment to Acceleration
Theresa: Agree! This upfront work is critical to success. We have worked with companies like Crossbeam and PartnerTap, who also help narrow the focus for alliances, partners, and co-selling teams. What are some of the core benefits companies can expect when they shift to a predictive co-selling model?
Scott: There are quite a few. First, it dramatically expands market reach. You’re not waiting for interest to come to you — you’re engaging customers who haven’t even raised their hands yet but are a great fit. Then there’s strategic alignment: by analyzing the market together from the outset, partners and companies move forward with one shared, focused game plan.
Theresa: Right, and you are driving the conversation and incorporating the strategic value of partners, influencers, and building a unified game plan.
Scott:Yes, and Data-powered planning helps ensure resources are used where they’ll make the most significant impact — pre-qualified, high-potential opportunities. And when you work closely with your partners, it leads to stronger relationships where it goes beyond teaming up on a few deals here and there; you’re truly collaborating at a strategic level
Where AI Makes the Difference and What’s the Business Impact?
Theresa: Let’s talk about the role of AI in the predictive co-selling game. It helps match the right partners, identify ideal customer profiles, and even provides predictive insights into which deals are most likely to close. It’s like having a very sharp analyst embedded in your sales team, one that works 24/7. Scott, what kind of impact does Predictive Co-selling have on actual business outcomes?
Scott: The impact is significant. Focusing on the Total Relevant Market drives faster revenue growth — we’ve seen companies grow up to 19% faster and attain 15% higher profitability. That’s because you’re concentrating on the segments that are proven to deliver. You’re also improving Customer Lifetime Value, because you’re bringing in customers who are more likely to stay, buy more, and be loyal.
Theresa: We see pipeline accelerating and closing faster in the programs we are running.
Scott: Yes, it’s all connected. When you deeply understand your TRM, you can deliver hyper-personalized experiences, which can double conversion rates. And with AI automating a lot of the analysis and targeting, you’re saving time and freeing up sales teams to focus on what they do best — building relationships and closing deals.
Here’s a quick comparison of what we’re seeing from teams that shift to Predictive Co-Selling:
Making the Shift to Predictive: What It Takes
Theresa: So, you’re saying that instead of a somewhat disjointed step-by-step approach, companies need to adopt a more holistic and integrated strategy. This sounds like the future of co-selling. But I imagine making the shift can be a challenge?
Scott: It does require a mindset change. You must adopt a proactive, data-driven culture and genuinely invest in your partnerships. It’s not just using new tools, it’s fundamentally changing how you approach your go-to-market strategy. But when you do, the rewards are tremendous: more innovative use of resources, deeper partnerships, and sales teams that are laser-focused on the most valuable opportunities.
Theresa: Agree, we call this the partnering success growth mindset! Any final thoughts for companies considering the shift?
Scott: I’d say, don’t settle for your comfort zone. The traditional approach to co-selling might feel familiar, but it’s not what drives growth today. Predictive Co-selling gives you a roadmap to smarter, faster, and more strategic success and helps you redefine what strong, collaborative partner relationships can look like.
Theresa: Thank you, Scott! This has been such an eye-opening conversation! I’m sure many teams will walk away with a fresh perspective on how they can co-sell smarter. And you’ve helped us develop a free predictive co-selling maturity assessment tool to help teams learn where they are in their co-selling strategy.
Embracing the Future of Partner Sales: Free Predictive Co-Selling Assessment
Transitioning to a predictive co-selling model needs a fundamental shift in mindset. It means embracing a proactive, data-first approach, leveraging cutting-edge technology, and fostering a deep culture of true collaboration and deeper trust between sales teams and partners. The payoff? Significant revenue increases, stronger, more dynamic partnerships, and a far more efficient sales process by focusing on the most valuable opportunities in the Total Relevant Market.
Do you need help with your co-selling strategy? We now offer a free predictive co-selling maturity assessment for your team and your organization. Try it now, share it with your partners, and let us help you get to the next level. We can tailor a program to your needs. Don’t hesitate to get in touch with me for more information.