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Co-selling and reselling are both partner sales motions, but they differ in who owns the customer, who is “seller of record,” and how value is created and measured. Simple definitions Co-selling: Two (or more) companies sell collaboratively into the same opportunity, usually combining complementary solutions or value. The original vendor typically keeps commercial ownership and invoices the customer directly (or via a marketplace), while partners help with access, influence,

Partner tiers once meant shiny labels and annual revenue gates. That world is fading. As ecosystems expand and roles blur across resellers, SIs, ISVs, and marketplace sellers, tiering has to guide focus and investment rather than decorate websites. The real question is not how many levels you need, but whether tiering helps you segment at scale, steer enablement, and signal what good looks like. If you’re working with a handful of strategic partners, formal tiers can be noise

Remember when being a Gold Partner felt like the holy grail? You’d splash it on your website, put it in sales decks, and customers...

This blog post was inspired by my recent conversation with Tony de Freitas on the podcast. The discussion highlighted how critical...