The New Deal Physics
How Joint Value Propositions Are Winning Bigger, Faster Deals
Partner-Involved Deals Change Everything
Higher Close Rates
Co-sell deals are significantly more likely to convert than direct sales efforts.
Higher Order Values
Partner-sourced deals bring in substantially larger contracts on average.
Faster Conversions
Joint selling shortens sales cycles, moving deals from pipeline to close faster.
Visualizing the Co-Sell Advantage
Co-Sell Performance Uplift
The 80% Failure Rate
An estimated 80% of partnerships fail to produce material co-sell revenue. The root cause? A weak or non-existent Joint Value Proposition (JVP). It's the missing bridge between partnership strategy and sales execution.
Anatomy of a Winning JVP
Shared Customer
Explicitly name the target segment and role (e.g., "for enterprise data teams on Azure").
The Workflow & The Pain
Describe the job-to-be-done and quantify the friction in the current status quo.
"Better Together" Outcome
Articulate the combined impact (time saved, risk reduced, revenue lifted) with metrics.
The Proof
Make it believable with data, joint case studies, or shared customer architecture diagrams.
JVP In Action: Ecosystem Leaders
Microsoft Co-Sell
Partners see 84% higher win rates and 41% larger deals. Winning JVPs align to Microsoft's priority plays (Azure, AI, Security) and quantify incremental outcomes.
AWS & Salesforce
A strategic collaboration driving $2B+ in Marketplace revenue. Their JVPs are customer-led, focusing on solving specific problems like AI-assisted contact centers.
Cloud Marketplaces
Co-selling via marketplaces has a huge impact. Azure Marketplace deals are 2x larger with 3x the term length compared to direct deals.
Ready to Build JVPs That Win?
Stop leaving money on the table. Let's engineer a co-sell motion that transforms your deal physics and drives real revenue.
Schedule some AWESOME and let's talk >