Video: Co-Selling — Why Profitability Is a Team Sport in the Channel

this year we are predicting that the total it and Telecom and services Market globally will see an acceleration in growth from last year we expect over 6% growth in that total Market to $4.9 trillion of that $4.9 trillion 73% goes through Partners so around $3.6 trillion is what your total address in the market is and in 2024 we've seen something really interesting we break down that $4.9 trillion Market I talked about into Roots the market Direct One tier Partners so this is partners that are-directed by vendors and two tier and we can see in that two-tier space that growth outpaces the rest of the market we're expecting 7.4% growth in that two-tier space now this reflects bars msps agents all of you that collectively represent the channel my definition of coell is really sales people coming together to collaborate Source influence ideal if it requires work from someone outside of your wall Garden of a company in order to Wi an account in order to grow an account in order to drive something through your Revenue funnel you're like practice coell this is the power of coell in my opinion where two or more companies combine and V disproportionately that's where the power shines all the values AP partment which is 20 30% of every dollar that flows of the5 trillion needs to be accounted for needs to be paid needs to be acknowledged this is what Co help us so by the end of this year the majority buyer of the $5 trillion will be a millennial Millennials see partnering as a team sport the average Enterprise or mid-market medium-sized buyer today has seven Partners they trust six or more out of those seven Partners at the table will not be collecting their money in a resale fashion but they're participating not for the margin but for the multiplier if if you're in a Microsoft deal they'll tell you that there's $763 available for every dollar of Microsoft to get into work AWS is $6.40 Salesforce is $619 hubspot's $580 the best coell companies today have a lot of Direct business but they understand there's seven Partners involved in every deal so regardless of how money changes hands they're investing in coell so that instead of you making 10% or 20% of the deal you can make 200 or 300% of the deal the only way to do that is to be part of the seven trust Partners it's important for us to lean on the other relationships that we have with other vendors or other vars other msps because uh while we want to be everything to ow our customers we can't and the fact that we're willing to admit that we don't have it all figured out but we will figure it out with them brings a lot of credibility uh for us with our customers and when we bring someone else to the table who is that subject matter expert or the solution expert for what our client needs their trust in US goes up because they know that when we do have the right solution we'll say yes and when we don't we'll tell them the truth as well but we will find out and bring that solution to the table for them for us yeah we have a lot of employees across the us but we only have two offices Indiana and in Maryland I needed somebody up in um the Bronx and I had a gentleman who I speak here in martial that was able to provide that for me a it saved the person from traveling B it saved the customer money and C I've continue to build a great relationship with another MSP but I found by partnering with people other companies whether it's msps or whether it's soci suppliers we can all fill the gaps then we create a full uh service to our customer I don't need 100% of everything but if I BR bring Partners in whether they're msps or whoever we're splitting 100% And I don't even care how that is and we're all winning right and if we can continue to win and the customers winning then we can't continue to do more business

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