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For the first time at Channel Partners Conference & Expo, the topic of co-selling was brought to the main stage at the 2024 event in Las Vegas. While definitions of co-selling vary slightly, it’s generally agreed that co-selling involves two or more businesses working together to satisfy a client with an outcome.

Canalys analysts presented research that predicts the total addressable IT market value to be worth $4.9 trillion by the end of 2024, with 73% of that money coming through the channel. Company leaders joined a panel to weigh in on how they define co-selling, and channel partners expressed the value they find in the practice itself.