Co-selling is an approach to product and service distribution in which channel partners are the primary route to market.
If adhered to without exceptions, this approach is beneficial for VARs, systems integrators and managed service providers because it eliminates the potential for channel conflict between partners and vendors. The co-selling approach is also useful for identifying opportunities to improve sales and technical support.
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Companies embracing the co-selling model include IBM, which announced in August 2013 that the direct sales force for its Systems and Technology Group (STG) is working together with IBM channel partners in a co-selling model, first in North America, France and the United Kingdom and later in other geographies. IBM STG sales representatives are required to work collaboratively with channel partners in sales deals in order to be paid.