Build a co-sell relationship with a complementary vendor. Share pipeline, co-present to prospects. Shortens sales cycles by 30%.
Identify 3-5 vendors that sell to the same buyer but don't compete. Propose a formal co-sell agreement: mutual referrals, joint case studies, co-hosted webinars. The most effective motion is a warm intro from a partner AE to a prospect already in your pipeline — it adds social proof at the critical evaluation stage. Start with a simple referral fee structure before building anything complex. Track influenced revenue to quantify the partnership's value.