Is Connecting and Co-Selling with Similar B2B Tech Companies Valuable for Target Market Challenges?

·Sep 18, 2026 03:14 PM·

If you are a B2B tech company, do you find it valuable to connect with other B2B tech companies that sell into your exact target markets/verticals for reviewing challenges in selling into those markets along with potential co-selling together?

10 comments

· Sorted by Oldest

Suchandan
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Hey Jonathan, it depends on if there's a possibility of competition. Co-selling I probably wouldn't be interested in regardeless - I haven't seen those work out.
Jonathan B.
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Hey Suchandan why didn't it work out in the scenarios there was no competition? Rather spend that time prospecting direct to customers, didn't trust those organizations to deliver, etc?
Suchandan
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Hey - we just didn't get any ICP meetings from it.
👍1
Suchandan
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That's all
Jonathan B.
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Apologies but this is vague, do you know why? Partner has no real contact to your ICP, nether/ one party really didn't understood what the other did, etc
Jason B.
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Why not just run a customer interview campaign (part of market/customer development)? If you have customers, run JTBD interviews. There are good apps/platforms for real customer engagement/surveys. Jump on Reddit (or scrape - even better) to find out where your target audience hangs out and what they're talking about. Sourcing partners in same market is time consuming and ROI is hard to come by for a multitude of reasons most notably bc they will be hesitant to share market intel, could be working with competitors, can't be trusted to not share sensitive info, or could be just bad actors.
Jonathan B.
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Excellent feedback here Jason B., do you perform any interviews for the customers you work with? Agree that it is time consuming to build these relationships that may yield return but there is also a layer of trust that needs to be built for the reasons mentioned. Some of my customers (I also provide B2B tech sales consulting and execution) sometimes build partnerships for referrals and find out they were using intel to build out a competitor.
Jason B.
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Jonathan B. exactly. Yes I do interviews fairly often. I too advise various clients on partnerships - too often partners are seen as easy revenue but in reality it's onboarding, management, sales enablement, accountability etc etc. Partner/culture fit is key. I've been training a few clients on JTBD interviews which is invaluable if done right. I also conduct interviews on behalf of clients and or lead or sit in with them.
Jonathan B.
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Excellent - from feedback from B2B tech companies we work with and agencies, putting together a few cohorts of these companies that sell to a specific vertical to unlock opportunities to sell together. In a subsequent phase (likely beggining of new year) will slowly bring in agencies like Brilliantly to provide services to such cohorts which enables a bit more trust than an external agency reaching out through events, cold calling, etc. Is this something you'd be interested in? Can also frame engagements for agencies that can be guest speakers in the group which will likely create warmer leads to groups that may not be B2B tech companies which seem to be the sector you serve in
Jason B.
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Absolutely Jonathan B. let me know how I can help

Suchandan
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Hey Jonathan, it depends on if there's a possibility of competition. Co-selling I probably wouldn't be interested in regardeless - I haven't seen those work out.
Jonathan B.
·
·
Hey Suchandan why didn't it work out in the scenarios there was no competition? Rather spend that time prospecting direct to customers, didn't trust those organizations to deliver, etc?
Suchandan
·
·
Hey - we just didn't get any ICP meetings from it.
👍1
Suchandan
·
·
That's all
Jonathan B.
·
·
Apologies but this is vague, do you know why? Partner has no real contact to your ICP, nether/ one party really didn't understood what the other did, etc
Jason B.
·
·
Why not just run a customer interview campaign (part of market/customer development)? If you have customers, run JTBD interviews. There are good apps/platforms for real customer engagement/surveys. Jump on Reddit (or scrape - even better) to find out where your target audience hangs out and what they're talking about. Sourcing partners in same market is time consuming and ROI is hard to come by for a multitude of reasons most notably bc they will be hesitant to share market intel, could be working with competitors, can't be trusted to not share sensitive info, or could be just bad actors.
Jonathan B.
·
·
Excellent feedback here Jason B., do you perform any interviews for the customers you work with? Agree that it is time consuming to build these relationships that may yield return but there is also a layer of trust that needs to be built for the reasons mentioned. Some of my customers (I also provide B2B tech sales consulting and execution) sometimes build partnerships for referrals and find out they were using intel to build out a competitor.
Jason B.
·
·
Jonathan B. exactly. Yes I do interviews fairly often. I too advise various clients on partnerships - too often partners are seen as easy revenue but in reality it's onboarding, management, sales enablement, accountability etc etc. Partner/culture fit is key. I've been training a few clients on JTBD interviews which is invaluable if done right. I also conduct interviews on behalf of clients and or lead or sit in with them.
Jonathan B.
·
·
Excellent - from feedback from B2B tech companies we work with and agencies, putting together a few cohorts of these companies that sell to a specific vertical to unlock opportunities to sell together. In a subsequent phase (likely beggining of new year) will slowly bring in agencies like Brilliantly to provide services to such cohorts which enables a bit more trust than an external agency reaching out through events, cold calling, etc. Is this something you'd be interested in? Can also frame engagements for agencies that can be guest speakers in the group which will likely create warmer leads to groups that may not be B2B tech companies which seem to be the sector you serve in
Jason B.
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·
Absolutely Jonathan B. let me know how I can help