Building Partner-Sourced Pipeline: Your Co-Selling Playbook
Most partnership programs don’t fail because partnerships “don’t work”… they fail because they never become a repeatable execution system.
In this episode of The Business Builder’s Playbook, David Bush sits down with Alex Buckles (CEO of Forecastable) to break down how revenue leaders can generate predictable partner-sourced pipeline using a simple, structured approach: build a focused co-sell playbook, create a high-value “door opener,” and run the motion with clear rules of engagement.
Alex shares the real story behind how tightly aligned co-sell motions helped his team activate 40+ enterprise reps feeding deals, why partnerships are rising fast due to CAC pressure and CFO scrutiny, and the practical steps to go from “partner theater” to measurable results.
If you’re a founder, CRO, sales leader, or partnership leader looking for a durable growth engine, this conversation is a must-watch.
Best Takeaways (Highlights)
Partnerships aren’t new—accountability is. The shift from “growth at all costs” to CAC efficiency is forcing partner programs to produce trackable pipeline.
Co-selling isn’t just sales. It can drive net-new logos, upsell/cross-sell, churn reduction, and expansion—any motion where both sides create mutual value.
Most partner programs fail due to execution, not strategy. Reps don’t engage unless they see immediate “quota impact.”
A co-sell playbook beats battle cards. Playbooks create clarity: who it’s for, why it matters, what triggers it, and how to run it.
Focus wins. “Don’t boil the ocean.” Tight ICP and clear account identification criteria are what create repeatability.
The “Co-Sell Door Opener” is the accelerant. A high-value experience (that feels like it’s worth real money) gives reps a reason to act now.
Adoption happens when reps can use it this week. Give them qualified accounts they already own + a ready-to-send message.
Partnerships require orchestration. A central “alignment” function prevents leakage and keeps mindshare through consistent, value-added engagement.
Leading indicators matter. Track: teams you’ve presented to, reps actively sending door openers, partners engaged, and referrals becoming consistent.
Action Steps (What to Do in the Next 30 Days)
Pick the business outcome you want to impact.
Choose one: net-new growth, churn reduction, upsell/cross-sell, or a specific vertical/segment.Select ONE “best-fit” partner to run a single motion with.
Look for a partner with either (a) unique expertise or (b) existing access to your ideal buyers.Build a simple Co-Sell Playbook (1 page is enough to start).
Include:Play name
Tight ICP (stay focused)
Account identification criteria (tech stack, pains, intent, triggers)
Trigger events (leadership change, initiative, etc.)
“What’s in it for Partner A?” and “What’s in it for Partner B?”
Rules of engagement (who does discovery, demo, pricing, handoffs)
Create a “Co-Sell Door Opener” experience.
Make it high-value and specific—something a buyer would normally pay for (assessment, analysis, roadmap, benchmark, teardown, etc.).Activate sales with a “silver platter menu.”
Give reps:A short list of accounts they already own that qualify
A copy/paste door opener message
A simple next step (no training marathon)
Run light sends and watch response.
Don’t overcomplicate with huge sequences. Start with targeted outreach and iterate quickly.Assign an “orchestrator.”
Even part-time—someone who tracks partner engagement, follows up on mutual action plans, and keeps momentum moving.