Cosourcing

Cosourcing is a collaborative business model where a company and an external service provider share responsibility for a specific function or project. Unlike outsourcing, where the work is handed off completely, cosourcing blends internal expertise with external support to improve performance, efficiency, and outcomes. It’s especially valuable in complex areas like IT, sales development, or finance, where strategic alignment and transparency are key.

Importance of Cosourcing in B2B Sales

In B2B sales, cosourcing enables businesses to scale operations quickly while maintaining control and visibility. It offers the strategic advantage of working closely with a specialized partner who complements internal efforts without replacing them. This hybrid model enhances flexibility, accelerates lead generation, and aligns sales execution with long-term goals. For companies that want to grow without fully relinquishing control, cosourcing offers the best of both worlds—expertise plus ownership.

Best Practices for Cosourcing

Define Clear Roles: Establish who is responsible for what to avoid overlap and confusion.
Maintain Regular Communication: Keep all stakeholders aligned with consistent check-ins and updates.
Align on KPIs: Agree on performance metrics to measure the success of the partnership.
Foster Collaboration: Treat your cosourcing partner as an extension of your team.
Integrate Tools and Processes: Ensure shared platforms and workflows to streamline operations.

When executed well, cosourcing builds stronger, more agile teams that can respond to market changes faster than siloed operations.

Common Challenges with Cosourcing

Cosourcing requires a high level of coordination, which can lead to challenges if not managed well. Misaligned goals, communication gaps, or lack of accountability can disrupt progress. To avoid these pitfalls:

Set expectations early on.
Use shared project management tools.
Choose partners with cultural and operational compatibility.
Revisit agreements regularly to adapt to evolving needs.

Building a successful cosourcing relationship means investing in trust, transparency, and shared success metrics from day one.

FAQs: Cosourcing

What is an example of cosourcing?

An example of cosourcing is when a B2B company partners with a third-party sales development team to generate leads, while the internal sales team handles nurturing and closing deals. Both sides share insights, tools, and strategy—working together as one integrated unit. This approach allows the company to extend its reach without giving up control, making it ideal for scaling efficiently while maintaining brand consistency and oversight.

What is the difference between outsourcing and cosourcing?

Outsourcing involves delegating a task entirely to a third party with minimal internal involvement. Cosourcing, by contrast, is a shared approach—internal teams and external partners work together collaboratively. In cosourcing, you retain more strategic control and oversight, making it a better fit for roles where deep alignment and long-term goals matter, like sales strategy, finance, or IT transformation.

What is meant by co-sourcing?

Co-sourcing (or cosourcing) means partnering with an external provider to jointly deliver a service or manage a business function. Unlike pure outsourcing, co-sourcing emphasizes collaboration, shared accountability, and transparency. It’s a model that enhances your team’s capabilities by adding specialized expertise without fully transferring ownership. Companies choose co-sourcing to maintain control, reduce risk, and drive better outcomes through partnership.

Additional Resources

Discover the top 5 lead generation trends in 2025 and how Sales-as-a-Service is leading the shift.
Learn how to outsource sales and marketing in 2025 to build a scalable, high-converting pipeline.
Find out how AI and outsourcing prospecting are reshaping B2B sales teams in 2025.