Why Aircall & HubSpot Keep Winning Co-Sell Partner of the Year

In this episode of the Partnership Mastermind Podcast, Chris Lavoie sits down with Hami Nasari from Aircall and Russell Bradley-Cook from HubSpot to break down one of the strongest co-selling partnerships in SaaS.

Aircall and HubSpot have won Co-Sell Partner of the Year three years in a row, and this conversation gets into what actually makes a co-selling motion work beyond the usual “strategic alignment” talk.

Hami and Russell share the real operating system behind successful co-selling: product usage, sales alignment, partner trust, customer value, integration adoption, internal enablement, and the hard work required to turn a partner relationship into a repeatable GTM motion.

This is not a vague conversation about ecosystem theory. It is a practical breakdown of how two leading SaaS companies built a co-selling motion that drives real revenue, real product adoption, and real customer outcomes.

In this episode, we cover:

• What co-selling actually means in a modern SaaS partnership
• Why Aircall and HubSpot’s partnership has been so successful
• How Aircall became the most installed voice solution on HubSpot
• How HubSpot doubled Aircall installs from 7,000 to 14,000 in three years
• Why HubSpot contributes 15–25% of Aircall’s new business every quarter
• The difference between referrals and true co-selling
• Why platform reps need to actually need your product for co-selling to work
• Why most companies try to co-sell with too many partners
• How to know if your company is ready for a real co-sell motion
• Why integration usage matters more than marketplace installs
• How Gong call transcripts and partner mentions can become leading indicators
• Why partner managers cannot be the only bridge between two companies
• How sales, marketing, product, and leadership all need to participate
• Why trust is not a soft skill, but operating speed
• How AI, usage-based pricing, and outcome-based models may change the future of co-selling

This episode is especially useful for partner managers, alliance leaders, tech partnership teams, PartnerOps teams, SaaS GTM leaders, CROs, founders, and anyone trying to build a serious co-selling motion.

Guests

Hami Nasari, Aircall

Russell Bradley-Cook, HubSpot

Host

Chris Lavoie, Founder & CEO, Partnership Mastermind

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