Create Co-Sell

Submit a co-sell referral to AWS, Azure, GCP, or a Suger partner directly from a HubSpot deal using the Suger App.

Overview

A co-sell referral is how you formally ask AWS, Azure, or GCP to work with you on a deal. When you submit a referral, the cloud provider’s sales team can see the opportunity and engage to help you close it — for example, by introducing you to the right contacts, validating the opportunity, or contributing resources.

In plain terms, you’re sharing a deal with your cloud partner so they can help you win it. The same button also shares a deal with a Suger partner — a partner connected to you through Partner Management — so a referral can go to a channel partner rather than a cloud. After adding the Suger App to your HubSpot Console, you can create all of these straight from a deal.

For more details, see Co-Sell.

Prerequisites

The Suger App must be set up in HubSpot and the Suger app card must be visible on your deal pages. If you haven’t done that yet, see Set up the Suger App in HubSpot.

Create a Co-Sell

1. Navigate to the deal’s detail page and click the “Suger” tab at the top of the page.

2. Locate and click the “Co-Sell” button.

3. Choose the destination you want to submit the referral to. There are up to four: AWS, AZURE, GCP, and Partner — a partner connected to you through Suger.

The button adapts to what your organization has connected:

• More than one destination — the button reads Co-Sell and opens a dropdown listing each one.
• Exactly one destination — there is no dropdown. The single entry renders as a plain Co-Sell button that opens that destination’s form directly.
• No destinations — the button does not appear at all.

If your AWS connection still uses the legacy AWS S3 API, choosing AWS opens an AWS S3 API Deprecated notice instead of the referral form: “The AWS S3 API is no longer supported. Please contact your administrator to upgrade to the new AWS ACE API.” Ask your administrator to upgrade to the AWS ACE API — the referral form is not available until they do.

4. Complete the required fields in the form. Note that the required fields may vary depending on which cloud partner you selected.

5. Once all necessary information is filled in, submit the form to create the Co-Sell.

6. You are all set!

AWS: contacts on the referral form

The AWS ACE referral form groups its contacts into three labelled sections so it is clear who is who:

Two behaviours worth knowing:

• Blank partner contacts are dropped. If you leave a partner contact section empty, it is not sent to AWS — you do not have to fill in the account manager just to submit.
• Partner contacts are read-only when editing. Once a referral exists, you can edit the rest of it, but the partner contacts are fixed.

Azure: solution area and play

The Azure referral form has a Solution Area/Play section. Pick the solution area first, then the play underneath it; the second dropdown’s placeholder is Conversation, and in field mapping the same field is labelled Solution Play/Conversation.

The solution areas are Microsoft’s FY27 set:

Azure: company lookup and team members

The Microsoft company lookup runs on its own. When the Azure form opens with a valid customer address, Suger searches Microsoft for the matching company automatically — you no longer need to click Search. If the address is incomplete, fix it and use the Search button as before.

Adding team members. The Azure form’s Add Team Member modal takes four fields: First Name, Last Name, Email, and Phone Number.

Share a deal with a Suger partner

Beyond the three clouds, you can share a deal with a partner connected to you through Suger — the same partnership network you manage in Partner Management. It is a fourth destination on the Co-Sell button, not a separate tab or button.

Step 1 — pick the partner

Choosing Partner opens the Share Co-Sell with Partner panel. It explains what is about to happen: “Choose a partner connected via Suger. The selected partner will receive an inbound copy of this co-sell.”

1. Start typing in the Partner field. Its placeholder is “Search by name or domain”, so either works.
2. If there are more matches than the list shows, a hint reads ”+{n} more — keep typing to narrow the list.” Keep typing until your partner appears.
3. Select the partner and click Continue.

Step 2 — complete the form

The second step is the co-sell form itself, organized into accordions:

The footer has two buttons: Back to return to the partner picker, and Share Co-Sell to submit.

Two things about this form catch people out:

• The deal role is not editable. Whether you are the Seller or the Referrer on this co-sell is derived from your partnership relationship type with that partner — you cannot change it on the form. It also drives what you see: the Revenue Share accordion only appears for the Seller, and for the Referrer the deal-value field is labelled Estimated Deal Value rather than Deal Value.
• The customer business problem has a minimum length. It must be at least 20 characters, so a one-word answer will not submit.

Option lists used on this form:

After you share

Partner co-sells appear in the same Co-Sell table as your cloud referrals, with Partner identifying the destination. Opening one shows a read-only Partner Co-Sell modal with the details as shared: Overview, Customer, Deal, Revenue Share, and Team.

Track referrals on the Co-Sell tab

The Co-Sell tab lists every referral raised from this deal, cloud and partner alike:

Failed updates are flagged on the row. If an AWS referral is in UPDATE_FAILED, an error badge appears next to its name. Hover it and the tooltip shows the raw failure message returned by AWS, which is usually enough to tell you which field to correct before resubmitting.

What happens next

After you submit the referral:

• Suger creates the referral and links it to the HubSpot deal.
• The referral is sent to the cloud partner’s system — for example, AWS Partner Central (ACE), Azure Partner Center, or GCP Partner Advantage. If you shared it with a Suger partner instead, that partner receives an inbound copy of the co-sell.
• The cloud partner reviews the referral and may accept, reject, or request more information.
• Any future updates Suger syncs from your HubSpot deal are automatically reflected on the referral — you do not need to manually push updates to the cloud partner.
• The referral is also visible in the Suger Console under your referrals list.

Troubleshooting common issues

Frequently Asked Questions (FAQs)

• Q: What’s the difference between a co-sell referral and a private offer?

  A: A co-sell referral shares your deal with the cloud provider’s partner team so they can help you close it. A private offer is a custom-priced contract you send directly to a buyer. They serve different purposes — co-sell is about getting the cloud partner involved in the deal; a private offer is the actual transaction.

• Q: Can I submit a referral to more than one cloud partner for the same deal?

  A: Yes. You can submit separate co-sell referrals to AWS, Azure, and GCP from the same HubSpot deal — just click Co-Sell again and select a different partner.

• Q: Do I need to manually update the referral every time the deal changes in HubSpot?

  A: No. Suger automatically syncs changes from your HubSpot deal to the referral. If you update mapped fields on the deal, those changes flow through to the cloud partner automatically.

• Q: Will the co-sell referral show up in the Suger Console too?

  A: Yes. Any referral created from HubSpot is also visible in the Suger Console under your referrals list.