The Best Co-Sell Deals Don’t Exist Yet, Now They Do with Wyra

What we talked about.

Sunny Ray speaks with Gabriele Viebach, strategic adviser and sales lead at Wyra, who joins from Germany. Wyra is a co-selling and go-to-market platform built to re-establish a model Gabriele describes as more or less broken, helping partners of tech giants such as Amazon, Google Cloud, SAP and Microsoft Azure go to market together again. Gabriele explains why cold outreach response rates sit below 1%, with a market average of 0.45% cited for this year, and why quality and relevance matter more than volume. The conversation covers how Wyra trains a separate agent for each ecosystem, how users configure territories, titles and tone, and how the platform looks for a why now signal in public information before reaching out. Gabriele stresses that the salesperson stays in the driver's seat and can intervene at any point, and that Wyra steps back once a prospect replies with interest while continuing to nurture contacts. Gabriele also shares customer results, including a 24% reply rate for one customer, and discusses CRM integration, multilingual support, and what more resources would unlock. The episode closes with practical advice for partners who want to improve their co-selling.

Gabriele Viebach of Wyra explains how relevance, timing and a salesperson in control are reviving co-selling among cloud partners.

The questions, and the answers.

What is Wyra and what problem are you solving?

I built Wyra to re-establish a model that is more or less broken. It is a co-selling and go-to-market platform that enables co-selling again between partners and tech giants such as Amazon, Google Cloud, SAP and Microsoft Azure, so they can successfully go to market together.

What did you see inside cloud partner networks that convinced you the best co-sell deals don't exist yet?

We saw response rates below 1% on cold outreach, and market researchers put the average at 0.45% this year. We figured out that reaching out is not about quantity, it is about quality and relevance. When you combine quality with relevance, the message becomes relevant to the target.

Why not serve every network the same way?

We do not. We train a different agent for each provider, because the ecosystem of Microsoft looks different from Amazon Web Services, and SAP is very different as well. Each agent learns the DNA of its ecosystem, including press releases and how that company partners with others, which makes a real difference in the outreach.

How do you handle the risk of automation saying the wrong thing or reaching the wrong person?

You are in the driver's seat all the time. The salesperson can configure everything and manually interfere at any point. There is no automation of outreach that you cannot control. The salesperson and Wyra should be one thing together, and when that alignment is there, sales improve significantly.

What makes an outreach message genuinely relevant rather than just personalized?

It is not only personalization, it is why now. We look at press releases and public statements on LinkedIn or other social channels, then compare them with your campaign. Only when internal thresholds above 50% are met does someone become a qualified target. You also choose the tone, whether official or friendly.

What surprised you most once partners started using the platform?

The platform starts generating relevant responses within days, and it can reach many more people or target groups daily than a human could. The quality of the information and feedback coming from the market surprises us every day. One customer has a 24% reply rate on cold outreach.

What happens after a prospect replies?

The moment somebody replies with relevance, saying they want to learn more or want a meeting, that is the turning point to sales, and Wyra stops. We keep nurturing contacts at a frequency you set, and we integrate with as many CRM systems as possible so opportunities flow into your own infrastructure.

What are you most proud of at Wyra?

Today we got feedback from a customer about a target who said it was the best outreach idea they had ever read. That person spent 60 minutes with the partner and turned into a customer. We see this across the globe, in many languages, and we add languages every day.