Partner Activation - Are you doing it wrong
In this thought‑leadership article, Peter Fogelsanger argues that the standard partner‑onboarding process—signing a full partnership agreement, extensive account mapping, and early enablement—often fails because the joint value proposition is unproven. He observes that both ISVs and service‑provider partners waste time and resources on activities that precede any real revenue opportunity, leading to low ARR contribution and damaged internal credibility. Fogelsanger proposes a different activation model: start with a simple MNDA/confidentiality agreement, then focus on identifying and closing the first joint deal before investing heavily in enablement or co‑marketing. By letting the partner source the first deal, risk is reduced, attention is concentrated, and the partnership gains validated value, which improves long‑term success. He also notes that the same principles apply to ISV‑to‑ISV collaborations, where early validation can come from existing customer requests. The article concludes with a call to shift partner programs from process‑centric KPIs to first‑deal‑centric activation.
Topics
Conventional Partner Onboarding Flow and Its Pitfalls
Describes the typical sequence of signing a full partnership agreement, account mapping, enablement, and co‑marketing before any revenue is proven.
Premature Negotiation of Full Partner Agreements
Critiques the practice of rushing into detailed partnership contracts before the joint value proposition is validated.
Early Account Mapping and Enablement Before Proven Value
Explains why spending time on account mapping, targeting, and sales enablement is wasteful when no first deal exists.
Risks of Unvalidated Three‑Way Relationships
Highlights the danger of involving sales teams in deals where the ISV, partner, and customer have no prior joint experience, leading to lost deals and credibility.
Partner Activation Model Centered on First‑Deal Sourcing
Proposes a new onboarding approach that uses a simple MNDA, then focuses on identifying and closing the first joint opportunity before deeper enablement.
Using a Simple MNDA as the Initial Milestone
Recommends a non‑binding confidentiality agreement as the first step to reduce red‑lining friction and keep the partnership lightweight.
Adapting Activation for ISV‑to‑ISV Partnerships
Applies the first‑deal activation principle to ISV‑to‑ISV collaborations, suggesting validation through existing customer requests or integration needs.