PLAYBOOK Guide 3 - First Deal
This playbook, authored by Peter Fog, is a practical guide for partner leaders and alliance managers on how to activate new service‑provider partnerships by winning the first joint engagement. It introduces the three‑way Risk Triangle (ISV, partner, customer) that makes the first deal exponentially harder than subsequent ones, and argues that the first deal is about proof, not profit. The guide outlines a narrow, champion‑focused sales onboarding, recommends that the partner bring the first deal using an existing trusted customer (the "wedge deal"), and details the ISV’s "insurance policy" (shadow technical support, professional services, and customer risk reduction). It provides a step‑by‑step account‑targeting approach, a diagnostic reset process for "paper partners," and defines the first‑deal milestone as the collapse of the Risk Triangle, yielding a hero story and case study. The final section distills key takeaways and actionable items for building the onboarding curriculum, defining insurance, identifying wedge deals, resetting stalled partners, and creating case‑study templates.
Topics
Why the First Deal Is the Hardest – Proof Over Profit
Explains that the first joint engagement is the toughest because it must overcome compounded three‑way risk; the goal is to generate a proof point (hero story) rather than immediate revenue.
The Risk Triangle Framework – Mapping ISV, Partner, and Customer Risks
Defines the Risk Triangle, detailing the specific uncertainties each leg (customer, partner, ISV) faces in a new partnership and why these risks compound for the first deal.
Focused Sales Onboarding – Champion‑Centric Enablement
Advocates a narrow onboarding that equips one sales sponsor and one technical sponsor to recognize opportunities, emphasizing opportunity recognition over deep product expertise.
Partner‑Led First Deal Strategy – Leveraging Existing Customer Trust
Argues that the partner should source the first deal from its own portfolio, using a trusted customer to eliminate the customer‑partner leg of the Risk Triangle and reduce overall risk.
Identifying the Wedge Deal – Characteristics of an Ideal First Engagement
Outlines the criteria for a wedge deal: friendly customer, manageable scope, high success probability, and visible outcome, positioning it as the optimal proof‑of‑concept project.
ISV Insurance Policy – Shadowing, Professional Services, and Customer Risk Reduction
Describes the ISV’s insurance mechanisms—technical shadowing, subsidized professional services, and customer‑risk mitigations (discounts, guarantees)—to protect all parties during the first deal.
Targeted Account Mapping for the First Deal – Reciprocal Partner and ISV Account Selection
Provides a focused account‑targeting matrix where the partner selects 2‑4 portfolio accounts and the ISV contributes 2‑4 target accounts, aligning decision‑makers and joint pitch preparation.
Resetting Paper Partners – Using the Risk Triangle to Diagnose and Reactivate Stalled Partnerships
Presents a diagnostic conversation framework to revive partners that have signed agreements but delivered no deals, focusing on risk‑triangle discussion and wedge‑deal identification.