PLAYBOOK Guide 3 - First Deal
The guide authored by Peter Fog outlines why securing the first partner‑sourced deal is the most challenging step in a software partner program and presents a systematic approach to overcome it. Central to the analysis is the "Risk Triangle" – a three‑way risk dynamic among the ISV (software vendor), the Partner (service provider), and the Customer – which compounds uncertainty for all parties in a new partnership. The document explains each leg of the risk, then prescribes a focused activation process: narrow sales onboarding that equips a sales sponsor and a technical sponsor; insisting the partner brings the first deal from its existing customer portfolio to eliminate one leg of the triangle; identifying a "wedge deal" – a small, high‑probability project with a friendly customer; providing an ISV "insurance policy" through shadow technical support or subsidized professional services; and conducting tightly scoped account targeting. It also shows how to use the Risk Triangle to diagnose and reset stalled "paper partners". The guide emphasizes that the first deal is a proof‑of‑concept, not a revenue event, and that its successful completion collapses the Risk Triangle, creates a hero story, and unlocks future pipeline. The final section lists concrete action items and a checklist for program managers to audit partners, define onboarding, formalize insurance, and prepare case‑study templates.
Topics
First Deal Hardship Rooted in the Risk Triangle
Explains why the inaugural partner‑sourced deal is exponentially harder than subsequent deals, attributing difficulty to a three‑way compounding risk among ISV, partner, and customer.