PLAYBOOK Guide 4 - Co-Selling
The document is a practical partner‑activation playbook authored by Peter Fog for partner leaders, alliance managers and ISV teams. It outlines a step‑by‑step framework for turning a partnership from theory into revenue by focusing on the first co‑sell deal. The guide stresses that the ISV should lead the initial pitch while the partner observes and learns, then gradually shift to partner‑led sales as competence grows. It introduces a Co‑sell Role Matrix that clarifies responsibilities, advocates just‑in‑time, bite‑sized enablement (objection handling, pricing, competitive positioning, technical discovery) tied directly to live opportunities, and extends enablement to the delivery/project team at the moment of kickoff. The ISV’s “shadow” role during the first implementation provides on‑the‑job coaching and risk mitigation. After delivery, the playbook stresses capturing the proof point through a fast‑tracked case study and formalising a Joint Value Proposition (JVP) based on real outcomes. The final section distils key takeaways and provides concrete action‑item checklists (role matrix, enablement checklist, project‑team enablement process, shadow SOP, case‑study template, tiered certification model). The overarching message is that the first deal is a learning and proof‑building exercise, not a profit‑maximisation event, and that timely, contextual enablement is the catalyst for scaling the partnership.
Topics
Co‑sell When the Deal Is Real – Turning Partnership Theory into Execution
Explains why the first live deal is the moment the partnership becomes tangible and how the ISV shifts from seller to coach.
Co‑sell Role Matrix – Clear Division of Sales Responsibilities
A side‑by‑side matrix that defines what the partner focuses on (support, trust‑building, customer context) versus what the ISV focuses on (lead pitch, technical proof points, just‑in‑time enablement).
Just‑in‑Time Enablement – Bite‑Sized, Contextual Learning During the Deal
Details the onion model of layered enablement and lists concrete just‑in‑time activities: objection handling, pricing, competitive positioning, technical discovery.
Enabling the First Deal Project Team – Delivery‑Side Enablement Timing
Shows how to transition from sales enablement to project‑team enablement, emphasizing self‑service modular content delivered just before kickoff.
ISV Shadow Role During Delivery – On‑the‑Job Coaching and Risk Insurance
Describes the shadow engineer/architect’s duties (sprint planning, real‑time Q&A, deliverable review, knowledge‑gap identification) and frames it as a partner benefit, not competition.
Winning the Business Together – Capturing Proof and Planning Next Deals
Outlines post‑delivery actions: communication, optional advanced enablement, gathering feedback, drafting the joint value proposition, and identifying pipeline opportunities.
The Case Study – The Most Critical Asset from the First Deal
Argues that a fast‑tracked internal case study is more valuable than the deal revenue, explains why it matters to both ISV and partner, and prescribes rapid drafting, internal publishing, and later externalisation.
Documenting the Joint Value Proposition (JVP) – From Hypothesis to Evidence
Guides the creation of version 1 of the JVP based on real outcomes, differentiating it from product and partnership value props and linking it to future demand‑generation.