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You’ve built your partner program, signed the agreements, and maybe even onboarded a promising batch of partners. But here’s the hard truth: too many of them aren’t moving. They’re “paper partners”, great on your spreadsheet, but not contributing to your pipeline or revenue.
In Kiflo’s recent live Q&A, Peter Fogelsanger, Founder of Peter Fog LLC and long-time partnership leader, shared a practical playbook to activate dormant partners and get real results from your partner ecosystem. With over 30 years in B2B partnerships, Peter has seen it all, from agency to ISV to SaaS, and his message was clear:
“Partnerships don’t fail because of intent. They fail because they never get to that first deal.”
The “Paper Partner” Problem Is Universal
When asked what percentage of their partners have never sourced a deal, most attendees said between 30% and 60%. Peter wasn’t surprised—it’s often worse.
Many partner leaders operate with the same challenge: leadership expects results, but most partners are inactive. The issue isn’t always recruitment or enablement—it’s activation. Before you can fix performance, you need to understand why it’s happening.
Understanding the “Risk Triangle”
Peter explained that every new partnership starts with a triangle of risk between three parties: you (the vendor or ISV), the partner, and the customer.
At the start, all three sides of that triangle are unproven. The vendor hasn’t earned the customer’s trust, the partner hasn’t proven their ability to deliver, and the customer doesn’t yet trust either party. That’s why so many new partnerships stall—they’re built on assumptions instead of shared proof.
Don’t Start with a 20-Page Agreement. Start with a Deal.
Most partner programs follow a predictable (and broken) onboarding path: recruit, sign, train, map accounts, and wait for deals.
Peter’s advice? Flip that on its head.
“Skip the heavy legal process. Start small—an NDA or simple confidentiality agreement—and get to that first deal fast.”
Instead of academic enablement, focus on activation-oriented onboarding:
- Teach partners just enough to identify a relevant opportunity.
- Encourage them to bring their own customer as the first deal.
- Co-sell that first deal together to reduce risk and build trust.
This approach replaces theory with traction.
Activation Requires a “Give-to-Get” Mentality
Many partner teams send leads to partners with no expectations in return. That’s a mistake.
Every lead is an asset. If you give something of value, like a lead, you should expect something back, whether that’s a referral, a co-sell opportunity, or shared pipeline visibility. Activation thrives on mutual value.
“Partnerships are built on trust, but trust is built on doing something together.”
Build a 90-Day Activation Sprint
Peter outlined a simple, repeatable playbook for reviving underperforming partners.
Step 1: Triage Your Partners
Segment partners into A, B, and C tiers:
- A Partners: Closest to your Ideal Partner Profile (IPP), with active alignment and deals in sight.
- B Partners: Potential fits or timing issues—nurture them.
- C Partners: Low-fit or unresponsive—let them go or move them to self-service.
Step 2: Focus on First Deals
With your A partners:
- Align executive sponsors on both sides.
- Pick three potential targets and agree on one deal to pursue within 90 days.
- Hold weekly check-ins to maintain momentum.
Step 3: Reward Results
Once a qualified opportunity enters the pipeline:
- Offer deeper enablement, SE support, or marketing collaboration.
- Keep “favors” tied to progress; never give too much before activation.
Track the Right KPIs
Forget vanity metrics like total partners signed. Track what matters:
- First deal closed
- Opportunities created
- POCs started
- Executive alignment on both sides
- Partner CSAT scores
The “first deal closed” metric is especially powerful; it predicts future success. Partners who close one deal often generate multiple opportunities soon after.
Know When to Coach, Nurture, or Let Go
Not every partner will become an A-tier contributor and that’s okay. Peter recommends reassessing partners every 90 days:
- Promote A’s who deliver.
- Coach B’s who are showing potential.
- Let C’s go gracefully.
And always keep the door open. A partner who isn’t ready today might become your best one tomorrow.
The Takeaway: Focus on Activation, Not Administration
Partnership success doesn’t come from more dashboards, agreements, or partner tiers, it comes from action.
By focusing on lightweight agreements, clear expectations, and co-selling early, you can transform your partner ecosystem from “paper” to performance.
