12 habits that kill business development and how to fix them
IN PARTNERSHIP WITH KIT (THE EMAIL FIRST OPERATING SYSTEM)
Welcome to Partnership Wednesday #107 featuring ideas you can use to create partnerships faster, with less guesswork, and confidently close 6-figure deals.
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Have a question? Email me here
A LESSON TO BUILD ON
Krispy Kreme’s national rollout with McDonald’s in the US came to an end this week. Press releases celebrated a growth rocket until $28.9M in extra costs burned through the fuel. The customer experience was strong, but the economics never worked. The impact on McDonald’s operations was minimal, the same can’t be said for Krispy Kreme. Leaders often overestimate demand, underestimate complexity, and assume alignment will solve structural imbalances. It won’t. Before betting big, model the downside as rigorously as the upside. Know your break-even, your capacity constraints, and your red lines.
Leadership lesson: Partnerships amplify both strengths and weaknesses. And the longer you ignore misalignment, the more it compounds.
AN ANSWER TO HELP YOU MOVE FASTER
Our business development efforts aren’t working out. What am I missing? I was asked this question from the crowd this week. Here’s my answer:
Business development isn’t broken but your team's habits might be.
Most BD teams generally under-perform due to 12 quiet habits that slowly drain their effectiveness.
Each one sounds logical.
But left unchecked, they create a culture of noise, not deals.
Here are 12 habits that kill BD and how to fix them:
1. Chasing logos, not leverage
→ Fix: Score for potential, not popularity
2. Saying yes to every introduction
→ Fix: Triage early. Qualify hard
3. Waiting for perfect materials
→ Fix: Start with version 0.1 and refine in motion
4. Mistaking updates for momentum
→ Fix: Prioritise outcomes over activity
5. Over-dependence on one BD hero
→ Fix: Build a system, not a saviour
6. No 'First Win' plan
→ Fix: Define a tangible, 6-month milestone for every deal before you sign
7. Weak internal storytelling
→ Fix: Equip champions with simple, clear decks
8. Long timelines, no urgency
→ Fix: Introduce decision gates and visible next steps
9. Comping for revenue, not trust
→ Fix: Include partner health and multi-year value in incentives
10. Operating in isolation
→ Fix: Sync weekly with Sales, Product, and Marketing
11. Ignoring the off-ramp
→ Fix: Re-qualify stalled deals every quarter
12. No post-mortem culture
→ Fix: Review what didn’t close and why
Each habit looks small. But collectively they’re a silent growth killer.
Fix them and you build a system that creates trust, scale, and momentum.
Remember this: Business development isn’t about being liked. It’s about being useful.
Here’s an infographic that might help you navigate this topic further.
THIS WEEK’S MOMENT
Is your partnership full of agreement—but lacking actual progress?
In this 6-minute episode:
Learn how to detect the subtle signs of “agreement theatre” before it derails your strategy
Get the exact language that signals real, engaged collaboration
Walk away with 3 powerful questions to kickstart any new partnership the right way
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KNOW PEOPLE WHO FEEL STUCK?
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Until next Wednesday,
Phil Hayes-St Clair - Executive Coach
When you're ready, there are three ways I can help you:
1. The Partnership Lab (Applications for the September cohort close 29 August): The Partnership Lab is an AI-fuelled system for sales and marketing leaders who need to close 6-figure partnerships—fast.
2. The Partnership Decision Sprint: 45-minute sessions built for leaders facing high-stakes partnership decisions. Invite up to three people from your team and walk away with clear, actionable next steps.
3. Leadership Events: From Cochlear and Lifeblood to military leaders, I have shared inspiring stories and practical frameworks and insights that shift how leaders leverage partnerships for growth. Book me to speak at your next conference, offsite, or leadership event.
Looking for something different? Send me an email.
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