How to build real value with new partners
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Welcome to Partnership Wednesday #112 featuring ideas you can use to create partnerships faster, with less guesswork, and confidently close 6-figure deals.
Know someone who could use this edition? Share it with them here.
Have a burning partnership question? Email me here
A LESSON TO BUILD ON
In 1975, Intel sold a few hundred 8080 chips to a tiny Albuquerque startup, Micro Instrumentation and Telemetry Systems (MITS). MITS used them in the Altair 8800, a kit computer that landed on the cover of Popular Electronics. They hoped to break even at 200 units. Within three months, they had 4,000 orders. Bill Gates and Paul Allen quickly wrote BASIC for the Altair, founding Microsoft and fuelling the software industry. Intel’s “small” deal became the backbone of personal computing.
Leadership lesson: Never dismiss the small player. Today’s fringe partner may become tomorrow’s industry shaper. Supplying them early can make your product the standard when the market explodes.
AN ANSWER TO HELP YOU MOVE FASTER
I’m worried that just signing a contract isn’t enough. How do I get real value from this partnership? I was asked this question from the crowd this week. Here’s my answer:
The path the value in partnerships begins with the first win, not with signed contract.
Let’s set the scene.
Partnerships begin with belief.
They take a leap of faith.
Your job is to prove it was worth it.
Remember, one leader staked political capital, budget, and credibility to bring you into their world.
If that early bet isn’t repaid fast momentum evaporates.
That’s why the first win is so important.
It’s not about quick wins for the sake of optics.
It’s about creating the kind of early success that builds confidence, momentum, and trust on both sides.
A strong First Win Plan answers 6 questions:
1. Why does this win matter? (Context)
2. What exactly will we achieve? (Promise)
3. How fast can we prove it? (≤ 6 months)
4. Who’s truly committed? (5 allies per partner)
5. How will we measure success? (Dual benefits)
6. What steps will build trust along the way?
And it doesn’t stop at structure.
The first win should exceed expectations.
Deliver more than was asked.
Make the impact visible across the organisation.
Treat the trust you’ve been given as an investment you need to return with interest.
The math matters too.
Anchor the first win in four calculations:
→ Revenue
→ Access
→ Cost Savings
→ Risk Reduction
This shifts the conversation from belief to evidence.
From “I think this is working” to “Here’s the proof.”
When you create a first win like this, something powerful happens.
The champion inside your partner’s organisation isn’t left defending a hope.
They’re celebrated for delivering results. And with their success, the partnership itself gains strength.
Take this with you: Don’t wait for trust to appear. Build it deliberately.
So before you sign your next deal, ask:
• What’s our first win plan?
• Who owns it?
• And how will it repay the belief our partner has placed in us?
Because contracts don’t create momentum. First wins do.
Here’s an infographic that might help you navigate this topic further.
THIS WEEK’S MOMENT
Are your partnerships built on belief or proof?
In this 10 minute episode, discover how infrastructure partnerships are:
Anchor every deal in two measurable benefits, not just one
Use the four calculations - Revenue, Access, Cost Savings, Risk Reduction - to audit every partnership
Prioritize consumption over appearances because logos don't pay bills, usage does
Get every episode of the Partnership Playbook on your next commute or workout. Subscribe to the show on Apple Podcasts, Spotify and Youtube!
KNOW PEOPLE WHO FEEL STUCK?
Want to share this issue of Partnership via text, social media or email? Just copy and paste this link:
https://philhsc.com/partnership/17-september-2025
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 The Partnership Lab is an AI-fuelled system for sales and marketing leaders who need to close 6-figure partnerships in 6 weeks.
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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