https://dawid.xyz Direct deals, POCs, partners and the funnels that feed them. Notes and guides from sales, marketing and growth work in cybersecurity. en https://dawid.xyz/guides/no-decision https://dawid.xyz/guides/no-decision Deals rarely die to the other vendor. They stall, drift and quietly close as lost. Here are the signs, and what to do in the week you see them. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/security-poc-decision https://dawid.xyz/guides/security-poc-decision A POC answers whether the product works. Who buys it, with which budget and by when is a separate question. How to set up an evaluation so the last meeting is a decision. POCs Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/one-or-two-distributors https://dawid.xyz/guides/one-or-two-distributors Two distributors look like twice the coverage. In a market the size of Poland they usually split one investment into two halves that are each too small. How to run the numbers, and when two is the right answer. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/channel-price-waterfall https://dawid.xyz/guides/channel-price-waterfall The price a CISO pays is the last link in a chain of prices set by contracts the CISO never sees. Draw the chain for one product and most channel arguments about discounts, deal registration and direct deals get easier. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/deal-registration https://dawid.xyz/guides/deal-registration Deal registration tells a partner: find the deal and we will protect your price. Partners stop registering when that promise fails, and the vendor loses its view of the pipeline. Where it fails, and the rules that hold. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/polish-public-tender https://dawid.xyz/guides/polish-public-tender In a Polish public tender the decision is made months before the bids, in the specification. After publication, the better product is the one that fits the specification at the lowest price. How the system works, what the numbers say, and where a vendor can still act. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/day-one-shortlist https://dawid.xyz/guides/day-one-shortlist By the time a security buyer fills in your demo form, the list of vendors they will consider is usually already written. A funnel that only counts form fills measures the end of the decision. How to build for the part you cannot see. funnels Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/first-hour-demo-request https://dawid.xyz/guides/first-hour-demo-request A demo request is the rarest thing a security funnel produces, and the one most often left waiting. What the research on response time shows, what it does not, and a routing setup that works across European time zones, languages and partners. funnels Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/cold-email-europe https://dawid.xyz/guides/cold-email-europe There is no single European rule for B2B cold email. France allows it with an easy opt-out, Germany and Poland require consent first. What that means for a security vendor's outbound funnel, and how to plan first touch per country. funnels Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/partner-activation https://dawid.xyz/guides/partner-activation Recruiting a partner ends with a signature. Activating one ends when their seller brings you a deal. Where activation stalls, where first deals come from, and a 90-day plan with an end date. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/security-review-in-parallel https://dawid.xyz/guides/security-review-in-parallel While the engineers test your product, another team decides whether your company is safe to buy from. It rarely attends demos and it can stop a deal everyone else has chosen. How to run that review in parallel, what to send first, and the answer that costs most. POCs Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/nis2-in-the-sales-conversation https://dawid.xyz/guides/nis2-in-the-sales-conversation NIS2 makes supplier security a duty of the customer. It does not require any product, and no product makes a company compliant. What the articles say, the Polish KSC dates as of October 2026, and the claims to leave out of your deck. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/buying-committee https://dawid.xyz/guides/buying-committee A security purchase has more people behind it than the ones in your meetings, and most of them never see a demo. How to find them in one discovery call, what each needs before saying yes, and how to help them agree. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/us-playbook-in-europe https://dawid.xyz/guides/us-playbook-in-europe MQLs, cold outbound at scale and product-led growth assume one market. Europe is thirty of them, with their own languages, laws and buying committees. What breaks, why, and what to build instead. funnels Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/content-partners-will-send https://dawid.xyz/guides/content-partners-will-send Partners don't forward vendor brochures to their best customers. They send things that make them look good in front of a client. How to build partner campaigns that get used, and how to tell whether they produced pipeline. funnels Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/mssp-builds-a-service https://dawid.xyz/guides/mssp-builds-a-service A managed security provider doesn't resell your product. It turns it into an input to its own service, priced per seat, billed monthly, run for dozens of customers at once. What it needs from you, how to price it, and where vendors get it wrong. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/ideal-partner-profile https://dawid.xyz/guides/ideal-partner-profile Partner revenue is concentrated in a small share of partners. An ideal partner profile tells you which ones to recruit, which to invest in and which to serve only digitally. How to build one from your own data, and score partners on two axes instead of one. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/pitching-to-partners https://dawid.xyz/guides/pitching-to-partners A partner doesn't add a security vendor because the product is good. It adds one when demand, profit, effort and risk add up, and keeps selling when support, conflict rules and people hold. How to pitch the business case, not the feature list. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/partner-tiers https://dawid.xyz/guides/partner-tiers Most partner programmes spend their design effort on tier names and logos. Partners care about rebates and deal protection. How to set tiers on capability as well as revenue, calibrate thresholds to a European country, and tie every requirement to a benefit. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/partner-enablement https://dawid.xyz/guides/partner-enablement Most partner training teaches the product. Partners lose deals in the first conversation and in the POC. How to build enablement around the steps of a deal, keep certified people on the books, and test whether any of it produced revenue. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/co-selling-with-partners https://dawid.xyz/guides/co-selling-with-partners Every partner wants your engineer in front of its customer. Your engineers' time is the scarcest thing in the channel. How to ration co-selling with rules partners accept, split the roles in a co-sold deal, and move partners towards selling without you. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/cloud-marketplaces-and-the-channel https://dawid.xyz/guides/cloud-marketplaces-and-the-channel Enterprise buyers increasingly ask to buy security software through their cloud marketplace, because it burns down a commitment they already have. How the fees and partner constructs work, who gets squeezed, and the rules that keep marketplace deals from becoming channel conflict. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/renewals-through-partners https://dawid.xyz/guides/renewals-through-partners On a subscription line, renewals become bigger than new business by year three. Through the channel, many of them are lost to a late quote. How to assign renewal ownership, run a renewal calendar that starts six months out, and protect the partner that keeps the customer. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/joint-business-plan https://dawid.xyz/guides/joint-business-plan Most joint business plans are a page of targets the partner signed to be polite. A plan that works is short, names what both sides commit, and gets reviewed every quarter with data the partner couldn't produce alone. How to build one in six weeks. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/paying-the-channel-team https://dawid.xyz/guides/paying-the-channel-team A channel manager's pay plan decides which partners get attention, which deals get registered and whether direct sellers take deals away from partners. How to set the mix, the measures, the credit rules and the payout curve, with the benchmarks that exist and the ones that don't. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/channel-metrics https://dawid.xyz/guides/channel-metrics "Partner revenue" says little when most of your revenue goes through partners anyway. Which metrics answer real questions, how to count sourced and influenced deals without double counting, and a partner health score you can build in a CRM in a week. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/how-channels-fail https://dawid.xyz/guides/how-channels-fail Channels rarely collapse overnight. They go quiet: fewer registrations, the same three partners carrying everything, POCs waiting for an engineer. The anti-patterns that cause it, an early-warning table you can run monthly, and how to change a partner programme without a revolt. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/services-attach https://dawid.xyz/guides/services-attach A licence margin of 10% to 20% rarely pays for a partner's sales and presales effort. Implementation, health checks and managed operation do. How to build service blueprints partners can sell, measure attach properly, and decide when you deliver services yourself. partners Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/security-demo https://dawid.xyz/guides/security-demo Most security demos walk from the login page through every tab and run out of time before the part the buyer cares about. A discovery-led demo shows the end result first, in the buyer's own terms, and lets questions steer it. How to build one, and what the evidence does and doesn't say. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/security-business-case https://dawid.xyz/guides/security-business-case A breach-cost average multiplied by a guess is not a business case. Finance reads a case for its baseline, its assumptions and what happens if adoption is half the plan. How to help your champion write a conservative, buyer-owned case for a security purchase, and why a seller's ROI slide can hurt. direct deals Thu, 29 Oct 2026 00:00:00 GMT https://dawid.xyz/guides/working-with-procurement https://dawid.xyz/guides/working-with-procurement When procurement joins a security deal, sellers tend to either fight it or treat it as the decision maker. Both cost money. What procurement is measured on, which tactics are standard, how to respond without conceding or lying, and the onboarding steps that quietly push a signature into next quarter. direct deals Thu, 29 Oct 2026 00:00:00 GMT