How to Plan a Co-Marketing Agreement

 You've found a partner to work with — that's great! But, what's the next step?

1. Come up with an idea to pitch.

Once you determine you'd like to work with a partner, it's time to come up with an idea to pitch. When approaching this step, do your homework first. Learn what you can about the company and their audience, tailor your ideas to what would be appealing to them, and show them the value you're going to provide.

Odds are, if you are the one pitching the idea, you are the small fish and they are the big fish. In other words, it'd be easy for them to say no in this scenario. To combat this, go the extra mile to show them that they'd be crazy not to work with you.

If you are on the other end of the pitch, remain open to ideas. Even if the person pitching you isn’t a pro, don’t disregard the opportunity immediately. If it's a totally unrealistic partnership, be honest with them. And if the idea sounds interesting but it's just not a great time for you to take on the project, consider adding them to a backlog of potential partners you'd want to work with in the future.

2. Make your goals clear.

If you want leads, make sure your partner knows that. Make sure they also want leads, too. If your goals are misaligned, neither of you will get value you had hoped and planned for out of the relationship.

3. Agree on the content you'll share and promote.

Next, agree on the type of content you'll share and promote among your audience. This includes the topic and theme of the content. Decide on a topic that is going to be mutually beneficial and appeal to both audiences.

4. Determine your timeline.

Set a timeline for your co-marketing campaign. This way, everyone is on the same page and gets their portion of the work done on time.

Pro Tip: For a larger project, like an ebook or webinar, double the amount of time it takes your team to write a campaign on your own. This will allow for time for approvals and feedback among your team members and your partner's team members.

5. Decide what your strong skills are.

Between the your business and your partner's, it's likely you both have specific strengths and bring different things to the table. So, assign tasks and work accordingly.

Simply, if you assign tasks related to your co-marketing content and/or campaign based on which partner is better at what, the process will be streamlined and efficient (and likely, a lot more effective among audience members, too!).

6. Write up a formal co-marketing partnership agreement.

Like most things in business, it's important your co-marketing partnership is solidified and official. To do this, ensure it's in writing, in a formal agreement. With an agreement in place from the start, you have something to point back at if anything goes wrong or any miscommunications arise. (This may be a legal document or a non-legal document of good faith.)

The details of this agreement should include:


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