Co-Selling Agreement Structure

A co-selling agreement defines the rules of engagement: how leads are shared, how pipeline is attributed, how revenue is split (if applicable), and how performance is measured. Without a documented agreement, partnerships devolve into vague commitments where both sides say "we should do more together" without doing anything specific. The agreement transforms goodwill into operational commitment.

1. Lead Sharing Protocol Define how leads flow between partners. When the partner's sales rep identifies an account that needs your solution, what is the process? Warm introduction via email? CRM-to-CRM lead pass? Joint meeting invitation? The protocol must be simple enough that the partner's rep can execute it in under five minutes, or they will not do it.
2. Attribution Rules Define how pipeline is attributed when both partners contribute. The first-touch model gives credit to the partner who sourced the introduction. The influence model splits credit based on contribution. Choose one model and document it — attribution disputes kill partnerships faster than poor results.
3. Performance SLAs Set mutual performance commitments: each partner commits to a minimum number of introductions per quarter, a maximum response time for referred leads, and regular pipeline review meetings. SLAs create accountability. Without them, the partnership stalls when day-to-day priorities take precedence.