Know-How Exchange : Other

On the operational side, make sure any marketing results (most notably leads) is handled properly. It is imperative to have a good lead distribution process and it is even more imperative to have clear rules as to who follows up (meaning, which sales team takes the lead in which cases). You do not want the two sales teams fighting over the customer/prospect. Also you do not want generated leads to fall through the cracks.

The best way to guard against these and other operational pitfalls is:
- Appoint champions in the sales teams that are made responsible for the success of the joint effort or that act as your points of contact for both parties. Inform them and be prepared to field operational questions quickly;
- Share best practices across sales teams and your marketing execution teams;
- Possibly come up with a target customer list and set rules of engagement around these customers;
- Make sure the marketing plan is backed up with a sales compensation plan that reinforces the joint objectives;
- If you are supporting an indirect channel, make sure they are fully informed of the objectives and their benefits;
- Cover all P's (4, 7 or whatever number or letters you work with) with a joint marketing plan. Do not forget the co-marketing branding details;
- Make sure you have max 3 customer benefits written down for the co-marketing opportunity. That way you keep everyone on message on both sides of the cooperation.

Good luck.