Playbook / Lessons / Partners and paid growth
StartupsPut marketing metrics in the partner contract
Tunguz lists what makes a distribution partnership succeed or fade away: an internal champion on the partner side, aligned incentives and a clear marketing commitment. He points out that a partner who has no stated obligations may let the deal sink without notice. Writing marketing targets into the agreement gives you something to hold the partner to.
“Successful partnerships often have marketing performance metrics in the contract.”— Tomasz Tunguz, Partnerships for startups - Key deal terms, Nov 2012
Do this
Add one clause to your next partner draft this week that names the specific marketing action and the minimum leads or signups you expect from the partner in the first 90 days.