Co-Marketing Plan Template (Free)
A co-marketing plan is the agreed blueprint for a joint marketing campaign run between a vendor and a channel or technology partner — defining the goal, the activities, who does what, how costs and leads are split, and how success is measured. This free co-marketing plan template helps partner marketing teams turn vague 'let's do something together' conversations into a structured campaign with clear ownership and shared accountability. It's for vendors and partners who want joint demand generation that actually produces pipeline rather than a one-off webinar nobody promotes. Use it to align both organizations on a single plan before spending time or money.
What to include in the plan
A co-marketing plan template covers: campaign overview and objective (awareness, leads, pipeline, event registrations) with a specific target number; target audience and ICP for the joint offer; the joint value proposition — why the two companies together are compelling; activities and channels (webinar, co-branded content, joint email, paid social, event, PR); a RACI or roles table specifying who owns each deliverable; timeline with milestones; budget and cost split (and MDF usage if applicable); asset list — landing page, co-branded slides, emails, ad creative, follow-up sequence — with owners; lead-sharing and follow-up rules (who gets leads, SLA on follow-up, how attribution is tracked); and success metrics with a post-campaign review date. A shared asset and approval checklist keeps both brands consistent.
How to use this template
Kick off with a joint planning call and fill the objective and target number together — a shared, specific goal is what keeps both sides invested. Assign every deliverable an owner across both companies using the roles table; unassigned tasks are the number-one reason co-marketing stalls. Agree the budget split and lead-sharing rules up front, in writing, to avoid disputes later. Build the asset list with due dates and route co-branded materials through both brand teams early. Run the campaign, then hold the scheduled post-mortem to review results against the target and decide whether to repeat or scale.
Best practices
Set one shared, measurable goal both companies own — not separate goals. Define lead ownership and follow-up SLA before launch so leads don't die in a handoff gap. Keep the campaign focused on a single strong joint value proposition rather than a generic 'we partnered' message. Split costs proportionally to expected benefit and consider funding the partner's side with MDF. Assign a single project owner on each side. Reuse a repeatable campaign format (e.g., a webinar-plus-nurture play) so each new partner co-marketing effort gets faster. Schedule the review before you launch so it actually happens.
Common mistakes
The biggest killers: no clear owner for each deliverable, so the campaign drifts; no agreed lead-sharing rule, so leads are fought over or ignored; and a weak joint value proposition that reads as two logos on a slide. Teams also under-invest in promotion — a great webinar with no email or paid push gets ten registrants. Skipping the follow-up SLA wastes every lead generated. And running the campaign with no defined success metric means you can't tell whether to do it again, so good partnerships never scale.
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Skip the template — do it in xAmplify
Download the free co-marketing plan template — then book a demo to see how xAmplify runs co-branded campaigns, asset sharing, and lead distribution at scale.
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Frequently asked questions
How should leads from a co-marketing campaign be split?
Agree the rule before launch. Common approaches: leads go to whichever company owns the customer relationship, leads are shared equally with both following up, or leads are routed by territory. Whatever you choose, set a follow-up SLA (e.g., 48 hours) and a shared way to track attribution so no lead is dropped in the handoff.
Who pays for a co-marketing campaign?
Costs are typically split between the vendor and partner, often proportional to expected benefit, and the vendor frequently funds the partner's share through MDF. The key is agreeing the split — and any MDF usage — in writing in the plan before work begins, so budget disputes don't derail the campaign.