How To Create a Co‑Marketing MOU (And Not Destroy Your Partnership)

A Deep Dive On Agreement, Vetting, And Execution

Strategic partnerships can make or break a project faster than expected, which means you either end up celebrating with champagne or go through several sleepless nights thinking about how to fix the mess you’re in (I think we all know that feeling).

It is not an exception in Web3. That’s because partnerships are a key driver of success, regardless of what niche you’re trying to carve out. From startups and DeFi protocols to NFT platforms and AI-driven dApps, teaming up with complementary projects can massively extend your reach and credibility.

But a successful co‑marketing partnership doesn’t happen by chance. It requires careful planning, clear agreements, and a well-orchestrated schedule. But a lot of so-called Web3 marketers don’t even know how to create a proper Memorandum of Understanding (MOU) and a formal co‑marketing agreement, let alone how to organize a co‑marketing schedule that delivers results (Hell, most of them don’t even know what Web3 marketing is). 

So let’s focus on Web3 specifics (think crypto exchanges, DeFi, NFTs, AI platforms), and highlight tools (including AI) to streamline the process.

Note: If you don't feel comfortable or can't concentrate reading highly-researched documents like this, then you shouldn't be in charge of any marketing campaign or spending, let alone reading and signing any legal binding.

Understanding MOUs vs. Co‑Marketing Agreements

• Blockchain Platform + DeFi App: Ethereum-based Aave, partnering with Balancer, combined their communities for liquidity programs. Both benefited: Aave users discovered Balancer’s pools, and vice versa.
  
  
• Crypto Exchange + DeFi Project: Exchanges often co-market with projects they list (joint promotions, trading competitions, AMAs for new token listings).
  
  
• AI + Blockchain: An AI marketplace might partner with a blockchain cloud service to co-promote an “AI on blockchain” solution, sharing content and case studies to both their user groups.
  
  
• NFT Project + Metaverse Game: An NFT collection could co-market with a metaverse platform – e.g., integrating the NFTs as in-game avatars and running joint events in the virtual world.
  
  
• Community + Community: In decentralized communities or DAOs, partnerships can mean cross-promoting each other’s proposals or co-hosting events. For instance, one DAO might host an AMA for another’s project launch, tapping into each other’s Discord/Telegram communities (joint AMAs, contests, or hackathons on Discord and Twitter are common).

Takeaway: Pick a partner where both sides bring value to the table and have something to gain. If you can both answer, “What’s in it for us and for our users?” with clear, positive answers,  you’ve likely found a good match. Formalize that “better together” value proposition because it will drive your joint marketing content and messaging.

Drafting The MOU: Setting The Foundation

Once you’ve identified a partner and agreed in principle to collaborate, the next step is the MOU. Think of it as the framework or blueprint of the partnership. Here’s how to work it out:

• Purpose and scope: Clearly state why you are partnering. For example, “This MOU is intended to outline a co-marketing collaboration between [Project A] and [Project B] to jointly promote decentralized identity solutions to our combined user communities.” Describe the shared vision or goal (increase adoption of X protocol, educate users about Y, etc.).
  
  
• Roles and responsibilities (high-level): Identify, at a summary level, what each party will contribute to the co-marketing efforts. For instance, one party might provide technical content or product integration demos, while the other provides access to a large community and marketing channels. In the MOU, you don’t need every task (that will come in the detailed schedule), but do note major responsibilities –e.g., “Partner A will create a demo video and host an AMA; Partner B will produce a case study and promote across social channels.”
  
  
• Key activities outline: List the types of co-marketing activities you intend to do together. This could include co-branded blog posts, joint webinars or Twitter Spaces, cross-promotions on social media, email newsletter swaps, collaborative videos, event co-sponsorships, etc.
  
  
• Timeline or Duration: Indicate the intended timeline of the partnership. Is this a one-off campaign over one month? Or an ongoing partnership for a year? For example, “This MOU covers co-marketing efforts during Q1 2025, with an option to extend upon mutual agreement.” You don’t need exact dates for every activity yet, but set the horizon.
  
  
• Resource Sharing & Costs: At a high level, note how you’ll handle costs or resource contributions. If both parties will invest funds or manpower, state that expectation. For instance, “Each party will bear its own costs for content creation and will share equally any paid advertising spend.” If one side is providing something specific (e.g., Partner A will cover event booth fees), mention it.
  
  
• Non-Binding Nature: Most MOUs will include a clause noting that “This MOU is not a legally binding contract but an expression of the parties’ intent to collaborate in good faith. A formal agreement will follow.” This way, neither side is legally on the hook yet, but you have a moral and professional commitment. (Despite not being binding, remember an MOU is a serious declaration that a contract is imminent, so treat it professionally!)

Drafting an MOU in Web3 is similar to any industry, but you might also consider unique Web3 aspects: for example, if part of the deal involves token swaps or on-chain integration in the future, you can mention exploring those avenues in the MOU. Keep it concise and clear; a typical MOU might be 1-3 pages.

The goal is alignment, and remember, an MOU’s advantage is reducing uncertainty by spelling out objectives and expectations upfront. Once both sides sign the MOU, you have a green light to proceed to detailed planning and the formal agreement.

Crafting the Co‑Marketing Agreement: Key Elements

With an MOU (or at least a handshake) in place, it’s time to nail down the co‑marketing agreement: the detailed contract that will govern the partnership and campaign. This document can be more complex, but here are the key points and clauses you should include:

• Parties, term, and purpose: Identify each party (with full legal names) and the effective date and duration of the agreement. Also include a short statement of purpose (essentially, why you’re partnering). E.g., “This Agreement is made between [Company A] and [Company B] effective Sep 1, 2025, for the purpose of jointly marketing [describe product/service or initiative].”
  
  
• Scope of activities: Enumerate the specific co-marketing activities and deliverables each party will undertake. This could be an attachment or exhibit (like a more fleshed-out schedule or list of tasks), but the agreement should reference it. For example: “Activities: Company A will host two webinars and feature Company B in its newsletter; Company B will produce one joint whitepaper and promote Company A’s product in at least 3 social media posts per week,” etc. Outline ‍‍
  

• Roles and Responsibilities: Clearly define each party’s roles in executing the campaign. Who will create content? Who will review/approve content? Who handles customer inquiries or community management arising from the campaign? if running a joint giveaway, specify which team manages prize distribution. Define a process for approvals – e.g., “Each party will submit co-branded content to the other for approval at least 3 days before publication” (this avoids last-minute conflicts). This is the best way to prevent delays or miscommunications, which can kill your partnership fast.
  
  
• Branding and guidelines: Include clauses about brand usage: how each party can use the other’s logo, name, and trademarks in the co-marketing materials. Set any rules for messaging to maintain brand voice. For example, “All uses of Company A’s logo must conform to its Brand Guidelines (Exhibit B). Neither party will alter the other’s logos or present the other’s product in a misleading way.” Also, clarify if either party needs final say on certain communications. These details protect brand integrity while giving enough freedom to promote creatively.
  
  
• Exclusivity (if any): Decide if the partnership is exclusive or non-exclusive in certain areas. For example, you might agree not to do a similar co-marketing campaign with a direct competitor during the term. If so, well, spell that out: “Company A shall not enter a co-marketing agreement with any other NFT marketplace during Q1 2025.” Exclusivity can be a big ask, so consider carefully and possibly narrow its scope (by time frame or by specific type of activity).
  
  
• Data sharing and privacy: In Web3, data might include user analytics, but also possibly on-chain data or community feedback. Agree on what data will be shared and how. For instance: Both parties will share relevant marketing metrics (e.g., campaign reach, click-through rates, sign-ups, sales conversions) weekly and will jointly analyze results. If you’re sharing user information (emails, etc.), ensure compliance with privacy laws (GDPR, CCPA, etc.) – likely you’ll need to mention that any shared user data will be handled per each party’s privacy policy and not misused. Also include a confidentiality clause, stating that any non-public information (business plans, lists, etc.) shared for the partnership must be kept confidential by the other party.
  
  
• Performance metrics and KPIs: Define how you’ll measure success (and attach targets). For example, some KPIs might include: number of referral sign-ups, combined webinar attendance, increase in daily active users, and social engagement metrics. The parties will review performance bi-weekly. While you might not legally enforce hitting a KPI, having agreed metrics focuses both teams on results.

• Intellectual Property (IP): Clarify who owns the content created. A common approach: each party retains ownership of pre-existing IP, and jointly created content can be used by both (or assign ownership to one with a license to the other). For example, “All co-authored content (blogs, graphics, videos) can be freely used by both parties for marketing. Each party retains ownership of its trademarks, product names, and pre-existing materials.” Also address if, say, a joint webinar recording can be repurposed by either side.
  

• Termination Clause: We all know that despite best intentions, partnerships can go awry (and they usually do). So include exit terms. Commonly, either party can terminate with X days’ notice in writing. Also consider including reasons for immediate termination (breach of agreement, or if one party engages in something damaging like fraud or a PR disaster –IMPORTANT in crypto, where scams occur too often).
  

• Remedies/Non-Performance: What if one partner doesn’t do what they promised? While you hope to never use it, the contract can specify remedies –e.g., if Partner B fails to deliver the agreed content, Partner B must reimburse Partner A for related costs (or simply that the other party can terminate).
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• The legal boilerplate: Don’t forget standard contract clauses: governing law and jurisdiction (especially important if partners are in different countries, decide which state/country’s law applies), no partnership/agency (clarify that it’s a marketing collaboration, not a merger or joint venture business entity), indemnification (each party should indemnify the other if their materials infringe or if they do something illegal in the campaign, and force majeure (covering unforeseen events that could derail plans). These protect both sides legally.

Finally, get the agreement reviewed by legal counsel if possible. While not always required, having a lawyer draft or review a co-marketing agreement ensures it’s solid and compliant with any regulatory nuances (especially relevant for crypto projects!). Once both parties sign, you have a firm contract. A well-crafted agreement builds trust – it shows professionalism and foresight. 

A good tip is to consider attaching a “Joint Marketing Plan” as an exhibit or appendix to the contract, which details the campaign schedule and content (our next section). This way, the contract references a living document that you and your partner’s marketing teams will actually work from day-to-day.

Organizing a Co‑Marketing Schedule (and Keeping It on Track)

Congratulations! With the partnership agreement settled, now you answer THE MOST IMPORTANT QUESTION: 

“How do we actually execute this?” 

This is where the fun part starts (spoiler: it’s horrible): The co‑marketing schedule, AKA, your plan. 

A well-structured schedule is crucial to coordinate the many moving parts of a joint campaign, especially in Web3 where timing (and timing around market events) are everything. Here’s how to organize it:

• Create a shared campaign calendar: Start by building a marketing calendar that both teams have access to. This could be a simple spreadsheet, a Google Calendar, or a project management tool like Trello/Asana with timeline views. The schedule should map out all key activities, dates, and owners. For example, mark dates for the press release, blog publishes, social media posts (and which platform), AMA events, newsletter drops, etc. Remember that with two brands involved, you must allow more time for reviews and coordination than you might solo. One partner’s social team might need a week to slot something in, or their legal team might need to vet a post – pad your timelines accordingly. Make sure to account for each other’s approval processes and busy periods when agreeing on the schedule.
  
  
• Align on launch timing: Decide if there’s a big launch moment (e.g., an announcement of the partnership itself, or a coordinated product release) and build backwards from it. For instance, if you announce the partnership on Jan 10th via a joint press release, the schedule might include: social media teasers on Jan 9th, the press release on Jan 10th at 9am EST by both parties, a live Twitter Spaces AMA on Jan 11th to discuss the partnership, etc. Coordinated timing can maximize impact – as the EAK Digital guide notes, coordinated messaging and timing is a key success factor so the campaign feels unified.
  
  
• Divide and conquer: On the schedule, assign each task to a specific party or person. For example, who drafts the blog post vs. who provides a quote for it? Who will physically post the tweets from each account? If you’re co-creating a piece of content, set clear interim deadlines: draft ready by X date (by Partner A), review complete by Y date (by Partner B). Mark these on the calendar. Treat your partner like an extension of your team and BE EXPLICIT about deliverables and due dates to avoid finger-pointing later (this will also destroy your partnership).

• Regular check-ins: Schedule regular sync meetings between the partner teams. For example, a weekly 30-minute check-in during the campaign period to review upcoming tasks and any adjustments. Open communication is vital. These meetings keep everyone accountable to the schedule and allow you to nip issues in the bud. Perhaps one side is delayed on a draft – a check-in can surface that and you can adjust the calendar accordingly. Also decide on an open communication channel for ad-hoc updates (e.g., a channel where someone can say “Our blog post is live!” so the other side can respond or amplify quickly).
  
  
• Example co‑marketing schedule: Let’s give you a free sample 4-week co-marketing schedule for a Web3 partnership (free because it goes deeper than that, and it can be done better):
  
  
  • Week 1: Announcement & Kickoff – Day 1: Joint press release on both company blogs and shared on Twitter (Partner A drafts, both approve). Day 2: Founders from both projects do a live Twitter Spaces AMA together to field community questions. Partner A’s community manager leads, Partner B’s founder joins as guest. Promote the AMA on Discord and Telegram beforehand.
    
    
  • Week 2: Content Swap – Partner A publishes a deep-dive blog post about how Partner B’s solution enhances their ecosystem (written by Partner A, with Partner B’s input/quotes). Partner B sends an email newsletter to its users featuring Partner A’s product tutorial. Both share each other’s content on LinkedIn. (Behind the scenes, each draft was shared for approval 3-5 days prior.)
    
    
  • Week 3: Community Engagement – Partner B hosts a giveaway contest for users who try out Partner A’s app via Partner B’s platform (e.g., use Partner A’s DeFi service and get an NFT from Partner B). All week, social media posts from both highlight the giveaway. Mid-week, do a Discord AMA in Partner B’s server featuring Partner A’s team. Also, co-post an educational infographic on Twitter explaining how to use the two products together.
    
    
  • Week 4: Webinar & Wrap-up – Co-host a webinar titled “The Future of [XYZ] with Web3 and AI” featuring both companies’ CEOs (registration page was shared in Weeks 2-3). After the event, both parties share the recording on YouTube and cross-post a recap article. End of week: joint review meeting to assess results and discuss next steps. If results are great, announce an extension of the partnership or tease upcoming co-features (if any).
    
• This is just a hypothetical schedule, but it shows how you can map out a variety of activities across channels. Notice the mix: press/news for broad reach, social media for ongoing buzz, community events for engagement, and a capstone content (webinar) for deeper value. Importantly, both partners are contributing throughout – this balance is what you want to achieve.
  

• Be flexible: Even with a detailed schedule, stay agile. Web3 markets can be volatile and news-driven. If a major industry event or news breaks (say, Ethereum announces a big upgrade) that overshadows your campaign week, be ready to adjust timing. Build a little buffer time around critical tasks in case of delays. And if something works really well (e.g., your AMA draws huge interest), you might decide to add another on the fly – having a cooperative, communicative relationship with your partner will make mid-course changes smoother.

A co-marketing schedule is your execution backbone. Both teams should have visibility into it and buy-in on it. By laying everything out clearly, you reduce “last-minute chaos” –everyone knows what’s happening when, and you can focus on making the content/campaign great instead of scrambling. As one partnership guide notes, “visibility on all aspects of the campaign is key” to avoid problems when multiple cooks are in the kitchen.

Executing the Co‑Marketing Plan and Measuring Success

With planning done, it’s go-time to execute and monitor the co-marketing campaign. This phase is about coordination, adaptability, and analysis. Here’s how to make it work:

• Launch with a Bang: On D-Day of your first big activity (e.g., the partnership announcement), both teams should be on high alert. Double-check everything: Is the blog live? Are all links working? Did both parties publish their social posts at the agreed time? It can help to have a shared checklist for launch. This might include items like: “Tweet from Company A – posted, Tweet from Company B – posted, Announcement channel on both Discords – done, Email to press contacts – sent” etc. Clear communication on launch day is essential; stay on a call or chat together until everything is out. This sets the tone for smooth execution throughout.
  
  
• Engage the Community: During execution, treat the campaign as a conversation with your combined communities. For example, if users respond with questions on Twitter or Telegram, coordinate who answers them. Perhaps agree that each company answers queries related to its own product, but also step in to support your partner if needed. A hallmark of Web3 marketing is strong community engagement, so hop into each other’s Reddit threads or Discords when the partnership is the topic. This shows a united front and enthusiasm. (It’s also a good way to gather feedback in real time – you’ll hear what users are excited or confused about.)
  
  
• Monitor KPIs in real time: Don’t wait until the end to see how things went. Track metrics as you go. Have a shared spreadsheet or dashboard for key KPIs and update it daily or weekly. This could include number of sign-ups coming from the partner referral, increases in web traffic, social media mentions (perhaps using a tool to count hashtag mentions), etc. If you notice something interesting – e.g., Day 3’s tutorial video got 2x the views expected – discuss it with your partner. You might decide to double down on that channel. Being data-driven in the middle of the campaign allows you to amplify what’s working and tweak what’s not.
  
  
• Be ready to pivot: Despite careful planning, you might hit snags. Maybe a scheduled tweet accidentally didn’t go out, or an event had low turnout because it clashed with a major crypto news drop. Don’t play the blame game. Instead, adapt together. For instance, if a Twitter Spaces AMA was quiet, perhaps the next week you pivot to a Reddit AMA where the community might be more active. Or if one piece of content isn’t resonating, you could collaboratively create a quick FAQ or infographic to address common questions the community is asking instead. Having a flexible mindset ensures the partnership stays productive. Keep that weekly (or more frequent) sync going to discuss adjustments. Remember, your partner is equally invested in success – two heads are better than one for problem-solving creative ways to boost results.
  
  
• Measure What Matters: By the end of the campaign (or at major milestones), evaluate performance against the goals you set. Common success metrics for co-marketing include:
  
  
  • Leads or User Acquisition: How many new users signed up or took a desired action due to the campaign? For example, how many of Partner B’s users started using Partner A’s platform and vice versa. If you created unique referral links or codes, measure those conversions.
    
    
  • Engagement & Reach: Track aggregate reach of your content (total impressions/views across blogs, social, etc.) and engagement (likes, shares, comments, event participants). Did you “amplify each other’s presence” significantly? Check metrics like webinar attendance (and split by source if possible), and social followers growth during the campaign.
    
    
  • Revenue or Transactions (if applicable): Perhaps you ran a joint promotion that directly drives sales or on-chain transactions. Tally the revenue or transaction volume that can be attributed to the partnership. For instance, if you offered a discount code “PARTNER” and it was used X times, what’s the value?
    
    
  • Community Growth & Sentiment: In Web3, community metrics are vital. Did both communities grow? (e.g., Discord member counts, Telegram subscribers.) More importantly, did the campaign attract quality community members? One guide suggests looking at whether community growth translates to active participation, not just vanity numbers. Also assess sentiment: if you have social listening, how was the tone of discussions about your partnership? You might gather anecdotal feedback – quotes from community members or influencers can be telling (for example, a known blogger writing “This partnership between Project A and B is one of the more meaningful collaborations in DeFi lately” is gold).
    
• Ensure both parties share their data to piece together the full picture (which should have been agreed – e.g., “each company will freely share marketing data like performance metrics and leads generated”). Transparency here builds trust and helps you collectively learn.
  
  
• Post-Campaign Retrospective: Once the campaign or initial phase concludes, sit down with your partner for a debrief. Celebrate the wins and candidly discuss the misses. What worked great? Maybe the joint webinar was packed and even recorded new highs – that’s a case study to possibly publish. What didn’t work as well? Perhaps the cross-email promotion had low open rates – figure out why (wrong audience segment? email went to spam? etc.). This reflection is where you extract lessons. Document them. It will help both in your future partnerships and iterations of this one.
  
  
• Publicize Success: If the co-marketing was successful, consider publicizing the results – it’s beneficial for both brands’ PR. This could mean a joint press release or a blog post: “Project A and Project B’s partnership results in 10,000 new users and 20% traffic boost” including some key metrics (as long as both are comfortable sharing them). As Altitude Marketing suggests, sharing metrics and wins via case studies or press releases motivates partners and shows value to stakeholders.
  

Executing a co-marketing campaign in Web3 can be incredibly rewarding. You not only gain users, but you also gain experience in cross-team collaboration, which is itself a valuable asset. The process forces you to be organized, communicative, and user-focused – all good things for your project’s muscle building.

Throughout execution, keep in mind the bigger picture: this is about creating a win-win-win: a win for you, a win for your partner, and a win for the users who discover a combined value they wouldn’t have gotten otherwise. If you achieve that, you’ve done co-marketing right.

And yes, this is quite extensive. Luckily for you, I can help you map out your stack, tighten your funnel and figure your marketing campaign, so send a message below and let’s get in touch.

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