Firms that manufacture and sell complimentary, rather than competitive, products and services may wish to join forces to promote each of their products to prospective customers and thus look to increase sales for both products. The parties are not "distributors" for one another. What they do is make sure that when they are selling they are mindful of opportunities to mention the other products. If there is any interest the "lead" will be passed to the sales team of the other party. Of course, the parties can initiate more elaborate collaborative efforts if they wish; however, it is best to start small with a simple strategic alliance agreement. Key issues for such an agreement include designating a contact person on each side to coordinate efforts and making sure that the confidential information and customer lists of both parties are protected.