Co-opetition
Co-opetition comes from the combination of cooperation and competition. In the world of online lead generation, it refers to the varying degrees that competing companies work together. An example comes from the world of auto insurance lead generation. As with most verticals, the emphasis is on coverage – how many buyers a company has. Many times, one company has more buyers than another or at least different buyers. In order to maximize the amount of money earned, one company will sell a lead to its competitor if they could not find the maximum number of buyers within their own buyer network. The practice helps those in areas where a per lead dollar value is low, but it draws concern within and outside of the industry as companies evaluate the best long-term option (one where users and buyers win).
