A Lead Generation Agreement is a contract that formalizes the process of generating leads for marketing and sales purposes. It outlines the roles, responsibilities and expectations between two or more parties involved in the lead generation process. The agreement defines the target audience, methods and tactics used to generate leads, as well as the type of leads to be targeted. Additionally, the agreement specifies payment terms and any service/performance guarantees relevant to the lead generation process. By having this agreement in place, businesses can clearly establish their goals, reduce risks, and ensure ongoing success.