That's right, and the other thing I forgot to mention is that we're seeing evidence that it becomes easier for company A as well.
If both sides are arguing for their own custom template, then it's basically an arm wrestling match and whoever has the most leverage wins. If one side instead says "We adopted this independent standard created by attorneys from a bunch of companies" they get more leverage while being less adversarial.
Our early users saw a significant increase in the percentage of deals on their own paper (which is/was the standard) before they could be getting any benefit from the customer having seen the agreement before.
If both sides are arguing for their own custom template, then it's basically an arm wrestling match and whoever has the most leverage wins. If one side instead says "We adopted this independent standard created by attorneys from a bunch of companies" they get more leverage while being less adversarial.
Our early users saw a significant increase in the percentage of deals on their own paper (which is/was the standard) before they could be getting any benefit from the customer having seen the agreement before.