---
title: Referral Partnership Models
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-09-29-call-w-everett-lead-gen-90562356.md
tags:
- lead-gen
- partnerships
- commission
- business-development
- sales
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Referral Partnership Models

Asymmetric Applications Group (AAG) has used referral-based lead generation partnerships as a channel for new business development. This article documents the structure, commission terms, and handoff processes used in these arrangements, drawing from the agreement reached with Everett Forte in 2026.

## Overview

Referral partners operate as independent sole proprietors — not employees or contractors of AAG. They source and warm-qualify leads on their own initiative, at no upfront cost to AAG. Compensation is purely performance-based: the partner earns a commission only when a referred lead converts to a paying client.

This model is low-risk for AAG and aligns incentives well, though outcomes depend heavily on the partner's ability to identify and engage the right prospects.

## Commission Structure

AAG's standard referral commission is **20%**, applied differently depending on the engagement type:

| Deal Type | Commission |
|---|---|
| Monthly retainer | 20% of monthly retainer fee, paid monthly for **1 year** |
| One-time project | 20% of total project fee, paid **upfront** at close |

The 1-year cap on retainer commissions reflects the fact that retained clients are AAG's preferred revenue type (~75–80% of total revenue). Partners should be made aware that retainers have no minimum term — clients can cancel at any time — which affects the total commission a partner may ultimately collect.

## Target Client Profile for Referral Partners

Partners need clear guidance on who to target. AAG's ideal referral falls into one of three categories:

1. **Asymmetrically disadvantaged businesses** — smaller companies competing against larger, better-resourced incumbents who need strategic tools to level the playing field.
2. **Stagnating growth** — companies that experienced growth but have plateaued, often due to a maturing product cycle, and need help restoring momentum or pivoting.
3. **Specific digital needs** — companies with a defined, near-term need (e.g., website build, Google Ads management). Lower strategic value but still viable project work.

AAG is **not industry-specific** and serves clients across manufacturing, consumer goods, finance, and others. Geography is also open — US and Europe are both in scope.

The highest-value referrals are categories 1 and 2. Category 3 leads are acceptable but should not be the primary focus, as they risk commoditization.

## Lead Handoff Process

The preferred handoff method is a **warm email introduction**:

1. Partner identifies and qualifies a prospect.
2. Partner sends a warm intro email connecting the prospect directly to Mark Hope (mark.hope@asymmetric.pro).
3. AAG takes over from there.

All leads should flow through a single channel (email) to keep tracking clean and ensure commission attribution is clear.

## Onboarding a New Referral Partner

When bringing on a new referral partner, AAG should:

- [ ] Send the partner AAG's website URL and any supporting materials (case studies, service overviews) so they can speak credibly about AAG's offering.
- [ ] Confirm the commission structure in writing (or at minimum via email recap).
- [ ] Establish a single point of contact at AAG for lead handoffs.
- [ ] Agree on a communication cadence for tracking lead progress and closed deals.

## Known Partners

| Partner | Status | Commission Terms | Notes |
|---|---|---|---|
| Everett Forte (everettrecruited@gmail.com) | Active — onboarding | 20% retainer/12mo or 20% project upfront | Sole proprietor; using AI/automation for outreach; Madison-area based |

## Related

- [[wiki/knowledge/sales/aag-pricing-and-retainer-model]]
- [[wiki/knowledge/sales/client-targeting-criteria]]
- [[wiki/meetings/2026-04-05-call-everett-forte-lead-gen-partnership]]