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

# Lead Handoff Process

How AAG receives and processes leads from external referral partners. This process was established during the [[wiki/meetings/2026-04-05-call-everett-forte-lead-gen-partnership|Everett Forte partnership call]] and reflects the agreed workflow for warm introductions.

## Overview

Referral partners operate as independent sole proprietors — not AAG employees — and are responsible for identifying, qualifying, and warming up prospective clients before handing them off to AAG. The handoff is designed to arrive pre-warmed: the prospect should already know who AAG is and have some interest before Mark is introduced.

## Communication Channel

- **Primary channel:** Email
- **Recipient:** Mark Hope (mark.hope@asymmetric.pro)
- All leads from a given partner should flow through a single consistent channel to keep tracking clean and avoid dropped threads.

## What a Good Handoff Looks Like

A referral partner should send a **warm email introduction** that:

1. Introduces the prospect to Mark by name
2. Briefly explains why the partner thought of AAG (e.g., stagnating growth, competitive disadvantage, specific digital need)
3. Gives the prospect enough context about AAG that the first conversation with Mark can skip the basics

The goal is that by the time Mark gets on a call, the prospect already understands AAG's value proposition at a high level.

## AAG's Target Client Profile (for Partner Reference)

Partners need to understand who to look for. AAG is **not industry-specific** — clients span manufacturing, consumer goods, finance, and more, across the US and Europe. The qualifying criteria are situational:

| Priority | Profile |
|---|---|
| **Primary** | Companies inherently disadvantaged by the asymmetric nature of their market (smaller player vs. dominant incumbents) |
| **Primary** | Companies experiencing stagnating growth after a period of expansion |
| **Secondary** | Companies with a specific, scoped digital need (website build, Google Ads, etc.) |

> The third category is lower priority because it risks commoditization — AAG competes on strategy, not on being the cheapest executor. Partners should lead with the first two profiles.

## What AAG Provides to Partners

To enable effective outreach, AAG should supply partners with:

- [ ] Website URL and overview of services
- [ ] Additional positioning materials (case studies, service descriptions, or a one-pager)
- [ ] Clarity on current geographic or vertical priorities, if any

*Mark committed to sending Everett supporting materials after their April 2026 call.*

## Commission and Tracking

Accurate lead tracking is essential for commission payouts. See [[wiki/knowledge/sales-enablement/referral-partner-commission-structure|Referral Partner Commission Structure]] for the full terms. In brief:

- **Retainer clients:** 20% of monthly retainer, paid monthly for 12 months
- **Project clients:** 20% of project fee, paid upfront at close

Partners should be able to trace each closed deal back to a specific introduction email for commission verification purposes.

## Related

- [[wiki/meetings/2026-04-05-call-everett-forte-lead-gen-partnership|Call with Everett Forte — Lead Gen Partnership Agreement]]
- [[wiki/knowledge/sales-enablement/referral-partner-commission-structure|Referral Partner Commission Structure]]
- [[wiki/knowledge/sales-enablement/aag-target-client-profile|AAG Target Client Profile]]