Call between Mark Hope (Asymmetric) and Parag Agrawal (Paper Tube Co) to finalize the marketing services agreement. The parties worked through Parag's redline of the draft contract, resolving all open items. Agreement is ready to be cleaned up and executed, with a kickoff target of December 15, 2025.
Attendees:
- Parag Agrawal — parag@papertube.co (Paper Tube Co, external)
- Mark Hope — mark.hope@asymmetric.pro (Asymmetric)
| Term | Final | Previous Draft | Rationale |
|---|---|---|---|
| Contract term | 9 months | 12 months | Gives Paper Tube flexibility to exit earlier if performance is unsatisfactory |
| Notice period | 60 days | 90 days | Enough runway for Asymmetric to reallocate staff; 90 felt excessive to Parag |
| Post-contract attribution window | 12 months | 18 months | Covers long B2B sales cycles without over-complicating tracking |
| Performance fee | 8% flat | 8% tiered | Simplified to a single flat rate on revenue from qualified leads |
| Attribution scope | ABM-only (email, LinkedIn, content) | Included paid search & paid social | Paid search/social already run by Paper Tube; excluded to avoid paying for existing revenue |
| Qualified lead definition | Revenue ≥ $100k (ABA threshold, TBD by Parag) | Not defined | Prevents Asymmetric from being compensated for low-value startup leads Paper Tube already receives |
Parag struck paid search and paid social from the primary attribution clause because Paper Tube already runs those channels independently. The agreed scope for performance fee attribution is:
Anything sourced through paid search or paid social that Paper Tube was already operating is excluded from the 8% performance fee calculation. This eliminates the gray-area benchmark debate (e.g., indexing existing paid search revenue) in favor of a clean channel-based boundary.
A "qualified lead" must meet a minimum annual revenue threshold — discussed as $100k+ — to count toward Asymmetric's performance fee. This:
"One way to do that would just be to define the definition of a lead. And so that would be revenue above X." — Mark Hope
Parag agreed to confirm the exact threshold and share it with Mark.
No specific numbers were set in this call. Mark committed to proposing initial ABM funnel benchmarks using a reverse-engineered approach:
Parag's primary interim KPI of interest: number of meetings generated from ABM activity, as a leading indicator before revenue materializes.
Mark noted benchmarks will be informed by Asymmetric's internal database of B2B open rates, click-through rates, and conversion rates, but will be refined once early data comes in.
Two regulatory tailwinds were flagged as potential ABM messaging angles:
Both were flagged for deeper research by Asymmetric before incorporating into campaign strategy. See [1] if that article exists.