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:

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

Related

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