How AAG receives and processes leads from external referral partners. This process was established during the [1] and reflects the agreed workflow for warm introductions.
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.
A referral partner should send a warm email introduction that:
The goal is that by the time Mark gets on a call, the prospect already understands AAG's value proposition at a high level.
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.
To enable effective outreach, AAG should supply partners with:
Mark committed to sending Everett supporting materials after their April 2026 call.
Accurate lead tracking is essential for commission payouts. See [2] for the full terms. In brief:
Partners should be able to trace each closed deal back to a specific introduction email for commission verification purposes.