The jobs your partner keeps

Referral revenue usually looks like the cheapest work you win. The reason it delivers worse than it sells is decided before you ever see the job.

By Steve 5 min read
Abstract bridge artwork for The jobs your partner keeps

Channel and referral work tends to score well on every acquisition metric a business bothers to track. The lead arrives warm. The close rate is high. There is no media spend attached, and often no salesperson either. On a cost-per-acquisition basis it can look like the best route to market you have, which is why, when it grows, it usually grows fast. And then blended margin drifts down, delivery feels heavier than the revenue justifies, and nobody can point to the cause. The instinct is to look at pricing or…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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