The Thing about Traditional Agencies
If you’re an early-stage startup, you’ve probably said: “We want to spend more, but let’s test first and see if it works.”
The problem? Most marketing agencies charge hefty upfront retainers or flat fees, even when results aren’t guaranteed. Boards and executives aren’t opposed to spending; they just don’t want to waste money. That creates a crossroads.
Traditional agencies rely on what I call “pure marketing”: copywriting, ads, and stock playbooks recycled from client to client. Results take months to appear, which is why agencies typically charge a percentage of ad spend, often at levels that small businesses can’t sustain.
Why Agencies Should Embrace Bonus Structures
Instead of bloated retainers, agencies should work with a bonus or commission structure tied to measurable outcomes. Over my 10+ years in growth marketing, I’ve implemented bonus models that transformed client performance.
One story: bonuses worked so well at a live event that a salesperson was chasing leads even in the restroom. That’s the power of incentives.
The “Outside-the-Box” Difference
Bonus models only work if the agency operates beyond cookie-cutter campaigns. At Messy Desk Marketing, we focus on “outside-the-box” growth strategies tailored to each client’s challenges.
Example: A senior services company came to us with a flood of Google Ads leads but few conversions. A traditional agency might tweak ad copy. We called every lead from the last three months (100 calls a day) to uncover why people weren’t buying. Then we offered same-day Zoom calls from 8am–8pm to answer concerns directly. The result? A high-value client booking 40+ hours of weekly care, far above the industry norm of one-time purchases.
That’s where bonus structures shine.
How to Build a Marketing Bonus Structure
Every industry is different, but here’s a framework:
- Map the sales cycle. Leads → appointments → final sale.
- Calculate client value. Use conversion rates and revenue per client to set bonus thresholds.
- Define agency control. If your agency can’t close deals (e.g., in medical offices), bonuses should focus on lead quality.
- Gamify the incentives. Make bonuses incremental to trigger motivation. For instance:
- First 25 leads = $50 bonus
- Next 25 leads = $75 bonus
- Hitting 100 leads = $200 bonus
A Word of Caution: Quality vs. Quantity
Incentives drive behavior, and that’s exactly why you need to exercise caution. I’ll given an example. At one event, a staffer was so fixated on collecting contacts that the quality suffered. Some leads didn’t even remember what our company did. The fix? Structure bonuses across the sales and marketing funnel:
- Extra reward if a lead books a call.
- Bigger reward if that lead becomes a paying client.
This keeps focus on outcomes, not just vanity metrics.
Final Word: Flat Fees Are Out, Performance Is In
Agencies that tie compensation to results create win-win partnerships. Clients only pay when outcomes are delivered, and agencies are motivated to innovate instead of recycling stale playbooks.At Messy Desk Marketing, we believe marketing agencies should be built on bonuses, not retainers.👉 Ready to explore a performance-based model? Contact Messy Desk Marketing
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