The ecosystem · The partner channel
Partners: for marketing agencies
Part of the budget you manage for your clients stops buying impressions and starts buying meetings with qualified people. The client gets a result advertising is no longer giving them; you open a new revenue stream without acquiring a single extra client.
- No product to resell: you shift a share of already-approved spend
- The agency payback is part of the model, not a negotiated exception
- Channel under construction: agency selection opens in Q4 2026
Who this page is for
Marketing and communication agencies, consultants who manage advertising budgets on behalf of others, companies that organise B2B events for their clients.
If instead the business is your own and you want to build yourself a network, the gateway is For businesses.
The conversation you're already having with your clients
The channel is saturating, and it isn't the fault of whoever runs it
Every year it takes more budget to get the same result. It's a conversation agencies know well, because it falls to them to explain it in the meeting room with numbers that keep getting worse.
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The click costs 45% more
The average cost of a Google Search click has gone from $3.63 to $5.26 in three years, with +12.9% in the last year alone. On social the cost per lead grew 21% in 2025.
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Acquiring costs 222% more
In B2B the cost of acquiring a customer has grown by 222% in eight years, and 40% between 2023 and 2025 alone. It isn't a creative problem: it's the channel.
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The alternative route has always been known
A customer who arrives by referral is worth 16% more over time than one acquired otherwise — a Wharton School study published in the Journal of Marketing, ten thousand customers tracked over six years. The problem was never knowing it works: it's never having had a structured way to make it happen.
Sources. Cost per click and its growth: WordStream/LocaliQ 2025, Flyweel 2025. B2B customer-acquisition cost growth: SimplicityDX / Phoenix Strategy 2025. These are industry benchmarks aggregated by platforms that sell marketing and sales tools, on predominantly US and European data, not Italian.
The +16%: Wharton School, Journal of Marketing, longitudinal study on about 10,000 customers over six years.
The model
Four steps, and none of them ask the client for new budget
The delicate point of any pitch to an agency is this: if you have to ask for more money, the conversation dies in the meeting room. Here nothing extra is asked for — a share of what's already approved is repurposed.
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01
Advertising budget
A share of the spend you already manage is allocated to building relationships instead of buying ad space.
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02
Match Credit
That share becomes reciprocity credit: the unit with which the business can pay a Connector back in relationships instead of money. It's worth €100 to whoever receives it, and the business buys it for €50.
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03
Qualified meetings
AIRA© computes matches on people's relational Footprint, not on their declared industry. The client doesn't get a list to call back: it gets designed introductions.
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04
Agency payback
The agency earns on the budget shift, exactly as it earns on the advertising share. It's a new stream on clients you already have, without needing to acquire any more.
We discuss the commercial terms with you, we don't publish them here.
The payback percentage, the calculation base and the timing of recognition depend on how much budget shifts and how many clients the agency brings into the channel: one number printed on a page would be fair to no one. The partner channel is under construction and selection opens in Q4 2026 — whoever wants in from the first round, say so now.
How much to shift
80% hunting, 20% farming
The recommendation for those starting out is to shift a fifth of the budget, no more. The 80/20 is a budget split and nothing else: it doesn't describe how a salesperson divides their day, it isn't a revenue target, it isn't a promise of results.
Why not more, at the start
Because the eighty percent that keeps hunting pays for this quarter's results, and no client can afford to switch off what works today for something that still has to prove it works. Farming runs on different timing: relationships mature, referrals arrive later.
It's also why the pitch holds up in the meeting room. You're not asking the client to change strategy: you're asking them to try a fifth.
What we do ourselves
An honesty that's worth more than a recommendation: we practice 70/30. We've shifted more than that fifth because we know how the farming side works and we can afford to.
The 80/20 remains the recommendation for those starting out, and the 70/30 remains what we do. They're two different numbers and we say both, because recommending one thing and doing another without saying so is the fastest way to lose the trust of whoever is evaluating us. The full story is in Migastone's story.
Who benefits
Four parties, four different returns
A model where only one party benefits doesn't last. We say this in full, including the two lines about us.
| Who | What they get |
|---|---|
| The Connector | On-target relationships instead of cash: for someone who lives on relationships, five qualified introductions are worth more than five hundred euros |
| The client business | Halves the cost of reciprocity — €50 for a credit worth €100 — and can tell the market "by contract we offer reciprocity, not just rewards" |
| The agency | A new revenue stream on the budget shift, on clients it already has, without acquiring new ones |
| MigaMATCH | Earns by solving a problem businesses didn't know they could solve, not by acting as a broker on other people's rewards |
The credit is a spare wheel, not the engine.
It's needed until the business has learned to reciprocate with its own relationships. Once it gets there, it stops buying it — and that's meant to happen. A model that needed the credit forever would be a model that doesn't work: what keeps the mechanism running is the Referral Director inside the company.
The second level
The certified agency also brings the people
Shifting the budget is the first step. The second is taking care of the part that decides whether the mechanism actually switches on: the role that governs the relational network inside the business.
Almost every business that starts out has no one in-house who can do that job, and hiring for a function they still have to understand is the most common reason they never get going.
A certified agency can provide an interim Referral Director: the person who oversees the network in the first months, while the business trains its own. Not an extra salesperson, and not a hunter — they govern the relational system, look after the Connectors and keep the numbers.
For the agency it means moving from a campaign supplier to a supplier of a business function: a deeper, longer relationship, and much harder to replace.
Certification is under construction
The programme that enables an agency to train, support and provide an interim Referral Director we're writing right now, and selection opens in the fourth quarter of 2026.
We say it this way instead of publishing a programme that doesn't exist yet: on a page that presents itself as rigorous, announcing a programme and then not honouring it costs more than waiting a few weeks is worth.
In the meantime, the way to start is a conversation: we bring the model to one of your real clients and look together at whether it holds up on their numbers. The agencies we're doing this with now are the ones selection will start from.
Three gateways, one house
What stands behind the model
The partner channel isn't a standalone commercial programme: it's one of the ways in to a discipline that has laws, a lexicon and public measures.
MigaMATCH
The engine that computes the matches, with the numbers on how it's really going — including the ones that hurt us.
Connector Network
The movement of professionals who receive Match Credit: 2,141 qualified people, as of 13/08/2026.
Relational Engineering
The discipline above everything: why reciprocity can be designed instead of hoped for.
Events
The fastest way to show a client what a table looks like when it's composed by the algorithm instead of by chance.
The first step
We bring the model to one of your real clients
There's no contract to sign to talk about it. We take a real client, look at what they spend today and what results they bring home, and see whether shifting a fifth of the budget makes sense on their numbers. If it doesn't, we'll tell you. Write to us choosing "Commercial proposals and suppliers" in the form, or call: 0549 888808.
Agency selection opens in Q4 2026. Whoever comes forward now is in the first round, and we build the terms together instead of finding them already written.
If you'd rather see first what we do for businesses, the path starts from AIRA-SCAN© and leads to the AIRA-DX© Stoic Analysis, which is free and is the diagnosis every project starts from.