Marketing Performance Incentive Framework
Partnership Model: BOSSTORQUE + Sperry Tree Care
Overview
This framework aligns BOSSTORQUE's compensation with measurable, attributable marketing contribution to Sperry Tree Care's estimate volume and revenue. The model ensures that BOSSTORQUE is rewarded for driving results while protecting both parties from external variables (e.g., seasonal storms) that neither controls.
The key principle: BOSSTORQUE only earns performance bonuses on estimate requests that originate from tracked, attributable marketing channels — not organic traffic or unpredictable external events.
The Two-Tier Model
Base Retainer
Performance Bonus
$2,000/month
Covers all core services regardless of performance:
- Email campaign strategy, design, and execution
- Campaign tracking setup and monitoring
- Monthly performance reporting
- Jobber form optimization and UTM management
- Ongoing strategy and optimization consultation
Earned when BT-attributed estimates exceed baseline threshold
Activates only when tracked, BOSSTORQUE-attributable estimate requests meet or exceed performance thresholds. This ensures BT is rewarded for driving measurable, traceable results.
How the Performance Bonus Works
Step 1: Establish Baseline
Baseline = average monthly estimate requests from BT-tracked channels in Q1 2025 (pre-campaign period).
Example baseline: 35 estimates/month average
Step 2: Set Activation Threshold
Bonus activates when monthly BT-attributed estimates exceed 110% of baseline.
Example threshold: 35 × 1.10 = 38.5 estimates/month
Step 3: Calculate Bonus
Proposed rate: $15 per attributed estimate above threshold
Alternative: 2% of booked revenue from attributed estimates (to be negotiated)
Step 4: Quarterly Reset
Baseline resets each quarter to account for seasonal variation (spring growth, storm season, etc.).
Worked Examples
Baseline: 35 estimates/month
Threshold: 38.5 estimates/month
This month's BT-attributed estimates: 28
Performance bonus: $0 (below threshold)
Base retainer of $2,000 still paid in full.
Baseline: 35 estimates/month
Threshold: 38.5 estimates/month
This month's BT-attributed estimates: 55
Bonus calculation: (55 − 38.5) × $15 = $247.50
Total month: $2,000 base + $247.50 bonus = $2,247.50
What BOSSTORQUE Tracks
Performance bonuses are calculated exclusively from estimates that arrive through these three attribution channels:
Estimate requests from links in Kit-managed email campaigns with UTM parameters (campaign, source, medium tracking)
Estimate requests submitted via the Jobber form with UTM-tagged landing page links from BT campaigns
Inbound calls to the dedicated tracking phone number promoted in BT email and digital campaigns
Not included in bonus calculation: Organic web traffic, direct phone calls (non-tracked), referrals, storm-driven requests, or other unpredictable sources. These drive revenue but are not attributed to BOSSTORQUE's marketing work.
The Concern: "Storms are unpredictable and you might benefit from variables other than your work."
The Answer: This model solves that problem directly. BOSSTORQUE only earns credit for estimates that originate from tracked, attributable marketing channels — email campaigns, Jobber forms with UTM links, and the campaign tracking number.
Storm-driven, organic traffic, and unpredictable external events do not generate UTM parameters and do not pass through the tracked channels. They simply won't count toward BOSSTORQUE's performance calculation. Sperry retains 100% of that revenue, and BOSSTORQUE is only rewarded for the estimates that traceable marketing drives.
Implementation (Simple 3-Step Process)
Total administrative overhead: ~15 minutes/month for both parties. Simple, transparent, auditable.
Why This Model Works
For BOSSTORQUE:
- Clear, measurable performance target tied directly to revenue impact
- Guaranteed baseline ($2,000/month) provides stability
- Bonus structure is straightforward and uncomplicated to calculate
- Only penalized by factors within our control (campaign performance)
For Sperry Tree Care:
- Protects against paying for estimates driven by external events (storms, referrals, organic)
- Provides transparency: every attributed estimate is auditable via UTM and Jobber tags
- Reduces risk: performance threshold (110% of baseline) is realistic but requires genuine marketing contribution
- Aligns incentives: both parties benefit only when tracked marketing drives results