PRICING MODELS COMPARED  //  revenue share vs retainer, honestlyApply
PRICING MODELS

Revenue-share vs retainer.

Two ways to pay for lead generation, with very different risk. Here is how they compare on price, risk, and incentives, and an honest look at when each one actually fits.

Line-art of a balance scale weighing revenue-share against retainer, held level

The core difference is simple: a retainer pays the agency a fixed fee whether or not it performs, while revenue-share ties most of the pay to the revenue it helps you close. That one change moves the risk, and the incentives, from your side of the table to a shared one.

SIDE BY SIDE

How they compare.

Dimension
Revenue-share
Retainer
How you pay
A share of revenue you help close
A fixed fee every month
Who carries the risk
Shared, agency has skin in the game
You, paid regardless of results
Incentive alignment
Tied to deals that close
Tied to being retained
Cost if it underperforms
Low, you pay little
Full fee, every month
Cost if it performs well
Higher, paid from new revenue
Fixed, regardless of upside
Best when
Outcomes are closeable and attributable
You want control and predictable costs

Revenue-share fits when

  • +You can close the meetings that get booked
  • +You want to reduce your downside risk
  • +Deal size makes a booked meeting valuable
  • +You want the agency motivated by revenue

A retainer can fit when

  • +You want full control and predictable budgeting
  • +The work is hard to attribute to revenue
  • +You value a fixed, known monthly cost
  • +You are testing and want no upside sharing

We are honest about this: a retainer is not always wrong. But for B2B teams that can close pipeline, revenue-share usually aligns everyone on the same outcome.

HOW WE DO IT

ReplyLead runs on revenue-share.

We agree an attribution model up front, then earn an agreed share of the revenue we help you close. A lean amount covers the sending infrastructure; the bulk of our pay rides on results. See the full pricing, why teams choose ReplyLead over in-house or a retainer agency, or how lead generation works end to end.

FAQ

Common questions.

What is the difference between revenue-share and retainer?+
A retainer is a fixed fee you pay every month regardless of results. Revenue-share ties most of the agency's pay to the revenue it helps you close, so the agency earns meaningfully only when you do. Retainer shifts risk to you; revenue-share shares it.
Is revenue-share always better than a retainer?+
No. Revenue-share aligns incentives and reduces your downside, which suits most B2B companies that can close meetings. But a retainer can fit when you want full control, predictable costs, or work that is hard to attribute to revenue. The right model depends on your goals and how measurable the outcome is.
Does revenue-share cost more than a retainer?+
It depends on results. If a campaign performs, you pay more in absolute terms because you are paying from revenue you would not otherwise have. If it underperforms, you pay far less than a fixed retainer would have cost. The trade is lower downside risk for a share of the upside.
How does ReplyLead's revenue-share model work?+
We agree an attribution model up front based on the meetings we book and the deals that close from them, then earn an agreed share of that revenue. A lean amount covers the sending infrastructure, and the bulk of our pay comes from the revenue share. Specifics are set on an intro call.
Is revenue-share the same as pay-per-lead?+
Not exactly. Pay-per-lead or per-appointment charges for activity, a booked call, whether or not it becomes revenue. Revenue-share ties pay to closed revenue, which aligns the agency with outcomes further down the funnel rather than just booking meetings.

Pay from what closes.

Tell us your offer and deal size, and we will show you how the revenue-share model would work for you. No retainer to lose.

Apply to work with us