Glossary
Short definitions for the terms used across the Referral Marketing Formula. Each page defines one entity and links to the module where it is applied.
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These pages define entities, not teach full modules. For the complete nine-module framework, see the Referral Marketing Formula™.
Ideal Customer Profile (ICP)
An Ideal Customer Profile is a defined description of the customers a business serves best, used as an operational filter rather than a marketing document.
Ideal Referral Partner Profile (IRP)
An Ideal Referral Partner Profile is a defined description of the businesses that already hold trusted access to your ideal customers and are positioned to introduce you to them.
Alignment versus discovery
Alignment is a mutual qualification conversation in which both parties assess fit, as distinct from a discovery call in which one party assesses the other.
Referral potential and referral results
Referral potential is the introductions your network could produce. Referral results are the introductions it actually produces. The distance between the two is a structural problem rather than a relationship problem.
Unidentified opportunity cost
Unidentified opportunity cost is the revenue lost to introductions that were never made because nobody knew they were possible, and it stays invisible until referral potential is mapped.
Minimum viable partner program (MVPP)
A minimum viable partner program is the smallest complete partner program a business can operate well, built with one partner type before adding others.
The 1:1, 1:More, 1:Many Leverage Model
The 1:1, 1:More, 1:Many Leverage Model describes how referral reach compounds, from direct introductions, to partners who introduce several customers, to network partners who open access to many at once.
The five partner types
The Referral Marketing Formula recognizes five partner types: referral partners, growth partners, implementation partners, resellers, and affiliates. Each operates differently and requires a different program structure.