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Assuming the base is strong, they’ll want a percentage of year one AGI. 5% for example. They can also negotiate a sliding scale so that they get an increase or a bonus for certain revenue targets. They might also build in a bonus for getting the agency into pitches. This helps soften the blow if the agency doesn’t win.
There's no set structure as it depends on the company, industry, goals, etc. If it were me, I'd probably hear them out and see what they brought to the table, then let them know I'd think about it, do some more in-depth research and THEN negotiate (if necessary).