How often do you visit a doctor if nothing is wrong with you (or, rather, when you feel that everything is alright)? I personally seldomly do so unless I am concerned about something. The last time when I checked my cholesterol levels was three of four years ago when I felt chest pain. The cholesterol levels needed improvement, but the pain wasn’t in any way related to my heart… However, this example provides a good illustration to how many merchants really treat their affiliate programs. Many do not seek any assistance from an affiliate program manager (an OPM or an in-house one) until something is going wrong with the program. I call this a reactive affiliate program management. It is better than a non-existing one, but merchants can/should do better than that.
What’s really needed is a proactive approach to affiliate program management. Webster’s Dictionary defines “proactive” as “acting in anticipation of future problems, needs, or changes”. You do not want to wait for the problem to come. You want to foresee it, and deal with its causes much earlier than it’s appearance in your own backyard. Proactive approach is always more constructive than a reactive one.
Which approach are you practicing now? My question is largely rhetorical, but I hope it gives you some food for thought, and room for improvement.