Core Responsibilities of an Affiliate Program Manager

Posted on4 CommentsCategoriesAffiliate Program Management

Just as any serious marketing campaign, your affiliate program must be managed. But what should you expect from your affiliate manager? What key responsibilities should you hold them accountable for (expecting data on them in the recurring reports)?

My newest video is meant to answer all of these questions via an allegory of a building whose façade rests on five pillars:

Five Pillars of Affiliate Program Management

In a nutshell, you should expect your affiliate manager to focus on the following five areas:

1. Affiliate Recruitment — reaching out to prospective affiliates with the aim of getting them aboard your affiliate program;

2. Affiliate Activation — getting the stagnant affiliates (who have already joined your program) excited about your offer/product/service enough (or again!) to start promoting it actively;

3. Compliance Policing — not relying on your Terms of Service (which give you the grounds to enforce compliance, but do not guarantee compliance by default), but actively policing affiliate compliance;

4. Communication — supporting a constant and consistent two-way affiliate communication channel, which is so rare these days;

5. Optimization — improving your affiliate program on an ongoing basis [see 10 practical tips here].

Obviously, this is just the tip of the iceberg. To learn about the tools and techniques to perform the above tasks you may want to attend one of my upcoming affiliate management workshops (in San Francisco on March 18, or in London on May 12).

4 thoughts on “Core Responsibilities of an Affiliate Program Manager

  1. This is an excellent video Geno. Our company OSI Affiliate Software has created an in-house affiliate software and I think this video will be very helpful to our clients, so I will make sure to reference the video and your site. A lot of people think they can get an affiliate software and then set it up and forget it, but this is not the case as you have indicated in your video. Once you have setup an affiliate program, the work now begins to manage your affiliate program and make sure it is successful.

  2. Interestingly enough I may consider OSI as I spoke to them last week. I’m a big fan of Geno’s stuff and thinking of transitioning from affiliate marketer to affiliate manager and going through as much information as I can to hopefully be successful with my first launch.

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