Most affiliate managers will readily admit that 90% of the revenues driven by an affiliate programme come from as few as 10-20 partnerships. Managing an affiliate programme with thousands of affiliates is more work than it’s worth. Most of the time and effort is spent on the top partners so the remaining are left to fend for themselves, which can result in branding misalignment and compliance issues that may not justify the resources required to manage them. There is only so much that the top 25 partners can do for a given brand when managed correctly.
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