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Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing
The term affiliate marketing has been misunderstood and underestimated since its inception. At its core, affiliate marketing represents something overwhelmingly paying only for marketing that delivers actual, quantifiable results.
Robert Glazer, a leader in the affiliate marketing industry for over a decade, draws upon his experience and insights gathered from influential marketers to examine a rapidly changing field. Performance Partnerships is the first in-depth look at the performance (affiliate) marketing industry. Examining its roots and evolution, this book offers a better understanding of its impact as a vital form of direct-to-consumer digital marketing, and advice on how it can be used to change marketing and business development practices.
When used correctly, affiliate marketing and Performance Partnerships can be powerful tools to grow your business and Robert can show you how to tap into that boundless potential.
Robert Glazer, a leader in the affiliate marketing industry for over a decade, draws upon his experience and insights gathered from influential marketers to examine a rapidly changing field. Performance Partnerships is the first in-depth look at the performance (affiliate) marketing industry. Examining its roots and evolution, this book offers a better understanding of its impact as a vital form of direct-to-consumer digital marketing, and advice on how it can be used to change marketing and business development practices.
When used correctly, affiliate marketing and Performance Partnerships can be powerful tools to grow your business and Robert can show you how to tap into that boundless potential.
- GenresBusinessNonfiction
219 pages, Kindle Edition
Published May 2, 2017
108 people are currently reading
416 people want to read
About the author
Robert Glazer
16 books64 followersRobert Glazer is a globally recognized thought leader on leadership, core values, and capacity building. He helps individuals and organizations clarify what matters most, align their actions with their values, and reach their full potential.
Bob is the founder and chairman of Acceleration Partners, a global marketing agency known for its award-winning culture and leadership. During his time as CEO, he was twice named a Top CEO on Glassdoor.
He is the author of several bestselling books, including The Compass Within: A Little Story About the Values That Guide Us, Elevate, and Elevate Your Team. His weekly newsletter, Friday Forward, is one of the top business publications on Substack and reaches hundreds of thousands of readers around the world. Bob also hosts The Elevate Podcast, ranked in the top one percent of all podcasts globally.
A sought-after global keynote speaker, Bob shares actionable frameworks for building capacity, discovering core values, and leading with authenticity in today’s complex world. In addition to his writing and speaking, he serves as an advisor, board member, and coach to high-growth companies and leaders who want to build stronger cultures and scale with purpose.
Learn more about Bob at https://www.robertglazer.com.
Bob is the founder and chairman of Acceleration Partners, a global marketing agency known for its award-winning culture and leadership. During his time as CEO, he was twice named a Top CEO on Glassdoor.
He is the author of several bestselling books, including The Compass Within: A Little Story About the Values That Guide Us, Elevate, and Elevate Your Team. His weekly newsletter, Friday Forward, is one of the top business publications on Substack and reaches hundreds of thousands of readers around the world. Bob also hosts The Elevate Podcast, ranked in the top one percent of all podcasts globally.
A sought-after global keynote speaker, Bob shares actionable frameworks for building capacity, discovering core values, and leading with authenticity in today’s complex world. In addition to his writing and speaking, he serves as an advisor, board member, and coach to high-growth companies and leaders who want to build stronger cultures and scale with purpose.
Learn more about Bob at https://www.robertglazer.com.
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Displaying 1 - 30 of 39 reviews
January 20, 2019
With almost 10 years of experience as an affiliate and 4.5 as the Director of Partnerships for a company whose business model is built on affiliate partnerships, I was intrigued when I came across this book, the only one I’ve ever seen exploring this business model.
While the book delivers on its tag line of providing a history and forecast of the industry, I was hoping for more practical, actionable insights. Much of what was shared felt either historical or theoretical, and the number of references to the author’s company and trademarked business model grew as the book progressed.
I would have appreciated more case studies and best practices in action and fewer reminders about the author’s business (which I had already bookmarked the first time the name was mentioned).
While the book delivers on its tag line of providing a history and forecast of the industry, I was hoping for more practical, actionable insights. Much of what was shared felt either historical or theoretical, and the number of references to the author’s company and trademarked business model grew as the book progressed.
I would have appreciated more case studies and best practices in action and fewer reminders about the author’s business (which I had already bookmarked the first time the name was mentioned).
October 12, 2018
This book is a great read for any digital marketer or business developer. It's an easy read, whether you're familiar with the affiliate marketing world or not. Glazer walks the reader through the history of affiliate marketing and then explains why it's all changing - and getting a lot less sketchy. Get theoretical and tactical ideas for expanding your digital partnerships to create a new stream of revenue for your business.
September 7, 2018
This is a must read for anyone in the performance marketing field. Bob's book gives a great background of where affiliate marketing started and how it's evolved over the years, but even more importantly, gives a great perspective of how to re-think about this marketing channel through the lens of performance partnerships.
September 21, 2017
Great introductory book to the affiliate marketing world. It covers the story of this acquisition channel and the current challenges that it faces. It talks about the good and the bad of this scenario and it shows a view of what Robert (the author) views as the future branded as “Performance Partnerships”. A definitive must read if you want to dive in into user acquisition topics.
January 27, 2025
The book was tedious and a bit boring, spending too much time on what and how Affiliate Marketing works, with a lack of focus on technical best practices or implemented solutions. But for the sake of my memories, here is the best of the book:
For a relationship to be considered a Performance Partnership, the following elements should be present:
1. There must be a Cost-Per-Action (CPA) element.
2. Transparency is essential.
3. There is a real relationship.
A real-time tracking and payment platform.
Each of these elements will have its own specialty. To be sustainable, each partnership must be mutually beneficial. It is important to recognize that they aren’t customers; they are partners.
Networks are the backbone of the programs, hosting material such as banners, links, and product feeds, then tracking clicks that come via affiliates through to corresponding merchants’ websites, and ultimately to sales.
“Coming together is a beginning. Keeping together is progress. Working together is success.” – Henry Ford
“Most people miss opportunity because it is dressed in overalls and looks like work.” – Thomas Edison
Europeans in the tech sector are more thoughtful about law and compliance, more interested in a genuine discussion of the rules, and slower to assume that every new thing is the next great thing.
“Sooner or later, everything old is new again.” – Stephen King
“Nothing is predestined. The obstacles of your past can become the gateways that lead to new beginnings.” – Ralph H. Blum, writer and cultural anthropologist
Companies ask very different questions today than they did when they were founded years ago. They want to know about strategy, innovation, and account management, whereas previously, they were more interested in tracking and payment details. They are evaluating programs on an incremental basis—many of them have embraced the changes and welcome the opportunity to innovate.
What’s really needed is the ability to distinguish causation from correlation. Marketers, not data analysts, need to use attribution to engage with their publisher partners and to work together to produce more of the behaviors they desire. To date, attribution has sparked far too much discussion, leading to a high degree of analysis paralysis, without a comparable level of action or pragmatic application.
A high-quality affiliate manager needs to understand a range of technologies and platforms, possess good data analysis skills, and be a competent and seasoned marketer. Running a partner program requires a cross-section of skills, including recruitment, fraud management, event presentation, daily program operation, and creative campaign development. It is rare for one person to possess this entire skill set, and it is almost impossible for a single person to cover all the bases across a larger program. The role also requires a rare balance of creative and analytical abilities. It is relatively common to meet people who excel either in technical analysis or in building relationships, but very few can do both at a high level. If you find them, hire them.
If the networks want to thrive, they will need to focus on value and client-driven innovation and understand that the one-size-fits-all approach will no longer be sufficient.
In 2017, it’s very difficult for companies to be good at all elements of marketing. The landscape is changing so fast that, as soon as they master one channel, it becomes crowded and another emerges. The fastest-growing businesses in the world are those, like Uber and Airbnb, which are creating marketplaces to bring buyers and sellers together in an efficient, regulated, and innovative manner. This is the core, underlying premise of affiliate marketing, and the industry is only getting better at fulfilling that promise. You can think of it as the “Uberization” of marketing. For the first time, companies can set up their own in-house programs and create their own rules.
eBay, for example, assigns a “feedback score” to every seller on its site. Anyone who is willing to follow eBay’s rules and brand guidelines is welcome to participate in the marketplace. Those who operate within a specific niche are free to set up shop and deliver their specialty to anyone with an interest in buying. Similarly, Uber doesn’t own cars. The company could have decided to build a huge fleet of vehicles, but instead, it chose to create a system that allows drivers to become part of the Uber driver network. Within the parameters of that network, Uber drivers can work how and when they choose, regulated by their feedback scores and Uber’s brand guidelines.
Marketplace businesses also represent one of the most promising areas of growth for e-commerce and the affiliate marketing industry, due to their experience in running affiliate programs from multiple perspectives and their capacity to drive both supply and demand. Airbnb, for example, might wish to leverage an affiliate program aimed at driving customers to currently available properties and soliciting the listing of additional properties. A Performance Partnership™ program is the perfect solution for challenges of this nature.
The beauty of this model is that it is no longer necessary for individuals or companies to try to keep up with every trend. It combines the best elements of business development with scale. Partners can be brought on board in an efficient way with faster contracting, better reporting, and flexible payment options.
Keith Posehn has stated that he wants to make the Uber program as accessible as possible, to the extent that “it’s virtually zero effort to add someone qualified and vetted to the program, because there is zero incremental cost.” Affiliate partners can earn money for Uber and for themselves without creating fixed costs for the company. Those who deliver great volume, or especially brilliant ideas, are rewarded accordingly. Those who don’t are not rewarded, and those who break the rules are asked to leave.
In the era of social media, online marketing consists of so many verticals that it can be hard to keep track of them. People who have mastered marketing via Instagram may suddenly discover entirely new opportunities in an evolving landscape!
For a relationship to be considered a Performance Partnership, the following elements should be present:
1. There must be a Cost-Per-Action (CPA) element.
2. Transparency is essential.
3. There is a real relationship.
A real-time tracking and payment platform.
Each of these elements will have its own specialty. To be sustainable, each partnership must be mutually beneficial. It is important to recognize that they aren’t customers; they are partners.
Networks are the backbone of the programs, hosting material such as banners, links, and product feeds, then tracking clicks that come via affiliates through to corresponding merchants’ websites, and ultimately to sales.
“Coming together is a beginning. Keeping together is progress. Working together is success.” – Henry Ford
“Most people miss opportunity because it is dressed in overalls and looks like work.” – Thomas Edison
Europeans in the tech sector are more thoughtful about law and compliance, more interested in a genuine discussion of the rules, and slower to assume that every new thing is the next great thing.
“Sooner or later, everything old is new again.” – Stephen King
“Nothing is predestined. The obstacles of your past can become the gateways that lead to new beginnings.” – Ralph H. Blum, writer and cultural anthropologist
Companies ask very different questions today than they did when they were founded years ago. They want to know about strategy, innovation, and account management, whereas previously, they were more interested in tracking and payment details. They are evaluating programs on an incremental basis—many of them have embraced the changes and welcome the opportunity to innovate.
What’s really needed is the ability to distinguish causation from correlation. Marketers, not data analysts, need to use attribution to engage with their publisher partners and to work together to produce more of the behaviors they desire. To date, attribution has sparked far too much discussion, leading to a high degree of analysis paralysis, without a comparable level of action or pragmatic application.
A high-quality affiliate manager needs to understand a range of technologies and platforms, possess good data analysis skills, and be a competent and seasoned marketer. Running a partner program requires a cross-section of skills, including recruitment, fraud management, event presentation, daily program operation, and creative campaign development. It is rare for one person to possess this entire skill set, and it is almost impossible for a single person to cover all the bases across a larger program. The role also requires a rare balance of creative and analytical abilities. It is relatively common to meet people who excel either in technical analysis or in building relationships, but very few can do both at a high level. If you find them, hire them.
If the networks want to thrive, they will need to focus on value and client-driven innovation and understand that the one-size-fits-all approach will no longer be sufficient.
In 2017, it’s very difficult for companies to be good at all elements of marketing. The landscape is changing so fast that, as soon as they master one channel, it becomes crowded and another emerges. The fastest-growing businesses in the world are those, like Uber and Airbnb, which are creating marketplaces to bring buyers and sellers together in an efficient, regulated, and innovative manner. This is the core, underlying premise of affiliate marketing, and the industry is only getting better at fulfilling that promise. You can think of it as the “Uberization” of marketing. For the first time, companies can set up their own in-house programs and create their own rules.
eBay, for example, assigns a “feedback score” to every seller on its site. Anyone who is willing to follow eBay’s rules and brand guidelines is welcome to participate in the marketplace. Those who operate within a specific niche are free to set up shop and deliver their specialty to anyone with an interest in buying. Similarly, Uber doesn’t own cars. The company could have decided to build a huge fleet of vehicles, but instead, it chose to create a system that allows drivers to become part of the Uber driver network. Within the parameters of that network, Uber drivers can work how and when they choose, regulated by their feedback scores and Uber’s brand guidelines.
Marketplace businesses also represent one of the most promising areas of growth for e-commerce and the affiliate marketing industry, due to their experience in running affiliate programs from multiple perspectives and their capacity to drive both supply and demand. Airbnb, for example, might wish to leverage an affiliate program aimed at driving customers to currently available properties and soliciting the listing of additional properties. A Performance Partnership™ program is the perfect solution for challenges of this nature.
The beauty of this model is that it is no longer necessary for individuals or companies to try to keep up with every trend. It combines the best elements of business development with scale. Partners can be brought on board in an efficient way with faster contracting, better reporting, and flexible payment options.
Keith Posehn has stated that he wants to make the Uber program as accessible as possible, to the extent that “it’s virtually zero effort to add someone qualified and vetted to the program, because there is zero incremental cost.” Affiliate partners can earn money for Uber and for themselves without creating fixed costs for the company. Those who deliver great volume, or especially brilliant ideas, are rewarded accordingly. Those who don’t are not rewarded, and those who break the rules are asked to leave.
In the era of social media, online marketing consists of so many verticals that it can be hard to keep track of them. People who have mastered marketing via Instagram may suddenly discover entirely new opportunities in an evolving landscape!
This entire review has been hidden because of spoilers.
June 3, 2017
I recevied a complimentary copy.
I know first hand how affiliate marketing can have a downside and how even hours invested in it, can not be successful. It comes down to more than just the marketing aspect and I felt the author did do service to the positive sides of the spectrum. I felt it would be a bit more on point had the struggles and negative actions of this type of marketing along with the stress, been included more so.
Using third party sites, you can not even be sure that the payout is right or that you will get it at all. I personally find it hard to believe that everyone can get ahead with this book.
I know first hand how affiliate marketing can have a downside and how even hours invested in it, can not be successful. It comes down to more than just the marketing aspect and I felt the author did do service to the positive sides of the spectrum. I felt it would be a bit more on point had the struggles and negative actions of this type of marketing along with the stress, been included more so.
Using third party sites, you can not even be sure that the payout is right or that you will get it at all. I personally find it hard to believe that everyone can get ahead with this book.
May 16, 2017
Performance Partnerships takes you behind-the-scenes in the affiliate marketing industry and demonstrates how it has evolved over the years. It covers the fundamentals of affiliate marketing and shows how marketing leaders can benefit from its model of paying partners based on results rather than actions and how to integrate partners in a brand-aligned way. More than twenty industry leaders share their views on affiliate marketing and what they expect in the future. A great read for CMO's and digital marketers.
October 18, 2017
Anyone that has spent time researching performance marketing, from attempting to even find a definition, to solving more complex questions about tracking and attribution functionality, knows how difficult it can be to find reliable resources on this aspect of business.
Performance Partnerships presents a thoughtful view of the past and future of affiliate marketing, breaking up the industry into distinct Generations, easily understood and recognized by anyone that is familiar with the industry. From the early wild west years plagued with fraud and get rich quick schemes that still pervade the edge of subreddits and youtube channels today, to the more insightful players asking the right questions which leads us to the self-awareness and cutting-edge diving board we find ourselves perched upon today. Anyone interested in the next wave of affiliate marketing, or a brief history lesson, should give this a read.
Performance Partnerships presents a thoughtful view of the past and future of affiliate marketing, breaking up the industry into distinct Generations, easily understood and recognized by anyone that is familiar with the industry. From the early wild west years plagued with fraud and get rich quick schemes that still pervade the edge of subreddits and youtube channels today, to the more insightful players asking the right questions which leads us to the self-awareness and cutting-edge diving board we find ourselves perched upon today. Anyone interested in the next wave of affiliate marketing, or a brief history lesson, should give this a read.
October 10, 2018
Bob Glazer does a phenomenal job outlining the history and the future of affiliate marketing. The topic is not one that is taught in many college courses these days, yet it seems to be a very important piece in the current and future marketing industry. Any company can benefit from establishing healthy performance partnerships, and Bob Glazer provides some great insight into why it's important and how to get it done. He lays the foundation for any business leader to understand affiliate marketing on a high level, generating just enough interest and knowledge to understand how much it can revolutionize a company's marketing efforts. I highly recommend this book to any marketer who has been feeling stale in their positions, looking for the next big thing to take their efforts to the next level. Start here and improve. You'll thank yourself later! Job well done, Bob Glazer!
February 9, 2021
Disappointing. This book's reviews don't match the content. I wanted to learn more about the affiliate industry and get insight into its future direction, and I suppose this happened, though only in a vague, vaporous, sort of way. In addition to other things, the book covers the industry's history, and this is mildly interesting. Early on, a lot of blind eyes overlooked seriously questionable content creator/publisher behaviors. Things are getting better, though evidently - the industry does not play nice with others and is only beginning to realize that incorporating strategy, partnerships, and real management *might* be beneficial. Plus, it turns out the author's company, Acceleration Partners - mentioned repeatedly - has been doing things right since the dawn of time (or when the first affiliate program started).
March 31, 2018
1. WEAKNESSES
Language
This book was written for readers who are more familiar with general marketing terms and concepts which means that readers looking for a light introduction to affiliate marketing will not be pleased.
Learnings
A lot of the "main" insights were repeatedly tackled to the point that they could easily lose their poignancy for a reader such as myself, eager for efficient learning.
2. STRENGTHS
Tone
The author takes care to not paint anything with too much partiality. He clearly wants his readers to be cautious - to the point that he attempts to describe all the possible mistakes each player in the industry can make - but hopeful and creative.
Language
This book was written for readers who are more familiar with general marketing terms and concepts which means that readers looking for a light introduction to affiliate marketing will not be pleased.
Learnings
A lot of the "main" insights were repeatedly tackled to the point that they could easily lose their poignancy for a reader such as myself, eager for efficient learning.
2. STRENGTHS
Tone
The author takes care to not paint anything with too much partiality. He clearly wants his readers to be cautious - to the point that he attempts to describe all the possible mistakes each player in the industry can make - but hopeful and creative.
October 10, 2018
I liked how author, Robert Glazer, organized the book to provide a glimpse into the affiliate marketing industry by dividing it into three different generations. For someone who has been working in the affiliate space since 2011, it was helpful to have the additional context from the "early years" ranging from 1996-2007. I also appreciated the colorful examples provided in the book, which gave real world context from some of the biggest thought leaders in the industry. It's important we learn from the past so we don't make the same times of mistakes. I reference the book often as a guide when expanding into new markets where the affiliate industry is just beginning to gain traction.
October 19, 2017
Affiliate marketing can be seen as a very niche and complicated channel, but in "Performance Partnerships" Bob dispels those presumptions. He breaks down where the affiliate channel has progressed from and how it is growing into a much more robust and diverse channel. Bob has been in the affiliate space almost since the beginning and he really understands the good and the bad of affiliate marketing and the the future of performance partnerships. If you are a marketing manager or thinking about entering the affiliate space you should read this book.
February 12, 2018
Glazer has put together a solid overview of the past, present and future of affiliate / performance marketing. While the book assumes a base level of knowledge, it’s still quite approachable to anyone who speaks a little digital marketing.
Coming in with a publisher-based marketer perspective, I absorbed some good insight on developing partnerships, from the narrative that’s usually across the table.
Coming in with a publisher-based marketer perspective, I absorbed some good insight on developing partnerships, from the narrative that’s usually across the table.
October 10, 2018
Performance Partnerships is a must-read for anyone interested or working in affiliate marketing, but also valuable to any marketer, executive, or entrepreneur for its insights into how creating and nurturing positive relationships will support your business goals. The history of the affiliate channel, current state of affairs, and the huge potential for performance partnerships to shape digital marketing going forward are all covered in depth. Highly recommended!
October 30, 2017
I would highly recommend this read to anyone! If you work within Digital Marketing, are interested in starting a career within it or are curious to understand the industry, this book will not disappoint. Bob does a wonderful job in describing the past, present and future of the industry and paves the way for developing strong relationships driven by results.
October 17, 2018
A must read for those both with and without affiliate marketing experience! Robert Glazer does an excellent job of providing a holistic overview of the affiliate industry's "checkered past," explaining where the industry stands currently, and diving into its future potential. Provides incredible thought leadership for anyone in the digital marketing space.
September 7, 2021
I started as an employee at Acceleration Partners this year with no knowledge of affiliate marketing. Bob's book really answered a lot of my questions and made me much more confident in this marketing channel. The examples and stories told throughout the book made it easy to understand such a beast of knowledge. Definitely recommend for anyone who is interested in a career in affiliate marketing!
October 18, 2017
This book is a must read for anyone in the digital marketing space- not just affiliate! Bob's a true thought leader in the industry and his knowledge shows and breaks down what affiliate marketing is all about for all to grasp a better understanding of the space.
October 30, 2017
This book is one of the best written about digital marketing that I have read! Robert Glazer takes an honest look at the space and does a great job of breaking down affiliate marketing. Wonderful book and provided me with extremely valuable information.
August 31, 2018
Glazer presents a clear and concise overview of Affiliate Marketing's past, present and future. I would highly recommend this book to anyone interested in the industry. Paints a great picture of what to expect in this line of work.
September 10, 2018
A must read for any affiliate marketer, business, or marketing individual to understand historical context on the affiliate marketing world AND to appreciate how powerful performance marketing can be when done correctly with integrity.
October 3, 2018
This needs to be at the top of your list if you are wanting an introduction to affiliate marketing, or even considered an expert! Bob takes the reader on a journey that will truly open your eyes to how performance marketing can take your program to the next level.
October 4, 2018
If you work in Affiliate, this book is for you! This covers everything from the very beginning to the now. I would recommend this book to anyone who is looking to get into the space or just wants to learn more about the channel. It's a great book that will provide you with lasting value.
October 10, 2018
Coming from advertising sales, Performance Partnerships helped bridge the gap in my understanding of affiliate marketing. This is a staple for anyone joining the industry. Plus it gives some great tips on how to explain the business to your friends & family.
October 11, 2018
Performance Partnerships gives a unique perspective into the future state of affiliate marketing and the need for companies to shift to a performance partnerships model to increase transparency within the industry.
October 15, 2018
Performance partnerships is a must read for anyone in the digital marketing industry. It provides an excellent background on affiliate marketing along with key principles on creating and sustaining excellent relationships as a digital marketer.
May 22, 2020
I liked rhw way rhis book is written. Helped me to understand the ropic on affiliate marketing. It is not necessary to be a marketing professional to read it. But if tou are curious about secrets of the modern marketing, this book is a good choice
August 28, 2018
A great read for anyone in the digital marketing space. Learn more about creating lasting relationships with customers and clients on any level.
May 31, 2020
Rating: 4.75
The best primer on the affiliate marketing industry
The best primer on the affiliate marketing industry
Displaying 1 - 30 of 39 reviews