GPWA Times Magazine - Issue 43 - February 2019

Relationship Status: It’s COMP The relationship between affiliates and the operators they work with can be tricky. Lee-Ann Johnstone, CEO of AffiliateINSIDER, shares her top tips for making the partnership a healthy one and illustrates why it’s crucial for both sides to work together to grow revenue. BY LEE-ANN JOHNSTONE The relationship between operators and affiliates has, and always will be, mutually beneficial — but only when managed correctly in the wider framework of the operator’s acquisition channel. At times, it feels like the balance of power lies more with the operator than the affiliate. However, this doesn’t have to be the case. Hammering out commercial agreements is often the biggest challenge an affiliate faces when building their business. In most cases, they lack the wider industry view an operator gains on the job, which means they struggle to get the right – and fairest – deal in place. This is not the only problem, though. Maintaining a good relationship over time is often just as difficult, as affiliate managers change and people move jobs frequently in our competitive industry. Maintaining good relationships is key for growing revenue. Here are some of my top tips for keeping the attention of an affiliate manager and remaining in good standing over time. G P W A t i m e s . o r g 34