This document discusses the benefits and challenges of performance partnerships. It notes that major structural changes in business today include sales going digital, the shift to direct-to-consumer models, and an increased focus on performance-based partnerships. Performance partnerships can bring data, scale, and efficiency to business development by leveraging marketplaces. However, paying partners on a cost-per-acquisition model, ensuring transparency of partners' activities, maintaining ongoing partnerships, and enabling real-time tracking and payment can present challenges. The document advocates for performance partnerships as a "third pipe" to reach mid and long-tail customers.

1. Perks and Pain Points of
Performance Partnerships
Sarah Johnson
Chief Client Officer
Acceleration Partners
Keith Posehn
Head of Performance Partnerships,
Referrals, and Affiliate Marketing
Uber
Nilla Ali
Head of Affiliate
Buzzfeed

2. How the future of partner marketing will leverage technology to drive scale
PERFORMANCE PARTNERSHIPS
SARAH JOHNSON | 9.14.18

3. SARAH JOHNSON
Chief Client Officer
Acceleration Partners

4. 3 Major Structural Changes In Business Today
SALES GOING DIGITAL DIRECTTO CONSUMER
Brands
Customers
Middle Man
SHIFT TO PERFORMANCE

5. Business Development
Partner
Marketing
Affiliate Marketing
PERFORMANCE
PARTNERSHIPS
5

6. 6
The Power Of Marketplaces

7. 7
Marketing Marketplaces - 2.0

8. 8
Performance Partnerships
Third “Fat Pipe”
High Velocity
Advanced Campaign Management
Single Source
PERFORMANCE PARTNERSHIPS
Bring data, scale and efficiency to the mid and long tail
Business Dev Lite Partnerships Affiliate Marketing Partners

9. 9

10. 10
PAYING ON A COST PER
ACQUISITION (CPA)
1

11. 11
TRANSPARENCY OF
PARTNER’S ACTIVITIES
2

12. 12
ONGOING
PARTNERSHIP
3

13. 13
REAL TIME TRACKING
AND PAYMENT
4
Influence
NATIV
affiliate
partnerships
referrals
Business
Development

14. 14
The Performance Partnerships Pyramid
BizDev – 15%
AFFILIATE
MARKETING
Super affiliates, App developers
(larger scale)
Mid-level professional affiliates
(content, paid ads)
Local & small affiliates
(restaurants, SMB, home owners)
Referrals – 5%

15. 15
v
KEY TAKEAWAYS