Paul Colligan Interviews Anik Singal

Anik: My pleasure.

Paul: Great, well I would like to know that whenever I do a phone a call, and I want to give you the exact reason, the purpose of this call. And the reason for the purpose of this call is basically one simple fact. I believe truly that a tremendous amount of people do affiliate management very, very, very wrong. I believe this because I started in affiliate marketing and I saw so many mistakes in my affiliate managers that I actually went in the affiliate management space myself. If there are a couple affiliate managers who could've done proper things I would of made other people very, very wealthy instead of turning over the store, running the affiliate program myself.

Paul: One of the things that happens with affiliate marketing - affiliate management - is it becomes the red-headed stepchild of e-commerce. It becomes the very thing that people don't want to do but they do because they read somewhere on an in-flight magazine that they're supposed to do it. And what happens as a result is you get affiliate programs that are nothing short of just best effort attempts. They're nothing short of, they ran through the short checklist and they did what they were supposed to do. But when all is said and done they actually ended up just producing mediocrity. The Internet is not about mediocrity. The opportunity made available by the Internet is absolutely phenomenal. The ability to turn on a thousand plus commission-only sales force should have anybody with an e-commerce platform drooling at the mouth.

Paul: But instead of drooling at the mouth at the potential that affiliate marketing represents, what we have are thousands and thousands and thousands of affiliate programs that really represent nothing really more than a realization that this is a necessary evil. I have been passionate about getting affiliate managers to do a great affiliate programs and I think this call is going to show you part of that passion.