Just as people skipped (or abandoned) landlines in favor of cell phones; so too can you skip the cumbersome hassle of legacy B2B reseller programs. By running your partner program through an Affiliate Marketplace you can get straight to where the internet-based market is headed: affiliate referral programs, that provide influencers the core functionality they need to get started referring quickly. Many ISVs (and SIs) have a well-developed network of partners, that is clear.
If you decide you want to rent a room, you can surely put a “Room for Rent” sign out on the front of your house. You don’t need to have it on Airbnb. People did that for years, especially back in the great depression in America, in the spa towns in Germany, and with gîtes in France. The B&B business model is not new. It works. It’s a proven model. People do and have done it rather effectively, on their own, with without the help if their local board of tourism, for years. B
As they move to embrace the affiliate referral program, many companies find what is simple, in theory, turns out to be more involved than they imagined. Initially, the issue is one of trying to figure out which is to be emphasis first: partner recruiting or the systems to support partners. It’s a chicken-and-egg scenario: should we recruit partners and then add the tools; or should we stand-up the partner tools and then recruit….? Sure, a vendor (especially IT vendors) can th