1. Optimisation – self-serve or managed?

Some platforms offer a self-serve model, where brands manage their partnerships and campaigns independently. Others provide actively managed solutions, where an account manager assists with strategy, recruitment, and continuous optimisation. Consider how much support your business needs – if your team has limited time or expertise, a managed solution may be beneficial.

2. Quality over quantity

Some platforms promote their large number of partners, but what truly matters is quality. Check if the platform carefully selects and approves partners to its platform, or if they allow anyone to join. A well managed platform ensures that your brand works with relevant, high-quality partners rather than dealing with irrelevant and low-performing partners.

3. Distribution – is the market fit right?

Consider whether the platform aligns with your target markets. Does it have a strong presence in your key regions? Are the available partners relevant to your audience? Some platforms operate globally, while others focus on specific industries or geographies. Ensuring a good distribution fit can significantly impact your program's success.

4. Competitors in the platform

Many brands hesitate to join platforms where competitors are active, but in reality, a strong presence of competitors often means that relevant, high-quality partners are already active and engaged. Instead of avoiding these platforms, join, and focus on differentiating your brand with attractive offers and competitive commission structures.

5. Transparency and control

Transparency is key to managing a successful partner program. Not all platforms provide the same transparency, so look for a platform that: 1) Clearly displays which partners promote your brand. 2) Allows you to approve or deny partner applications. 3) Provides detailed reporting on traffic, sales, and commissions.

With full transparency, you can optimise performance, build strong relationships, and ensure that your marketing spend delivers value.

6. Reliable tracking and reporting

Robust tracking is essential for accurate commission payments and program performance. Ask whether the platform uses real-time tracking, if tracking is cookie-based or server-to-server, and how reliable the reporting is. Also, check where the development of the tracking technology happens – some networks rely on third-party suppliers, which can limit development, innovation and customisation.

7. Support and stability

A strong partner marketing platform should provide fast and reliable support with dedicated account managers and local support in key markets. Before committing, test the platform’s responsiveness by reaching out with a question. Additionally, assess the platform’s financial stability – a well-established platform with a strong track record is more likely to support your growth in the long run.

8. Individual creators and influencers

If content creators, bloggers, and influencers are key to your marketing strategy, ensure the platform supports both registered businesses and individual creators. Some platforms only work with companies, limiting your access to valuable partnerships in social media and content marketing.