Skip to main content

In the most recent podcast episode, Jake Fuller, CEO of JEB Commerce, gives listeners a rare glimpse into the multifaceted world of affiliate marketing from an agency's perspective.

The discussion begins by exploring the delicate art of setting and managing client expectations. Fuller emphasizes the importance of a thorough onboarding process and a 12-month strategic roadmap that aligns with the brand's long-term vision.

Who is Jake Fuller?

Jake Fuller has established himself as a distinguished authority in affiliate marketing, demonstrating a deep and nuanced understanding of the industry's intricacies and challenges.

As a prominent figure at JEB Commerce, Fuller undoubtedly plays a crucial role in guiding the company's strategic vision and strengthening relationships with clients.

Why JEB Commerce is the MVP of Affiliate Marketing

JEB Commerce is recognized as a frontrunner in the affiliate marketing arena, providing exhaustive services to brands aiming to enhance their affiliate programs.

JEB Commerce, a standout affiliate marketing agency, excels in crafting and managing affiliate programs that significantly boost brands' online impact and profitability. Distinguished by their innovative approach, they surpass traditional methods by leveraging deep partnerships and unique strategies to drive meaningful revenue growth.

With over 15 years in the business, their seasoned team is celebrated for fostering client growth and success, emphasizing transparency and tailored ROI achievements. Trusted by leading global brands, JEB Commerce expertly navigates the affiliate marketing landscape, ensuring long-term triumphs for its partners.

How JEB Commerce's Jake Fuller Turns Client Expectations into Big Wins

Fuller's strategy for ensuring a successful agency-client relationship in affiliate marketing revolves around a structured and clear approach, focusing on these key points:

1. Understanding client expectations

At the heart of Fuller's method is a deep dive into what the client really wants, starting right from the sales discussions. This phase involves detailed conversations and Q&A sessions aimed at pinpointing the client’s specific goals and objectives.

2. Developing a 12-month strategy roadmap

With a clear grasp on what the client expects, Fuller and his team craft a comprehensive 12-month strategy roadmap. This document acts as a mutual guide, marking out important benchmarks and milestones expected along the journey of the partnership

3. Understanding the crucial role of roadmaps

The roadmap isn’t just a plan; it’s a vital tool for maintaining clarity and alignment between what the agency will do and what the client expects. It outlines the workload and lays out how progress will be tracked over time.

4. Handling unrealistic expectations

Fuller knows that even with clear communication, clients might hold unrealistic expectations. Addressing this involves educating clients about what’s truly achievable, tailored to their level of understanding of affiliate marketing.

5. Tailoring benchmarks to each client

Fuller emphasizes customizing benchmarks to fit each client's unique goals, rather than sticking rigidly to industry standards. This personalization ensures that expectations are realistic and aligned with the client’s specific situation.

6. Correcting misconceptions about affiliate marketing

A crucial step is identifying and correcting any misunderstandings the client may have about affiliate marketing. Through education, Fuller aligns the client’s expectations with what’s practically achievable.

7. Achieving unity among client stakeholders

Ensuring that all stakeholders within the client's organization are on the same page is critical. Fuller works to reconcile different expectations to prevent confusion and align everyone towards the same objectives.By focusing on these aspects, Fuller aims to build a foundation of transparency and alignment, setting the stage for a successful and mutually beneficial partnership in affiliate marketing.

Affiliate Marketing Myths You Should Know

As the dialogue progresses, Fuller addresses common misconceptions about affiliate marketing. There's a pervasive myth that results come quickly or that only content sites are valuable. He debunks these beliefs and instead highlights the critical role of education in aligning client expectations with the nuanced affiliate landscape.

Misconception #1: Assuming uniform understanding of affiliate marketing's role and goals across all brand stakeholders.

How to address: Ensure alignment among stakeholders by thoroughly grasping client expectations, fostering unity in affiliate strategies and goals.

Misconception #2: The belief that focusing solely on content sites guarantees affiliate success, neglecting other valuable affiliates.

How to address: Stress the importance of diversifying affiliate programs to encompass various affiliate types, capturing a broader audience and ensuring consistent revenue streams.

Misconception #3: Some think mastering affiliate marketing means there's nothing new to learn, ignoring the evolving landscape.

How to address: Emphasize the need for continuous education and development, staying updated on emerging trends, strategies, and technologies to remain competitive in the dynamic affiliate marketing industry.

Wrapping up the JEB Commerce episode

In our engaging conversation, Fuller and I uncover the intricate workings of affiliate marketing, shedding light on the strategic maneuvers essential for triumph in this dynamic field.

As the episode draws to a close, listeners are encouraged to connect with JEB Commerce through LinkedIn or email, where they can explore the company's audit service—an invaluable resource for optimizing affiliate programs.

With JEB Commerce approaching its 20th anniversary, Fuller's leadership promises continued innovation and excellence, reaffirming the company's commitment to driving growth and success in the affiliate marketing landscape.

Affiliate manager consultant

Dustin Howes


Dustin Howes is a partnership nerd spreading the good word about performance marketing. He is the chief coach at and is dedicated to helping companies grow their performance marketing channels. He also provides affiliate manager training and private consultations, helping companies find the right solution for their budget.

Find out more about Dustin here.