One of Alexander’s key insights is that successful B2B affiliate programs must provide comprehensive support to their partners. “Affiliates need resources. They don’t just need a link to promote,” he emphasises, highlighting that partners require content and a thorough understanding of products to be effective. Sage has addressed this by creating a program with “great commissions, strong tracking, partner support, human partner support, [and] good agency partners.” This human-led approach is central to the vision of creating “a very premium, very human and very personalised experience for every affiliate joining our program.” While many B2B brands typically offer conservative commission structures, Sage has taken an aggressive approach, offering up to £100 per sign-up for small business accounting products, with even higher commissions for more complex sales. This strategy acknowledges the long-term value of customers and demonstrates confidence in their product’s ability to retain clients.
