Partner Marketing
From channel to ecosystem
25 years in this industry - as an entrepreneur, consultant, country lead, specialist author, and lecturer. Partnerships arise between people. Strategy, technology, and measurability make them manageable.
This is me
I have been working in Affiliate and Partner Marketing for over 25 years. I started in 2000 with my own agency, later two more companies were added, then the technology side, association work, and teaching. These paths have shown me one thing in common: Partnerships work where both sides have a comprehensible benefit - and not where a contract claims it.
At impact.com, I have been the Strategic Partnerships & Country Lead DACH since May 2022. My work lies at the intersection of strategy, technology, and numbers: Which partnership supports a business model? What data is needed to assess this? And what do they really say?
This last question occupies me the most. An attributed transaction is not yet proof that a partnership has created additional value - it only shows that someone was at the end of the chain. Whether the purchase would have taken place without the partner is another question. Asking them is uncomfortable, but it determines whether a partner program creates growth or merely redistributes revenue.
In addition to operational work, I have been actively engaged in the industry for years. From 2019 to 2024, I held the chair of the focus group Affiliate Marketing in the Federal Association of Digital Economy (BVDW); today I am a co-founder and 1st chairman of the Affiliate & Partner Marketing Circle (APMC). It is about quality, transparency, and reliable standards - topics that rarely receive attention and without which the market still does not function.
As a specialist author, speaker, and lecturer, I have been sharing this experience since 2019 also at CBS International Business School. My goal is a realistic understanding of partner and platform marketing - beyond buzzwords, focusing on impact, measurability, and long-term added value.
Since 2024, I have been advising donista. The approach of connecting economic performance with social benefit aligns with my understanding of partnership: entrepreneurial in thought, transparent in execution, and verifiable in results.
I know Partner Marketing from nearly every perspective.
The perspective from which one views a partnership changes what one sees. I have sat on all sides of the table:
- Advertiser
- Publisher
- Agencies
- Technology
- Associations
- Teaching
- 25+ Years of Affiliate and Partner Marketing
- 80+ Publications, lectures, and expert contributions
- since 2000 entrepreneurially active
- since 2019 Lecturer at CBS International Business School
Publications & Lectures
For over 25 years, I have been accompanying and shaping the development of Affiliate and Partner Marketing. Here you will find a selection from my over 80 publications, lectures, interviews, and podcasts on partnerships, technology, measurement, and current developments in the industry.
From the affiliate channel to the partner economy
19 chapters on how Partner Marketing has evolved from a sales channel to its own economic system - with sources, data, and context.
Learn more