5 Key Lessons from Vik Ratomske on Mastering Affiliate Marketing

Advice, Runway Podcast

Affiliate marketing—sounds like the Wild West of digital strategy, right? But when done right, it’s a goldmine that can expand your customer base, boost revenue, and give your business the traction it needs without the upfront advertising costs that can make your eyes water. In our latest Runway Podcast episode, we caught up with Vik Ratomske, CEO of Partner Gap, who’s spent over 12 years turning affiliate marketing into a serious business driver. And trust us, her insights are not to be missed. Here are five standout lessons from our chat with Vik Ratomske that’ll have you rethinking your affiliate marketing game:

1. Surprise! This Isn’t Just for B2C—It Works for B2B, Too!

If you think affiliate marketing is only for selling athleisure leggings or meal kits, think again. Vik Ratomske shattered the myth that B2B companies are left out in the ‘affiliate cold.’ Whether it’s SaaS, email automation tools, or web hosting, affiliate marketing can reach your audience effectively. The trick? Understanding the unique purchasing process of B2B customers. Vik’s advice: craft a tailored approach that meets the specific needs of business buyers, and you’ll unlock a world of new leads—without blowing your budget.

2. Pick the Right Tools and Platforms from Day One

If you don’t have the right tools in place, affiliate marketing can feel like trying to juggle with one hand tied behind your back. Vik suggests investing in solid platforms like Impact or Everflow from the get-go. Sure, you could try to manage affiliates on your own in a spreadsheet (don’t), but that’s a fast track to chaos and costly errors. A good platform keeps your affiliate tracking neat, your data accurate, and your life much less stressful. It’s the difference between launching a successful program and wishing you hadn’t tried.

3. Know Your Commission Rates and Incentives

Affiliate commissions vary wildly — everyone’s got their own take. Vik Ratomske highlighted that for SaaS products, commissions can hit as high as 70% or even 200%. Yes, you read that right! Meanwhile, for fashion and retail, you’re looking at a more modest 10-20%. So, how do you play this game? Know your industry, know your affiliates, and set commissions that reflect the value they’re bringing in. Think of it as investing in your affiliates—because when they win, so do you.

4. Patience Is Key

If you’re hoping to make bank in a week, affiliate marketing is going to test your patience. Vik explained that the real results only start showing after two to three months of consistent effort. Sure, coupon and cashback sites can give you a quick boost, but for long-term growth and high-quality leads? Patience… is a virtue. Like PR or SEO, affiliate marketing is all about planting seeds today that bloom into revenue streams down the line. Keep watering those affiliate relationships, and the growth will come.

5. Track What Really Matters—Avoid Vanity Metrics

Clicks, impressions, likes—they’re nice, but let’s be real: they don’t actually pay your bills. Vik emphasised focusing on the metrics that really matter—think conversion rates, average order value, and ROI. These are the numbers that tell you if your affiliate program is really driving growth, or if you’re just shouting into the void. Focus on what actually moves the needle, and you’ll be able to build a program that delivers real results.

The Devil Is In The Details

Affiliate marketing isn’t a “set it and forget it” type of deal. From choosing the right tools and platforms to knowing your commission rates and being in it for the long haul, Viks’ insights prove that success is all about strategy, patience, and tracking the right metrics. Start small, play the long game, and before you know it, you’ll be running an affiliate marketing machine that’s bringing in value day after day!

Vik’s roadmap will guide you straight to success, and if you wanna learn more, we suggest you check out the full podcast episode for all the juicy details.