The formation phase of the Performance Marketing Alliance is being sponsored by Affiliate Classroom, who is funding discovery efforts, management of formation activities, investigation of official organizational and incorporation requirements, hosting of the inaugural advisory board meeting, and development of this website.

The formation phase is being spearheaded by Rebecca Madigan of Affiliate Classroom. Before joining Affiliate Classroom, Rebecca was at Commission Junction where she was director of product management and solutions marketing manager.

There are three industry veterans who have been instrumental in building momentum behind this effort:

Lisa Riolo, who is currently a busy consultant and advisor, and formerly executive vice president at Commission Junction, has tirelessly provided leadership, guidance, and connections to industry leaders. Her well-known reputation and expertise in performance marketing has been critical in moving this association from an idea to an actuality.

Brad Waller, who is vice president of business and affiliate development at EPage, brought not only performance marketing expertise, but specific experience from previous attempts at launching an industry association. Brad has provided in-depth modeling and analysis, instrumental in helping us figure out if and how we might make this work.

Brook Schaaf, owner of Schaaf Consulting, has provided relentless energy and enthusiasm to this effort, and has stimulated dialog and participation from a broad number of industry professionals. Brook hosted an affiliate dinner recently to garner support, he’s connected us with other industry associations to gather best practices, and he’s done continual outreach to industry leaders to get their input and help.

Many thanks to Lisa, Brad and Brook for their invaluable help and support. As mentioned in an earlier post, for this association to succeed it will require the leadership, backing and involvement of its members. We look forward to thanking many more people for their support!

If you would like to lend your help and support, please contact Rebecca Madigan at rebecca@performancemarketingalliance.com.