Creating a Blueprint for 2026 Success: PMA Webinar Recap
In case you missed it, the Performance Marketing Association (PMA) recently hosted a timely webinar titled, Creating a Blueprint for 2026 Success: Collaboration to Retain and Grow Partnerships, where viewers were treated to a lively, insight-packed discussion from leading minds across the affiliate marketing ecosystem. As we race through this holiday season and towards the Q4 finish line, the strategies shared during this session remain exceptionally relevant as performance marketers of every stripe begin to shift their focus to 2026 planning.
The panel featured a dynamic group of industry experts, including LinkConnector Co-Founder and President, Choots Humphries, alongside Patricia Marange (WPP Media), Cassandra Scarbeck (InfluenceLogic), Joey Asleson (Asleson Communications), Jake Fuller (JEBCommerce), and moderator Tricia Meyer (PMA).
With perspectives spanning agencies, networks, publishers, and influencer programs, the panel offered practical guidance on aligning goals, optimizing partnerships, improving communication, and preparing for the evolving landscape of affiliate marketing.
Below is a look at some of the major topics and takeaways covered during the conversation to guide your 2026 blueprint.
Meet The Participants
Tricia Meyer
Performance Marketing Association
Choots Humphries
LinkConnector
Patricia Marange
WPP Media
Joey Asleson
Asleson Communications
Cassandra Scarbeck
InfluenceLogic
Jake Fuller
JEBCommerce
Strategic Planning & Goal Setting
The panel agreed that meaningful planning starts with fully understanding brand objectives and how affiliates fit into the broader marketing picture. Cassandra stressed that listening is foundational, noting: “It’s so important to really listen and hear from the brand directly on what not only their affiliate program goals are, but their overarching company goals are for the year.” Patricia added that brands often “under-brief” their affiliate teams because they don’t always grasp the channel’s breadth. Looking ahead to 2026, Choots reminded attendees that planning requires both hindsight and adaptability: “When you start thinking about what your 2026 goals are going to be, it’s important to look back at what your previous goals were, where you fell short… and incorporate the variability that’s absolutely going to come.”
“It’s so important to really listen and hear from the brand directly on what not only their affiliate program goals are, but their overarching company goals are for the year.”
-Cassandra Scarbeck
Turning Insights Into Action
Across the panel, there was strong alignment that data becomes valuable only when brands know how to interpret and act on it. Cassandra highlighted the impact of contribution analysis for evaluating true partner value: “Once you have that data, then you can really understand the true incrementality of that partner.” From the network perspective, Choots emphasized the importance of ensuring both goals and tracking are aligned: “If your goal is to really try to shift performers to top of the funnel and you’re technically not set up to reward top of the funnel… it’s going to be really hard to achieve those goals.” Jake reinforced that gaps in data or communication can derail success, sharing a common and relatable example where a misunderstanding of what an executive team valued nearly jeopardized a program.
“If your goal is to really try to shift performers to top of the funnel and you’re technically not set up to reward top of the funnel… it’s going to be really hard to achieve those goals.”
-Choots Humphries
The Power of Storytelling
The group agreed that data alone rarely persuades—not without framing, context, and narrative. Jake captured this idea perfectly: “Data is the resume that might get you noticed. Storytelling is the interview that gets you hired.” Patricia urged the industry to adopt more creative storytelling to elevate the entire channel: “We need to just speak about our channel more creatively… so people get more excited about it and we can capture a larger piece of the overall media pie.” Meanwhile, Cassandra reminded marketers that every communication—whether a deck, email, or Slack message—should connect back to goals and value: “Anytime you’re communicating with a brand or a partner, you should be selling… words matter, data matters, reporting matters.”
“Data is the resume that might get you noticed. Storytelling is the interview that gets you hired.”
-Jake Fuller
Collaboration That Lasts
One of the strongest themes throughout the webinar was the need for proactive and transparent collaboration across networks, agencies, brand teams, and publishers. Joey emphasized the importance of intentional check-ins: “It’s sometimes tough to take that step back and just have that realignment moment… but it’s really important.” From the network’s vantage point, Choots encouraged brands to directly involve their platforms when building 2026 plans: “Ask your network what they have that can help you achieve these goals… networks are often very willing to provide special reporting or help set up one-on-one meetings.” The shared consensus: when everyone is aligned, efficiency rises and frustrations fall.
“It’s sometimes tough to take that step back and just have that realignment moment… but it’s really important.”
Joey Asleson
Loyalty & Retention
To maintain strong, long-term partnerships, panelists stressed fairness, predictability, and respect across the ecosystem. Joey reminded brands that positive performance should never result in punitive changes: “Never punish a partner for performance.” Patricia added that compensating partners appropriately is essential: “Pay people for their time and effort!” And Cassandra reinforced that consistent, thoughtful outreach builds trust: “For me, non-negotiable is regular check-ins with my partners… and coming to that conversation prepared.” As publishers continue to juggle promotions, Q4 volume, and early-year initiatives, brands that show clarity and consistency will stand out.
“Pay people for their time and effort!”
Patricia Marange
Preparing for What’s Ahead in 2026
Looking forward, panelists see a shift toward broader collaboration, more nuanced attribution models, and a deeper integration of upper-funnel influencer and creator efforts into affiliate programs. Cassandra predicted that “brands are going to be evolving from thinking about affiliate as purely performance partnerships and thinking about us as growth partners.” At the same time, Choots noted that attribution models will continue gaining attention as brands rethink their setups: “More and more brands will consider their technical setups and what needs to change to achieve their goals.”
“More and more brands will consider their technical setups and what needs to change to achieve their goals.”
Choots Humphries
Watch the Webinar + Learn More
This recap only scratches the surface of the strategic insights shared and trends shaping our industry as we approach 2026. If you missed it—or want to revisit the discussion—be sure to watch the full session at the link below.
To learn more about the PMA— a nonprofit organization dedicated to advancing and advocating for the performance marketing industry—visit thepma.org.
And as you plan your 2026 affiliate strategy, LinkConnector’s team is here to help. Affiliates and merchants: reach out to us anytime to discuss how we can support your growth in the coming year.