Referral Partner Kit (14‑Day Sprint): Ship a Curated, Compliant B2B Affiliate Pilot

You’ll build six assets and follow a day‑by‑day plan.

You’ll ship:

• An editable one‑pager partners can skim in 2 minutes.
• A T&Cs skeleton you can paste into your site or Notion.
• A UTM tracker (sheet) with validation + auto‑URL builder.
• A 4‑email outreach sequence (+ DM variant) to recruit 5 partners.
• A payout SOP that covers W‑9/W‑8 collection and batch payments (PayPal/Wise) on Net‑15/30.
• A simple dashboard tracking clicks → signups → demos → revenue.

What we’re optimizing for:

• Fewer, better partners (target 5) with audience fit.
• Clear disclosures baked into every asset.
• Clean attribution via standardized UTMs.
• One monthly payout window to keep ops light.

Outputs by Day 14:

• At least 5 invited partners, 3 activated, 1–3 referred demos booked.
• Everything self‑serve; no standing calls required.

Copy this structure into a one‑pager (PDF/Notion/Google Doc). Keep to one page. Replace [BRACKETS].

Title: [PROGRAM NAME] — Invite‑Only Referral Partner Program

Who this is for

• [AUDIENCE] who [PAIN/USE CASE]. Example: “AI consultancies helping SMBs automate back‑office workflows.”

Why it pays

• Commission: choose one and state it clearly.
  • Option A (recurring window): 30% of subscription revenue for the first 12 months per referred customer.
  • Option B (lifetime): 25% of subscription revenue for the life of the account.
  • Optional spiff: $[AMOUNT] per qualified demo (meets ICP + scheduled via our link).

What counts as a referral

• Use your unique link. We attribute last non‑direct click with a 90‑day window when your UTM source matches your partner slug.
• Qualified demo = booked via [CALENDLY/LINK] with fields completed; ICP = [INDUSTRY/SIZE/REGION].

How payouts work

• Monthly review; Net‑15 or Net‑30 payouts via PayPal Payouts or Wise batch in [USD/EUR].
• U.S. partners: submit W‑9. Non‑U.S.: submit W‑8BEN/W‑8BEN‑E. We can’t pay without a completed form.

Creative + disclosure rules (short version)

• Always include a clear disclosure near your link (examples below). No coupon sites, no brand‑term bidding, no misleading claims.
• Use only approved branding and screenshots in the kit folder.

Getting started

• Reply “IN” and we’ll send your link + assets by Day 7. Questions? Email [CONTACT].

Example commission math (show your numbers)

• If plan is $99/mo and you pay 30% for 12 months → partner earns up to $29.70/mo per active referral, max $356.40 in year one.
• If plan is $49/mo and you pay 25% lifetime → $12.25/mo as long as the account renews.

Partner tiers (optional)

• Creator: audience‑led (newsletters, YouTube). Default rate.
• Solutions: implementers/consultancies. Same base, +5% boost after 3 closed accounts in 90 days.
• Community/Admin: group placements. Flat fee + tracked rev‑share.

CTA block (put this in a button)

• “Apply — get your unique link + assets” → [FORM LINK]

Paste the skeleton below into your site/Notion and customize. Keep it plain. Do not copy other companies’ terms.

Scope and eligibility

• This invite‑only program (“Program”) promotes [PRODUCT]. Participants (“Partners”) must be over 18 and operate in compliance with applicable laws.

Attribution and window

• We attribute the last non‑direct click using UTM parameters on a 90‑day lookback. Self‑referrals and coupon/deal‑site traffic are excluded.

Commissions

• Choose one model and state it precisely:
  • Recurring window: X% of Net Subscription Revenue for the first Y months per eligible referral.
  • Lifetime: X% of Net Subscription Revenue for the life of the account while in good standing.
• Net Subscription Revenue excludes taxes, refunds, chargebacks, and discounts.

Payouts

• Calculated monthly and paid Net‑15/Net‑30 via [PAYPAL/WISE]. Minimum payout threshold: [$50/€50]. Unpaid amounts roll forward.

Creative, conduct, and brand use

• Use only approved logos and screenshots from [BRAND KIT LINK]. No claims of partnership/employment. No paid search on our brand or misspellings. No spam, misleading claims, or incentivized reviews.

Disclosure requirements (you’re responsible)

• All endorsements must include clear and conspicuous disclosures adjacent to the claim or link. Examples partners may use:
  • Short posts: “Ad/Partner link — I may earn a commission if you sign up.”
  • Newsletters/blog: “This is a partner link. If you use it, we may receive a commission. Opinions are our own.”
• Note: Built‑in platform labels alone may be insufficient. Place disclosures so they’re hard to miss (above the fold, on images/stories when used).

Taxes and forms (U.S. context)

• U.S. payees: submit Form W‑9. Non‑U.S. payees: submit Form W‑8BEN/W‑8BEN‑E to document foreign status. We do not provide tax advice.

Fraud and audit

• We may withhold or reverse commissions for fraud, self‑dealing, or violations of these terms. We may audit traffic sources.

Term, changes, termination

• We may update or end the Program with notice. Earned, approved commissions prior to a change will be paid per the prior terms.

Compliance links (share with partners)

• FTC Endorsement Guides + FAQ: https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides
• FTC Disclosures 101 (plain‑language PDF): https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf
• UK ASA affiliate guidance: https://www.asa.org.uk/advice-online/affiliate-marketing.html
• EU Commission brief on social media disclosures: https://commission.europa.eu/system/files/2023-10/Legal%20brief%206.pdf

Non‑legal/tax disclaimer

• This skeleton is for operational clarity, not legal advice. Confirm applicability in your jurisdictions.

Create a Google Sheet with these columns and rules. This keeps attribution clean without extra tooling.

Required columns

• partner_id (slug): e.g., creator’s brand in kebab‑case ("data‑ops‑weekly"). Unique.
• partner_name
• channel (newsletter, youtube, blog, community, x, linkedin)
• base_url (your landing page)
• utm_source (= partner_id)
• utm_medium (referral, affiliate)
• utm_campaign (e.g., referral‑q2‑2026)
• utm_content (placement note like “issue‑42‑top‑slot”)
• utm_id (optional unique campaign id)
• final_url (auto‑built)
• clicks, signups, demos, opp_value, revenue_recognized, payout_rate, payout_due

Validation rules

• utm_medium: whitelist {referral, affiliate}.
• utm_source: must equal partner_id (data validation formula or array validation).
• utm_campaign: pattern check “referral‑[qQ][1‑4]‑20\d\d”.

Auto‑URL builder (Google Sheets)

=LOWER(
  base_url & "?utm_source=" & utm_source &
  "&utm_medium=" & utm_medium &
  "&utm_campaign=" & utm_campaign &
  IF(utm_id<>"","&utm_id=" & utm_id,"") &
  IF(utm_content<>"","&utm_content=" & ENCODEURL(utm_content),"")
)

Payout math (examples)

• Recurring 30% for 12 months:

=payout_rate * revenue_recognized

Where payout_rate = 0.30 while months_since_first_charge ≤ 12, else 0.

• Lifetime 25%:

=payout_rate * revenue_recognized

Where payout_rate = 0.25 while account is active.

Operational tips

• Give each partner 1–2 approved final_urls (homepage LP + demo LP) — nothing else.
• For newsletters, set utm_content to issue/placement (“issue‑12‑primary”). For video, set to “desc‑top” or “end‑screen”.
• Treat demos as the north‑star event; log “demos” via your booking tool’s CSV/API into this sheet weekly.

Goal: recruit and activate 5 right‑fit partners without calls. Send plain‑text emails from a founder account.

Email 1 — Invite (Day 1) Subject: Quick partner win for [THEIR AUDIENCE] Body: “Hey [NAME] — We help [ICP] get [OUTCOME] with [PRODUCT]. We’re opening 5 invite‑only partner slots this month. You’d earn [RATE] on referred accounts (or $[SPIFF] per qualified demo). Zero admin — we send a one‑pager, your unique link, and ready‑to‑paste copy. Interested? If yes, I’ll send assets Wednesday. — [YOU]”

Email 2 — Assets preview (Day 3) Subject: Your link + copy (ready Wednesday) Body: “Awesome — here’s the 1‑page overview and disclosure copy we require. On Wednesday I’ll send your unique URL and a short creative kit. You can paste it into [NEWSLETTER/VIDEO DESC/BLOG]. Any questions before then?”

Email 3 — Asset drop (Day 7) Subject: Your unique link + copy Body: “Here’s your link: [FINAL_URL]. Required disclosure (paste near the link): ‘Ad/Partner link — I may earn a commission if you sign up.’ Creative kit: [FOLDER LINK]. Tracking: 90‑day window; last non‑direct click. Payouts: Net‑[15/30] via [PAYPAL/WISE]. If you include us in [DATE]’s [ISSUE/VIDEO], set utm_content to [VALUE] so we can attribute correctly.”

Email 4 — Nudge + proof (Day 10–12) Subject: Example copy that worked for [PEER] Body: “Two partners placed us last week; one booked 3 demos using this snippet: [PASTE 2–3 LINES]. If you’re publishing [DATE], reply with your slot and I’ll tailor the CTA for your readers.”

DM variant (short) “Invite‑only referral: [RATE] on referred accounts. We do the ops (link, copy, payouts). Want assets? — [YOU]”

After publish — Thank you + next step “Thanks for the placement — here’s your click/demo snapshot. Next best placement for your audience is [SUGGESTION]. Want a $[AMOUNT] bonus on 3 demos this month?”

Run a single monthly payout cycle. Keep it boring and reliable.

When (cadence)

• Close the month on the last calendar day. Review/export by Day 5. Pay by Net‑15 (or Net‑30 if you need more buffer).

What qualifies

• Only approved, non‑refunded charges during the period. For recurring‑window programs, stop paying after Y months from the first charge.

Tax forms — collect before first payout

• U.S. partners: Form W‑9 (Requester instructions: https://www.irs.gov/instructions/iw9)
• Non‑U.S. partners: Form W‑8BEN (individuals) or W‑8BEN‑E (entities) (Instructions: https://www.irs.gov/instructions/iw8ben)
• Note (U.S. context): For services performed outside the U.S., income is generally foreign‑source (see IRS Pub 515) and not subject to 30% Chapter 3 withholding; documentation via W‑8 is still required. Confirm facts with your advisor.

Review checklist (Day 1–5)

• Reconcile signups → charges in your billing tool.
• Join with the UTM sheet by account_id/partner_id.
• Compute revenue_recognized and apply payout_rate rules.
• Exclude refunds/chargebacks/free months.
• Produce a partner statement CSV (one row/partner) and a line‑item CSV (one row/account‑month).

Batch payout — PayPal Payouts

• Create a CSV with columns: email, amount, currency, note (e.g., “[MONTH] referral payout”), partner_id.
• Upload to PayPal Payouts; review fees/caps for recipient countries; sender pays fees.

Batch payout — Wise Business

• Use Wise batch payments CSV: recipient_name, email or bank details, currency, amount, reference, partner_id. Upload → review → pay.

Recordkeeping

• Store W‑9/W‑8 securely. Keep monthly statements and remittance confirmations. Roll forward unpaid balances < threshold.

Template notes for statements

• Show: period, referrals credited, commission model, gross eligible revenue, rate, deductions (refunds/fees if any), net due, payment method, expected date.

Non‑legal/tax disclaimer

• This SOP is for operators, not legal/tax advice. Validate your setup with counsel and your accountant.

Build a second tab in the UTM sheet called “Dashboard.” Keep it simple and partner‑scannable.

Core tiles (one row each)

• Clicks (this month)
• Signups (this month)
• Demos booked (this month)
• Demo→Closed‑Won rate (last 90 days)
• Revenue recognized (this month)
• Payout due (this month)

Partner table (top partners first) Columns: partner_id, channel, clicks, signups, demos, opp_value, closed_won, revenue_recognized, payout_due.

Example formulas (Google Sheets)

• Demos this month by partner

=COUNTIFS('UTM Log'!H:H, A2, 'UTM Log'!M:M, ">="&EOMONTH(TODAY(),-1)+1, 'UTM Log'!M:M, "<="&EOMONTH(TODAY(),0))

• Payout due (lifetime 25%)

=ROUND(0.25 * SUMIFS('UTM Log'!revenue_recognized, 'UTM Log'!partner_id, A2, 'UTM Log'!period, current_period),2)

• Payout due (30% for first 12 months)

=ROUND(SUMPRODUCT(
  ('UTM Log'!partner_id=A2) * ('UTM Log'!months_since_start<=12) * 0.30 * 'UTM Log'!revenue_recognized
),2)

Views

• “Executive view” pivot: totals by partner.
• “Source quality” view: demos per 100 clicks by channel.

Quality gates to watch weekly

• Any partner with <1 demo per 150 clicks needs copy/placement help.
• Any partner with refund rate > the account average gets a creative review.

Operating note

• Treat “demos booked” as the north‑star activation signal in B2B. Optimize subject lines/placements around that outcome.

Follow this timeline. Copy/paste into your project tool.

Days 1–3 — Build list + one‑pager

• Define ICP in one line. List 15 potential partners (newsletters, YouTube, communities) with audience overlap. Pick the best 5.
• Draft the one‑pager (Section 2). Pick your commission model and payout cadence. Publish a T&Cs page (Section 3).
• Create the UTM sheet with validation and URL builder (Section 4).

Days 4–6 — Outreach

• Send Email 1 → 10 prospects. Track replies. Send Email 2 to positive replies.
• Prep creative kit: 3 approved blurbs (35/70/120 chars), two CTAs, logo pack/screenshots, disclosure copy.

Day 7 — Asset drop

• Generate each partner’s final_url(s). Send Email 3 with links, disclosure copy, and the creative kit.

Days 8–10 — Activation

• Confirm placements and publish dates. Offer the optional demo spiff to accelerate.
• Add demo tracking: connect your booking tool to log partner_id + date in the sheet.

Days 11–12 — Nudge + examples

• Send Email 4 with a proven snippet. Suggest their next best placement.

Days 13–14 — First results + review

• Share click/demo snapshots with partners. Note which placements booked demos.
• Decide keep/change: subject lines, placements, or commission spiff. Queue next month’s Net‑15/30 payout run.

Success bar for expanding beyond 5 partners

• ≥2 partners book ≥2 demos each in 30 days, refund rate ≤ baseline, and ops time ≤2 hrs/week. If not met, improve enablement before scaling.