About Jolly Consulting
We help B2B companies build affiliate programs that drive real, incremental revenue, not attribution theater.
- Founder
- Ben Jolly
- Previously
- Global lead, ClickUp affiliate program
- Recognition
- Silver, Global Performance Marketing Awards, for the ClickUp program
- Works with
- A small number of B2B SaaS, AI and fintech clients
Our Philosophy
We don't just manage programs; we engineer revenue.
In B2B SaaS, the affiliate channel is often misunderstood: stuck between low-value legacy tactics and high-friction manual management. We exist to bridge that gap.
Data-Led, Not Click-Obsessed
We believe partnerships should be your most efficient growth channel. That requires moving beyond simple "last-click" attribution and embracing Predictive LTV. We align incentives with your actual unit economics, ensuring you pay for high-value customers, not just empty leads.
Scale Through Intelligence
Great relationships are human, but finding them shouldn't be manual. Automated recruitment pipelines find the creators, publishers and agencies who hold your buyers' trust, and drafted outreach puts the human hours into the conversation, not the search.
True Incrementality
We measure success by one metric: New Revenue. We build programs where partners are rewarded for creating demand, not just capturing existing traffic. If a partner isn't bringing you a customer you wouldn't have found otherwise, they aren't a partner, they're an expense.
Who's Behind Jolly Consulting
Jolly Consulting was founded by Ben Jolly, the former global lead of ClickUp's affiliate program. At ClickUp, Ben scaled the program to 8-figure annual commissions by replacing coupon-site volume with content partners, building a predictive LTV commission model, and automating partner management with custom API tooling.
That experience shapes how we work today: every recommendation comes from running a large B2B program in production, not from a generic agency playbook. Ben now works directly with a small number of B2B SaaS, AI and fintech clients on affiliate strategy, answer engine optimization and marketing engineering, including the frameworks documented across our blog and strategy guides.
Our Methodology
How we ensure every partner in your program is actually driving value.
Partner Vetting
We evaluate every potential partner against strict quality criteria before they join your program.
- Content quality and audience relevance
- Traffic source analysis
- Historical performance review
- Brand alignment assessment
Incrementality Measurement
We go beyond last-click attribution to understand which conversions are truly incremental.
- Customer journey analysis
- Incrementality testing frameworks
- New vs. returning customer tracking
- Multi-touch attribution analysis
Marketing Engineering
Automated systems built with Claude Code, Codex, Hermes and OpenClaw that run the repetitive work so the team's hours go to partners.
- Platform API integrations
- Application triage and fraud detection
- Reporting dashboards and weekly updates
- Recruitment pipelines and drafted partner replies
Continuous Optimization
We don't just launch and leave. We continuously monitor and optimize for results.
- Regular performance reviews
- Partner quality audits
- Commission optimization
- Recruitment pipeline management
Platform Expertise
We have deep experience with all major affiliate platforms and their APIs. This allows us to build custom integrations and automation that wouldn't be possible otherwise.