Scaling ClickUp's Affiliate Program to 8-Figure Annual Commissions
The Challenge
ClickUp needed to establish a B2B affiliate program from scratch, but they faced a specific problem inherent to Product-Led Growth (PLG) companies. With a "freemium" model and a long sales cycle, a traditional revenue-share commission model wasn't attractive to top-tier partners; the time-to-value was simply too long.
The challenge was to build a program that could incentivize partners upfront without waiting months for a user to upgrade to a paid plan.
We needed to attract high-quality B2B influencers (specifically on YouTube) rather than low-value coupon sites, while scaling aggressively without succumbing to fraud or "trash" leads that often come with paying for free signups.
Our Solution
As the Global Lead of the ClickUp affiliate program, we engineered a complete shift in strategy, moving away from standard B2B affiliate playbooks to a sophisticated, data-backed ecosystem.
Recognizing the PLG friction, we ditched the standard revenue-share model for high-volume partners and transitioned to a Cost Per Free Signup (CPFS) model. This aligned incentives with ClickUp's growth goal: user acquisition.
We implemented a Predictive LTV (Lifetime Value) model tied to every single new partner referral. We monitored lead quality in real-time—if a partner's referrals showed low predictive LTV, we cut them. For partners driving high LTV signups, we offered uncapped budgets and predictive ROAS targets rather than rigid CPAs.
We built custom tools using AI and affiliate platform APIs to automate recruitment, day-to-day management, and fraud detection. This infrastructure allowed a lean team to manage a massive ecosystem without compromising personal relationships with top performers.
Results
Grew the program to pay out over 8 figures in annual commissions
Consistently drove 7-figure monthly predictive revenue from the affiliate channel
Silver winner for Best B2B Performance Marketing Strategy at the Global Performance Marketing Awards
Achieved massive scale with strict policy against coupon, deal, loyalty, and sub-affiliate networks
High-quality partner content resulted in ClickUp being regularly cited in LLM queries for project management tools
Our Approach
Pivoting to Cost Per Free Signup (CPFS)
Recognizing the PLG friction, we moved away from standard revenue-share for high-volume partners. The CPFS model aligned incentives with ClickUp's growth goal: user acquisition at scale.
The Predictive LTV Engine
Paying for free leads is risky, so we mitigated that risk with data. We implemented a Predictive LTV model tied to every referral. Partners driving high LTV signups earned uncapped budgets and predictive ROAS targets—creating a win/win at scale.
AI-Powered Automation
Managing thousands of partners requires more than human effort. We built custom tools using AI and affiliate platform APIs to automate recruitment, day-to-day management, and fraud detection—allowing a lean team to manage a massive ecosystem.
Dominating B2B Social
We aggressively scaled ClickUp's presence on key platforms, specifically launching a B2B influencer program on YouTube. By focusing on educators and thought leaders in the productivity space, ClickUp became the most recommended tool in the industry.
Key Takeaway for CMOs
Scale does not require sacrificing quality. By using predictive LTV modeling to align partner incentives with company goals, we turned the affiliate channel into ClickUp's most efficient revenue engine.