Matt sits down with returning guest Alex Standiford to talk about a big milestone for Siren Affiliates: it now supports Gravity Forms.

If you’ve ever written off “affiliate plugins” as just referral links and payout percentages, this conversation will reshape how you think about partnership programs in WordPress. Alex explains why Siren is really an incentive program builder, not just “get a link, earn 10%.” The episode gets into practical, real-world use cases like lead-based programs for agencies, revenue share models tied to performance over time, and even vendor payouts routed through Gravity Forms product fields.

They also get into the reality of running a product business alongside consulting, how AI is helping Alex move faster without magically eliminating the need for long-term maintenance, and why WordCamps can feel a little awkward when you build marketing-adjacent tools in a community that values authenticity.

By the end, you’ll have a bunch of “wait, I could do that?” ideas, especially if you run an agency, a course business, or any WordPress product that depends on partnerships.

Takeaways

• 
  Siren is positioned as an incentive program builder for collaborators (affiliates, partners, vendors, sales teams), not just a traditional affiliate plugin.

  
  

• Gravity Forms support unlocks smarter workflows like routing applicants into programs, tracking lead activity, and automating CRM and email list follow-up once someone is approved.

  
  

• You can track actions over time and do distributions (revenue share style payouts) without requiring a direct on-site transaction for every tracked event.

  
  

• Gravity Forms product fields can be used to attribute value to specific collaborators, which opens up vendor and booking-style scenarios, not just referrals.

  
  

• A strong affiliate program looks more like a product with onboarding, education, and touch points, and “10 great partners” often beats “1,200 random signups.”

Important links

• 
  https://sirenaffiliates.com/
  
  
• https://gravityforms.com/
  
  
• https://gravityflow.io/