From Wireless Innovation to Affiliate Marketing Leadership: The Story of Cellcom and Commission Junction

The Entrepreneurial Journey of Cellcom and Commission Junction

Cellcom and Commission Junction, two key companies founded by Paul Crawford, offer a remarkable narrative about innovation, strategic thinking, and seizing business opportunities that transformed industries.

Cellcom: A Visionary's Leap Into the Wireless World

In July 1998, Paul Crawford founded Cellcom in Minnesota. The origins of the company can be traced back to May 1981 when Crawford received an unexpected call from Jerry Thrawl, who had worked with Motorola on installing communication systems for Pemex in Mexico. The call marked the beginning of a journey that would change the wireless communication landscape in the U.S.

Thrawl informed Crawford that the FCC was preparing to launch the first wireless phone systems in America, offering two licenses per service area: an A License for telcos and a B License for others. With the opportunity for competition against the AT&T monopoly, Crawford realized that this was the "opportunity of 10,000 lifetimes."

Through strategic partnerships, including a meeting with Larry Bentson from Midcontinent Broadcasting, Crawford built a group of investors that included prominent individuals from diverse industries. They filed for the B License and, against all odds, were the only local group to do so. Soon after, they were approached by MCI, who offered them a 32% stake in Cellcom, covering all buildout costs. Over time, Cellcom's ownership increased, and in 1986, the company sold its interests to Craig McCaw for $16 million.

While the sale marked the end of Crawford’s direct involvement with Cellcom, it was a defining moment that ignited his entrepreneurial spirit. The company was later acquired by AT&T for $12.6 billion, solidifying the success of Cellcom’s early vision.

Commission Junction: From Online Sales to Affiliate Marketing Leader

In late 1997, while working on a medical device business called Net Medical, Crawford encountered Lex Sisney, an aspiring entrepreneur with an idea for an Internet transaction business. With a $20K budget and a vision for the growing Internet market, Crawford and Sisney worked together to launch Net-Medical.com, which sold a product called Rejoyn.

Though the product's sales didn't soar initially, the site's traffic from affiliate referrals caught their attention. It was then that Lex Sisney came up with the idea for Commission Junction (CJ), a software platform to track affiliate referrals. After merging with Active Internet Marketing (AIM) in 1998, led by Per Pettersen, CJ quickly became a pioneer in the affiliate marketing space.

Despite its early struggles, including a lack of significant revenue and a major investment round, CJ gained traction. By 1999, after a deal with Cyber Cash, CJ's valuation soared to $35 million. The company’s rapid growth led to further investments and an eventual acquisition by ValueClick in 2003. Today, CJ stands as a leader in the affiliate marketing industry, helping entrepreneurs worldwide build virtual businesses.

The Legacy of Cellcom and Commission Junction

Both Cellcom and Commission Junction serve as powerful examples of how entrepreneurial vision, strategic partnerships, and perseverance can lead to extraordinary success. From revolutionizing wireless communications to creating a dominant affiliate marketing platform, Crawford’s ventures transformed industries and paved the way for future innovations.

Today, the legacy of Commission Junction continues to thrive, as its founders, Per Pettersen and Todd Crawford, now run Impact.com, a leading affiliate marketing platform. Their journey from humble beginnings to multi-billion-dollar success stories demonstrates the incredible potential of seizing the right opportunities at the right time.

The success of Cellcom and Commission Junction is a testament to the power of innovation, resilience, and strategic vision, proving that entrepreneurs with the right mindset can create lasting impact on the global stage.