Some of the challenges for partner marketeers that we faced back in 2013, when we started Coterie, remain challenges today. But partner marketing has also evolved massively as the world around us has experienced some huge, impossible–to–predict shifts. We’ve been through a lot together – but we’ve also learnt a lot on the way. Here we take a (brief) trip down memory lane and see what we’ve left behind, and what we can learn from the past. 

2013: Partner funded fun  

Partner marketing starts to get more attention, but mostly by sales teams using partner funding for hospitality events like golf days and boxes at rugby matches. But such activities reflected a recognition of the importance of relationship building and networking which stays true today.  

2014: Traditional partner programs  

The standard bronze, silver, gold tier systems were determined by partner-generated revenue. And vendors tended to prioritise revenue generation as the key metric for partner engagement and success. Today, we’re recognising that this is only one (if critical) metric and that such simple partner prioritisation and programs are no longer fit for purpose, but back then people took great pride in their reception area glass awards and framed certificates! 

2015: Events and ‘swag’ giveaways  

Events were all. Vendors and partners placed great importance (and investment) on physical presence at events and branded giveaways – pens, lanyards, stress toys, notebooks, weird plastic blocks of something. People flew and travelled to such events across the world. This approach signified a tactical, visibility-focused strategy, but lacked any deeper engagement or long-term strategy.   

2016: Isolation of partner marketers

Partner marketers often worked separately from the main marketing team, aligning more closely with sales. This highlighted a gap between strategy and execution, and Market Development Funds (MDF) weren’t being utilised effectively for ROI. Lead and demand gen activities didn’t consider partners, and partner marketeers struggled to get access to marketing resource. 

2017: Emergence of digital tools

We started to see initial adoption of digital tools and tactics, though very ad hoc and not fully integrated into a comprehensive strategy. Investment in Partner Relationship Management (PRM) platforms indicated a shift towards more structured partner management, but effectiveness could be patchy.  

2018: Integrated digital campaigns

As partner marketeers gained experience in digital tools, we saw a rise in campaign-driven approaches integrating those tools to drive revenue. Use of MDF evolved from stand-alone expenditure towards development of targeted messaging and content for end customers. Partner marketing as a strategic function started to really emerge, something we see continuing today. 

2019: The rise of ecosystems and SaaS models 

The term ‘ecosystems’ gained prominence, changing campaign structures and sales approaches, especially in marketplaces. However, despite a trend towards content creation, digital partner journeys often remained disjointed and partner programs and processes no longer met the demands of partners or their customers. 

2020: Digital acceleration due to the pandemic

The COVID-19 pandemic forced a universal shift to digital, transforming everything from campaigns to events into online, virtual formats. A lot of reservations and resistance to digital formats was swept away, and a lot learnt in a very short period time about delivering in a digital environment that continues to drive smarter strategies and spend. 

2021: Integration into mainstream marketing

A notable shift saw the integration of partner marketing more closely with overall marketing efforts. The challenging economic climate and ongoing move towards services-based technology consumption heightened the awareness of partnerships’ value and amplification opportunities.  

2022: Heightened Focus on ROI 

Budget cuts placed more emphasis on ROI. The dynamic IT landscape, marked by role changes, mergers, and acquisitions, underscored the revenue-driving potential of partners, but the need to prioritise required clearer reporting and definitions of ‘success’.   

2023: The era of digital ecosystems

Budgets remain tight, with a continued focus on ROI. The trend is toward ‘doing more with less’, leveraging existing resources efficiently. Ecosystems are now a significant factor, with digital partner marketing shifting from campaign-centric to always-on approaches. The integration of partner marketing into broader marketing strategies is beginning to bear fruit.  

2024: ????

Partner marketing has – like us – come a long way in the last decade. Partner marketeers are well placed to build on the lessons learnt and become a driving force of marketing strategy. There is still some way to go, but exciting times lie ahead. As for 2024? Our 2024 predictions are coming soon…