We built Coterie because partner marketing deserved a specialist
For over a decade, we have worked inside the IT channel, learning what drives partner behaviour, what connects marketing activity to revenue, and what separates programmes that scale from those that stall.
Where we started
Partner marketing has always been a complex discipline, operating at the intersection of vendor ambition, partner capacity, and customer demand. And yet for most of its history it has been underserved by generalist agencies without ecosystem fluency, by tools built for direct marketing rather than channel dynamics, and by frameworks that measured activity rather than commercial impact.
We built Coterie to be different
Our founders came from inside the ecosystem. They understood the pressures facing partner marketing leaders, the challenge of proving ROI to a board that sees channel marketing as cost rather than investment, the difficulty of building programmes that actually change partner behaviour, the complexity of managing marketing across distributed ecosystems with limited resources.
The understanding that shapes everything about how we work
In 2020, we partnered with the University of Huddersfield to publish Ecosystems 2.0: landmark research that identified the critical success factors for partner marketing, and called out its long-standing status as the ‘Cinderella’ of the marketing world.
Our message was clear: the future belongs to those who embrace an ecosystem mentality.
Our approach
We are not a volume agency. We do not take on every client, and we do not run programmes on autopilot. Our model is built around deep integration with the organisations we work with, understanding their ecosystem, their commercial pressures, and the specific outcomes they need to deliver.
Every engagement is grounded in four principles: commercial accountability, ecosystem intelligence, delivery quality, and a bias towards outcomes over activity.
We measure success the way our clients do: pipeline generated, partners activated, revenue influenced, ROI defended.
“Coterie exists for all ecosystem professionals, whether you need an extended team for your project, want to share industry insights with your peers, or develop your skills with our dedicated courses”
– Jo Dunkley, CEO
Doing business well
Coterie is a certified B Corp, meeting rigorous standards of social and environmental performance, transparency, and accountability. We believe that building a successful business and being a positive force are not in conflict. They are complementary.
“Coterie is where academic theory is put to to the test. Many of our models and methodologies have been evolved alongside our clients. Collaboration and innovation is at the heart of everything we do”
– Helen Curtis, Founder
Meet the team
CEO
Founder & Consultant
Client Success Team Lead
Customer Success Director
Customer Success Executive
Head of Design
Partner Marketing Lead
Value Proposition & Content Lead
Operations Director
Technical Lead