We started where we could make the most difference
When we started back in 2013, we knew the classic client/agency model wasn’t fit for purpose for partner marketing, and we were driven to change that. We started with two areas where we saw the biggest challenges – creating joint value propositions so partners could message effectively to customers and internally, and partner marketing services to help fill that ever-present lack of available resource. Which meant our clients could move past ‘having a web page on a partners website’, to leveraging MDF effectively to drive demand, leads and ultimately ROI.
By working together with our clients, we’ve successfully elevated partner marketing
To date, we’ve delivered hundreds of partner-funded and fully joint value propositions that have helped partner marketing emerge from the shadows and become the vital growth driver it’s always had the potential to be. All of which was only possible because we got to speak with some of the most intelligent and informed technology, business, and marketing experts, working in some of the biggest technology and business organisations in the world. And they were warm, candid and engaged – giving us their time and wisdom so we could use our skill sets to craft that knowledge into consistent and incredible powerful message sets, content suites, and goal-focused campaigns.
Tangible tools born from conversation and collaboration
We’ve also been able to stay true to our commitment to helping partner marketers work smarter, developing digital tools such as our Partner Prioritisation Tool, and methodologies in collaboration with our clients, built using their input, feedback, and “wouldn’t it be great if….” musings. We’ve continuously innovated and sought ways of using digital approaches to find better ways of achieving our clients’ goals. All because we don’t just work with clients as and when a project comes along, we work to build relationships with them and be a true partner. Some of ‘our’ best ideas have come from conversations that have nothing to do with a specific piece of work.
Creating a community for fellow ‘Cinderella’ marketers
But we also see it as a two-way street. Our in-depth research with the University of Huddersfield – “Ecosystem 2.0” – confirmed what many partner marketeers felt: that this was the Cinderella of marketing disciplines despite its growing commercial importance. This was one of the many things that led us to establish the Coterie Community, something else we could never have achieved or thought possible without the support and involvement of many of the partner marketeers we’ve had the privileged to work with over the years.
So, from all of us at Coterie, to all our clients, their partners and the great, amazing number of people we have had the pleasure to collaborate with in our success: thank you. And here’s to unleashing the real power of partnership for another decade together!