We recently conducted some research into the skills needed for success in partner marketing. In doing this research we discovered that field and partner marketing teams are being merged and while this may seem necessary due to budget pressures, it’s detrimental to partner teams who require specialist skills to drive success in channel and ecosystem marketing.

We know that career paths into partner marketing aren’t represented as well as field marketing roles, so we wanted to shine some light on the skills needed and the opportunities available in this area for any aspiring marketers out there looking for a pathway into a dynamic and rewarding career.

We spoke to Maryam Kidwai, EMEA & LATAM Distribution & Partner Program Marketing Specialist at Palo Alto Networks, who talked to us about her journey so far and the advice she would give to anyone looking to pursue a career and partner marketing.

When did you start working in a partner or ecosystem marketing role and what was your career path?

‘I entered the world of partner and ecosystem marketing three years ago when I joined Palo Alto Networks, starting in the Distribution team. The opportunity came through a university connection who had shared great things about the company’s culture. After a great conversation with the hiring manager and a smooth interview process, I knew this was the right step. It’s been a journey of growth and learning ever since.’

What skills or strengths do you possess that you feel have helped you in your role?

‘My academic background in marketing, particularly my MSc from Imperial College Business School, laid a strong strategic foundation. On top of that, I’ve always been naturally organized and methodical, which has helped me thrive in a dynamic, cross-functional environment. Building strong relationships — both internally and with partners — has also been instrumental in driving impactful collaborations.’

What advice would you give to anyone looking to pursue a role in partner or ecosystem marketing?

‘To succeed in partner or ecosystem marketing, it’s essential to build a strong foundation in core marketing principles and develop the ability to collaborate effectively across functions.

This role also requires a high degree of flexibility and the ability to adapt quickly, especially in a fast-paced, ever-evolving industry like tech and cybersecurity.

You’ll often be managing multiple stakeholders — both internally and externally — so being influential, articulate, and a strong communicator is key. The ability to align diverse perspectives, drive joint value, and maintain trusted relationships is what sets successful partner marketers apart. I’d also recommend finding mentors and staying actively engaged in the ecosystem — those connections can be incredibly valuable as you grow in your career.’

What do you love about working in this area of marketing?

‘What I love most about partner and ecosystem marketing is the collaborative nature of the work — co-creating impactful initiatives with partners that drive business impact, mutual success. It’s a dynamic, ever-evolving space that keeps me engaged and constantly learning. I also really enjoy the global aspect of the role — working with people from all around the world brings diverse perspectives, fresh ideas, and the opportunity to build meaningful relationships across cultures.’

If you’d love to venture into the world of partner and ecosystem marketing, a great place to start would be our CIM Accredited online courses.