Online course overview: Practitioner in partner & ecosystem marketing

This practitioner training focuses on giving marketers the essential skills and templates and is suitable for anyone working in a collaborative marketing or product management role also known as ingredient branding, and co-marketing.

This is a CPD Certified course and is recognised by CIM (Chartered Institute of Marketing)

Cost: Access all three partner marketing courses for £85

Time to complete: 3-4 hours

Materials: Workbook and videos


Learn on-demand and at your own pace. Over a series of modules we’ll take a deep dive into three core topics.

Module 1: Partner first approach. What is it and why is it essential?

  • Introduction – What is a partner first approach?
  • Partner first framework and process
  • How do you define your partner persona groups?
  • What format, where will they look and what are they looking for?
  • Partner first approach – How do I pull it all together?

The module will end with a summary and a ‘partner first’ assessment.

Module 2: How to build a joint value proposition.

  • Introduction and what is a value proposition?
  • What makes a good value proposition?
  • What is the value of a proposition?
  • Why B2B customers care about joint value propositions and common mistakes.
  • What is the process for building a value proposition?
  • What do I do once I have a value proposition?
  • The discovery phase and why it is important?
  • Explaining the templates: objectives, stakeholders,
  • Building SWOT
  • Target audience – thinking about the persona
  • Target audience and customer need – templates
  • How do I think about the customers challenges?
  • Building a relevant story around the challenges.
  • Building a relevant story around the challenges (pt 2).
  • How do I make sure I pull out the USP’s?
  • Know who your competitors are.
  • What should I do now that I have watched the training?

The module will end with a summary and a ‘how to build a joint value proposition’ assessment.

Module 3: How to build a world class joint go-to-market (GTM) plan.

  • Introduction – What is a GTM plan and why build one?
  • How does a GTM plan help?
  • What are the steps to building a joint GTM plan? (RACE Framework)
  • GTM plan process and core sections.
  • GTM Plan – Setting up the objectives.
  • GTM Plan – Target customers and challenges.
  • GTM Plan – Sales enablement.
  • What is the difference between market with, to and through?
  • How do I start to build the campaign?
  • RACE Framework’s Steps Walkthrough – Reach
  • RACE Framework’s Steps Walkthrough – Act
  • RACE Framework’s Steps Walkthrough – Convert
  • RACE Framework’s Steps Walkthrough – Engage
  • How do you know if your campaign has been successful?

The module will end with a summary and a ‘how to build a world class GTM plan’ assessment.

Also included in Coterie Academy

When you enrol in Coterie Academy you automatically gain access to all our partner marketing courses.

Online course: Basics of partner marketing

Ideal for beginners, this course lays the foundation for building a successful partner program. You’ll gain essential skills and templates, making it a great starting point for those new to collaborative marketing or product management roles.

Online course: Multi-ingredient ecosystem marketing

This course takes your knowledge to the next level, focusing on the complexities of ecosystem marketing. It’s designed for those already in the field, looking to deepen their understanding of ingredient branding and co-marketing.