Research-based strategies to enable partners to establish, scale or elevate marketing in the partner ecosystem

Customer, market &
ecosystem analysis

Data analysis and insight gathering to support strategic development of partner marketing programmes and go-to-market strategies.

• Improve the relevance of your partner value proposition and help sellers and customers understand your unique selling points

• Ensure stand-out against competitors

• Improve targeting and performance of marketing campaigns to increase ROI

Voice of the partner

A qualitative research approach to help you understand the partner experience from their perspective.

• Gain insight into the effectiveness and impact of your partner marketing process, from onboarding to implementation and support

• Understand what your partners need to maximise sales opportunities for you

• Discover what motivates partners to continue to working with you as a chosen partner

• Gain insights into processes that slow down your progress or hinder the sales process

Partner prioritisation

A custom-designed digital tool to help your sales and marketing teams prioritise partners, resources and budget.

• Maximise marketing expenditure by getting rid of ad hoc requests and focusing efforts on your strategic partners

• Identify growth opportunities within existing partner relationships

• Understand where fundamental basic requirements have fallen down and are preventing growth

• Create an action plan to deliver a more effective partner programme within business teams

Value propositions

A proven strategic framework to develop a compelling, credible and differentiating value proposition for your partnership or ecosystem offer.

• Communicate how you uniquely solve end-customer challenges and add value

• Create seller and customer-first messaging frameworks

• Increase sales effectiveness and marketing ROI

• Differentiate against competitors

• Better engage key stakeholders

• Ensure the swift delivery of a messaging framework and marketing narrative using our proprietary value proposition tool

Partner programme
development

Implement a new partner marketing programme or optimise an existing one to accelerate growth and improve ROI.

• Shift the focus from the highest revenue partners, to the partners that offer the biggest value and growth opportunities across all tiers

• Use data and insights to inform an effective, results-focused programme for partners

• Generate better value and engagement from partners

• Develop a programme based on expertise and industry best practice via the partnership with Coterie

Find out how we can help

A book by ecosystem professionals, for ecosystem professionals

How to be a boundary spanner is a practical guide for B2B and B2C partner, channel and ecosystem marketeers. Written by Helen and Jo, with contributions from the Coterie team and Coterie Connect, it’s a hands on guide for the unsung marketing heroes who manage to balance with one foot in one organisation, and one foot in another.

Find out more

News and insights

A decade of evolution: what we can learn from the past 10 years

Some of the challenges for partner marketeers that we faced back in 2013, when we started Coterie, remain challenges

How to create a strong foundation for partner marketers in times of disruption

In today's business world, companies face an unprecedented level of disruption and change. It can be particularly challenging for partner

How to make more with less in partner marketing, with Elke Behrend, Finastra

Our client, Elke Behrend, Partner Marketing Lead for Europe at Finastra, gives us her experience, insight, and best practice

World-class technology companies trust Coterie.

We’re officially a Certified B Corp™, meeting high standards of social and environmental performance, transparency and accountability. We’re excited to be part of this global community of businesses committed to positively impact all people, communities and the planet.

Partner strategy & programme development