The concept of partner marketing has been around for many years, yet we still have very little insight into why some partnerships work and others simply don’t. What are the factors to partner marketing success?
Working with The University of Huddersfield, we undertook a research project to explore what the factors are that impact success or failure of partner marketing. Importantly, the research looked beyond the obvious tangible influences and explored the role that softer skills, such as rapport, trust and company culture have to play.
We interviewed over 50 companies and ran surveys and interviews. These were analysed and seven factors were discovered which fell into three macro categories:
In a tutorial video, Coterie Directors Helen Curtis and Jo Dunkley reveal the results of the research and the seven factors that are central to successful partner marketing. They also highlight what happens in partnerships if any of these factors are not in place.