Research from Coterie Connect has revealed concerning trends in partner marketing, where the integration of partner and field marketing teams is causing a loss of essential skills. Only 15% of partner marketers now function in fully independent teams, leading to diminished confidence and expertise necessary for effective marketing programs. Jo Dunkley, co-founder of Coterie, stresses the need for urgent investment in training and development to safeguard the specialized skills crucial for driving future growth. This research serves as a call to action for businesses to maintain their focus on partner marketing effectiveness amidst budget pressures.
Valuable partner marketing skills are at risk of being lost as the structure of channel marketing teams continues to shift, with only 15% in independent teams.
The study warns that merging partner and field marketing teams dilutes necessary specialist skills, impacting confidence in running effective programs.
Coterie's research highlights an urgent need for investment in training and development to retain expertise essential for future growth.
Jo Dunkley emphasized that many executives mistakenly assume partner marketing can simply rely on field marketing efforts, risking critical specialist skills.
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