We turn partner marketing into measurable growth
Coterie is the specialist partner marketing agency for IT vendors, system integrators and MSPs. We combine deep ecosystem expertise with commercial rigour to turn partner investment into pipeline and revenue.
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Why most partner marketing programmes underdeliver
The IT channel accounts for over £3 trillion in global revenue. Yet partner marketing is still too often treated as an afterthought: under-resourced, poorly measured and disconnected from commercial outcomes.
The result is predictable. Programmes generate activity, but not pipeline. Partners are enabled, but not activated. Investment is made, but rarely defended at board level.
We built Coterie to change that.
The shift we help our clients make
In 2020, in partnership with the University of Huddersfield, we published Ecosystems 2.0. This landmark research defined the critical success factors for modern partner marketing. That thinking continues to shape how we design, build and optimise partner programmes today.
The shift is clear: from activity to outcomes, from broad enablement to targeted activation, and from assumed value to measurable commercial impact.
What makes us different?
World-class companies trust Coterie
Coterie Connect: where partner marketing thinking is shaped
A curated community of partner, channel, and ecosystem marketing leaders.
Members get early access to Coterie research and reports, podcasts, quarterly roundtable sessions with peers, priority invitations to Coterie events, and the opportunity to shape our thinking on the challenges that matter most to the industry.
If you’re serious about partner marketing, you should be here.
Most partner marketing programmes underdeliver for the same reasons. Our work is designed to fix them.
& programme development
& integration
News and insights
A deep dive into the brand guidelines we have on file found that only 37% of brand guidelines include guidance on co-branding. With clear co-branding rules, you have greater control over how your brand is represented by partners.
As hyperscalers double down on ecosystem-led growth, they’re offering more than just technical enablement; they’re unlocking financial resources designed to fuel partner-led innovation, demand generation, and market expansion.
Embarking on a partnership with Amazon Web Services (AWS) opens up a gateway to a vast customer base, business growth, and joint marketing opportunities – you may just need a trusty travel guide to help steer you to success.
Most partner marketing programmes underdeliver. Ours don't.
If your partner investment is not generating the pipeline or commercial proof it should, let’s have a conversation.