{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"","title":" How to Build a Partner Marketing Strategy That Actually Delivers | Amy Coleman","description":"

Partner marketing has no shortage of tactics to deploy. The challenge is knowing which ones will actually enable growth.


In this conversation, Jo Dunkley is joined by Amy Coleman, Marketing Director at Orange Cyberdefense.


Amy leads alliances, marketing and SDR at Orange Cyber Defense, bringing these functions together into a single go-to-market team. She explains why successful partner marketing starts with strategy, not tactics, and why too many organisations jump straight to execution without first understanding the problem they're trying to solve.


We explore four key ideas that sit at the heart of strategic partner marketing:


1️⃣ Start with the diagnosis, not the tactics [01:29]

Why partner marketing often falls into a \"checkbox exercise\", and why understanding the joint value proposition should always come before deciding on campaigns or MDF spend.


2️⃣ Choosing the partners that matter most [04:35]

How Amy prioritises partners based on strategic fit and engagement, creating a clear framework for deciding where to invest time, budget and resources.


3️⃣ Turning strategy into measurable growth [08:57]

How joint business plans, executive sponsorship and dedicated partner marketing resources create the structure needed to deliver consistent pipeline and revenue.


4️⃣ Building a successful career in partner marketing [13:35]

Why being proactive, asking for opportunities and broadening your commercial understanding can accelerate your career and increase your strategic impact.


We also discuss aligning direct and partner marketing, making better use of existing campaigns, and why \"no plan, no pipe\" should be the guiding principle behind every partner marketing programme.


Thanks to Amy for joining the show and sharing her perspective.


If you found this useful, subscribe for more conversations with partner marketing and alliance leaders across the global tech ecosystem.


👤 Follow the speakers


Jo Dunkley

LinkedIn: https://www.linkedin.com/in/jo-dunkley/


Amy Coleman

LinkedIn: https://www.linkedin.com/in/amyfperez/


🌐 About Coterie


Coterie is a partner marketing specialist focused on helping organisations turn partnerships into a genuine growth driver.


We work with global technology companies, including vendors, resellers, distributors, systems integrators and MSPs, to build more effective partner strategies, combining insight, structure and practical execution. Alongside this, Coterie Connect brings together a community of partner marketers to share ideas, learn from each other and raise the standard of the discipline.


Through advisory, programmes and events, our focus is simple: helping partner marketing deliver measurable commercial impact, not just activity.


","author_name":"Jo Dunkley"}