Partner marketing is evolving. The expectation is no longer simply to deliver campaigns, events and visibility. It's to help drive business growth.
Jo Dunkley is joined by Catherine Dutton, VP Global Growth Marketing at Pega, to explore how the role of partner marketing is evolving and what that means for marketers, their teams and the wider business.
Catherine shares how Pega has integrated partner marketing into its wider go-to-market strategy, why strong relationships need to be backed by a clear joint value proposition, and why partner marketers increasingly need to think commercially.
We explore four key ideas at the heart of modern partner marketing:
1️⃣ From marketing activity to business growth [00:45]
How partner marketing has moved closer to the core of business strategy, and the impact AI and increasingly complex partner ecosystems are having on the role.
2️⃣ Relationships, strategy and shared value [03:30]
Why successful partnerships need both strong relationships and a meaningful joint value proposition, with shared goals and outcomes providing the foundation for growth.
3️⃣ Integrating partner marketing with the wider business [05:16]
How Pega aligns partner marketers with sales, regions and strategic partners, builds joint plans collaboratively, and measures success against engagement, pipeline and other business outcomes.
4️⃣ Developing as a marketing leader [11:16]
Why curiosity, commercial awareness, relationships and focusing on outcomes rather than activities can help marketers progress, and why you don't need a management title to start leading.
We also discuss what makes a great partner marketer, the importance of understanding how partner businesses operate, and Catherine's work as Co-Executive Sponsor of Women@Pega.
Her partner marketing motto sums up the conversation nicely: \"Think ecosystem first, think about outcomes second, and always lead with value.\"
Thanks to Catherine for joining the show and sharing her perspective.
If you enjoyed the episode, follow or subscribe for more conversations on partner marketing and growth.
👤 Follow the speakers
Jo Dunkley
LinkedIn: https://www.linkedin.com/in/jo-dunkley/
Catherine Dutton
LinkedIn: https://www.linkedin.com/in/catdutton1/
🌐 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.
#PartnerMarketing #B2BMarketing #ChannelMarketing #PartnerEcosystems
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