Partner marketing is at a crossroads. As technology businesses shift towards delivering customer outcomes, is it time to rethink the traditional, vendor-led approach?
Jo Dunkley is joined by Richard Eglon, Chief Marketing Officer at Nebula Global Services, to discuss why he believes the future of partner marketing lies in community, collaboration and human-led orchestration.
Richard shares his perspective on how marketing can become a genuine driver of business growth, why traditional measures of success don't always work in a services-led environment, and how marketers can use AI while keeping people at the centre of their strategy.
We explore four key ideas shaping the future of partner marketing:
1️⃣ Why partner marketing is at a crossroads [02:08]
How traditional vendor-led, transactional models are being challenged by more complex ecosystems, changing customer expectations and the growing influence of AI.
2️⃣ From partner marketing to community-led growth [05:14]
Why Richard believes a community-first approach is better suited to today's technology channel, and why marketers need to think beyond short-term transactions and traditional ROI measures.
3️⃣ Marketing as the orchestrator of business growth [08:51]
How marketing can bring together people, technology and different business functions to deliver better customer outcomes, including Nebula's focus on accelerating time to value.
4️⃣ Leadership, resilience and staying relevant [15:02]
Why communication, context and credibility are essential to building internal trust, and how embracing creativity, learning from failure and surrounding yourself with the right people can help marketers navigate change.
We also discuss the importance of understanding internal stakeholders, why innovation needs room for failure, and how marketers can build confidence and resilience in an increasingly uncertain industry.
Thanks to Richard for joining the show and sharing his perspective.
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Jo Dunkley
LinkedIn: https://www.linkedin.com/in/jo-dunkley/
Richard Eglon
LinkedIn: https://www.linkedin.com/in/richardeglon/
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.
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