Channel Marketing Skills: A Critical Call to Action Amidst Erosion
In today’s rapidly evolving marketing landscape, the integration of field and marketing teams is raising alarms about the dilution of specialized skills in channel marketing. A recent report from Coterie highlights a troubling trend: with only 15% of partner marketers operating within independent teams, the risk of eroding essential marketing skills is alarmingly high.
The Stakes of Merging Teams: A Skillset Crisis
The departure from standalone marketing teams poses a serious question: What happens when expertise is sacrificed for perceived efficiency? As companies look to save costs, there’s an increasing tendency to blur the lines between field and partner marketing roles. Though this approach may seem logical for budget-conscious C-suite executives, it threatens the very backbone of marketing sophistication.
Jo Dunkley, co-founder of Coterie, aptly notes how this shift is altering the landscape: “At the heart of this shift is a mix of budget pressure and misunderstanding,” she explains. Many executives mistakenly believe that partner marketing can simply ride on the coattails of field marketing efforts, utilizing the same content and campaigns. This not only undermines the importance of distinct skill sets but also jeopardizes the effectiveness of partner marketing strategies.
The Urgency for Investment in Marketing Skills
A Call for Comprehensive Training
Coterie’s report, titled 2025 Partner Marketing Skills Report: Trends, Gaps, and Opportunities, urgently calls for enhanced investment in marketing skills and proactive measures to train marketers. As the marketing landscape becomes increasingly complex, it’s imperative for professionals to embrace emerging technologies and adapt their skills accordingly.
One of the report’s critical findings, supported by Sapio Research, indicates that martech and digital marketing skills will be pivotal over the next five years. With the rise of AI and automation, marketers must also prioritize data literacy and analytics to stay ahead.
Helen Curtis, co-founder of Coterie, emphasizes the necessity of adapting to these changes: “Senior executives place a lot of value on data and the certainty that data provides,” she points out. For channel marketers, harnessing AI and data analytics can illuminate paths to demonstrating ROI, ultimately securing much-needed budget increases.
Embracing AI: The Need for Training
Adapting to New Technologies
In a world where the digital landscape shifts daily, channel marketers find themselves at the forefront of technological adaptation. Many have recognized the urgency for additional training in AI and data management to leverage these tools effectively.
Barnaby Wood, director of product management at Arctera, articulates the pressing need for adaptability: “The watering-down of focus on dedicated partner marketing we’re seeing in many organizations means that those who do retain the skills are forced to widen their remit, driving the need for adaptability.”
However, this broadening of responsibilities can diminish the value placed on the distinct skills crucial for nurturing strong relationships—skills that set partner marketers apart from their field marketing counterparts. The ultimate cost, Wood warns, is the erosion of relationships within our ecosystems, which are critical for long-term success.
Conclusion: A Call to Action for Collaboration and Skill Development
The findings presented by Coterie underscore the urgent need for collaboration across partner marketing systems. There’s a clear takeaway: to thrive in this evolving landscape, organizations must prioritize skill development and promote a community-centered approach to partner marketing.
Protecting marketing expertise is not just advisable; it’s essential. The future of channel marketing hinges on our ability to invest in specialization and training, ensuring that we not only keep pace with technological advancements but also maintain the strong relationships that lie at the heart of successful marketing.
For further insights on this topic, explore Coterie's report and discover how you can contribute to a more robust marketing future.
