Abstract
The birth of artificial intelligence, the rise of cloud computing, the consumerisation of IT, and instability in the global, societal and economic environments - these are just a fraction of the challenges faced by today’s channel partners.
Along with decreasing margins, a raft of new marketing methods and increased competition, it’s easy to see that the channel faces a bumpy ride. And yet, due to the need for interoperability between technologies and the desire from end-users for solutions, not piecemeal products, partnerships have thrived, and the channel ecosystem has flourished.
According to CRN, the Top 100 VARs had a collective revenue totalling almost $17bn in their latest financial years on record and employ around 42,000 people. But what role does marketing play in this channel success story? And how is partner marketing morphing from straight ‘to’ and ‘through’ relationships to more complex, integrated marketing ecosystems?
Many of our findings in this report reflect that this year has acted as a ‘hard refresh’ as B2B marketers attempt to reach their prospects and customers during extraordinary circumstances. After a year of The birth of artificial intelligence, the rise of cloud computing, the consumerisation of IT, and instability in the global, societal and economic environments - these are just a fraction of the challenges faced by today’s channel partners isolation and little in the way of office attendance, consumers and end-users are even less interested in the individual technological elements, and instead, find it essential to buy and consume products and services that work together seamlessly, delivered through ecosystems of connected organisations.
Our report found that partner marketing has been reframed as ecosystem marketing and looked at the success factors driving marketing now and over the next three years. Framed within four pillars; People and Culture; Structure; Strategy and Operations and Innovation, our report discovered the impact of the pandemic on ecosystem marketing and the changes you need to make today, to see success in the future. From knowing what skills you need in your team to understanding why a tiered approach isn’t effective and why using new agile techniques will help your ecosystem marketing get noticed, this report provides the blueprint for ecosystem marketing success that reflects the post-COVID-19 world and beyond into the new normal.
Along with decreasing margins, a raft of new marketing methods and increased competition, it’s easy to see that the channel faces a bumpy ride. And yet, due to the need for interoperability between technologies and the desire from end-users for solutions, not piecemeal products, partnerships have thrived, and the channel ecosystem has flourished.
According to CRN, the Top 100 VARs had a collective revenue totalling almost $17bn in their latest financial years on record and employ around 42,000 people. But what role does marketing play in this channel success story? And how is partner marketing morphing from straight ‘to’ and ‘through’ relationships to more complex, integrated marketing ecosystems?
Many of our findings in this report reflect that this year has acted as a ‘hard refresh’ as B2B marketers attempt to reach their prospects and customers during extraordinary circumstances. After a year of The birth of artificial intelligence, the rise of cloud computing, the consumerisation of IT, and instability in the global, societal and economic environments - these are just a fraction of the challenges faced by today’s channel partners isolation and little in the way of office attendance, consumers and end-users are even less interested in the individual technological elements, and instead, find it essential to buy and consume products and services that work together seamlessly, delivered through ecosystems of connected organisations.
Our report found that partner marketing has been reframed as ecosystem marketing and looked at the success factors driving marketing now and over the next three years. Framed within four pillars; People and Culture; Structure; Strategy and Operations and Innovation, our report discovered the impact of the pandemic on ecosystem marketing and the changes you need to make today, to see success in the future. From knowing what skills you need in your team to understanding why a tiered approach isn’t effective and why using new agile techniques will help your ecosystem marketing get noticed, this report provides the blueprint for ecosystem marketing success that reflects the post-COVID-19 world and beyond into the new normal.
| Original language | English |
|---|---|
| Publisher | Coterie Marketing Ltd |
| Commissioning body | Coterie Marketing Ltd |
| Number of pages | 28 |
| Publication status | Published - 16 Jun 2021 |
