The 2025 Partner Marketing Skills Report – Key insights and what they mean for the future
In early 2025, Coterie partnered with independent B2B research agency Sapio Research to survey partner marketing professionals across South Africa – a region where channel relationships remain vital and demand on partner marketers is intensifying.
The aim? To understand how budgets are shifting, which skills matter most, how teams are evolving, and how prepared partner marketers feel as AI and automation rapidly reshape the discipline.
The result is The 2025 Partner Marketing Skills Report . A sharp, evidence-based look at the capabilities that will define success in the next chapter of ecosystem marketing.
Why we did this research
Partner marketing has always been about connection. Between companies, people, and ideas. But the environment in which these relationships operate is changing fast. AI is becoming business as usual. Budgets are being spend differently as priorities change. Team structures are evolving. And the pressure to demonstrate clear return on investment has never been greater.
At Coterie, we believe that successful ecosystem marketing depends on more than just tools or tactics. It’s about capability, clarity, and confidence. This report provides a sharp view of how the profession is changing – and what you can do to stay ahead of the curve.
The key takeaways
1. Budgets are going up – and so are expectations
84% of partner marketers in South Africa reported a funding increase (vs UK’s 75%).
This reflects continued investment in ecosystem marketing, even in a volatile economy. But with more budget comes more scrutiny. Marketers are being asked to demonstrate value faster, across more stakeholders.
2. Advertising is attracting the lion’s share of new spend
Nearly 60% of those with increased budgets are investing more in advertising (vs UK’s 55%) — far ahead of campaigns or people development.
Digital advertising (particularly on LinkedIn) is valued for its trackability and targeting, but this raises a key question: are we investing in visibility, or influence?
3. Team structures are evolving, and not always clearly
Only 17% of partner marketers are working in fully independent teams (vs UK’s 15%).
Most now report some level of crossover with field marketing. This can create new opportunities for collaboration, but also introduces ambiguity around accountability, KPIs and partner-specific strategy.
4. Core partner marketing skills remain essential, but under-recognised
Skills like co-selling, joint GTM planning and Marketing Development Funding (MDF) ROI tracking are unique to partner marketing, but many marketers feel they’re not getting the recognition or development they deserve. And with just 17% of partner marketing teams remain completely independent do we risk losing these specialist skills and the become absorbed into blended teams?
This is a crucial moment to reaffirm the distinct value partner marketers bring to the table.
5. Autonomy is linked to confidence
69% of those in independent teams say they feel very confident in their ability to deliver partner marketing success over the next five years (vs UK’s 40%) compared to just 55% in blended structures (vs UK’s 25%).
Clearer ownership and defined roles appear to be driving not just confidence, but effectiveness.
6. Investment in martech and agency support is surprisingly low
Despite martech being essential to scale, just 6% of marketers are increasing investment in tools (vs UK’s 8%).
And only 2% (vs UK’s 8%) are spending more on agencies.
Yet 80% agree that agency-supported campaigns deliver stronger results. This suggests an opportunity to realign support with ambition.
7. AI is on the rise — and fast
AI and automation jumped to the second most important skill for the next five years – up from 21% to 33% in our research.
Yet over half of marketers say they’re not yet trained to use it effectively. The appetite is clear, and the opportunity is real, if backed with the right support.
8. Creativity falls out of the ‘Top 3’, but can be a differentiator
As AI and automation become more important, creativity is at risk of being overlooked. Less than a quarter of partner marketers ranked creativity as a top skill for the future
But in partner marketing, creative thinking still matters. It’s what helps you cut through the noise, tell compelling stories, and give partners content they actually want to use. AI may help with speed and scale, but it can’t replace original ideas.
9. Relationship skills are still valuable – even if they rank lower
Negotiation and communication may be falling down the skill rankings, but ecosystem leaders caution against assuming AI can replace human connection.
Trust still underpins partner marketing and always will.
10. Training is essential, and in demand
Over a third of respondents say their organisation isn’t investing enough in partner marketing training – even though it’s clear that future success depends on skills like AI, martech, and social influence.
Face-to-face training remains the most preferred format, highlighting that even in a digital world, human connection in learning still matters.
What you should be doing in 2025
From the above, it’s clear that partner marketers are being asked to show bigger impact with fewer resources, tighter teams, and more scrutiny than ever. The key isn’t doing everything; it’s doing the right things, better.
Here’s what this year’s research tells us you need to focus on:
Prioritise what moves the needle
Focus your energy and investment on the activities that directly influence partner performance and sales outcomes. That means joint campaigns, partner enablement, co-selling support, not just brand exposure.
Ask: Will this activity help a partner sell more, sell better, or sell faster?
Define your role with confidence
If your team structure is blended with field marketing, be crystal clear on the unique value you bring. Partner marketing is not a subset of field — it’s a specialist function that drives indirect growth.
Set distinct KPIs, share your wins, and don’t let your remit get diluted.
Upskill strategically, and continuously
The skills that got you here won’t get you where you need to go. AI, martech, content strategy, and partner data interpretation are rising fast – and the gap is widening.
Build a learning roadmap. Prioritise short, focused development in AI, automation, and ecosystem strategy.
Make agility part of your plan
You can’t control how fast your market changes – but you can control how fast you respond. Build flexible campaigns, prepare for pivots, and create space to test, learn, and adapt.
Design for speed, not perfection.
Use data to make your case
Budgets are competitive. Use data – campaign performance, MDF ROI, partner engagement metrics – to demonstrate your impact clearly and consistently.
Tell the story, prove the value, and win internal confidence.
At Coterie, we believe partner marketing has never been more important — or more exciting. But success in 2025 means working smarter, focusing harder, and backing your team with the right skills and support.
We can help with all of that.
Email us: [email protected]
Visit: www.coterie.global
