ecosystem marketing

Ecosystem marketing manages a difficult balance between touting the virtues of the whole ecosystem and showing the value of individual partner relationships. It’s a tightrope and often somebody feels slighted if you are not careful in your approach.

A partner ecosystem is not just a list of partners. It’s a portfolio of select partners who are selected because of the value they add from one or more of these perspectives: technology, integration, influence, go-to-market, or market access.