COVID has created a skills gap among channel marketing professionals, according to a new report from Coterie and its research partner, the University of Huddersfield.
The report said that the ongoing technology skills gap, a staple of the channel sector, was worsened by the continuing COVID-19 pandemic. The issue has forced people-focused channel markets traditionally has had to abandon face-to-face interactions.
Coterie and The University of Huddersfield said the loss of human connection meant that deeper personal relationships were more valued. The reality is that these relationships must be cultivated virtually and that many in the channel don’t have the skills or knowledge. Not only has this put a strain on existing relationships, but it has made establishing new partner relationships virtually impossible.
It also found a shortage of partner marketing professionals with integrated skills, especially in Digital marketing – including messaging, branding, research skills, and community building.
“Unfortunately, this suite of skills has become a rarity in the industry, which could lead to many partners disengaging with their vendors or forming stronger relationships with alternative vendors who do display strong marketing. Throughout these interviews, respondents continued to cite a lack of skills and, therefore a lack of innovation in their digital marketing. This challenge is exacerbated by a rise in digital fatigue and marketing noise”, the report said.
Huddersfield Business School Professor Shona Bettany said: “The pandemic has undoubtedly acted as a challenge and ultimately forced many companies across the industry spectrum to stop and reconsider, and the findings derived from our research suggest that partner marketing is not exempt from the changes wrought by this historic period.”
Coterie’s managing director, Helen Curtis, said the skills gap, which was already a considerable challenge to our industry before COVID-19, has only widened over the past 18 months.
“Coterie is already proactively looking at how we can help tomorrow’s marketers have the skills they need to overcome the challenges they’re currently facing.”
