CRN Women & Diversity in Channel Awards - Finalist Q&A with CRN Women & Diversity in Channel Awards - Finalist Q&A with Jo Dunkley, Director at Coterie Marketing

Jo Dunkley talks being finalists at this year's CRN Women & Diversity in Channel Awards

Why do awards like the Women & Diversity in Channel Awards matter?

Awards like the Women & Diversity in Channel Awards are vital because they shine a light on the incredible contributions of individuals who are helping to reshape an industry that has historically been male-dominated. Recognition through these awards is not just a personal honour, it’s a signal to others that progress is happening, and that diverse voices are being heard and valued.

Being shortlisted acknowledges the hard work, resilience, and innovation it takes to rise and thrive in this environment. Often, it means approaching challenges from a different angle, bringing fresh perspectives, and building inclusive communities that support others to do the same. That’s what gets noticed, and that’s what drives change.

These awards matter because they celebrate role models, mentors, and trailblazers who are actively opening doors for others. They help create visibility, inspire future leaders, and reinforce the message that diversity is not just welcome in tech, it’s essential.

What would this award mean to your company?

For Coterie, winning this award would be deeply meaningful. We started as a group of working mums, often with toddlers on our laps, juggling the demands of home life with a shared ambition to make a real difference in the channel. At a time when partner marketing was under-supported and rarely recognised as a true marketing discipline, we saw an opportunity to elevate it and give it the voice it deserved.

Being shortlisted, let alone winning, would feel like a powerful validation of the journey we’ve taken together. We’ve stayed true to our purpose, resisting the temptation to dilute our focus by venturing into broader fields. Instead, we’ve remained committed to partner marketing, even when it wasn’t considered “cool.”

Today, the channel has evolved, it’s dynamic, exciting, full of sex and sizzle, and we’re proud to have played a part in that transformation. This award would be a celebration of the impact we’ve made as a team, and a reminder that staying authentic and focused can lead to real change.

What would you say is your company’s proudest achievement over the past year?

Coterie’s proudest achievement this year was being acquired by a much larger agency in January. That moment was more than a business transaction; it was a recognition of the niche we’ve carved out and the value we’ve consistently delivered. It showed that what we’ve built, with a laser focus on partner marketing, is not only relevant but essential in today’s channel landscape.

For years, we’ve championed the idea that partnerships are a strategic advantage - an opportunity to outsmart competitors rather than just outspend them. Staying true to that belief, even when it wasn’t the popular path, has paid off. The acquisition validated our approach and confirmed that the market is waking up to the power of partner ecosystems.

It’s a proud moment for our team, who started out juggling toddlers and deadlines, driven by a shared ambition to elevate channel marketing. To see that work recognised and invested in is incredibly rewarding.

What have been the biggest challenges of 2025 so far and how have you overcome them? How have your people helped with that?

2025 has brought its share of challenges, particularly with reduced marketing budgets and headcount across the industry. Quite rightly, clients are under pressure to deliver more return on investment, and that has meant they’ve become more demanding - because they have to be.

At Coterie, we’ve responded by pivoting quickly and purposefully. We’ve worked hard to ensure that every piece of work delivers real, tangible value. Our small but mighty team has dug deep, bringing fresh ideas, new angles, and a relentless commitment to going the extra mile.

What’s made the difference is how our people have shown up, not just for each other, but for our clients. I’ve seen the team link arms with clients, becoming a true extension of their teams. They’ve taken pride in making a difference, even when the pressure has been high. That spirit of collaboration, resilience, and creativity has been our greatest strength this year.

How do you think channel has changed over the past year and what changes do you think it still needs to make?

Over the past year, the channel has felt a noticeable shift in intensity - particularly around revenue generation. The pressure is on, and rightly so. Clients are demanding more measurable outcomes and greater return on investment, which has pushed everyone to raise their game.

But with that pressure comes opportunity. I believe the channel could unlock even better results by taking a step back and gaining a clearer view of market needs. Understanding which segments to target, why they matter, and how to reach them with messaging that truly resonates is key. It’s not always about doing more - it’s about doing what’s right, with precision and purpose.

At Coterie, we’ve seen that pausing to reflect, refine, and realign can make a massive difference. The channel still needs to embrace this mindset more widely, moving away from reactive tactics and towards strategic, insight-led marketing that delivers real value.

What do you see as the main opportunities for the channel in the coming year? How do you plan to capitalise on those opportunities?

One of the biggest opportunities for the channel in the coming year is the growing alignment between B2B and B2C marketing. We’re seeing more consumer-style tactics being adopted in the business space, more creativity, more personalisation, and a stronger focus on emotional connection. This shift opens up exciting possibilities for partner marketing to become more engaging and impactful.

Joining Audience Collective has been a game-changer for Coterie. It’s given us access to fresh disciplines, new thinking, and creative approaches that we can pull through into the channel. This broader perspective allows us to help our clients stand out in an increasingly noisy and competitive market.

Our plan is to continue blending our deep channel expertise with these new ideas, bringing together the best of both worlds. By doing so, we’ll help our clients achieve the cut-through they need, with strategies that are both bold and brilliantly targeted.