UK

United Kingdom · Marketing · Director/VP (16-20 years)

Director of Partner & Alliance Marketing

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  • Experience bandDirector/VP (16-20 years)
  • Direct reports3-8 reports
  • Reports toVP of Marketing
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Head of Ecosystem Marketing · VP, Channel Marketing · Senior Director, Strategic Alliances Marketing

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Gateway Qualifications Level 2 Award in Digital Marketing Gateway Qualifications Limited · Level 2 · covers 3 of 3 standards
Gateway Qualifications Level 2 Certificate in Vocational Studies Gateway Qualifications Limited · Level 2 · covers 3 of 3 standards
Gateway Qualifications Level 2 Diploma in Vocational Studies Gateway Qualifications Limited · Level 2 · covers 2 of 3 standards
Gateway Qualifications Level 2 Certificate in Business Gateway Qualifications Limited · Level 2 · covers 2 of 3 standards
Gateway Qualifications Level 1 Certificate in Business and Retail Gateway Qualifications Limited · Level 1 · covers 2 of 3 standards
Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England Pearson Education Ltd · Level 4 · covers 1 of 3 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Digital Marketing Gateway Qualifications Level 2 Award in Digital Marketing
Digital Marketing for the Digital and Creative Industries Gateway Qualifications Level 2 Certificate in Vocational Studies
Managing Marketing and Digital Communications Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Change Fluency taking people through change
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Your Plan Illustration

Built for Director of Partner & Alliance Marketing

3 units that map to this job, from the qualifications that cover it.

  1. Digital Marketing Gateway Qualifications Limited · covers 3 of 3 standards Level 2
  2. Digital Marketing for the Digital and Creative Industries Gateway Qualifications Limited · covers 3 of 3 standards Level 2
  3. Managing Marketing and Digital Communications Pearson Education Ltd · covers 1 of 3 standards Level 4
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director of Partner & Alliance Marketing?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Driven Ecosystem Intelligence
  • Ecosystem Orchestration & Platform Thinking
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director of Partner & Alliance Marketing plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

This job builds and runs the strategy for marketing through partners, leading the team and making sure partnerships drive real revenue.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

PRM (Impartner, Allbound, ZiftONE) Strategic

Leading PRM platform selection/migration, designing the overall partner experience architecture within the platform, and integrating it with core CRM and MAP for a seamless partner journey.

CRM (Salesforce Sales Cloud) Strategic

Defining the partner data model within the CRM, working with RevOps on attribution logic, and presenting partner pipeline metrics and ecosystem contribution to leadership.

MAP (Marketo, Pardot) Strategic

Developing the overarching 'through-channel' marketing automation strategy, enabling partners to run self-service campaigns at scale, and ensuring data flows correctly for partner-generated leads.

Sales/Partner Enablement (Highspot, Seismic) Strategic

Owning the partner content strategy, integrating enablement platforms with PRM/CRM for a seamless partner journey, and ensuring partners have access to the right sales and marketing collateral.

Analytics & Business Intelligence (Tableau, Power BI, Anaplan) Strategic

Defining the key partner marketing KPIs, working with data teams to architect data flows, and using tools like Anaplan or Workday Adaptive Planning for budget modeling and forecasting partner revenue contribution.

Project Management & Collaboration (Asana, Monday.com, Jira) Advanced

Implementing and standardising the PM framework for the entire partner marketing function to ensure scalability, visibility, and efficient execution of complex, multi-faceted programmes across your team.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Partner Marketing Budget Allocation No authority; follows guidelines set by senior team. Allocates MDF within approved programme guidelines (e.g., up to £5K per partner campaign). Recommends budget allocation for specific workstreams/programmes (e.g., £50K-£500K), consults Director.
Partner Programme Design & GTM Strategy Executes defined programme tasks, follows existing GTM plans. Proposes minor optimisations to existing programmes, adapts GTM plans for specific partners. Designs new scalable marketing programmes for specific partner segments, makes recommendations on GTM strategy.
Hiring & Team Structure No hiring authority. Provides input on candidate profiles for junior roles. Interviews candidates for junior/mid-level roles, provides strong recommendations.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Partner-Sourced ARR (Annual Recurring Revenue)
Total revenue directly attributed to new business brought in by partners.
Target · Achieve £5M+ in partner-sourced ARR annually, growing 30% year-on-year.

In Q4, our partners generated £1.8M in new ARR, contributing to a total of £5.2M for the year, exceeding our £5M target.

ROI on Partner Marketing Investment
Return on investment for all marketing funds (MDF, campaigns, enablement) allocated to partners.
Target · Maintain a minimum 5:1 ROI on total partner marketing spend.

Our £500K investment in partner marketing for the year generated £2.8M in partner-influenced pipeline, resulting in a 5.6:1 ROI.

Ecosystem Contribution to Total Company Revenue
Percentage of overall company revenue that comes from partner-influenced or partner-sourced deals.
Target · Increase ecosystem contribution from 15% to 25% of total company revenue within 2 years.

Last year, partners contributed 18% of our total revenue. This year, we're aiming for 22% by Q4 through new initiatives.

Partner Marketing Programme Adoption & Engagement
The percentage of active partners engaging with our marketing programmes, utilising assets, and participating in joint activities.
Target · Achieve 70%+ adoption rate for key marketing programmes amongst active partners.

Our new 'Campaign-in-a-Box' saw 75% of our Gold partners download and run at least one campaign last month.

Strategic Partner Relationship Strength
The depth and quality of relationships with our most important strategic partners, extending beyond day-to-day execution.
  • Invited to strategic planning sessions with partner executives. Joint GTM plans are truly collaborative, not just us pushing our agenda. Partner marketing leaders proactively seek your input on their own strategies. You'll see joint press releases and case studies that genuinely highlight mutual success.
Team Leadership & Development
Your ability to build, mentor, and inspire a high-performing partner marketing team, fostering a culture of accountability and innovation.
  • Your direct reports are consistently hitting their targets and showing clear career progression. Peer feedback highlights your coaching and mentorship. The team proactively identifies and solves problems without constant oversight. We'd see low attrition rates within your team, too.
Cross-Functional Influence & Alignment
How effectively you get Marketing, Sales, Product, and other teams on the same page regarding partner strategy and execution.
  • You're regularly consulted by other department heads on partner-related decisions. Sales leadership actively champions partner marketing initiatives. There's a clear, shared understanding of partner attribution and rules of engagement across the business. Fewer 'attribution wars' and more 'we're all in this together' moments.
Market & Industry Leadership
Your presence and reputation as a thought leader in the partner marketing space, enhancing our brand and attracting new partners.
  • You're speaking at industry conferences, publishing articles, or being quoted in trade publications. Your insights are sought after by industry peers. We're seeing inbound interest from potential partners who've heard about our strong ecosystem.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building & Scaling a High-Impact Function

You'll be designing new partner tiers, building out the tech stack for the entire function, and defining the processes that your team will follow. Seeing your strategic blueprint come to life and deliver results is what gets you up in the morning.

You'll spend time thinking about how to onboard 50 new partners next year, not just the next 5. This means designing scalable programmes and automation, not just one-off efforts.

Driving Significant Business Growth

Your focus is always on the top line: how can partners help us achieve our revenue goals? You'll be looking at market share, new customer acquisition, and how the ecosystem contributes to our overall financial success. The numbers matter, and you're driven to make them climb.

You'll be presenting to the board on how partner marketing is contributing to our overall revenue targets, not just showing campaign metrics. It's about the £ millions, frankly.

Developing & Mentoring Talent

You'll be coaching your team, helping them navigate tricky partner situations, and guiding their career development. Seeing your team members grow, take on more responsibility, and succeed under your leadership is a huge source of satisfaction.

You'll spend a good chunk of your week in 1:1s, not just reviewing work, but helping your managers and senior specialists think through their own challenges and growth paths.

What frustrates people
  • The 'attribution wars' never truly end; you'll still be fighting for fair credit for partner-influenced deals, even at this level.
  • Securing budget for new, innovative programmes can be a battle, especially when the ROI isn't immediately obvious.
  • Dealing with legacy systems or processes that hinder your strategic vision and slow down your team.
  • Managing underperforming team members or navigating complex HR situations, which takes time away from strategy.
  • The sheer volume of internal and external meetings required to keep everyone aligned and moving forward.
What this role does not give you
  • A quiet, heads-down environment for deep, individual work; you'll be leading and engaging constantly.
  • Complete freedom from budget constraints or internal political considerations; you'll always be navigating these.
  • A static, predictable environment; the partner landscape and our own business priorities are always evolving.

8Who you work with

You'll be driving a significant portion of the company's growth strategy by expanding our market footprint through a robust partner ecosystem. Your work directly influences pipeline generation, revenue attribution, and brand presence in new segments. Frankly, if you get this right, you'll be a hero to the sales team and a key player in our overall market leadership.

Inside the business
  • VP of Sales & Channel Sales Leadership
  • Product Marketing Directors
  • Regional Marketing Directors
  • Finance Director (for budget and ROI reporting)
  • Legal Counsel (for partner agreements)
Outside the business
  • Strategic Partner Marketing Leaders (e.g., Microsoft, Salesforce)
  • Key Alliance Executives (e.g., GSI and ISV partners)
  • Industry Analysts & Consultants
  • PRM/MAP/Enablement Vendors

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of leading and scaling a partner marketing function, demonstrating significant impact on revenue and market share.
  • Extensive experience (10+ years) in B2B marketing, with a substantial portion dedicated to channel, alliance, or ecosystem marketing.
  • Demonstrated ability to build, mentor, and manage high-performing teams, including managers and senior individual contributors.
  • Expertise in developing and executing complex, multi-channel partner marketing strategies that deliver measurable ROI.
  • Strong understanding of the entire partner lifecycle, from recruitment and onboarding to enablement and co-selling/co-marketing.
  • Experience managing significant marketing budgets (multi-million £) and reporting on financial performance to executive leadership.
  • Exceptional communication, presentation, and negotiation skills, with a proven ability to influence senior internal and external stakeholders.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced MarTech Stack Integration & Optimisation

As our partner ecosystem grows, the complexity of our MarTech stack will increase. You'll need to ensure seamless integration between PRM, CRM, MAP, and other tools to create a unified view of partner performance and automate workflows at scale. Poor integration means wasted effort and inaccurate data.

Data flow architecture between key marketing platf · API management and webhook utilisation for automat · Unified data models for partner and customer journ · Security and compliance considerations for integra · Vendor evaluation and selection for new MarTech so

  • This quarter: Conduct a deep dive with your team and RevOps on our current MarTech integrations, identifying pain points and opportunities.
  • Next quarter: Lead a cross-functional working group to define the ideal future-state MarTech architecture for partner marketing.
  • Month 6: Evaluate potential new tools or integration platforms that could bridge current gaps or enhance automation.
  • Month 9: Develop a phased implementation plan for optimising our MarTech stack, including budget and resource requirements.
  • Month 12: Present your MarTech roadmap to the VP of Marketing and CTO for strategic alignment and investment.

Quick win: Challenge your team to identify one manual data transfer process between two systems that could be automated with existing tools or a simple integration. Focus on small, impactful wins first.

Data Governance & Ethical AI in Partner Marketing

With increasing data volumes and the rise of AI, ensuring data quality, privacy, and ethical use becomes paramount. As a Director, you'll be accountable for establishing and enforcing data governance policies across your function, especially when sharing data with partners or using AI for decision-making.

Data lineage and data quality frameworks · Privacy-enhancing technologies and anonymisation t · Bias detection and mitigation in AI algorithms for · Compliance with evolving data protection regulatio · Establishing clear data sharing agreements with pa

  • This quarter: Review our current data sharing agreements with key partners, identifying any potential governance gaps.
  • Next quarter: Work with our Legal and Data Privacy teams to develop a clear data governance policy for partner marketing.
  • Month 6: Implement a data quality audit process for all partner-related data in our CRM and PRM systems.
  • Month 9: Educate your team on ethical AI principles and how to apply them when using AI tools for partner insights or outreach.
  • Month 12: Establish a regular review cycle for data governance policies and ensure they are communicated effectively to partners.

Quick win: Ensure all new partner agreements clearly define data ownership, usage, and privacy obligations. This is a foundational step that can prevent headaches later on.

11Staying current once you are in

What people here do to keep up
  • Regularly attend and speak at industry conferences (e.g., Channel Partners Conference & Expo, SiriusDecisions Summit) to stay abreast of trends and build your network.
  • Participate in executive leadership programmes or workshops focused on strategic planning, organisational development, or change management.
  • Mentor emerging talent within the marketing department or through industry associations, giving back and refining your leadership skills.
  • Publish thought leadership articles or contribute to industry publications on the future of partner ecosystems and channel marketing.
  • Engage with industry analysts (e.g., Forrester, Gartner) to understand market trends and competitive landscapes.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Driven Ecosystem Intelligence

The sheer volume of data from PRM, CRM, and other platforms is becoming too much for manual analysis. AI will be critical for identifying hyper-specific partner opportunities, predicting churn, and optimising resource allocation at scale. Competitors are already using this to gain an edge.

  • Predictive analytics for partner performance and p
  • AI-powered segmentation and targeting for partner
  • Automated anomaly detection in partner activity an
  • Generative AI for rapid market research and compet
  • Ethical considerations and bias in AI-driven partn

Ecosystem Orchestration & Platform Thinking

Partnerships are moving beyond simple 1:1 relationships to complex, multi-party ecosystems. As a Director, you'll need to think like a platform builder, orchestrating a network of partners to deliver holistic customer solutions. It's about creating a 'network effect' where the ecosystem itself becomes a competitive advantage.

  • Multi-partner solution development and co-innovati
  • Shared value creation across the ecosystem
  • Governance models for complex partner networks
  • API-first approach to partner integration and data
  • Measuring ecosystem health beyond direct revenue c

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Ecosystem Strategy & Architecture
  • Advanced Partner Attribution & ROI Modelling
  • Global Through-Channel Marketing Programme Design
  • Strategic MDF & Co-op Fund Management
  • Partner Enablement & Activation Strategy

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Alliance Marketing Manager / Principal Partner Marketer

    3-5 years in role

    Skills to master

    • Mastering strategic programme design for a specific partner segment, leading cross-functional GTM initiatives, and demonstrating strong team mentorship and informal leadership.

    You're ready to move on when

    • Consistently exceeding targets for partner-sourced pipeline and revenue within your segment.
    • Successfully launched and scaled multiple complex partner marketing programmes from conception to execution.
    • Proven ability to influence senior stakeholders (VPs of Sales, Product) without direct authority.
    • Recognised internally as a subject matter expert and go-to person for complex partner marketing challenges.
    • Successfully mentored 2-3 junior team members, helping them achieve their goals and develop their skills.
  2. 2

    Director of Product Marketing (with strong channel focus)

    4-6 years in role

    Skills to master

    • Deepening product knowledge, developing compelling product positioning for various channels, and leading product launches specifically tailored for partner consumption.

    You're ready to move on when

    • Successfully launched multiple products through the channel, achieving strong partner adoption and sales.
    • Developed and articulated clear joint value propositions (JVPs) with key technology partners.
    • Demonstrated ability to translate complex technical features into compelling partner-facing benefits and messaging.
    • Strong collaboration with channel sales and partner account managers to drive product success.
    • Proven ability to influence product roadmaps based on channel feedback and market opportunities.
  3. 3

    Head of Channel Sales (with strong marketing background)

    5-7 years in role

    Skills to master

    • Developing deep expertise in channel sales strategies, partner recruitment, quota attainment, and managing channel sales teams. This path requires a shift towards direct revenue responsibility.

    You're ready to move on when

    • Consistently exceeded channel sales targets in previous roles.
    • Proven ability to recruit, onboard, and manage a portfolio of high-performing channel partners.
    • Strong understanding of partner incentive programmes, deal registration, and channel sales operations.
    • Excellent negotiation skills and experience closing complex partner deals.
    • Demonstrated ability to build strong, trust-based relationships with channel partners at a business level.

15Where this role leads

The long view: This role can lead to running a full marketing organisation as a Chief Marketing Officer, or moving into broader revenue leadership as a Chief Revenue Officer.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director of Partner & Alliance Marketing is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • VP of Marketing / VP of Ecosystem & Channel Marketing

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Digital Marketing, worked against Director of Partner & Alliance Marketing.

Digital Marketing Level 2

Applied to your work in Director of Partner & Alliance Marketing

This unit aims to provide learners with an understanding of digital marketing approaches and their application in different sectors. Learners will analyse the advantages and disadvantages of various strategies, evaluate successful and unsuccessful campaigns, and understand how to measure the effectiveness of digital marketing efforts.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my plan, free
See Your Progress Grow Illustration
Director of Partner & Alliance Marketing
  • Ecosystem Strategy & Architecture
  • Advanced Partner Attribution & ROI Modelling
  • Global Through-Channel Marketing Programme Design
  • Strategic MDF & Co-op Fund Management
  • Partner Enablement & Activation Strategy
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director of Partner & Alliance Marketing is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP of Marketing / VP of Ecosystem & Channel Marketing

    3-5 years in role

    From leading a function to leading a department or a significant business unit, with broader strategic oversight.

    • Defining the overall marketing technology roadmap for the entire organisation.
    • Leading market entry strategies into new geographies or segments at an executive level.
    • Developing comprehensive brand and reputation management strategies across all channels.
    • Architecting global go-to-market strategies for the entire product portfolio.
    • Driving innovation in marketing measurement, attribution, and predictive analytics across the business.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, even at a Director level, you're juggling a million things. Imagine if you could reclaim a significant chunk of your week, freeing you up for truly strategic work, leadership, and high-impact decisions. That's exactly what AI can do for you and your team in partner marketing.

AI isn't just for junior roles; it's a game-changer for leaders. For a Director of Partner Marketing, AI can transform how you analyse ecosystem performance, strategise new programmes, and even manage your team's output. It's about augmenting your intelligence, not replacing it, so you can focus on what only a human leader can do: vision, relationships, and complex problem-solving.

Ecosystem Performance Analysis & Forecasting

Use AI to automatically pull data from PRM, CRM, and financial systems, identifying trends, predicting partner-sourced revenue, and flagging underperforming segments. It'll even draft executive summaries of complex reports, saving you hours of data crunching and slide building.

Strategic Partner GTM Plan Generation

Feed AI your company's strategic goals and a potential partner's profile, and it can generate a first draft of a joint go-to-market plan, including target audiences, messaging frameworks, and channel activation strategies. It's like having a strategic consultant on demand.

Executive Communication & Board Prep

Leverage AI to draft compelling board presentations, executive summaries, and internal communications on your partner marketing strategy and results. It can help refine your messaging, summarise key data points, and ensure your narrative is clear and impactful.

Innovative Programme Ideation & Optimisation

Use AI to brainstorm new partner programme ideas based on market trends, competitor analysis, and internal data. It can also suggest optimisations for existing programmes by identifying bottlenecks or areas for improved partner engagement and ROI.

Common questions

Common questions

How do you become a Director of Partner & Alliance Marketing?

Common routes in include Senior Alliance Marketing Manager / Principal Partner Marketer (3-5 years in role), Director of Product Marketing (with strong channel focus) (4-6 years in role) and Head of Channel Sales (with strong marketing background) (5-7 years in role). Times vary with prior experience.

Where can a Director of Partner & Alliance Marketing progress to?

This role can lead on to VP of Marketing / VP of Ecosystem & Channel Marketing (3-5 years in role), depending on the skills you build.

What new skills matter most for a Director of Partner & Alliance Marketing?

Increasingly, AI-Driven Ecosystem Intelligence and Ecosystem Orchestration & Platform Thinking. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills involved, building partner ecosystems, driving revenue through indirect channels, and leading strategic marketing work, apply beyond one company. They transfer to other B2B SaaS firms, enterprise technology companies, or consultancies focused on channel and alliance strategy. The principles of partner-driven growth stay the same across sectors.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.