The Never GTM Alone Playbook
Peer based articles to help partner marketers lead, execute, and grow.
Field, channel, and partner marketing are converging under one mission: measurable revenue. In this Playbook, discover how to evolve your GTM engine with revenue marketing principles that unify sales, channel partners, and AI-driven automation. Learn five key plays to turn events into pipeline, convert channel trust into deal velocity, and apply AI to scale enablement and reporting. A must-read for partner marketers ready to modernize how marketing proves value and accelerates growth.
In partner marketing, scalable processes and automation are the holy grail—but according to Tricia Olson, Senior Partner Marketing Manager at Posit PBC, the real differentiator isn’t a system; it’s your ability to build deep, human relationships. In this Playbook episode, Tricia and Rick Currier unpack what it takes to balance programmatic precision with personal connection. From earning a seat at the partner table to managing executive expectations, Tricia shares honest lessons from her journey in cloud alliances with AWS, Snowflake, and Databricks. You’ll learn how to advocate for your voice early, listen like a strategist, and turn curiosity into credibility. For alliance and partner marketers trying to drive pipeline while juggling competing priorities, this conversation is a masterclass in showing up fully—without burning out.
Carlos Roman, Global Head of Partner Marketing at Databricks, shares his journey in scaling partner ecosystems and leveraging AI to drive growth. In this episode of The PartnerVista Podcast, Carlos discusses how AI, alignment, and resource multiplication are reshaping partner marketing from a tactical role to a strategic engine. This Playbook breaks down actionable lessons for Cloud Alliance Marketers to scale smarter, streamline processes, and empower partners to innovate together.
AI is moving from hype to practical utility for partner marketers under pressure to scale with lean teams. In this Playbook, Ryan De La Parra, a partner marketing leader with experience across VARs, integrators, and ISVs, shares actionable lessons from his own journey. You’ll see how AI can serve as scaffolding for enablement, campaigns, and partner operations—while humans supply the strategy and partner nuance. From building processes in ambiguous environments to aligning GTM with partner roles, to running enablement like a product and turning transcripts into campaign engines, each play includes AI-driven workflows you can apply now. If you manage cloud alliances, field partner marketing, or ecosystem GTM, this Playbook is your blueprint for proving ROI and keeping the human touch intact.
Steakhouse dinners don’t drive pipeline — stories do. In this edition of the PartnerVista Playbook, we break down the five most actionable strategies Ami Arad of 6sense uses to transform executive events into powerful partner marketing tools. Drawing from retail, hospitality, and the Experience Economy, Ami shares how to make every dinner unforgettable—and measurable. These aren’t just tactics; they’re secrets every partner marketer should steal.
In this PartnerVista Playbook feature, Criteo’s Ekapat Chareonlarp breaks down how AI is reshaping the consumer journey—from prompt to purchase. Learn why today’s marketing strategy starts with conversation, not content, and how to lead with confidence in an AI-first era.
Euler CEO Greg Portnoy joins the Never GTM Alone podcast to break down what really powers a scalable partner-led GTM engine. From navigating sales handoffs to aligning on value with AI, Greg shares hard-earned lessons and bold opinions every B2B marketer should hear.
Mo’Shai Gibbs, Global Partner Marketing Manager at Microsoft, shares how bold ideas, human connection, and creative strategy drive real GTM impact. In this PartnerVista Playbook article, we break down the top lessons partner marketers can apply to win internal support, build trust, and lead with clarity.
Key takeaways from our Denver Never GTM Alone Partner Marketing Meetup. From maximizing event ROI on tight budgets to improving sales alignment, securing executive buy-in, and building new partner marketing practices, this recap shares real-world insights and strategies from top partner marketers navigating today’s GTM challenges.
B2B marketers are still gating PDFs and calling it lead gen—but buyers have moved on. In this article from our Partner Marketing Playbook series, Ben Henson (co-founder of Peel.ai) shares how AI, asynchronous engagement, and smarter sales handoffs are transforming lead qualification and conversion. From interactive content to voice-driven journeys, discover why the next generation of go-to-market is built around relevance, not routine.
What happens when a startup founder builds not just a product, but a movement? Tukan Das, founder of Gia and ex-CEO of LeadSift, shares the playbook he used to scale SaaS companies from Halifax. From sold-out AI meetups to lean GTM, Tukan shows how smart startups use community, AI, and speed to grow. Whether you're starting fresh or modernizing, these are secrets B2B marketers can't miss.
Kathryn Rose, Co-Founder of the Channel Marketing Association, is on a mission to elevate partner marketers. From reshaping MDF programs to building a purpose-driven community and launching AI-powered enablement tools, her vision is clear: the future of channel marketing lies in smarter execution, better data, and deeper connection. This blog breaks down the real challenges and new opportunities facing today’s partner marketers.
PartnerVista was built on more than strategy—it was built on purpose. From creative roots and entrepreneurial leaps to the belief that human connection drives real impact, this piece explores the mindset behind our president and co-founder’s approach to leadership. It’s about honoring relationships, showing up fully, and delivering on the bets people make when they choose to partner with us.
Partner marketing isn’t about checking boxes—it’s about creating value that scales. In this blog, we distill insights from Mike Mahoney, Senior Director of Technology Alliances Marketing at Tanium, on what it really takes to turn strategic partnerships into business outcomes. From collaborative planning to sales enablement and AI-driven execution, Mike shares hard-won lessons for marketers managing complex ecosystems.
In this blog, we reflect on our Never GTM Alone conversation with Carilu Melander—partner marketing executive, DEI advocate, and GTM leader. Carilu shares her personal journey navigating the tech industry as a woman of color, what it means to lead with authenticity, and how diverse perspectives can transform partner marketing. From personal challenges to professional frameworks, this conversation reminds us that representation isn’t a trend—it’s a growth strategy.
Artificial intelligence isn’t just another tool in the marketer’s stack—it’s reshaping how leads are captured, qualified, and converted. For partner marketing leaders, this shift means rethinking how campaigns are designed, how buyer intent is tracked, and how sales alignment is achieved. AI now enables personalization at scale, predictive insights into which accounts are most likely to convert, and automated workflows that cut through bandwidth constraints. The result: higher ROI from joint campaigns and faster, cleaner reporting back to cloud and channel partners. But the technology is only as valuable as the plays marketers build around it. This article explores how AI is transforming lead conversion in B2B contexts, where MDF and co-marketing dollars are under pressure to deliver. We outline practical ways alliance marketers can leverage AI to accelerate pipeline impact, prove ROI, and avoid wasted spend.
The rise of fractional leadership is changing how GTM professionals build their careers—and their lives. In this article, we explore the shift through the lens of a candid conversation with veteran partner marketer Angela Salerno, who recently made the leap from full-time roles to independent GTM consulting. From redefining what “structure” means to building systems that support both clients and freedom, Angela shares insights on what it really takes to go out on your own. Whether you're exploring fractional work or just reevaluating how you show up in partner marketing, this post offers a grounded look at the risks, rewards, and realities of stepping off the corporate track.
B2B lead generation isn’t dead—but the way most teams approach it should be. In this blog, we explore why outdated frameworks like BANT are making a comeback, why most nurture streams fail before they start, and how data transparency is the make-or-break factor in high-performing campaigns. Drawing insights from industry leader Matt Levine of LeadScale, we break down the root causes of murky demand gen—from shady syndication tactics to broken lead handoffs—and offer a clear path forward. If your pipeline feels bloated with junk leads or your marketing team is struggling to convert, this piece offers the clarity (and blunt honesty) you need to rebuild smarter.
Today’s buyers don’t wait for a sales pitch—they self-educate through 70% of the journey. In this blog, we explore insights from Christina Carstensen (Aega Partner Marketing) on how to build a content ecosystem that meets buyers where they are. From hero assets to integrated campaigns, learn how to turn your content into a conversion engine.