Why It Matters Now

Partner marketers are no longer the “nice connectors” at the edge of the org—they’re now the leverage engine that multiplies growth. Carlos Roman, now leading Global Partner Marketing at Databricks, calls it “unlocking scale without doubling cost.” In his conversation with Rick Currier, he mapped out how AI and structured alignment are redefining what it means to lead partner ecosystems in 2025.

Here’s how he’s doing it—and what partner marketers everywhere can learn.

Play #1: Scale Is the New Currency

“You can double your resources without doubling cost or investment. That’s the power and promise of partner marketing.” — Carlos Roman

Carlos started in partner marketing before it even had a name. What’s kept him hooked isn’t the mechanics—it’s the math. Partner marketing, he says, is the rare growth lever that lets you scale exponentially by empowering others.

For Databricks, that means activating sellers, partners, and co-marketers as an extension of the core team—an approach that multiplies reach and pipeline capacity.

Why it matters:

Cloud Alliance Marketers, especially those with limited headcount and MDF, need leverage. Every play should ask: “Can this scale without more bodies?” AI and partner activation are now the answers to that question.

Takeaway:

Stop equating growth with team size. Build frameworks and partner motions that multiply your impact, not your payroll.

Play #2: The AI Hackathon Mindset

“We’ve got marketers forming teams and experimenting with AI use cases—content, workflows, partner enablement. No engineers needed.” — Carlos Roman

At Databricks, the marketing org didn’t just talk about AI—they played with it. Their internal AI hackathon empowered every marketer to experiment, collaborate, and find real-world use cases. For partner marketing, that meant a bold idea: democratize content for partners through AI.

Imagine: instead of static “campaigns in a box,” partners could co-create dynamic, customized assets—tailored to their unique value propositions—using AI.

Why it matters:

Partner portals and PDFs don’t scale. AI-driven content generation does. By removing friction and decentralizing creativity, partner teams can finally keep up with the speed of modern marketing.

Takeaway:
Host your own AI hackathon. Don’t wait for IT or leadership to define it—start small, give your team guardrails, and let curiosity lead.

Play #3: Alignment Is the Ultimate Scale Strategy

“Everyone has good intentions and they’re rowing hard—but if you’re not aligned, you’re just splashing around.” — Carlos Roman

Carlos uses the analogy of a rowing crew to describe alignment in partner ecosystems. A high-performing team isn’t just fast—it’s synchronized. Databricks’ approach? Set a clear fiscal-year direction, align incentives and MDF programs, and communicate priorities so every partner rows the same way.

Why it matters:

Many alliance teams mistake busyness for progress. But without directional clarity—both internally and with partners—you’ll burn cycles without creating momentum.

Takeaway:

Treat alignment as a system, not a slogan. Start every planning cycle by clarifying what direction everyone should row in—and use MDF, incentives, and AI tools to keep them in sync.

Play #4: Overcome the Fear, Then Automate the Repetition

“People think AI is this mythical beast. Just dive in—try it, get your hands dirty, and you’ll see how much you can automate.” — Carlos Roman

Carlos’ advice for marketers hesitant about AI: stop reading, start doing.
He argues that the biggest unlock comes from demystifying the tools—using them to automate repeatable processes, not reinvent the wheel.

Why it matters:

Cloud Alliance Marketers are often resource-constrained. By automating tasks like reporting, asset customization, or campaign setup, they free bandwidth for strategy and partner enablement.

Takeaway:

Don’t hire for every new problem. First, ask: Can this be automated? Then test it. The first success story will convert even your AI skeptics.

Play #5: Redefine What “Good” Looks Like

“We want Databricks to be the beacon for what great partner ecosystems look like—where partners grow, make money, and help customers solve problems.” — Carlos Roman

Carlos’s long-term vision is clear: partner marketing as a core growth driver, not a cost center. At Databricks, that means using AI and process discipline to set a new standard—measurable partner success tied directly to business outcomes.

Why it matters:

This shift—toward partner-led growth with AI as the enabler—is the evolution every alliance marketer needs to embrace.

Takeaway:

Don’t just scale programs. Scale impact. Define what “great” looks like in your ecosystem—and make it visible.

Action Steps for Partner Marketers

1. Host an internal AI hackathon. Start small—2 days, one goal: find real use cases.

2. Audit your workflows. Identify 3 repeatable tasks ripe for automation.

3. Align your partner ecosystem. Publish your FY priorities and incentive plan early.

4. Democratize partner content. Use AI to personalize co-brandable assets.

5. Define “what good looks like.” Tie every program to measurable partner outcomes.

Final Word

Carlos summed it up best: “Actions speak louder than words. Stop talking—start doing.” For partner marketers navigating 2025, this isn’t just about AI. It’s about momentum, leverage, and building ecosystems that can row fast, together.