Inside the Partner-Driven GTM Playbook of Euler’s Greg Portnoy

Inside the Partner-Driven GTM Playbook of Euler’s Greg Portnoy

Most founders build products. Greg Portnoy builds GTM machines, with partnerships at the center.

In this PartnerVista Playbook feature, we pull key lessons from Greg’s appearance on the Never GTM Alone podcast, where he joined host Rick Currier for a candid, no-fluff conversation about what actually moves the needle in B2B marketing today. Greg is the co-founder and CEO of Euler, a platform helping go-to-market partner teams convert demand into revenue with less waste and more signal.

Here’s what Greg taught us about building partner GTM programs that work.

Lesson 1: AI Levels the Playing Field, So Your Moat Has to Evolve

“It really removes the majority of moat that you can have from a purely product perspective… What becomes the moat as a business?”

Greg lays it bare: AI is commoditizing product innovation. That means your distribution becomes the true differentiator — your network, your relationships, your brand. Partner marketers are in a unique position to capitalize on this shift by turning their ecosystems into the competitive edge.

Lesson 2: Good GTM Isn’t About Alignment. It’s About Focus.

“Everyone says alignment, but really what they need is clarity. They don’t need everyone pulling in the same direction, they need to know what direction matters most.”

Greg cuts through the GTM buzzwords. “Alignment” sounds great in theory, but in practice, it often becomes performative. What actually drives joint success is focus: on a shared set of accounts, on a narrow segment of value, and on the buyer signals that matter most.

For partner marketers, this means enabling sales—not with more collateral, but with sharper, more focused insights they can act on.

Lesson 3: You Need to Win the Sales Handoff — Or the Whole Motion Fails

“The sales handoff is where good GTM programs go to die.”

Partner teams often invest in co-marketing, only to see everything stall in the handoff to sales. Greg argues this isn’t a content problem—it’s a timing, signal, and confidence problem. Sales teams need more than lead lists. They need context, buying signals, and confidence that the motion will work.

Partner marketing can’t end at MQL. It has to own conversion—and help sales close the loop.

Lesson 4: Think Like a Founder — Even If You’re Not One

“I think the best marketers I’ve worked with think like product builders. They test, ship fast, and measure results.”

Greg built Euler with a builder’s mindset, but the insight applies to anyone in GTM. Don’t wait for perfect conditions. Launch something, learn from it, and evolve. This is especially true for partner programs, where early momentum builds internal belief.

Whether you’re piloting a new campaign with a hyperscaler or testing an AI tool in your nurture stream, the goal isn’t perfection—it’s progress.

Final Thought:

B2B GTM has never been noisier. But the teams that win are the ones who cut through it—with focus, fast feedback loops, and partners who bring leverage.

Greg Portnoy reminds us that partner marketing isn’t a box to check—it’s the strategy that gives your GTM motion scale, signal, and staying power.