The Human Edge: Building Partner Relationships That Scale

In partner marketing, it’s easy to obsess over automation, dashboards, and “repeatable motions.” But as Tricia Olson, Senior Partner Marketing Manager at Posit PBC, reminds us — the real magic still happens between people.

Tricia leads go-to-market strategies with major data cloud partners like AWS, Databricks, and Snowflake. In her conversation with Rick Currier, she shared how strategic partner marketers can balance programmatic efficiency with human connection — building trust, credibility, and momentum in complex partnerships.

Here are the five plays from Tricia’s journey that every cloud alliance marketer can apply right now.

Play #1: Be in the Room—Even When You’re Not Invited

“Whenever I have the chance, I speak up and either invite myself or request to be at meetings—even if it’s not marketing related—so that I can be there and listen.”

Tricia’s biggest “play” isn’t about campaigns; it’s about presence. Many partner marketers find themselves downstream—looped in after strategy decisions are made. Tricia flips that script by inserting herself early into partner and product conversations. The goal isn’t to pitch, but to listen.

Why it matters: Relationship-driven partner marketing thrives on context. If you understand a partner’s roadmap, sales motion, and current priorities, you can time your GTM asks perfectly. That early exposure also builds visibility and trust across both organizations.

Tactical takeaway: Don’t wait for the marketing invite. Join internal and partner meetings as a listener. Capture insights that help you propose campaigns rooted in what your partners actually care about today.

Play #2: Relationships First, Templates Second

“You can’t treat AWS the same as Snowflake or Databricks. Each partner is different. You have to give the relationship what it deserves.”

Every alliance marketer knows the pressure to templatize—standard decks, pre-built launch kits, automated dashboards. But the “easy button” only gets you so far. Tricia’s approach reminds us that true scalability comes from custom-fit relationships, not cookie-cutter playbooks.

Why it matters: Partner marketing is as much about EQ as it is about process. When you tailor your approach, you unlock faster approvals, higher co-investment, and more genuine advocacy from partner teams.

Tactical takeaway: Start each new partnership with a discovery phase. Map your partner’s priorities and communication style before pushing your GTM framework. Invest time up front to save cycles later.

Play #3: Boldness Builds Credibility

“Just go for it. Be bold. Present your plan—even if it’s not what everyone expects. You might fail, but that’s how innovation happens.”

Tricia’s advice for marketers new to a role—or stepping into a new alliance—is clear: confidence compounds. By presenting ideas early, even imperfectly, you accelerate learning and earn trust. It’s not about proving you’re right; it’s about showing initiative.

Why it matters: Executives value marketers who bring clarity and courage. In fast-moving partnerships, waiting for perfect data or alignment slows momentum. The partner ecosystem rewards those who act while learning.

Tactical takeaway: Within your first 90 days, ship one pilot campaign idea. Frame it as an experiment, not a finished plan. Follow through and communicate outcomes transparently.

Play #4: Learn to Manage (and Reframe) Expectations

“I’m very honest. I prefer to be transparent—but I’ve learned sometimes that doesn’t serve me. You need to paint a better picture.”

Managing executive expectations is one of the hardest parts of alliance marketing. Tricia’s lesson: transparency is critical, but framing is everything. Being overly self-critical or granular can undermine confidence. Instead, balance honesty with optimism—highlight progress, lessons learned, and the shared vision forward.

Why it matters: Partner marketing often involves experiments that don’t immediately drive revenue. The story you tell determines whether executives see progress or problems.

Tactical takeaway: When reporting, lead with “what’s working” and “what’s next.” Save the root-cause analysis for internal retros. You’ll keep leadership engaged while maintaining trust.

Play #5: Recognize Mentorship in the Moment

“I missed when I was being mentored. Now I try to be really aware—if someone’s taking time to give you feedback, that’s a huge gift.”

Tricia’s reflection on mentorship is a powerful reminder that growth often hides in plain sight. Whether it’s a quick comment from an executive or a recurring conversation with a coach, feedback loops are everywhere—if you listen.

Why it matters: Partner marketing moves fast, and informal mentorship often replaces formal training. Recognizing it early allows you to accelerate your development and avoid repeating mistakes.

Tactical takeaway:

After every key conversation—with your partner, your manager, or an executive—ask: What did I just learn about how they think? Capture it. Act on it. That’s how you turn moments into momentum.