Never GTM Alone
Partner Marketing Playbooks

Partner Marketing Plays From the Peers Who've Run Them

Actionable strategies extracted from Never GTM Alone podcast conversations. Real plays from real partner marketers — tested, proven, ready to steal.

Each playbook breaks down peer-sourced frameworks for cloud alliance marketing, technology partnerships, MDF optimization, and partner-led GTM. Whether you're managing hyperscaler relationships, scaling channel programs, or proving marketing ROI to leadership — these plays are built for you.

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Browse playbooks on: AI & automation, revenue marketing, ecosystem strategy, relationship building, executive events, lead generation, MDF optimization, and partner marketing leadership.

Strategy

How to Win at GSI Partner Marketing

GSI partners are big and need a different strategy. Vivek Venkatesh shares five plays to win at GSI Partner Marketing: finding internal champions, building customer-centric case studies, running vertical ABM, tracking 18-month deal attribution, and owning the GSI relationship like a CMO.

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All Playbooks

Strategy

How to Win at GSI Partner Marketing

Vivek Venkatesh shares five plays from Intel, Dell, and AWS: finding internal champions, building customer-centric case studies, running vertical ABM, tracking 18-month deal attribution, and owning the GSI relationship like a CMO.

Startup

How to Build Partner Marketing From Zero

Jurija Metovic, VP Growth & Marketing at SurePath AI, breaks down how to build a partner program from zero — placing big bets to buy a seat at the table, ditching dead SPIFFs, and why one good partner beats a spreadsheet of fifty.

Strategy

Stop Being a Support Function. Be an Ecosystem Strategist.

Buyers are done with siloed partner marketing — they buy platforms, not products. Nicole Steele lays out five plays to step up as an ecosystem strategist.

Transformation

Building Partner Marketing Inside a Transformation

Mercedes Villanueva joined Quest Software to build partner marketing from nothing — in the middle of a company-wide transformation.

Events Strategy

How Atlassian Runs Partner Events That Close Deals

The partner event framework Atlassian uses to turn attendance into attributable pipeline.

GTM Strategy

Making Partner Marketing Your GTM Engine

How to stop running partner programs and start running your company's go-to-market.

Partner Operations

The Hidden Ops Problem Slowing Partner Growth

Hidden ops gaps—not bad campaigns—slow partner growth. Fix deal reg, SLAs, and attribution to scale partner revenue with confidence.

Collaboration

Collaboration that Scales Partner Marketing

The systems, cadence, and leadership behind scalable partner marketing success.

Leadership

The Partner Marketer as CMO: A Modern Alliances Playbook

A practical playbook for partner marketers to act like CMOs—owning narrative, prioritization, and GTM impact across cloud and tech alliances.

Strategy

How Top Partner Teams Are Scaling Partner Marketing in 2026

How top partner teams are scaling partner marketing in 2026 with reusable programs, event orchestration, and AI-powered execution.

Content Marketing

The Partner Marketer's Guide To Working With Product Marketing

How to scale content and drive greater pipeline with limited resources.

Wellness & Leadership

Building Community Through Wellness

How wellness, boundaries, and community strengthen partner alignment.

AI & Automation

The 2026 AI Playbook for Partner Marketers

Four plays for building AI-driven, scalable partner GTM programs.

Ecosystem Strategy

How to Rebuild a Global Partner Ecosystem the Right Way

Evolve a partner ecosystem for long-term scale.

Revenue Marketing

The Revenue Marketing Playbook: Lessons from the Field

Turn events into pipeline and convert channel trust into deal velocity.

Relationship Building

The Human Edge: Building Partner Relationships That Scale

Balance programmatic precision with personal connection.

AI & Scaling

AI as a Force Multiplier in Partner Marketing

Scaling partner ecosystems and leveraging AI to drive growth.

AI & Automation

The AI Playbook for Partner Marketing

AI as scaffolding for enablement, campaigns, and partner operations.

Events & Field

Top 5 Ways to Turn Executive Dinners into Pipeline

Transform executive events into powerful partner marketing tools.

AI & Automation

AI is the New Storefront

How AI is reshaping the consumer journey—from prompt to purchase.

Ecosystem Strategy

Inside the Partner Driven GTM Playbook

How strategy gives your GTM motion scale, signal, and staying power.