Never GTM Alone

Partner marketing is no longer measured by campaigns alone. It's becoming one of the most important growth functions inside modern go-to-market organizations. In this episode, Kathy Bui reflects on more than two decades in partner marketing, sharing how the role has evolved from managing MDF programs to driving pipeline, revenue, enablement, and cross-functional strategy. Kathy explains why t...

What does it take to turn a Global System Integrator into a true growth partner? In this episode, Vivek Venkatesh shares lessons learned from years leading partner marketing initiatives at Intel, Dell, and AWS, where partnerships with firms like Accenture, Deloitte, and Capgemini helped drive large-scale growth and customer adoption. Vivek explains why GSI partner marketing is fundamentally differ...

What happens when you’re asked to build a partner motion for a company nobody’s heard of—inside one of the fastest-moving markets in tech? In this episode, Jurija Metovic from SurePath AI breaks down what startup partner marketing actually looks like when there’s no inherited brand credibility, no repeatable playbook, and no time to wait for perfect. Jurija shares why early-stage partner marketing...

Too many partner marketers are still treated as the team that runs the events, builds the co-branded one-pager, and executes the MDF spend. Nicole Steele wants that definition retired. A marketer who's worked at the intersection of field, digital, and partner at Sage, SAP, Aryaka, and F5 — where 95% of the business ran through partners — Nicole joins Rick to make the case that customers aren&...

Transformation sounds exciting—until you’re in the middle of it. In this episode, Mercedes Villanueva shares what it actually takes to rebuild a global partner marketing function while the entire company is rebranding, restructuring, and redefining how it goes to market. From prioritizing just three high-impact initiatives to reshaping partner programs around real customer outcomes, Mercedes expla...

Big partner events are fading—and the teams seeing real pipeline impact are doing the opposite. In this episode, Austin Burningham from Atlassian breaks down the shift from high-volume events to smaller, highly targeted experiences that actually move deals forward. He shares why webinars still play a critical mid-funnel role, how executive roundtables and one-to-one experiences are driving bottom-...

Partner marketing only works when it stops acting like a side function. In this episode, Amyn Jivani, Senior Director of Partner Marketing at Contentful, breaks down how the best teams turn partnerships into the connective tissue of their entire go-to-market strategy. Amyn shares why most partner programs fall into “random acts of marketing,” and what it actually takes to align partners to pipelin...

Most partner teams don’t have a demand problem — they have a reporting and attribution problem. In this episode, Rick sits down with Michael Venman, Founder of The Sales Nerd, to unpack why partner revenue so often gets lost inside CRM systems, conflicting definitions, and undefined SLAs. Michael shares practical insight on:  • Why deal registration architecture determines whether you can prove RO...

Partner collaboration doesn’t fail because partners aren’t willing—it fails because internal teams aren’t aligned. In this episode of Never GTM Alone , veteran partner marketing leaders Christine White and Angela Heenan break down what it actually takes to build collaboration that scales, inside the company and across the ecosystem. They unpack why internal collaboration with sales, ops, and conte...

Partner marketing isn’t a support function—it’s a leadership role. In this episode, Michelle Zhang shares how she approaches alliances marketing as the CMO of the partner business, owning everything from joint narrative and value creation to internal activation and execution. Drawing from experience across large enterprises and fast-moving startups, Michelle breaks down what it really takes to bui...

Partner marketers are heading into 2026 under more pressure than ever — tighter budgets, more partners, more programs, and still the same demand to prove ROI and pipeline impact. In this episode of Never GTM Alone, Rick Currier sits down with Hondo Lateef Lewis of PartnerVista to break down the real partner marketing priorities emerging from AWS re:Invent and other hyperscaler events. They unpack...

Product marketing often looks polished in a deck — but breaks down when it reaches partners, sales, and the field. In this episode of Never GTM Alone , Rick Currier is joined by Rachel Roundy, Product Marketing Lead for AI at Snowflake, to explore what it takes to build product marketing that partners actually use in real-world GTM motions. Drawing on her experience at Intel and Snowflake, Rachel...

AI is radically accelerating how tech marketers build, test, and scale go-to-market programs, yet the careers behind those campaigns are hitting limits humans were never designed for. In this episode, Patrick Goulet, partner marketing leader turned wellness practitioner and yoga teacher, talks with Rick about rebuilding personal systems in the age of automation. They explore why B2B GTM strategy s...

What does it take to rebuild a partner ecosystem from the ground up—across continents, partner types, and industries where failure isn’t an option? In this episode, Rick sits down with Lora Hampton, Director of Partner Marketing at Dragos, to unpack how she helped redefine the company’s global partner strategy in the high-stakes world of OT cybersecurity. Lora shares what she’s learned from leadin...

Revenue marketing isn’t just a buzzword — it’s a complete mindset shift. In this episode, Rick sits down with Ryan Patel-Francis, Head of Revenue Marketing at Abnormal Security, to unpack how AI, channel strategy, and team design are reshaping how we go to market. Ryan shares his evolution from field marketing to leading global revenue teams, his lessons from MongoDB and Abnormal, and why every ma...

Partnerships don’t scale without trust—and trust doesn’t happen without listening. In this episode, Rick sits down with Tricia Olson, Senior Partner Marketing Manager at Posit, to talk about the art (and grind) of building meaningful alliances with cloud and data partners like AWS, Snowflake, and beyond. Tricia shares why partner marketing is never “just marketing,” how showing up in the right mee...

What happens when you hand the keys to AI to every marketer on your team? In this episode, Rick sits down with Carlos Roman, Global Head of Partner Marketing at Databricks, to talk about the evolution of partner marketing, why scale is always the holy grail, and how AI is reshaping go-to-market. Carlos shares how Databricks is running AI hackathons to unlock new ideas, why partner enablement has t...

Every partner marketer is under the same pressure: prove ROI fast, or risk losing budget. In this conversation, host Rick Currier sits down with Ryan De La Parra, Head of Global Partner Marketing at Nasuni, to unpack how AI actually accelerates joint GTM—without adding headcount. Ryan shares how he evolved from reseller to ISV marketer, then digs into the tactical AI workflows he uses today: auto-...

Most B2B executive dinners fall flat: a dark steakhouse, a long PowerPoint, a few polite handshakes, and little to show for it. But what if you could turn those same dinners into memorable experiences that actually drive pipeline for B2B marketers? In this episode of Never GTM Alone , Rick Currier sits down with Ami Arad of 6sense, who’s reinventing how executive dinners deliver ROI. Drawing from...

What happens when half your customers start their shopping journey with ChatGPT instead of Google? In this episode, Rick sits down with Ekapat Chareonlarp , SVP of Global Client Strategy at Criteo , to talk about the massive shake-up happening in marketing, commerce, and partnerships. Ekapat breaks down why we’re moving from search engines to answers engines , why your first customer might now be...

When sales, marketing, and partnerships pull in different directions, GTM programs stall before they start. In this episode, Rick sits down with Greg Portnoy, CEO and founder of Euler, to explore how partner-led marketing can work in lockstep with sales—and how AI is making it easier to get there. They unpack why so many joint GTM campaigns fail in the sales handoff, the importance of account-base...

What makes a great partner marketer? It's not your tech stack. It's not your campaign calendar. It's how well you build trust, how fast you adapt, and whether you actually have a plan—or are just throwing tactics at the wall. In this episode of Never GTM Alone , Microsoft’s Mo’Shai Gibbs cuts through the noise. She shares how she navigates silos, plans ahead when others scramble, an...

In this episode of Never Go To Market Alone , Rick sits down with Ben Henson—B2B lead gen veteran and founder of Peel—to explore how AI is transforming the way we convert leads, deliver content, and engage buyers. From his early days at TechTarget and Integrate to launching Peel’s AI-powered content tools, Ben shares what’s broken in traditional lead gen—and how to fix it. They dive into how async...

What happens when a seasoned startup founder builds his second company not in Silicon Valley, but in Halifax, Nova Scotia? You get a fresh perspective on growth, grit, and community-first business. In this episode, Rick Currier sits down with Tukan Das, founder of Gia and former CEO of LeadSift, to explore the real-world challenges of scaling a SaaS startup, building an engaged community, and usin...

Kathryn Rose didn’t set out to build a movement—she just wanted to help her friends in channel marketing survive the chaos. Fast forward a year and the Channel Marketing Association is one of the fastest-growing, most energized communities in the space. In this episode, Kathryn dishes with Rick about how it all came together: the scrappy beginnings, the “holy crap” webinar moment, and what it real...