The Never GTM Alone Playbook
Peer based articles to help partner marketers lead, execute, and grow.
Key takeaways from our Denver Never GTM Alone Partner Marketing Meetup. From maximizing event ROI on tight budgets to improving sales alignment, securing executive buy-in, and building new partner marketing practices, this recap shares real-world insights and strategies from top partner marketers navigating today’s GTM challenges.
B2B marketers are still gating PDFs and calling it lead gen—but buyers have moved on. In this article from our Partner Marketing Playbook series, Ben Henson (co-founder of Peel.ai) shares how AI, asynchronous engagement, and smarter sales handoffs are transforming lead qualification and conversion. From interactive content to voice-driven journeys, discover why the next generation of go-to-market is built around relevance, not routine.
What happens when a startup founder builds not just a product, but a movement? Tukan Das, founder of Gia and ex-CEO of LeadSift, shares the playbook he used to scale SaaS companies from Halifax. From sold-out AI meetups to lean GTM, Tukan shows how smart startups use community, AI, and speed to grow. Whether you're starting fresh or modernizing, these are secrets B2B marketers can't miss.
Kathryn Rose, Co-Founder of the Channel Marketing Association, is on a mission to elevate partner marketers. From reshaping MDF programs to building a purpose-driven community and launching AI-powered enablement tools, her vision is clear: the future of channel marketing lies in smarter execution, better data, and deeper connection. This blog breaks down the real challenges and new opportunities facing today’s partner marketers.
PartnerVista was built on more than strategy—it was built on purpose. From creative roots and entrepreneurial leaps to the belief that human connection drives real impact, this piece explores the mindset behind our president and co-founder’s approach to leadership. It’s about honoring relationships, showing up fully, and delivering on the bets people make when they choose to partner with us.
Partner marketing isn’t about checking boxes—it’s about creating value that scales. In this blog, we distill insights from Mike Mahoney, Senior Director of Technology Alliances Marketing at Tanium, on what it really takes to turn strategic partnerships into business outcomes. From collaborative planning to sales enablement and AI-driven execution, Mike shares hard-won lessons for marketers managing complex ecosystems.
In this blog, we reflect on our Never GTM Alone conversation with Carilu Melander—partner marketing executive, DEI advocate, and GTM leader. Carilu shares her personal journey navigating the tech industry as a woman of color, what it means to lead with authenticity, and how diverse perspectives can transform partner marketing. From personal challenges to professional frameworks, this conversation reminds us that representation isn’t a trend—it’s a growth strategy.
The rise of fractional leadership is changing how GTM professionals build their careers—and their lives. In this article, we explore the shift through the lens of a candid conversation with veteran partner marketer Angela Salerno, who recently made the leap from full-time roles to independent GTM consulting. From redefining what “structure” means to building systems that support both clients and freedom, Angela shares insights on what it really takes to go out on your own. Whether you're exploring fractional work or just reevaluating how you show up in partner marketing, this post offers a grounded look at the risks, rewards, and realities of stepping off the corporate track.
The rise of fractional leadership is changing how GTM professionals build their careers—and their lives. In this article, we explore the shift through the lens of a candid conversation with veteran partner marketer Angela Salerno, who recently made the leap from full-time roles to independent GTM consulting. From redefining what “structure” means to building systems that support both clients and freedom, Angela shares insights on what it really takes to go out on your own. Whether you're exploring fractional work or just reevaluating how you show up in partner marketing, this post offers a grounded look at the risks, rewards, and realities of stepping off the corporate track.
B2B lead generation isn’t dead—but the way most teams approach it should be. In this blog, we explore why outdated frameworks like BANT are making a comeback, why most nurture streams fail before they start, and how data transparency is the make-or-break factor in high-performing campaigns. Drawing insights from industry leader Matt Levine of LeadScale, we break down the root causes of murky demand gen—from shady syndication tactics to broken lead handoffs—and offer a clear path forward. If your pipeline feels bloated with junk leads or your marketing team is struggling to convert, this piece offers the clarity (and blunt honesty) you need to rebuild smarter.
Today’s buyers don’t wait for a sales pitch—they self-educate through 70% of the journey. In this blog, we explore insights from Christina Carstensen (Aega Partner Marketing) on how to build a content ecosystem that meets buyers where they are. From hero assets to integrated campaigns, learn how to turn your content into a conversion engine.