Carlos Roman on AI Hackathons, Partner Marketing, and Scaling Smarter

Episode notes

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 to extend beyond corporate walls, and how AI is moving us from duct-tape DIY to repeatable scale. They dive into career lessons from the early days of partner marketing, the reality of limited resources, and why aligning sales, marketing, and partners is like getting a crew team rowing in sync. If you’re in partner marketing, B2B growth, or exploring how AI can unlock scale, this conversation is equal parts tactical and inspiring - with plenty of takeaways you can put into play right now.

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