Kathy Bui on Building Partner Programs That Drive Revenue - Never GTM Alone

Topics in this episode

partner ecosystems B2B marketing Partner Marketing Channel marketing partnerships

Episode notes

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 today's partner marketers must think beyond marketing activities and instead operate like the CMO of their partnerships. The conversation explores building stronger relationships with partners and sales teams, aligning around business outcomes, measuring impact, and navigating AI without losing the human element that makes partnerships successful. Rick and Kathy also discuss why the best partner marketers combine strategic thinking with curiosity, communication, and relentless execution. Whether you're new to partner marketing or leading a mature partner ecosystem, Kathy offers practical insights into where the discipline is headed and the skills that will define the next generation of partner marketing leaders.