Partner Marketing Priorities for 2026 with Hondo Lateef Lewis - B2B marketing - Never GTM Alone

Topics in this episode

B2B marketing Strategic partnerships Partner Marketing Tech marketing gtm

Episode notes

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 what’s changing - and what isn’t - as AI moves from hype to operational reality. The conversation covers why attribution is still holding teams back, how fragmentation and agency bloat are slowing execution, and why reusable GTM motions are becoming essential for scale. Hondo also shares why trust, feedback loops, and in-person community matter just as much as dashboards and automation when aligning sales, marketing, and partners. This episode is for cloud alliance, ISV, and channel partner marketers who need to move faster in 2026 - without adding headcount or losing credibility with executives.