As partner ecosystems continue to expand and grow more complex, the role of partner marketing is clearly evolving alongside them. That shift was front and center in a recent episode of The Voice of Partner Marketing, where I had the opportunity to moderate a conversation with Aimee Catalano, Managing Director, Global Partner Marketing at Google Cloud, and Zoya Wang Levin, Head of Alliance Marketing (Tech Partnerships) at KPMG—bringing together perspectives from a hyperscaler and a global systems integrator.
What stood out immediately was how far the conversation has moved beyond individual campaigns or isolated partnerships. Instead, we explored how hyperscalers and GSIs are reshaping influence, trust, and value creation across the entire go-to-market motion.
The clearest takeaway for me: ecosystem marketing is no longer about visibility alone. It is about shaping direction.
Influence Over Assets
For years, ecosystem marketing revolved around joint activities and co-branded execution. What I heard from both leaders is that this model is giving way to something far more strategic. In today’s environment, influence matters more than volume.
Hyperscalers and GSIs increasingly set the pace for how solutions are positioned, how value is articulated, and how buying committees gain confidence. Partner marketing now plays a critical role in helping organizations earn trust across multiple stakeholders—not simply amplify messages.
Starting With a Shared Outcome
Alignment across large, complex partners is rarely easy. Different priorities, sales motions, and internal narratives can quickly pull stories apart.
One insight that resonated strongly with me was the emphasis on starting with the customer outcome and working backward. When teams anchor first on what success looks like for the client, it becomes far easier to integrate each partner’s strengths into a cohesive narrative.
Preparation also surfaced as essential. Understanding active sales plays, current campaigns, and partner priorities ensures that ecosystem messaging reinforces what is already in motion rather than competing with it.
AI as an Accelerator, Not a Replacement
AI came up repeatedly as a powerful enabler—particularly in how messaging is created, adapted, and scaled. What struck me was how AI is accelerating narrative development while still relying on human judgment to ensure relevance and alignment.
Work that once required weeks of iteration can now happen in a fraction of the time. That speed allows partner marketers to shift focus away from assembly and toward refinement, strategy, and alignment across stakeholders.
Rethinking Transformation
The conversation also challenged traditional ideas of transformation. Instead of large, monolithic initiatives that feel overwhelming and slow to deliver value, I heard a strong case for smaller, targeted changes supported by AI that drive measurable progress.
Adoption emerged as a recurring theme. Even the most advanced tools lose their value if they sit unused. Avoiding shelfware requires partner marketing to think beyond launch moments and invest in long-term enablement.
Bridging Brand and Culture
Working across global organizations inevitably introduces brand and cultural complexity. Differing guidelines, tones, and expectations can create friction if they are not addressed intentionally.
What I found compelling was how AI is beginning to help bridge these gaps—making it easier to adapt content while still respecting brand standards. While challenges remain, the ability to harmonize faster is opening new possibilities for collaboration at scale.
Measuring What Matters
When it comes to success metrics, engagement and pipeline remain central, particularly in consulting-driven environments. Clear attribution continues to be critical in understanding how partner marketing efforts contribute to customer outcomes. That visibility is what ultimately allows partner marketing teams to demonstrate impact and reinforce their role as strategic contributors to growth.
Looking Ahead
This episode reinforced for me that ecosystem marketing is becoming a discipline defined by coordination, influence, and adaptability. As buying journeys grow more complex, partner marketing leaders who can align narratives, leverage AI thoughtfully, and stay focused on real business outcomes will shape the next phase of growth.
Watch the full episode of The Voice of Partner Marketing to hear the complete conversation and learn how ecosystem leaders are redefining partner marketing today.
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