PODCAST · business
Collab Convo
by Jo Dunkley
Collab Convo is a podcast for senior marketing leaders in enterprise IT who want to turn partner marketing into a true growth driver.In each episode, Coterie brings together experienced voices from partner marketing, alliances, and the wider marketing ecosystem to share what’s actually working in the real world. No theory, no fluff, just practical insights, honest perspectives, and ideas you can apply straight away.Despite driving the majority of revenue in IT, partner marketing is still often undervalued. This podcast challenges that. We explore how to raise its impact, prove its value, and position it as a measurable engine for growth inside complex organisations.If you’re responsible for partner, channel, or alliance marketing, Collab Convo will give you the clarity, confidence, and practical thinking to do it better. Hosted on Acast. See <a style='color:grey;' targ
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How to Build Partner Marketing, and Get the Buy-In to Make It Work | Maria Ferrara
In this episode of Collab Convo, Jo Dunkley is joined by Maria Ferrara, Senior Marketing Manager at Palo Alto Networks, leading service provider marketing across EMEA.Maria works at the intersection of strategy, execution and partner growth. She shares how partner marketing is evolving from a transactional support function into a predictable, measurable growth engine, and why that shift depends on stronger alignment, deeper integration and a more commercial mindset.Together, they explore what’s holding partner marketing back today, including the gap between activity and impact, the importance of executive buy-in, and how to decide where to invest time and budget. Maria also shares her perspective on building a successful career in partner marketing, and why empathy, influence and relationships are at the core of the role.They also discuss the role of AI in shaping more precise, scalable partner campaigns, and why collaboration cannot be mandated, it has to be inspired.Thanks to Maria for joining the show.Find Maria on LinkedIn: https://www.linkedin.com/in/mariaferrara/Find Jo on LinkedIn: https://www.linkedin.com/in/jo-dunkley/Coterie is a partner marketing specialist helping organisations turn partnerships into a genuine growth driver through strategy, programmes and community.🔔 If you enjoyed the episode, subscribe for more conversations on partner marketing and growth. Hosted on Acast. See acast.com/privacy for more information.
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ABOUT THIS SHOW
Collab Convo is a podcast for senior marketing leaders in enterprise IT who want to turn partner marketing into a true growth driver.In each episode, Coterie brings together experienced voices from partner marketing, alliances, and the wider marketing ecosystem to share what’s actually working in the real world. No theory, no fluff, just practical insights, honest perspectives, and ideas you can apply straight away.Despite driving the majority of revenue in IT, partner marketing is still often undervalued. This podcast challenges that. We explore how to raise its impact, prove its value, and position it as a measurable engine for growth inside complex organisations.If you’re responsible for partner, channel, or alliance marketing, Collab Convo will give you the clarity, confidence, and practical thinking to do it better. Hosted on Acast. See <a style='color:grey;' targ
HOSTED BY
Jo Dunkley
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