Christina Carstensen—founder of AEGA and longtime partner marketing pro—joins Rick from a sweltering London to talk content that works, campaigns that scale, and why most agencies still don’t get partner marketing. They unpack what makes this space so different, how to turn a single white paper into an ecosystem of pipeline-driving assets, and why a quarterly budget doesn’t have to mean tactical chaos. If you're tired of logo swaps and one-and-done webinars, this episode is your blueprint for building smarter, more strategic GTM with your partners.