Partner ecosystems are evolving, and savvy marketers are adapting to them.

In today’s go-to-market reality, it’s not enough to rack up leads or partner logos. What matters is how well you align the right partners to the right customer profiles and how efficiently your efforts drive actual impact, not just activity.

In this conversation, Sam Grise, 4B Marketing Director of Strategy, connects with Julie Crescenti Heck, Head of Global Partner Marketing at Ordr, to discuss modern partner marketing strategies, real sales alignment, AI-driven insights, and building mutual trust across channel programs.

Julie brings perspective from both sides of the aisle—sales and marketing—and from roles at EMC, VMware, and now Ordr.

Together, she and Sam unpack the future of partner enablement, the need for tighter ecosystem focus, and why trust and simplicity are more valuable than ever.

It’s an honest, experience-backed discussion that any partner marketer, channel strategist, or tech seller will find valuable.