117: The Real Work of Partner Marketing: Community, Collaboration, and Growth - with Neha Verma, Founder of the Partner Marketing Community
In this episode of Women in B2B Marketing, Jane Serra sits down with Neha Verma, founder of the Partner Marketing Community and a 15+ year marketing leader, to explore the evolving world of partner marketing.
Neha shares her journey from studying economics in New Zealand to becoming a global voice in partner marketing - and how an “accidental” career move turned into her passion and purpose.
Together, Jane and Neha dive into:
- How Neha pivoted from economics into marketing and discovered a career in partner marketing
- The story behind the Partner Marketing Community and why it’s intentionally focused on collaboration, not selling
- Why partner marketing is resurging as companies lean on ecosystem growth and relationships
- The top challenges for partner marketers today: budget cuts, AI adoption, and navigating layoffs
- Why partner marketing is a critical revenue driver that should never be first on the chopping block
- How to measure partner marketing impact when attribution is messy (and why “marketing vs sales credit” should end)
- The role of partner enablement and field marketing in staying top-of-mind and driving account growth
- How to manage partnerships when a partner goes silent - and when it’s time to move on
- Neha’s advice for marketers: focus on impact, people, and health more than titles
If you’ve ever wondered how to thrive in partner marketing, build stronger collaborations, or simply get off the “marketing vs sales credit” hamster wheel, this conversation is packed with insights you can put to work.
Key Links:
Guest: Neha Verma – LinkedIn
Host: Jane Serra – LinkedIn
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