In this episode of Partnerships Unraveled, we sit down with Amy Avalos, Director of Partner Marketing at Zendesk, who brings over 15 years of experience across nearly every role in the partner ecosystem. With a rich background spanning startups to global tech companies, Amy unpacks the realities and myths of partner marketing, partner-led growth, and building scalable programs that actually deliver.

We explore when organizations should invest in partnerships, why partner feedback is one of your most underutilized assets, and how go-to-market success starts with mastering your own motion before layering on scale. Amy also dives deep into marketing-led strategies for channel success, with sharp insights into how marketing to partners differs from end-customer marketing, especially when operating at scale.

Whether you're building early partner programs or optimizing a mature ecosystem, this conversation is packed with frameworks, first-hand lessons, and practical advice. Tune in to learn how to position your partners for success, align internal teams, and elevate your partner marketing game.

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Amy Avalos - Partner Marketing That Works