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.
","author_name":"Jo Dunkley"}