Collab Convo Podcast | Catherine Dutton on the role of partner marketing
Partner marketing is evolving.
What was once viewed as a discipline focused on campaigns and events is now a strategic driver of growth, helping organisations enter new markets, accelerate innovation adoption, and create value across increasingly complex ecosystems.
In the latest episode of Collab Convo, Jo Dunkley sat down with Catherine Dutton, VP Global Growth Marketing at Pega, to discuss the changing role of partner marketing, the growing influence of AI, and the leadership lessons she’s learned throughout a career spanning senior roles at Fujitsu, Atos, and now Pega.
Partner marketing is now a strategic growth lever
One of the biggest shifts Catherine has seen over the last five years is the move away from partner marketing being measured by activity alone.
Campaigns, events, sponsorships and brand awareness remain important, but today partner marketers are increasingly expected to drive business outcomes and contribute directly to growth.
“Five years ago, partner marketing was really focused on campaigns and delivery of events and sponsorships and brand visibility. Today, the expectation on partner marketing is much higher.”
As partner ecosystems become more central to how technology companies grow, partner marketing teams are being brought closer to business strategy and revenue conversations than ever before.
Relationships open doors. Strategy creates value.
Throughout the conversation, Catherine highlighted the importance of balancing strong relationships with a clear commercial strategy.
Strong relationships may earn you a seat at the table, but without shared objectives and a compelling value proposition, partnerships struggle to generate meaningful results. Equally, the best strategies won’t succeed without trust and collaboration behind them.
“Relationships get you a seat at the table. The strategy gives you something meaningful to talk about once you’re there.”
For Catherine, the most successful partnerships are built on shared outcomes, with relationships acting as the accelerator that helps bring those plans to life.
The rise of ecosystem thinking
The discussion also explored how AI and ecosystem collaboration are reshaping the market.
Customers increasingly expect integrated solutions that combine technology vendors, services organisations, hyperscalers and specialist partners. As a result, the role of partner marketing has expanded beyond promoting a single company to helping multiple organisations create value together.
“The best partner marketers today are not just promoting one company. They’re creating value across a full ecosystem.”
It’s a shift that requires marketers to become more commercially minded, more collaborative, and more closely aligned with business goals.
Leadership isn’t a title
Perhaps the most memorable part of the conversation came when Catherine shared her advice for marketers aspiring to senior leadership roles.
Her guidance was simple:
- Stay curious and keep learning.
- Focus on outcomes rather than activities.
- Invest in relationships and networks.
- Don’t wait for permission to lead.
“Don’t wait for permission to lead. Leadership’s not a title. It’s a mindset.”
It’s a powerful reminder that leadership isn’t defined by headcount or hierarchy. Some of the strongest leaders create influence, drive change, and inspire others long before they ever receive a leadership title.
Three takeaways for Partner Marketers
If there’s one thing this conversation makes clear, it’s that partner marketing has never been more important.
✅ Focus on business impact, not activity metrics.
✅ Build relationships as deliberately as you build campaigns.
✅ Lead through influence and outcomes, regardless of your title.
Listen to the full episode of Collab Convo with Catherine Dutton, VP Global Growth Marketing at Pega, for insights on partner marketing, ecosystem growth, AI, leadership, and building a successful career in modern marketing.