Strategic Go‑To‑Market Operations Leader
Embedded Files
Partner Network and Strategic Partnerships Specialist
Community & Team Building Educator
Take a Look
Take a Look
I’ve developed, led, and supported action‑provoking, results‑driven GTM operations strategies across a wide range of complexity and scale—working with Fortune 100 and Global 100 organizations, as well as leading and emerging B2B technology companies and services firms.
Much of this work spans strategic alliance and partner ecosystems and is covered by NDA. The examples that follow highlight select engagements and the strategic role I played in shaping GTM direction, operational alignment, and execution across teams.
AWS Partner Network & Marketplace Programs
Partnered with AWS over a steady course of five years to shape how both AWS and its ecosystem of emerging and established partners articulated value, brought solutions to market, and activated joint GTM motions at scale. I led the development of messaging and GTM strategies that translated complex technologies into clear, outcome‑driven narratives—aligning AWS priorities and partner positioning to real customer needs, buyer intent, and seller workflows, while directly supporting revenue growth across the ecosystem.
Working across global ISV teams and AWS GTM and partner organizations—with a primary commercial focus on enabling globally headquartered ISVs to penetrate and scale in the AMERICAS—I designed and operationalized GTM frameworks that connected positioning, content strategy, campaign execution, and co‑sell enablement into a single, repeatable system. This work helped AWS and its partners consistently reach and exceed revenue targets by improving pipeline quality, accelerating sales cycles, and increasing confidence in joint execution.
At the same time, I focused on ecosystem growth through community building—creating shared language, shared standards, and shared momentum across partners, sellers, and marketers operating across regions. By embedding customer obsession as a mutual operating principle and aligning messaging to how customers evaluate, validate, and commit to solutions, I helped foster a globally connected partner community that AWS sellers trusted, partners could execute within confidently, and customers experienced as coherent, credible, and outcome‑focused—driving sustained adoption of joint products, services, and partnerships at scale.
Splunk Partner Ecosystem & Platform Programs
Partnered with Splunk over four years to help shape how deeply technical, data‑driven solutions moved from innovation to adoption across enterprise and public‑sector markets—supporting the platform through rapid cloud expansion, ecosystem growth, and its transition into Cisco. I worked alongside Splunk’s platform, field, and partner organizations to create durable interlock across technical teams, sales engineering, professional services, partner marketing, and field sales—ensuring strategy translated cleanly into execution as portfolios scaled globally.
My role focused on building and sustaining GTM interlock across functions and regions, supporting global ISVs and delivery partners while enabling strong market penetration in the AMERICAS. I led the development of outcome‑driven messaging and GTM strategies that translated complex platform capabilities into clear, credible value propositions sellers and partners could confidently take to market. This included shaping joint narratives and enablement frameworks across Splunk Cloud Platform, Enterprise, Splunkbase, Observability Suite, and Edge Hub—anchoring messaging in real customer and mission‑critical use cases.
A significant portion of this work centered on Splunk Edge Hub, where Carahsoft served as the product owner and public‑sector distributor, Splunk operated as the core ISV platform, and GSIs, VARs, and MSSPs delivered solutions across SLED and public sector environments. I helped architect the joint GTM motion that connected these roles—aligning technical validation, partner delivery, and seller enablement into a single operating model that supported industrial monitoring, infrastructure resilience, compliance, and operational intelligence use cases.
Acting as a connective layer across Splunk, Carahsoft, and the broader partner ecosystem, I streamlined communication, resolved execution bottlenecks, and maintained alignment across technical, marketing, and sales stakeholders—particularly during periods of organizational change. By embedding customer‑centric messaging, repeatable GTM systems, and partner readiness frameworks, I helped strengthen ecosystem execution, improve seller confidence, and support sustained adoption of Splunk solutions at scale—creating a GTM foundation that continued to perform through platform evolution, acquisition, and global expansion.
Aspen Technology Partner Network & Program
Partnered with Aspen Technology over four years to help advance how industrial AI and digital transformation solutions were positioned, activated, and adopted across energy, manufacturing, chemicals, and infrastructure‑intensive markets. The value created focused on translating highly complex, mission‑critical capabilities into clear, execution‑ready GTM motions that reflected how industrial operators evaluate risk, sustainability impact, and long‑term operational performance.
Working across the AspenTech Partner Network during the launch of its AI Business Unit, I supported the development of messaging and product marketing frameworks that aligned advanced analytics, optimization, and automation to real‑world upstream, midstream, and downstream use cases. This included supporting initiatives tied to operational efficiency, emissions reduction, asset reliability, and zero‑carbon and footprint‑reduction goals—ensuring solutions were grounded in measurable industrial outcomes.
Through close collaboration with AspenTech teams and its broader ecosystem of cloud providers, industrial partners, and enterprise customers, I helped shape joint value propositions, enablement materials, and content programs that supported coordinated GTM execution across global markets. This work reinforced trust with industrial buyers and public‑sector stakeholders, strengthened partner readiness, and supported sustained adoption of AspenTech’s AI‑driven portfolio as part of long‑term digital and sustainability transformation efforts.
AWS Partner Network & Marketplace Programs
Strategic GTM Partner Program Leadership
Served as a trusted GTM advisor across AWS Partner Network teams—collaborating to build scalable co-marketing and co-sell programs, including public and private sector targeted initiatives, often exceeding goal and client expectations.
Led strategic planning, program design, and execution for AWS VIP Marketing Acceleration Program (VIP MAP) for global Rising Stars, supporting early‑ and mid‑stage ISVs through accelerated joint GTM activation to drive significant co-marketing results and outcomes targeting the AMERICAS market.
Orchestrated cross‑functional alignment across AWS sales, partner development, marketing, and marketplace teams—enabling consistent execution across regions, partner tiers, and 12 industries including Healthcare, Life Sciences, Public Sector, Industrial Manufacturing, and Financial Services.
Content Strategy, Creative Direction & Marketing Execution
Drove full-funnel content strategy and end‑to‑end creative execution across AWS Emerging Technology Partner launches. · Led creation of 150+ high impact co-marketing assets and user-focused content across AWS Emerging Technology partners in 90 days. This included better together messaging and joint value proposition development, brand awareness and lead generation focused content, and seller enablement materials across multiple technology verticals including security, business applications, data analytics, data products, and infrastructure software.
Led creation of high‑impact content including solution briefs, social and paid media campaigns, seller enablement emails, landing page UX, and executive‑ready presentations to drive incremental adoption of AWS Services—connecting storytelling directly to pipeline outcomes.
Transformed complex AWS Marketplace Seller GTM enablement into scalable, self‑service guided content—converting static seller guides into interactive portal content with guided journeys, progress tracking, and performance visibility.
Marketplace Strategy & GTM Partner Enablement
Led scaled engagements developing AWS Marketplace product messaging, positioning, and marketing campaigns for 60+ AWS Partner ISV sellers, enabling the launch of over 100 products and platform solutions—and enabling business development through AWS Private Offer Programs and partner‑led sales motions.
Enabled partners to accelerate deal velocity, reduce sales cycles, improve ROI and increase conversion through structured GTM planning, seller enablement, and marketplace readiness frameworks.
Produced 30+ AWS Marketplace Private Offers Program (MPPO) business development-focused instructional operations videos, FAQs, quick reference guides, and checklists to equip partners and customers with clear self-service guidance to enable business operations and simplified procurement and billing through the AWS Marketplace. Deep efforts across strategy, content execution, video production, and project management.
Explore AWS Marketplace Private Offer Programs
Contributed project management support, messaging strategy, content strategy, and creative execution of over 30 self-service business operations videos that guided AWS Sellers and customers through fleAWS Marketplace Private Offers Program covering .
Accelerated GTM Activation with AWS and AWS Partner ISVs and Channel Partners
Built scalable GTM frameworks, content strategies delivered content assets, delivered across a quick activation program that reduced time to market from 18 months down to 6.
Splunk Partner Ecosystem & Platform Programs
Strategic GTM Construction & Partner Alignment
Led multi-year GTM strategy across Splunk’s global ecosystem—collaborating with SVPs, GTM platform leads, and partner innovation teams to architect partner-led motions across Cloud Platform, Enterprise, Splunkbase, and Observability Suite.
Supported delivery of Splunk solutions across NAMER, EMEA, LATAM, and APAC, enabling VARs, SIs, MSSPs, and distribution partners to drive adoption in smart manufacturing, network intelligence, and public sector, SLED use cases.
Acted as a strategic liaison between Splunk, Carahsoft, and partner stakeholders to streamline communications, resolve support bottlenecks, and ensure alignment across technical, marketing, and sales teams.
Joint Messaging, Enablement & Technical Content Delivery
Developed joint value propositions and messaging frameworks across Edge Hub, Observability Cloud, ITSI, AppDynamics, and Enterprise Security (SOAR, SIEM, UEBA, Attack Analysis).
Delivered full-funnel enablement assets including technical whitepapers, field seller decks, landing page UX guidance, and seller collateral tailored to partner delivery motions and solution-specific use cases.
Produced executive-ready content and quarterly highlights that supported program completion rates above 90% and improved partner alignment globally.
Outcome-Driven Program Execution & Use Case Acceleration
Built partner journey frameworks to support onboarding through solution launch—ensuring readiness and measurable outcomes across IT modernization, service health, and security operations.
Enabled partner delivery of advanced threat detection, automation and orchestration, compliance, and security monitoring solutions—driving adoption across Splunk’s full platform portfolio.
Advised partner executives and field teams on scaling repeatable GTM systems, campaign execution, and performance tracking—supporting strategic growth across public sector and enterprise markets.
Explore Splunk Edge Hub Central
See how joint messaging, enablement frameworks, and GTM strategy came together to support partner delivery of Splunk Edge Hub across global public sector, SLED, and industrial markets—featuring content, frameworks, and strategic program leadership developed to enable Splunk‑authorized delivery partners within the Carahsoft ecosystem.
Aspen Technology Partner Network & Program
Messaging Framework & Value Proposition Development
Collaborated with AspenTech’s Partner Marketing, Product, and Engineering teams and enterprise partners including Microsoft, AWS, and Wood to co‑develop joint value propositions across AspenTech's industrial AI and digital transformation product and solution portfolio.
Led cross‑company discovery sessions and working workshops with alliance leads, partner executives, and marketing directors to align solution narratives, differentiation, and marketplace readiness.
Supported AspenTech’s VP of Marketing Programs and partner stakeholders in translating multi‑party capabilities into cohesive, execution‑ready GTM frameworks across cloud and industrial ecosystems.
Joint Content and Creative Campaigns
Worked with partner marketing teams to plan and deliver full‑funnel content programs—including social videos, solution briefs, newsletters, infographics, and case studies—used across partner channels and executive engagements.
Collaborated with partner and customer stakeholders to capture real‑world outcomes and customer wins, including joint success stories with S&P Global and Clark County REMC.
Ensured creative assets reflected shared value propositions and supported coordinated GTM execution across AspenTech’s Partner Network and cloud marketplaces.
Partner Enablement & GTM Advisory
Partnered with AspenTech’s ecosystem of OEMs, EPCs, system integrators, and managed service providers to co‑develop enablement frameworks, seller activation assets, and solution‑specific GTM guidance.
Collaborated with partner executives, alliance leads, and field teams to support onboarding, co‑sell readiness, and joint planning across Microsoft and AWS motions.
Advised AspenTech and partner stakeholders on scaling repeatable GTM systems—spanning enablement, campaign execution, and performance tracking—across global industrial markets.
Powering Industrial Digital Transformation with AspenTech and Microsoft
See how joint value propositions, partner storytelling, and cloud-aligned GTM execution come to life across the AspenTech–Microsoft ecosystem—featuring video and content assets I led and delivered to support trust, adoption, and marketplace-led growth.
Don't take my word for it...
Don't take my word for it...
Debra Webb - Senior Manager, Global Partner Marketing - GSIs at Zscaler
"Shaun is an outstanding B2B product and partner marketing professional. She brings razor sharp content strategy, nuanced positioning, market intelligence, and stellar project management to her work."
Morgan Milner Padrnos - Senior Marketing Consultant at The Channel Company (TCC)
"Shaun is an incredibly smart and well-rounded leader. Our team has leaned on her expertise in partner strategy, and she's been a willing collaborator, bringing fresh ideas to every project. Shaun does her research and leads strategic, forward-looking, and thoughtful conversations. She knows how to build successful programs and brings tremendous value to any team."
Riwanki Wahlang - Senior Graphic Designer at Chillibreeze
"I’ve had the pleasure of working closely with Shaun Martinez for the past five years, and I can confidently say she is one of the most effective and thoughtful leaders I’ve collaborated with.
Shaun has an exceptional ability to guide teams through complex projects and GTM programs with clarity and purpose.
She consistently provides clear strategic direction while remaining approachable and open to discussion, a balance that is not easy to achieve.
Among the many initiatives we worked on together was the AWS VIPMAP program, which Shaun built, scaled, and led. It was a large and demanding effort, and her leadership, structure, and ability to align stakeholders were instrumental in delivering strong results.
What stands out most is how efficiently and collaboratively she works. She brings people together, ensures alignment, and keeps teams focused on meaningful outcomes.
Shaun is a dependable and inspiring leader, and I would highly recommend her to any organization or business looking for a strategic partner who can combine vision, clarity, and execution to drive real results."
Carolyn Fordyce - Senior Consultant at The Channel Company (TCC)
"I had the pleasure of working alongside Shaun for five years, and I can say without hesitation that she's one of the most dependable and talented colleagues I've ever had.
Shaun has this remarkable ability to jump into any situation and immediately add value. I lost count of how many times she stepped up to review content & messaging and transformed them with minimal direction. She has an eye for quality and the initiative to act on it, which made her invaluable to our team.
See them on LinkedIn!
Page updated
Google Sites
Report abuse