On a recent episode of Ecosystem Aces, Justin Davis, Global Head of Strategic Alliances at Tealium, joined Chip Rodgers, Chief Partner Officer at WorkSpan, to discuss Tealium’s strategic partnership with AWS, the evolving landscape of Martech, and how modern partnerships are shifting toward multi-party collaboration.
Justin, who has been with Tealium for over three years, shared insights into how Tealium is leveraging partnerships to enhance customer data activation, its recent Strategic Collaboration Agreement (SCA) with AWS, and how multi-partner ecosystems are redefining how ISVs, hyperscalers, and GSIs collaborate.
Key Takeaways from the Conversation
🔹 Tealium’s Strategic Collaboration with AWS
• Tealium recently signed a Strategic Collaboration Agreement (SCA) with AWS, a process that took 18+ months of alignment across build, market, and sell motions.
• The partnership enables deep co-selling, allowing Tealium to integrate with AWS’s cloud infrastructure while leveraging AWS Marketplace for streamlined procurement.
• Cloud-driven go-to-market strategies are essential for ISVs—aligning with hyperscalers like AWS provides scalability, credibility, and joint sales motions.
🔹 The Shift to Multi-Party Partnerships
• Modern partnerships aren’t just one-to-one relationships anymore—they involve multiple players, including:
• ISVs (Tealium, Salesforce, Adobe, Braze, ContentSquare, etc.)
• Cloud providers (AWS, Google Cloud, Microsoft Azure)
• System Integrators (GSIs, boutique consultancies, and agencies)
• Successful partnerships require clear swim lanes, defined roles, and measurable impact, ensuring all players contribute to a holistic customer solution.
• Aligning incentives across multiple partners ensures smoother execution and higher customer value.
🔹 Navigating Co-Sell with AWS and Cloud Marketplaces
• Cloud marketplace adoption is accelerating—by selling through AWS Marketplace, Tealium enables customers to use their pre-committed AWS spend to purchase solutions, reducing procurement friction.
• Co-selling with AWS sales teams is critical—connecting Tealium’s sales teams with AWS account executives helps navigate enterprise customers and expand adoption.
• AWS acts as a quarterback—helping ISVs and partners identify opportunities across industries, geographies, and enterprise divisions.
🔹 Tealium’s Approach to Co-Building and Competitive Alignment
• Tealium takes a neutral, best-of-breed approach, integrating seamlessly into various Martech stacks while allowing customers to choose their preferred technology mix.
• Avoiding direct competition when possible—instead of trying to replace existing solutions, Tealium enhances customer experiences by ensuring first-party data is clean, consented, and easily activated.
• Strategic partnerships help customers maximize existing investments, ensuring that even competitive solutions can coexist in a broader data-driven ecosystem.
Final Thoughts
The Martech landscape is evolving rapidly, with multi-party collaboration, cloud marketplace adoption, and data-first approaches driving the next wave of innovation. Tealium’s partnership-first mindset, deep AWS alignment, and strategic co-sell motions position it as a leader in customer data orchestration.
📢 Watch the full episode to learn how Tealium is shaping the future of Martech partnerships! #EcosystemAces #Tealium #AWS #Martech #Partnerships #CloudComputing
Chip is passionate about building strong communities and ecosystems around enterprises to build excitement for the category, deliver value for customers, and grow the business. Prior to WorkSpan, Chip was with SAP for over 13 years, most recently growing the SAP Community Network to over 2 million engaged customers, partners, and developers. He has an MBA from the University of Chicago and an engineering degree from Northwestern.
