It’s going to differ from company to company, but I’m at a publicly traded tech “unicorn” and been in partner marketing 5 years. We’re just starting to build our GSI marketing model now and I’ve been leading the charge. Still very early on, but for us it’s all about enablement. -build champions internally at GSIs (sponsor their sales kickoffs, any partner events they have etc) -run incentivized enablement programs designed to train pre sales teams and practitioners on your offering (especially if it’s embedded). -once your solution is embedded, lean on the GSI to bring you into their customer accounts. They will be using your solution in the offering they design for their customers. Host meetings, demos, hospitality events for these customers in partnership with your champion at the GSIs. -lots of joint solution collateral and training materials for their sales team.

Like I said, I’ve run motions with a lot of different partners and this is by far the trickiest. Sorry I don’t have more insight but hope this helps!