CRN 2017 Women of the Channel Details

Liz Anderson

Sr. Director, Partner Marketing, Avalara

Location: Phoenix, AZ


Number of years in current position: 3

Number of years involved with indirect sales: 17

Twitter Handle: @liz_az

Fun Facts:

Has a female boss
Enjoys public speaking
Has an advanced degree
Has an MBA
Has worked for a solution provider organization
Has a mentor
Is a mentor
Loves Spotify
Has a personal mantra
Can ride a motorcycle
Had a lemonade stand

Biography and Background:
Liz Anderson is Senior Director of Partner Marketing at Avalara, a leading provider of cloud-based tax compliance software. She has dedicated over fifteen years of her career to her passion for channel marketing and sales, and spent three of those years working remotely from Japan. By working on multiple sides of the channel (vendor and reseller) she really understands what's needed to engage and motivate partners and drive mutual success. Liz manages all aspects of partner marketing and her team delivers world class strategy and execution of programs that drive demand and accelerate revenues. Her deep expertise in channel marketing programs and automation tools that allow organizations to scale has positioned her as a sought after thought leader. She received a Bachelor of Arts in business and organizational communication at Concordia College, Moorhead, MN, and has an MBA from the University of Phoenix.

How have you personally helped advance your company's channel business over the past year?
My experience has taught me that aligning marketing and sales is vital for optimal success in the channel. Leveraging a simple framework of with-, through-, and to-partner marketing tactics has helped lay the foundation for scaling partner programs at Avalara. This past year I led a team that created a new marketing development fund program for our channel partners. To allocate the funds, my team created partner tiers based on their contribution to our business, and awarded our most engaged partners with additional funds to drive demand. In order to help our partners target the "right" prospects when driving demand, I'm personally managing a program that allows partners to leverage our internal lead scoring model, so they can apply it to their database. Our to-partner marketing strategy is also picking up momentum to ensure we align our demand generation activities with the sales process. Specific nurture paths, sales enablement tools, and SPIFF programs have been created for partner representatives based on their level of engagement with Avalara. This helps us deepen loyalty, create more meaningful relationships, and allows us to become a true value-added partner.

What are your goals for your company's channel business over the next year?
My goal is to continue to scale and increase partner referrals by over 50% in 2017 through automation of the referral process. This will be accomplished through scale programs that enable partners to easily drive demand and accelerate sales with minimal effort. We use a combination of descriptive and prescriptive analytics to track progress. This ensures we are increasing the number of transacting partners and referrals from partner campaigns quarter over quarter.

What honors, awards or commendations have you won over the past year?
I had the honor to be awarded the "CEO's Choice Award" at Avalara's Global Sales & Marketing Meeting in January 2017. This award is granted to one individual annually who has greatly contributed to not only the success of the sales team at Avalara, but also to the company as a whole. The honor was awarded to me by the CEO of Avalara, Scott McFarlane.

Outside of your family, please name a woman you admire and why:
I admire women who go out of their way to empower other women to reach their full potential. One woman who exudes this trait is Tory Burch. She is a self-made business woman who worked hard to overcome obstacles early in her career and today is a fashion icon. She has used her success to help other women fulfil their dream of becoming entrepreneurs through her foundation. The foundation provides loans to women-owned small businesses and provides specialized business education programs and resources that help females embrace their entrepreneurial ambition. I am also an avid fan of her fashion.

What advice would you give to young women who want to begin careers in technology?
Find a career you are passionate about, as you will be intrinsically motivated to always learn more and will naturally be more successful. Hustle and take on extra projects that help you shine. Leverage LinkedIn to expand your network and seek out professional groups that discuss best practices in your area of focus. Network groups are also a great place to find mentors! Lastly, focus on building your brand. Find ways to position yourself as a thought leader on topics that you are passionate about, as once credibility is built, the sky is the limit!

If you could be any movie character for one day in real life, who would you be and why?
The Invisible Woman (Sue Storm) from the Fantastic Four. Sue Storm's character is one of poise and reason, and she didn't lose her identity after she gained her powers. She remained true to herself. Her electromagnetic powers allowed her to be invisible and create force fields on command. These powers were often underestimated by those around her, and she was able to use that to her benefit and hold the group together using a variety of offensive and defensive tactics. The thought of being able to levitate above ground and travel in time is also pretty alluring.

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I am a huge ecotourism enthusiast and Machu Picchu, Peru is at the top of my bucket list to visit. The allure is the mysteriousness of the ruins and how isolated they are nestled on a hilltop. I can only imagine the magical sense of spiritual oneness I'd feel with nature hiking at this spot, and what an amazing opportunity to experience the ancient Incan culture first hand.

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