One of our "Power 100 Vendors"
Biography and Background:
Betsey Pashayan is Director, Global Partner Marketing for NetApp, and has responsibility for the development of programs for and communications to NetApp's reselling partner community. Betsey and her team have oversight for collaborating with the company's global channel marketing resources to deliver revenue-generating programs across NetApp's portfolio of storage and data management solutions. Her responsibilities include creation of marketing strategies and plans, collaboration with ecosystem partners in joint marketing, and development of demand generation programs that increase revenue for partners. Prior to NetApp, Betsey was at EMC where she pioneered new organizations in field marketing overseeing programs and operations as well as Alliance marketing with responsibility for partners Cisco, VMware, Brocade and VCE. Prior to EMC Betsey led Americas Field Marketing for RSA, the Security Division of EMC and held leadership roles at Progress Software. Betsey earned her Bachelor's degree in Communications from the Newhouse School at Syracuse University. Betsey's passion is solving business challenges through innovation of processes, systems and organizational design.
How have you personally helped advance your company's channel business over the past year?
I joined NetApp in 2015 to build a global team tasked with developing resources to market to, through, with and for reseller partners. This year my role was expanded to include Partner Communications and additional partner types technical alliances, GSI and OEM partners. My focus this year was to deliver consistent resources that make it easier for partners to activate sales teams, collaborate with partners like Cisco and drive demand across our solution priorities. We simplified launch and campaign packaging, increased digital content and social outreach to partners. I led an initiative to audit and redesign our communications governance and delivery channels to streamline content and vehicles to improve the partner experience with NetApp communications. Increasing partner-led demand generation was a key priority in 2016. I drove the expansion of resources from a single email nurture program to a multi-tool platform offering partners pre-packaged, customizable, solution-based programs for: lead development and nurture, teleprospecting, content syndication, and social engagement. Partner adoption dramatically increased, exceeding 150% increase Y/Y. Partner impact on these free/affordable achieved record results, in one case delivering $3M:1 ROI.
What are your goals for your company's channel business over the next year?
- Accelerate Partner Growth: Drive partner demand for Flash to garner top marketshare position, promote partner service delivery to increase their profitability, activate partners to drive SolidFire line/optimize lead passing to partners. - Improve Partner Experience: Deliver predictable and consistent materials partners use to activate more sellers and drive more demand across priorities. Equip partners to be self-sufficient driving demand, drive services value and customize our Distributor engagement taking advantage of their sales machine with broad-base of resellers. - Partner Ecosystem Optimization: Capture new customer targets by supporting new resellers and alliance partners to drive demand around our market leading Flash/FlexPod CI solutions.
Outside of your family, please name a woman you admire and why:
My grandmother. At 16 she left Sweden alone, bound for America with no plan for survival or success. I channel her indomitable spirit that taught me that as long as I have a vision of success, I will figure out the path to get there. She instilled in me my mantra 'I may not know, but I'll figure it out." This helped me build my career 'skill' of builder of things uncharted.
What advice would you give to young women who want to begin careers in technology?
Don't fear the threat of change, embrace it for the possibilities can provide you with new skills, solve new problems, and impact the outcome of business. Our industry, employers and relationships change constantly. What were tasked with doing at the beginning of the year may have no relation to what you look back on as the body of work you delivered 365 days later. That's ok. If you are seen as an agent of change, you will be an asset to your business and seen as one who can be part of the team that will convert vision to revenue.
If you could be any movie character for one day in real life, who would you be and why?
Walter Mitty - All the benefits of travel and adventure without having to pack another suitcase and/or get on a plane.
If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
Vis, Croatia - A remote island, somewhat lost in time, known for its wines and mid-century mystique. Blue seas, small town on the coast surrounded by nature. If you want to escape the crazed world of IT in America, it seems like it would be a polar opposite lifestyle. No better way to reboot than to disconnect!
Unedited Content Provided By Participants