CRN 2017 Women of the Channel Details


Anna Dorcey

Vice President, Americas Field and Partner Marketing, VMware

Location: Boston, MA

URL: http://www.vmware.com

Number of years in current position: 0.4

Number of years involved with indirect sales: 25

Twitter Handle: @annadorcey

Fun Facts:

Has a female boss
Enjoys public speaking
Has worked for a solution provider organization
Has a mentor
Is a mentor
Has a personal mantra
Can ride a motorcycle
Had a lemonade stand

Biography and Background:
Anna Dorcey is vice president of Americas Field and Partner Marketing at VMware. Anna is responsible for strategy and execution of field and partner marketing initiatives within the Americas, inclusive of LATAM & Canada, to deliver and maintain market growth, market share and measurable return on investments. She is also responsible for delivering go-to-market strategies and plans for top global accounts in the Americas, including System Integrators, Service Providers, Strategic Outsourcers and OEM relationships. She brings a track record of proven success to this role. Anna has more than 25 years of experience in sales and marketing. She joined VMware in 2016, coming from Dell/EMC, where she held leadership positions in Global Alliances Marketing, and ran Americas Field and Partner Marketing. Anna has been the recipient of several awards, including the EMC Innovator Award 2013 for marketing, CRN's Women of the Channel Award in 2014, 2015 and 2016 - including achievement of the "Power 100" designation and finalist for the prestigious EMC John Howard Award in 2014 for Common Sense Marketing. She holds a Bachelor of Arts in Business Communications from Vanguard University of Southern California.

How have you personally helped advance your company's channel business over the past year?
In the short amount of time I have been with VMware, we have already transformed the organization, realigned our team members so that they can drive larger and more focused solution-oriented programs with fewer partners, drive scale with our distribution partners and work with our team to plan through a more data centric approach. Over the next year, we will deliver a more focused, programmatic marketing approach so that our GTM initiatives with our partners can be in market quicker and add value to our customers.

What are your goals for your company's channel business over the next year?
We will continue to transform the field marketing organization in conjunction with our corporate teams to deliver better, turnkey solutions that allow our partners to have improved go-to-market strategies that incorporate both sales and marketing. One of the key initiatives is to ensure that we are able to track pipeline and opportunities through an advanced process and utilize the data to help drive demand planning, with the right tactics, with our partners to help grow their businesses.

What honors, awards or commendations have you won over the past year?
I was humbled and privileged to have received the CRN Women of the Channel Award in 2016 as well as the Power 100 designation last year for the work we did at EMC, now a Dell Technologies company.

Outside of your family, please name a woman you admire and why:
Coco Chanel said, "The most courageous act is still to think for yourself. Aloud." She was a trendsetter and challenged gender norms personally and professionally, breaking many ceilings in her time. She changed the way women dressed so they could be comfortable, and finally made it acceptable for a woman to wear a suit.

What advice would you give to young women who want to begin careers in technology?
Be yourself, take risks and don't be intimidated by a title.

If you could be any movie character for one day in real life, who would you be and why?
Wonder Woman, because she can do it all seamlessly and never have a hair out of place.

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I would go to Cairo, Egypt to see the pyramids and be where the mecca of knowledge and learning of the world first started.


Unedited Content Provided By Participants