CRN 2017 Women of the Channel Details

One of our "Power 100 Vendors"

Sandra Haan

Senior Director, Global Partner Marketing, VMware

Location: Palo Alto, CA


Number of years in current position: 5

Number of years involved with indirect sales: 18

Twitter Handle: @sandrahaan

Fun Facts:

Enjoys public speaking
Has a mentor
Is a mentor
Has a personal mantra

Biography and Background:
Ms. Haan is responsible for Global Partner & Customer Communications at VMware, where she and her team deliver high impact communications and engagement events to a global ecosystem of partners, customers and internal clients to accelerate business success. Sandra joined VMware in 2012 and prior to that spent 13 years at Oracle in a variety of regional and global channel roles including marketing, business development and communications. Sandra is a graduate of UC Santa Barbara with a BA in History.

How have you personally helped advance your company's channel business over the past year?
My team and I have expanded the opportunities for partners to engage with us through our events and communication channels to further grow our partnerships. We have done this through the launch of Partner Marketing Forums: a series of one-day regional sessions spent with VMware and partner marketing managers to share marketing strategy and vision and gather feedback on current marketing offerings. Partner Marketing Forums have allowed us to reach over 150 local partner marketers to further our mutual business goals. In addition, my team led a re-launch of our social media syndication platform enabling partners to easily engage with their customer base.

What are your goals for your company's channel business over the next year?
Over the next year, I am working to improve the partner experience at annual VMware partner events. With the changing landscape and continued shift to the cloud and "as-a-service" models, we need to evolve how we engage with our partners to provide them the information they need to support their customers and grow their business. In addition, my team and I will be working to expand how we make information available to our partners and work to refine our database to ensure we are delivering the right message to the right partners at the right time.

What honors, awards or commendations have you won over the past year?
I was named to CRN's Women of the Channel list in 2016, and I was also included on the CRN Women of the Channel Power 100 list in 2016.

Outside of your family, please name a woman you admire and why:
I admire Ellen DeGeneres. Ellen embodies a sense of fun and generosity and always makes a point to acknowledge those that are doing good in this world. She uses her fame and platform to promote happiness and kindness in this world, and that is something I admire.

What advice would you give to young women who want to begin careers in technology?
You have to push for your own opportunities and not be afraid to ask for what you want. Find something you are passionate about. Look for ways to showcase your ambition. Speak up, share your ideas and help shape what you want your future to be.

If you could be any movie character for one day in real life, who would you be and why?
I would be Wyldstyle from "The Lego Movie." She is tough, independent and doesn't let others give her orders, but also has a caring heart and trusts in her friends. Couple that with previously dating Batman and hanging out with Han Solo, Chewbacca and C-3PO and it sounds pretty "awesome" to me.

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I would travel to Serengeti National Park. It is a dream of mine to go on safari and the Serengeti is home to the "big five." Mt. Kilimanjaro is also nearby, and while I wouldn't climb it I would love to see it.

Unedited Content Provided By Participants