CRN 2017 Women of the Channel Details



Location: Madrid, ES


Number of years in current position: 3

Number of years involved with indirect sales: 10

Twitter Handle: @AMANEIROM

Fun Facts:

Is fluent in another language
Enjoys public speaking
Has an advanced degree
Has an MBA
Has worked for a solution provider organization
Has a mentor
Is a mentor
Has a personal mantra
Had a lemonade stand

Biography and Background:
Almudena is a versatile and innovative global senior manager, with more than 16 years of international marketing, B2B, sales enablement, partnerships and business development experience working and leading teams in different countries and regions. She is passionate about partner success and supports companies to better understand customers and channels and how to connect with them. Almudena holds a BA Economics by the Bremen University and a MBA with LaSalle and Manhattan College.

How have you personally helped advance your company's channel business over the past year?
I have consolidated our diverse channel ecosystem into one program globally, which was necessary after BlackBerrys' numerous strategic acquisitions, and as well increased the overall impact of the channel on BlackBerry's software business. In over 9 months, we have grown +65%. I also worked together with our key distributors to make sure we reduce the recruitment time and increase the quality of partners that we onboarded. In addition, I have also focused on improving and streamlining our channel communication which has improved our engagement with channel partners significantly. Our partners are now much more involved with BlackBerry's value proposition and better equipped to articulate the new BlackBerry software story. On top of that it was critical that our business invests in the channel, so I make sure that we always have secured funding to drive and execute on multiple channel campaigns. I also developed a process to analyze program effectiveness and quantify revenue/pipeline generated from the execution of channel partner programs. We have worked very hard to establish a rigorous world-class program that was recently recognized by CRN with a 5 Star rating.

What are your goals for your company's channel business over the next year?
Next year is about improving the partner experience and maximize partner productivity. We are investing in technology to improve experience and simplify the ease of doing business, as well as ensuring that partners are integrated into everything we do. We want our channel to be excited about our program and BlackBerry as a security software vendor. We are revamping our partner hub, and will work to expand our demand center for partners to drive their demand generation efforts and accelerate their business. Another key point is driving awareness around our recently launched specializations, which support partners looking to differentiate themselves.

What honors, awards or commendations have you won over the past year?
2016 Gold Star - The highest degree of recognition awarded to the top employees. Award received in recognition of work done around the consolidation of the channel programs and the impact results globally for BlackBerry.

Outside of your family, please name a woman you admire and why:
Marie Curie, I read her biography when I was a child and since then she has stand out as a source of inspiration. She showed determination, courage, resilience and perseverance when she faced challenges. She managed to make her place in the male dominated scientific world and was the first person to win two Nobel Prizes which is quite an achievement. One of her famous quote is about perseverance and above all have confidence in ourselves.

What advice would you give to young women who want to begin careers in technology?
Paraphrasing the Adidas claim, always think that "impossible is nothing". Remain curious and work on improving your skills and knowledge. Also, work on establish your reputation and credibility, it is very important as you advance in your career. And above all, love what you do. People with passion can make the impossible happen.

If you could be any movie character for one day in real life, who would you be and why?
There are a lot of female Characters out there (Scarlett O'Hara, Sarah Connor, Clarice Starling, Erin Brockovich, Ilsa Lund, etc..) but as this year is all about Star Wars, I will go for Princess Leia, iconic female character, a strong and courageous woman who takes an active role in her destiny.

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I have never been in Asia, and the culture fascinates me. If I must pick one city, I would pick the capital of Japan. Tokyo has everything you can ask of a city, seems to be in constantly reinvention, it is very cosmopolitan, amazing food and the exquisite parks and gardens that showcase so much peace.

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