One of our "Power 100 Vendors"
Biography and Background:
Tricia Atchison is the Vice President of Global Partner Marketing for CA Technologies. In her role, she is responsible for leading the global partner marketing organization. She drives the Partner Marketing strategy and creates channel marketing programs to enable partners to drive demand, pipeline generation and relevance with their customers across all regions and partner routes to market. Prior to joining CA, Atchison was responsible for Americas Channel Marketing at Symantec and Veritas. She created programs and promotions focused on enabling Symantec/Veritas partners to help them be more successful. Atchison has worked in the channel for more than 20 years, with broad experience in marketing programs, communications and partner programs. Atchison earned a bachelor's degree in Business from the University of Central Florida.
How have you personally helped advance your company's channel business over the past year?
In the past year, I have been focused on developing a global partner marketing strategy aligned to our global partner and overall company strategy. Our strategy is focused on how to better engage our partners to develop joint go-to-market plans that drive thought leadership, generate demand and accelerate pipeline. As part of our strategy, we have revamped our Partner Campaigns and Sales Plays to provide our partners the assets they need to create integrated marketing programs aligned to their specific solution area of focus. In the Fall, we launched a new Partner Experience Platform (portal) to give our partners better access to the latest information on our programs, marketing campaigns, sales plays, events, training and tools. The new platform also provides a self-service demand generation tool to assist partners in creating and execution campaigns and programs with CA. As part of our campaign development process, I focused on aligning to our key routes to market to provide our various partners materials that align to their unique business needs.
What are your goals for your company's channel business over the next year?
In the coming year, I will be focused on driving demand generation and delivering programs that increase alignment and engagement with our partner community. As partner models morph and shift, our marketing programs will be designed to help partners be successful with CA and their customers. My team is focused on working with our partners to develop joint marketing plans that foster thought leadership, create demand and generate pipeline on key products and solutions. Partners are essential to our business and we are committed to providing the programs and tools they need to jointly drive our business.
What honors, awards or commendations have you won over the past year?
In 2016, I received CRN's Power 100 Award from CRN. In my personal life, I received a Running Series Award for completing a six-race series that included five 5K's and one 10K. The races were over a time frame of eight months and timed to provide your finish time and rank amongst your age group.
Outside of your family, please name a woman you admire and why:
I admire Sara Blakely, an American businesswoman, self-made billionaire and founder of Spanx, an American intimate apparel company with pants and leggings. In 2012, Blakely was named in Time magazine's "Time 100" annual list of 100 most influential people in the world. As of 2014, she's listed as the 93rd most powerful woman in the world by Forbes. I admire Sara Blakely for her entrepreneurial spirit. She persevered to reach her dreams even when she faced obstacles. She has a great quote: "It's important to be willing to make mistakes. The worst thing that can happen is you become memorable."
What advice would you give to young women who want to begin careers in technology?
For young women aspiring to succeed in the workplace, my advice is to find a good mentor. I have had several mentors throughout my career who have provided me knowledge and insights from their successes and failures. They give helpful advice on how to approach challenging situations and how to develop both personally and professionally. I would also encourage young women to develop their personal brand using digital platforms. Everyone has a digital footprint, and it is important to determine what you stand for and what you want your reputation to be.
If you could be any movie character for one day in real life, who would you be and why?
If I could be any movie character for one day, I would be Ferris Bueller. Ferris Bueller is a clever and tricky fast talker, a legend in his own time. He decides to call out sick from school, feigning illness, to embark on a wild adventure. He makes the most of his day off from school. Everyone is busy and has hectic schedules. Ferris Bueller's quote sums it up perfectly for me: "Life moves pretty fast. If you don't stop and look around once in a while, you could miss it."
If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I enjoy traveling to new places, meeting new people and experiencing other cultures. There are many places I would like to travel to that I have not yet been. One of the places on my bucket list is South Africa. There are a variety of things to experience from busy cities such as Cape Town and Johannesburg to the wilderness and an African Safari. South Africa offers many of the things I enjoy such as adventure, history and diverse cuisine.
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