Location: Eden Prairie, MN
Number of years in current position: 1
Number of years involved with indirect sales: 12
Biography and Background:
As Director of Marketing Communications at Arcserve, Leslie is responsible for leading the company's global brand positioning through communications programs that drive worldwide awareness, accelerate business growth and strengthen channel partner relationships. She has 13 years of marketing communications and product marketing experience across data protection, digital and news media, and information management. As Thomson Reuters' Client and Product Marketing subject matter expert for its Legal Managed Services and Litigation Solutions divisions, Leslie led the strategy and implementation of communications and demand generation campaigns that aligned with client buying cycles, and launched a social selling program that expanded the company's market share. At Kroll Ontrack, Leslie designed multi-touch demand generation programs that targeted consumers based on behavior to increase product and brand preference, and drove brand engagement and partner retention through loyalty programs. Leslie is passionate about learning how partners can leverage industry trends to differentiate themselves from the competition through unique approaches for prospecting and solution-selling. Leslie has a Bachelor of Arts in Journalism and Advertising from the University of St. Thomas. She and her husband live in Eden Prairie, Minnesota, where they enjoy gourmet cooking and anything outdoors or football-related. Leslie is expecting her first child in May.
How have you personally helped advance your company's channel business over the past year?
I have led the development of an expansive brand positioning initiative to ensure all employees accurately convey our messaging to the channel, including the creation of resources to inform sales and partners on product and corporate differentiation. In tandem, I facilitated partner program advancements that included re-architecting our partner portal for a better user experience and developing several nurturing campaigns to establish positive mindshare and interest, and converted to leads. Achievements: Global press coverage: 32% increase in quality YoY; 73% increase in quantity YoY. Industry recognition: The Channel Company's Top Midmarket and distributed enterprise IT Executive, CRN's 20 Coolest Cloud Storage Vendors of the 2016 Cloud 100, 2016 and 2017 CRN Channel Chief, 2016 Minneapolis/St. Paul Business Journal Titan of Technology, Computer Singapore Readers' Choice Network Storage Award. Revamped our content marketing strategy by aligning sales / marketing materials to specific points in the buyer lifecycle, and developed reader behavior-based nurturing programs. Using this approach, we understand what prospects are interested in and where they are in the buyer cycle and provide them relevant materials. Launched a new online portal to enhance the partner experience by re-designing the navigation and implementing one-click partner access to our education and rewards programs.
What are your goals for your company's channel business over the next year?
As a 100 percent channel-focused organization, Arcserve is dedicated to delivering highly robust, yet elegantly simple data protection solutions and support that make it easy for our partners to exceed their customers' expectations. For 25 years, our solutions have consistently redefined the way businesses protect their most critical data, and 2017 will be no exception. Through some exciting new offerings we will bring to market as part of Arcserve UDP, we will provide our channel partners with new opportunities for portfolio and customer expansion, as well as affordability for any size business.
Outside of your family, please name a woman you admire and why:
Jackie Kennedy Onassis - she single-handedly created the Camelot fairytale to ensure JFK's legacy and achievements, of which has captivated the nation for over 50 years. This, all the while maintaining astounding composure during a time of extreme grief and change.
What advice would you give to young women who want to begin careers in technology?
In a historically male-dominated industry, I believe the key is to educate yourself and be open to giving your opinion - even if it's not the popular one. Women take a thoughtful approach to situations, which can be an advantage when forming different ways of engaging with IT professionals and developing programs that drive new business. Understand your value and ultimately, how you can uniquely apply it to your company. Finally, be open to constructive criticism and refrain from taking things personally. Focus on really listening - not just hearing - when someone gives advice.
If you could be any movie character for one day in real life, who would you be and why?
Batman: he worked behind the scenes to drive positive change and didn't rely on affirmation or praise. And I'd like to drive the Batmobile!
If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
Ravello, Italy, just above the Amalfi Coast. Looks gorgeous and has quite a history!
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