CRN 2017 Women of the Channel Details

Rachna Gupta

Head of Demand Generation, Partner Marketing, Amazon Web Services

Location: San Francisco, CA


Number of years in current position: 2

Number of years involved with indirect sales: 5

Twitter Handle: @rachnagupta77

Fun Facts:

Has a female boss
Is fluent in another language
Enjoys public speaking
Has worked for a solution provider organization
Has a mentor
Is a mentor
Has a personal mantra
Has completed a marathon
Had a lemonade stand

Biography and Background:
Rachna is a creative and innovative leader with passion for customer success. Her expertise is in B2B marketing, establishing strategic relationships with channel and alliances, identifying market opportunities through the partner ecosystem, developing effective marketing strategies, creating and executing integrated marketing plans and demand generation campaigns that are designed to increase revenue and ROI. Her journey in channel marketing started in 2012 during her time at Polycom where she was involved in building a new Partner Relationship Management/Deal Registration platform. She undertook several marketing and sales initiatives to improve business process and increase reseller revenue for Polycom. During her time at Centrify, she was instrumental in building CMS and PRM platform and partner onboarding and enablement strategy. She contributed to 25% increase in revenue through joint partner campaigns. In the last 2 years at AWS, Rachna has built a comprehensive demand generation program that delivers demonstrable benefits to AWS Partner Network (APN) Partners.

How have you personally helped advance your company's channel business over the past year?
Rachna has developed a unique program for AWS that is offered as a benefit to APN Partners. Integrated Partner Campaign (IPC) is a comprehensive solution-focused demand generation campaign that is executed with top APN Competency Partners and spans the entire lead lifecycle, from new lead acquisition to opportunity creation. The goal of IPC is to increase awareness, drive demand and generate sales qualified leads through a combined effort of partner led marketing promotions and AWS-led marketing vehicles.

What are your goals for your company's channel business over the next year?
Increasing AWS Cloud adoption through channel is the primary focus for AWS marketing and sales. We understand the significance and value the APN Partners bring in helping customers adopt AWS. We are supporting the AWS Partner Network to help technology companies build their software business globally. One of our goals is to promote our robust Marketplace platform where our partners sell their solutions and products to our customers and prospects. Investing in, training and enabling partners to build valuable solutions on AWS will be a core goal for us over the next year.

What honors, awards or commendations have you won over the past year?

Outside of your family, please name a woman you admire and why:
I admire Indra Nooyi, CEO of PepsiCo because she is a leader that I want to be one day. Through her inductive reasoning, hard work and persistence, she has broken barriers and achieved both professional and personal success. Her quest for knowledge and ability to zoom out and put the problem in the context of its broader environment and then zoom back in to solve the problem is remarkable. She is not afraid of failure and never stops to take risks.

What advice would you give to young women who want to begin careers in technology?
Education is the key to success. Never stop learning and building technical acumen to be successful in technology. It is not necessary to have software engineering or computer science background to have a thriving career in technology, but you need to understand how technology solves a problem for an end user, the benefits, and how it makes business processes efficient. I would like to see young woman to inculcate problem solving techniques, understand the value to short term gains with long term strategic alignment. Look for a company that constantly innovates, believes in diversity, and is customer obsessed.

If you could be any movie character for one day in real life, who would you be and why?
I would like to be John Keating from Dead Poets Society. The character has unique sensibilities and challenges the status quo. He puts the power in the hands of the students and teaches them to look at life in a different way. The character has the strength and resilience to guide and influence young minds through the powerful world of poetry and literature. Education forms the basis for success and the character believes in that.

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
I would like to go to Rome. The city is an amalgamation of rich history, culture and urbanization. The Roman Empire is intriguing and I would like to spend time exploring the architecture and learning more about how the city grew from pastoral settlements to modern day civilization. The city personifies strength and resilience.

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