CRN 2018 Women of the Channel Details

Elke Ringler

Senior Manager Distribution, Citrix

Location: Munich, Bavaria


Number of years in current position: 8

Number of years involved with indirect sales: 15

Fun Facts:

Has an advanced degree (a degree higher than a bachelor's degree)
Is an extrovert
Can ride a horse

Biography and Background:
Having finalized my studies in law I gained first insight into IT in 1998 with prosecution of software license and patent violations. Since joining Citrix in March 2000 I have held various positions, starting in the legal department negotiating Application Service Providers contracts. Working and succeeding with business partners I realized my passion for channel and therefore moved into channel sales taking the responsibility building an ISV channel for Citrix in Germany. I then stepped into the Distribution business and in 2007 I took over the responsibility for Distribution in Germany and Austria, which was expanded to the whole Central Europe in 2011 where I was able to consistently achieve remarkable results across the region. In 2016/H12017 I was given the opportunity to spread the experience with building a Distribution Team across EMEA reporting to me to set an aligned Distribution Management strategy and then successfully integrate individuals back into the respective areas. I live in Munich, I am married and mother of an 8-years old girl. If time allows I am using the advantage Munich being close to the Alpes for skiing and hiking. Beyond that I enjoy getting an interesting perspective whilst looking through the lens doing photography.

How have you personally helped advance your company's channel business over the past year?
With channel partners being important stakeholders especially into Midmarket I believe in increasing the reach within this market segment when having a broad active partner base. To focus Distribution resources help growing the active partner base and to best leverage the Distribution value adds accordingly I have defined and implemented a specific Partner Development model. This model segments the partner channel by taking mindshare and current skill set into consideration and defines appropriate actions to individually develop the partner and grow the business. As a result we could significantly grow the active partner base in Central Europe and consequently successfully increased Citrix reach especially in the Midmarket.

What are your goals for your company's channel business over the next year?
In a cloud world everything begins with the sale - and this is different to the perpetual world. With the company's strategy "Cloud first", this requires a change of mindset and way of selling. Throughout the existing channel I therefore do see Distributors playing a key role in enabling, supporting and guiding partners to successfully transform their current business approach to a cloud centric one. In addition to that there is great opportunity to identify and recruit new "born in-the-cloud" partners for Citrix and using the broad market access of Distributors for this.

What honors, awards, or commendations have you won over the past year?
In 2017 I got recognized with the CRN Women of the Channel award for my accomplishments over the past year.

Outside of your family, please name a woman you admire and why:
A woman I admire is Malala Yousafzai (born 1997), a Pakistani schoolgirl and now activist who defied threats of the Taliban to campaign for the right for female education. She survived being shot in the head by the Taliban and has become a global advocate for women's rights, especially the right to education. I admire her for her advocacy that has grown into an international movement.

What advice would you give your 16-year-old self?
When you go for aspirational targets you go beyond the general targets. Hence be bold and set yourself aspirational targets - this broadens your horizon.

If you could master any new job-related skill, what would it be and why?
Todays way of working and possibility often requires being really multitasking and this permanent. Therefore in general I would see this as a new job-related skill - for all of us. But since studies have shown that for the human brain it is in fact impossible to permanently focus on more than one task at a time without resulting in time waste due to human context switching - I am confident as otherwise I would no longer be human

What's the best book you read this past year and why did you like it?
Simon Sinek Start with Why: How Great Leaders Inspire Everyone to Take Action I again got inspired by the TED talk I already watched several times. We often tend to start with WHAT rather than WHY and even forget the identify the WHY. The ideas presented in this book are very interesting, well developed with insight, so it is really inspiring if you are looking to sort your thinking regarding why and how things work whether in business but also personal life. I would suggest the book to all business people who wants to go beyond the WHAT and HOW.

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