CRN 2018 Women of the Channel Details

Angela Armstrong

VP Marketing, Dasher Technologies, Inc

Location: Campbell, CA


Number of years in current position: 2

Number of years involved with indirect sales: 9

Twitter Handle: @angela_armst

Fun Facts:

Sits on a company board
Has worked for a solution provider organization
Has a mentor
Is a mentor
Loves Instagram
Has studied abroad

Biography and Background:
Angela Armstrong joined Dasher in 2009, witnessing firsthand the rapid growth and market expansion of the company over the last nine years. With her experience in direct sales and marketing, she has built the Dasher business development team from the ground up, and established the core marketing strategies and campaigns for corporate and partner execution. Angela's expertise in corporate event planning has developed Dasher's reputation for memorable client events that result in increased customer engagement and acquisition. She is responsible for all aspects of the Dasher brand, marketing strategy, business development, lead generation and client engagement as well as supporting the management and enablement of the partner ecosystem. Angela holds a BA in Public Relations and Advertising from Chapman University. Prior to Dasher, Angela worked in print and online advertising sales. Angela is loving spending time with her baby girl and has a little boy on the way due early 2018. She is still learning how to find the right balance between lullabies, traveling and entertainingboth at work and at home.

How have you personally helped advance your company's channel business over the past year?
Dasher Technologies launched the business development program in 2011 to establish a solid lead generation engine within the company. Angela has built a farming system that has fed both our inside sales and outside sales teams to educate and train the representatives with a marketing background. This past year, Dasher has focused on creating cohesive tactics within our sales and marketing relationships in order to drive better ROI. Seven years later, 70% of our sales force is comprised of representatives who began their Dasher career as business development representatives under the marketing department.

What are your goals for your company's channel business over the next year?
At the forefront of Dasher's marketing strategy, Angela is working to better align the sales and marketing departments to nurture leads and increase the close rate to 20%. Another initiative is to transform our digital marketing strategy to increase the footprint in our markets.

What honors, awards, or commendations have you won over the past year?
Last year, CRN recognized Angela as a "Marketing Hero" and included her in a national digital campaign highlighting Dasher's marketing successes. Angela was also named to the HPE Marketing Partner Advisory Board.

Outside of your family, please name a woman you admire and why:
I admire all the women empowered enough to publicly speak about their sexual harassment and assault experiences. As a mother of a young daughter, I hope to raise her with the same grit and dignity as the women of this movement have shown.

What advice would you give your 16-year-old self?
Appreciate the people in your life that help mold you into the person that you will be in the future. You don't realize how influential their guidance can be and how much there is to learn from them.

If you could master any new job-related skill, what would it be and why?
The power of negotiation because it can play into any working relationship you may have, whether it be an executive, peer, or client.

What's the best book you read this past year and why did you like it?
As a mom of a two year old, most of the books I read are children's stories. Currently, the book "Oh the Places You'll Go" by Dr. Seuss is one of my favorites because it teaches young children the power of adventure and that you can steer yourself any direction you choose.

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