CRN 2018 Women of the Channel Details


Kristina Austin

Sr. Director, Global Alliances, Cloud Service Providers and Industries Marketing, Dell EMC

Location: Hopkinton, MA

URL: http://www.dellemc.com

Number of years in current position: 4

Number of years involved with indirect sales: 18

Twitter Handle: @AustinKristina

Fun Facts:

Has a female boss (or is top executive at company)
Has an advanced degree (a degree higher than a bachelor's degree)
Has an MBA
Has a mentor
Is a mentor
Has climbed a mountain
Can ride a horse
Has studied abroad

Biography and Background:
Kristina Austin, Senior Director, Global Alliances, Cloud Service Providers and Industries Marketing, leads the team focused on building the go-to-market strategy with alliance partners worldwide. The team's charter is to develop strategic marketing programs to drive incremental partner opportunities through differentiated horizontal and vertical solutions. Her team is responsible for generating awareness for jointly-developed solutions and executing demand generation programs with partners - globally and in each geographic region. Her team develops the global alliances partner program tracks (cloud service providers, systems integrators and strategic outsourcers), ensuring that the requirements and benefits (business development funds, rebates, training, marketing programs) drive relevant and incremental business with partners. Kristina has held global partner marketing and Americas channel leadership roles at Dell EMC since 2003, including with the enterprise content division, RSA and core EMC storage division. During these 15 years, Kristina's teams have managed strategic marketing programs with systems integrators, independent software vendors, original equipment manufacturers, reseller, DMR and distribution partners. Prior to joining Dell EMC, Kristina managed technology and ISV partner marketing teams at software companies Open Market and Divine Inc. Based in Boston, Kristina is involved in athletic programs for individuals with disabilities and supports community-based local arts organizations.

How have you personally helped advance your company's channel business over the past year?
In 2017, two distinct, separate partner programs merged into the Dell EMC Partner Program as a result of a large, collective effort by the newly combined Dell EMC partner teams. During this time, I brought the legacy marketing teams together under one new global alliances, cloud services providers and industries marketing organization. We expanded the footprint of the global marketing team to develop strategic marketing campaigns aligned to the partner growth plans and execute demand generation campaigns with partners in all regions. We also enhanced the program to enable partners to develop differentiated vertical and horizontal solutions and get to market faster, enabled in part by new benefits such as earned business development funds and rebates (for CSPs and SOs), incremental proposal business development funds and a flexible framework of custom and a-la-carte training options. To ensure continuous feedback and dialog with our partners, we conducted regional and global partner advisory boards and alliance summits, provided the platform and opportunity for Dell EMC CSPs and solution providers to connect and collaborate. We focused our marketing efforts on highly-targeted sales enablement and demand generation programs.

What are your goals for your company's channel business over the next year?
In 2018, we will continue to expand and accelerate the impact of our strategic initiatives and enhance our partner relationships. My goal for the global alliances, CSP and industries marketing organization is to make it simple for partners to conduct business with us, market relevant and differentiated solutions, and drive marketing campaigns that deliver incremental revenue and ROI for both us and our partners. We will continue to leverage business development funds, build enablement tools, playbooks and solution catalogs, and provide marketing concierge services to get to market faster, and enable sales teams to represent our joint solutions to customers.

What honors, awards, or commendations have you won over the past year?
I was recently asked to lead the professional development committee of the global alliances Women in Action (WIA) chapter. Our organization focuses on providing the women within global alliances the opportunity for mentorship for personal and professional development in addition to quarterly trainings, annual day of service, conference attendance and leadership panels. I am excited about the community that will be developed, not only within Dell EMC, but also with key women leaders from our partner and customer community.

Outside of your family, please name a woman you admire and why:
I really admire entrepreneurial, socially-minded women who found companies, start movements or lead organizations in a new way, because they draw on their personal experience and take action. Women like Reshma Saujani, founder & CEO of Girls Who Code who wants to close the gender gap in technology by building a pipeline of future female engineers. Or Eunice Kennedy Shriver, founder of the Special Olympics who was inspired by personal experience to start a global organization to provide opportunities for athletes with disabilities. Also, social entrepreneurs like Melinda Gates who are changing the global philanthropic investment model.

What advice would you give your 16-year-old self?
Vala Afshar at Salesforce recently said: "Everyone you meet knows more about something than you. Talk with people, listen with interest and stay teachable." Great advice at any age. I'd encourage my younger self to build a global perspective and a foundation of skills - critical thinking, public speaking, negotiation - that can be applied to a long and diverse career. To me, it's about building a dynamic team with expertise which is different from, and complements, your own; building a strong network of colleagues and mentors; and staying flexible, ready to pivot, reinvent yourself, and adapt to constant change.

If you could master any new job-related skill, what would it be and why?
Organizations that embrace digital and IT transformation are redefining entire industries. Every organization today faces the imperative to transform or become obsolete. How companies respond to the "innovators dilemma" influences our business decisions and partner relationships each day. To lead in this environment, I want to continue to hone my competitive and financial analysis skills to anticipate potential threats and opportunities in the market and ensure that, together with our global alliances partners, we can deliver innovative solutions and value for customers. Understanding how to evaluate strategic opportunities, assess risk, and invest for growth is critically important.

What's the best book you read this past year and why did you like it?
Like most people, I am typically reading a few books at once! For fun, I am reading "Boys in the Boat" about a US Olympic rowing team who overcome adversity to win a gold medal. From a business perspective, I am enjoying Patty Azzarello's book "Move" which is about being a decisive leader and executing strategy despite obstacles, setbacks and changes. Patty's experience as a female IT executive at HP resonates with me as my global and


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