CRN 2018 Women of the Channel Details

Iren Banfield

Vice President Channel Marketing EMEA, Dell EMC

Location: Bracknell, Berkshire


Number of years in current position: 1

Number of years involved with indirect sales: 15

Twitter Handle: @IrenAtDell

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 worked for a solution provider organization
Has a mentor
Is a mentor
Has studied abroad
Has always wanted to be a teacher

Biography and Background:
I started my career at Xerox and was extremely lucky to be involved in setting up the dealer/reseller channel for Xerox in Russia, working in Moscow and later in Central Asia supporting the setup of two offices in Tashkent and Almaty. It involved supporting the country general manager in the recruitment & set up of a dealer network and warehouse in Central Asia which included hiring local staff. Following a number of assignments in Russia, I was transferred to the Xerox international headquarters where I enjoyed a number of roles supporting the channel business. After 11 years with Xerox, I joined Epson UK as a business manager for a period of two years during which I was recruited by Dell to join the emerging markets business as a brand manager for the newly launched imaging business. I have worked for Dell/Dell EMC since then in a variety of marketing roles and I am currently in charge of EMEA channel marketing.

How have you personally helped advance your company's channel business over the past year?
I am responsible for the channel marketing strategy and plan for the EMEA channel business. Working in close alignment with our key stakeholders across the sales organization and business units, the EMEA channel marketing plan is built around three key focus areas: building the brand & developing strong relationships with our channel partners, engaging & enabling the channel to articulate the Dell EMC value proposition and offer the best technology solutions to our customers; generating demand and building pipeline for the business through Dell EMC led channel events and programs as well as working closely with our partners on pipeline generating activities utilizing MDF funds. In addition, a key part of our marketing plan includes enabling and supporting our distribution partners with impactful incentive programs that drive sell-in and sell-out through the value chain supported by targeted activities run through our call centre. Our ultimate mission is to be the preferred and trusted technology vendor of choice for our partners and their customers.

What are your goals for your company's channel business over the next year?
I'm extremely excited with the progress we have made in our channel business over the past year. Our goal this year is to maintain the great momentum and continue to drive growth. We've just announced a number of exciting new incentive programs, including some key updates to our MDF program, all of which will help drive even stronger pipeline for our businesses. Our flagship event for both customers and channel partners - Dell Technologies World - 30th April - 2nd May, is a key platform for our partners to get updates on our strategy, products and solutions.

Outside of your family, please name a woman you admire and why:
Esther Rantzen for her dedication to many outstanding causes amongst which was the setup of ChildLine - the first national helpline for children in danger or distress open 24/7 throughout the year, the first of its kind in the world. This great initiative was followed by her setting up the charity The Silver Line - for elderly people, to help combat isolation and loneliness in older people.

What advice would you give your 16-year-old self?
If it is at all possible to give a 16-year-old any advice that would be listened to, I would say: cherish your friendships at all stages of your life, invest time in the people who matter most to you as great friendship is the best investment in life. Pick a vocation you love - as you will spend the best part of your life living it. Invest in memories and not things.

If you could master any new job-related skill, what would it be and why?
I am in awe of team members who have amazing skills in manipulating spreadsheets and data. So maybe a course in Excel is in store for me!

What's the best book you read this past year and why did you like it?
One of the books I was keen to read was The Enigma by Robert Harris. Having visited Bletchley Park with my son and also having watched a documentary about the life of Alan Turing, it was fascinating to read a novel about the life and work of the codebreakers during WWII, the incredible work and perseverance that went into cracking the Enigma code and the impact their work had on the outcome of the war.

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