CRN 2018 Women of the Channel Details

One of our "Power 100 Vendors"

Cheryl Cook

SVP, Global Channel Marketing, Dell EMC

Location: Round Rock, TX


Number of years in current position: 2

Number of years involved with indirect sales: 20

Twitter Handle: @CookCherylS

Fun Facts:

Has a female boss (or is top executive at company)
Can code
Is a mentor
Is an extrovert
Has climbed a mountain
Can ride a horse

Biography and Background:
Senior vice president at Dell EMC, Cheryl Cook is spearheading development and strategy for the newly established Global Channel Marketing organization. Beyond her main global responsibilities for branding, partner program marketing, channel events, partner communications, and MDF program investment and execution, Cheryl drives long-term partner marketing strategy, together with regional commercial and infrastructure solution business teams. A vocal advocate for the partner community, Cheryl is known as an innovative, collaborative leader who creates mutually beneficial business solutions that accelerate partner success. Prior to her current role, Cheryl served as vice president, Global Channels and Alliances - leading channel strategy for the company worldwide. Her responsibilities included setting Dell's partner strategy company-wide, as well as developing and executing channel programs, training, certification, and global marketing programs that enabled partners to grow their business with Dell. Cheryl and her team contributed to the growth of Dell's global channel business from 1/3 to over 40% of Dell's total revenue. Prior to running Dell's channel business, Cheryl served as vice president of Enterprise Solutions, where she was responsible for the go-to-market strategy and execution for Dell storage, server, networking and related software businesses. Cheryl has 25+ years of IT and high tech experience.

How have you personally helped advance your company's channel business over the past year?
Our channel team designed, built, branded, and launched the new Dell EMC Partner Program, openly collaborating with partners throughout the process, providing unprecedented business opportunity for partners, and re-affirming Dell EMC's commitment to the channel. Within six months of launch, our top accomplishments included: delivering 20,000 net new customers, raising our partner Net Promoter Score by 12 points, and increasing the profitability of 70% of our partners. My team drove these results through several initiatives including: • Designing and implementing a global channel marketing model in which a global organization builds tools, collateral and programs and delivers them to regions to leverage; this new model drives efficiency, consistency and scale. • Reducing partners' administrative duties and maximizing their marketing efforts with cutting-edge tools: we integrated two portals, two MDF programs/tools and two deal registration systems and we built the Digital Marketing Platform which enables partners to easily access and personalize all of our marketing collateral; providing one-stop digital automation and social content syndication; and delivering analytics, so partners can track leads and target customers. • Hosting events like the Global Partner Summit and Partner Advisory Boards in every region to share program information and solicit feedback on an ongoing basis.

What are your goals for your company's channel business over the next year?
We will continue to invest in and refine our Dell EMC Partner Program, collaborating with partners and expanding across all Dell EMC solution areas. Like our customers, our partners are going through their own digital, IT and security transformations. We will aim to find ways to support the partner ecosystem as digital marketing and social selling become more and more pervasive. Extending our digital capabilities and best practices, in addition to providing digital marketing tools, training and resources we will help our partner community transform the way they market, sell, and integrate these emerging technologies in their own digital journey.

What honors, awards, or commendations have you won over the past year?
• CRN Channel Chief 2018 • CRN 50 Most Influential Channel Chiefs 2018 • Channel Visionaries Top 55 Channel Chiefs 2017 • CRN Most Powerful Women of the Channel, 2017

Outside of your family, please name a woman you admire and why:
As many working mothers experience, it was difficult to balance my career while raising a family with my two sons. You have to have the right support and I was quite fortunate to have Julia, our full-time nanny, housekeeper, and house-wife of 22 years. I admire Julia for her dedication and commitment to my family. Her devotion provided me with the comfort and peace of mind that my children were receiving the best, loving care. Her presence in our family allowed me to pursue my career with confidence- I would not have the career I have without her.

What advice would you give your 16-year-old self?
Be confident, trust your instincts. At 16, as confident as I was, I had a lot of self-doubt and questioned my instincts. As I look back at the choices I made I can say now, I was right; but there was some self-doubt. So my advice is - trust your gut and internal compass.

If you could master any new job-related skill, what would it be and why?
I recently had the opportunity to try the Dell Visor and got a closer look at what these immersive experiences and virtual reality simulations are all about. This is a skill I would like to master! When I was at Sun, we were experimenting with delivering customer experiences and events with Second Life and employee avatars. With emerging technologies like VR and AR, it will be interesting to see how we can create customer and partner experiential engagements, enhancing today's sales and marketing models.

What's the best book you read this past year and why did you like it?
"Grit to Great" by Linda Kaplan Thaler and Robin Koval This book's pragmatic, relatable stories about the power of courage, tenacity, and optimism resonated with me and in many ways reflected our strategy, attitude, and journey at Dell EMC. "Grit to Great" asserts that success is not due to talent, connections, or luck, but, instead, success is a direct result of having the courage to set big goals and the determination and grit to persevere despite the inevitable setbacks. These qualities - ingenuity, tenacity, dedication - inspire me and fuel the innovation and products we create at Dell EMC.

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