CRN 2018 Women of the Channel Details

Crystal Overstreet

Organizational Transformation, Fujitsu America, Inc.

Location: Eugene, OR


Number of years in current position: 2

Number of years involved with indirect sales: 14

Twitter Handle: @FujitsuAmerica

Fun Facts:

Has a female boss (or is top executive at company)
Can code
Sits on a company board
Has worked for a solution provider organization
Has a mentor
Is a mentor
Is an extrovert
Has climbed a mountain
Can ride a horse
Has written a song
Has always wanted to be a teacher

Biography and Background:
Crystal Overstreet - ambitious, innovative, and determined. And a passionate advocate for the value of a channel-centric strategy. Within the last year, I lead Fujitsu America's Product Platform Group through an organizational transformation program to deliver a unified, comprehensive channel program and model to North America customers. As part of the execution of the transformation, I setup a team of 23 to deliver Channel Inside Sales / Ecosystem, designed to expand partner relationships (both in depth and breadth). During my tenure at Fujitsu, I received awards for my contributions toward streamlining our channel operations, launching global channel programs in North America, and bringing innovation to problematic channel processes and tools. I've been in the high tech industry for over a decade; prior to that, I delivered marketing for a local manufacturer, and supported small businesses as an employee of the LCC Business Development Center.

How have you personally helped advance your company's channel business over the past year?
In 2017, I led the Fujitsu America Product Platform Group through an organizational transformation, which resulted in a channel-centric, channel-first charter for the organization, and a transition plan to deliver the changes. This included everything from process reengineering, shifting and retraining of resources, to deploying a 'channel readiness' approach in every step of our preparation and enablement activities. In addition, Fujitsu invested in a 23-person Channel Inside Sales organization, delivered by a 3rd party vendor. This initiative includes three primary focuses - acquisition, development and end-user demand generation - essentially creating a channel ecosystem. I managed this project end-to-end, from contractual negotiations to defining and personally delivering onboarding training, to operationalizing the initiative, to account planning, oversight and forecasting.

What are your goals for your company's channel business over the next year?
The Product Platform Group's 2018 strategy targets a 15% increase in through-channel revenue, as well as a significant increase in incremental channel revenue. The Channel Inside Sales initiative is also reflective of our solemn commitment to evolving into an organization that delivers best of breed in terms of programs, tools and support for our valued channel partners.

What honors, awards, or commendations have you won over the past year?
March 2017 - Personally appointed by Fujitsu America ELT COO Gavin Bounds, to lead the PPG Transformation Program October 2017 - Appointed to lead the Channel Inside Sales initiative I also was appointed to lead the PPG group through a company-wide change program, known as VelocIT, which delivered an integrated, streamlined operational structure and strategy for the broader Fujitsu America organization. This program was initiated in April 2016, and I concluded my involvement February 2017.

Outside of your family, please name a woman you admire and why:
Liz Parnell, Head of Business Integration at Fujitsu America, is one of the sharpest women I've had the pleasure of working with. Liz is one of the best workshop experts you can find, with a keen ability of getting buy-in from even the most stubborn of personalities. She approaches challenges with optimism, tackles objection with wit-infused open dialog, and projects utmost professionalism, unknowingly setting the bar high for peers and colleagues alike.

What advice would you give your 16-year-old self?
"Sometimes you have to bring people along on the journey, despite ending up at the same outcome". I was an editor-in-chief of the school newspaper, comfortable implementing change from a top-down perspective. Hind-sight, change is much more effective if you get buy-in along the way from folks who can help champion your cause. My second piece of advice to my 16 year old self: "No one is too good for etiquette class..."

If you could master any new job-related skill, what would it be and why?
I have a wide range of experience due to exposure in change programs, but the one area I have not gone into directly is designing effective career framework programs in today's digitally transformed workplace. I'd like to participate in the exploration of writing career advancement paths appropriate for businesses in 2018, with an advancement dependency on automation initiatives.

What's the best book you read this past year and why did you like it?
"I Married Adventure" by Osa Johnson, 1940. Osa and her husband Martin were pioneers in their industry, being the first photographers of native tribes in Borneo, the vast wildlife of Africa, and aerial images of Mt Kenya, to name a few. I am inspired by their continuous determination to bring beauty from around the world right to America's doorstep, and not just through photography, but also by engaging and participating in the communities and cultures they encountered. It's a story that reminds us to be involved, be persistent, and that life is short, there is no time to waste.

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