CRN 2018 Women of the Channel Details

Cheryle Walline

Head of Channels, SME, and Public Sector, Jabra

Location: Lowell, MA


Number of years in current position: 2

Number of years involved with indirect sales: 20

Twitter Handle: @We_Are_Jabra

Fun Facts:

Can code
Has worked for a solution provider organization
Has a mentor
Is a mentor
Loves Instagram
Is an extrovert
Can ride a horse
Has written a song

Biography and Background:
As a woman, veteran, and cancer survivor, Cheryle Walline joined the Jabra team as a natural born leader and employee advocate. She was hand curated to reengineer the Channel, SMB, and Public Sector teams in order to strengthen our partner value proposition. Cheryle's strong foundation is built upon over 20 years' experience from top businesses including HP, 3Com, and IngramMicro to name a few. During her first year at Jabra, Cheryle re-organized the teams, rolled out a program to strengthen the channel partner eco-system, and enjoyed double-digit YOY growth.

How have you personally helped advance your company's channel business over the past year?
I started 2017 with the intention of re-shaping our channel organization from within. We identified our partner ecosystem and how they were being serviced by our team. We then looked to recognize and empower our internal employees to align with these needs. This restructuring allowed for closer relations with channel partners and the opportunity for recognizing and responding faster to their own unique needs while keeping pace with the pulse of the business. We also launched the Jabra One Partner Program. This program was designed to help our network of over 3500 channel partners' increase their profitability and market presence. This collaborative framework makes selling Jabra's innovative audio technology devices easier than before. The program established two partner levels, Authorized and Premium, which simplified the previous 4 tier system. Premium Partners benefit from expanded support, customized agreements, dedicated account management and business investment funding as appropriate for their business growth We've made an effort to make a deep dive into the understanding of our ecosystem, while also segmenting our partners to understand their history and expertise. With this insight, we are able to align the sales resources to maximize each partner's unique potential to succeed in our market.

What are your goals for your company's channel business over the next year?
Over the next year we plan to expand the portfolios that each partner is selling and aid in increasing their penetration into other industry verticals. We would like our channel partners to become familiar with the entire portfolio of GN Audio solutions including Jabra and BlueParrott products.

What honors, awards, or commendations have you won over the past year?
2018 CRN Channel Chiefs - As the IT landscape transforms and solution providers make the necessary shifts to stay current, the annual CRN Channel Chiefs recognizes today's channel leaders with that adaptable mind-set and who have succeeded in creating a partner program that delivers.

Outside of your family, please name a woman you admire and why:
I have a strong admiration for the strength and resolve of Malala Yousafzai and her quest to educate oppressed women. At a young age, she has persevered under the most horrific circumstances to become a champion for women across the world.

What advice would you give your 16-year-old self?
I would tell her it's going to get better. Keep fighting, you are on the right path. Know that you do not need to fight every battle and be sure to make wise decisions based on what's most important.

If you could master any new job-related skill, what would it be and why?
I'd love to expand my knowledge of digital marketing inclusive of social media and metrics driven. Marketing has changed so much during my tenure and the power of Social Media allows us to get in front of millions of people in real time. Understanding how we connect with the audience and how to track this connection is of great interest to me.

What's the best book you read this past year and why did you like it?
Jen Sincero's - You are a Bad A**. I apologize if that sounds crass, but the book is about understanding our own ability to achieve anything we want. "When it comes to changing your life, if you aren't scared, you're doing something wrong." - Jen Sincero.

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