CRN 2018 Women of the Channel Details


Ivana Abruzzese

Senior Channel Marketing Manager, Kaspersky Lab

Location: Woburn, MA

URL: https://usa.kaspersky.com

Number of years in current position: 4

Number of years involved with indirect sales: 9

Fun Facts:

Has an advanced degree (a degree higher than a bachelor's degree)
Has a mentor
Is a mentor
Loves Instagram
Is an extrovert
Has climbed a mountain
Can ride a horse
Has studied abroad
Has always wanted to be a teacher

Biography and Background:
Ivana Abruzzese has developed her expertise over 10 years in channel sales, marketing and strategic account management. As a senior channel marketing manager at Kaspersky Lab North America, Ivana successfully balances a wide range of responsibilities with a specialized focus on VAR and distribution support for all aspects of the B2B channel. Ivana's experience in marketing and business development for software, cloud and managed service companies has driven growth for the channel marketing efforts of the company over the past 4 years. She delivers recruitment, sales enablement and partner development by creating and executing channel initiatives that align with Kaspersky Lab's corporate strategy. She also ensures the highest levels of service and has built strong relationships with Kaspersky Lab partners in North America, which has directly resulted in increased revenue and growth for the company. Prior to joining Kaspersky Lab, Ivana drove marketing initiatives for various technology companies, including Genuity and Enterasys.

How have you personally helped advance your company's channel business over the past year?
There are many facets in my job that extend throughout the channel community. This past year, I was focused on providing channel recruitment, engagement and enablement. I believe our partner base acts as an extension of Kaspersky Lab and must develop the knowledge and experience needed to fully advocate our message and act as each customer's security advisor. Over the past year, my efforts to create joint marketing plans - and provide initiatives to increase demand - allowed Kaspersky Lab to remain a strategic vendor with our key partners, and enabled them to grow their own businesses and increase revenue streams. I demonstrated our commitment to our partners by effectively increasing partner mindshare and demand through Kaspersky Lab's on-demand platforms, by providing them the resources to launch co-branded emails, offering tools for webinars and social media syndication, and by delivering the right sales assets in order to accelerate growth and increase partner reach internally and externally. I personally worked with partners and built strong relationships by extending my channel knowledge and leadership to them. As a result, we were able to work as a team.

What are your goals for your company's channel business over the next year?
My goal is to increase our existing partner base and uncover new partner opportunities. I plan to achieve this by developing continuous mindshare in our partner community and establishing programs that our partners can easily remarket and promote to their customer bases. Additionally, I'll build and develop partner trainings, sales trainings, and new lead flow processes to increase demand opportunities. By enabling and increasing the number of sales representatives selling within a partner, I'll also be able to broaden our overall reach of transactions. Kaspersky Lab's marketing strategy plan will encompass on-demand tools, marketing/industry events, email campaigns and out-of-the-box contests.

Outside of your family, please name a woman you admire and why:
The woman I admire is Coco Chanel. Although I'm in the security industry, I find her to be inspirational. There are many similarities between my channel work and Coco Channel's experience in the fashion industry. She faced challenges along her career path, but never gave up. She persevered and worked vigorously in defining her brand, and understating the importance of marking a mark and always reinventing herself all while keeping the foundation she was built on. She was a trendsetter and the woman who changed the world of fashion by thinking differently. I strive to do this in my work.

What advice would you give your 16-year-old self?
I would tell myself to have no regrets and to not change any of the paths I took to get where I am today. The roads I traveled and the obstacles I overcame have allowed me to become the person I am today. Life is a journey of constant learning and is full of curiosity, self-reflection and the ability to change directions when needed. I would tell myself to stay true to yourself and know that past, present and future all will allow you to grow and become a better person along the way.

If you could master any new job-related skill, what would it be and why?
I would like to further my knowledge in CRM beyond data collection to apply it to marketing automation. This would allow me to manage the flow of information and understand the lifecycle of what customers and partners need. With these skills, will be able to provide resellers with customers' digital links and campaigns. CRM is no longer a collection of names but can be implemented in an array of methods and used across marketing, sales and customer service to help define and provide insight into what we need to provide effective customer management.

What's the best book you read this past year and why did you like it?
"The Unmistakable Touch of Grace" by Cheryl Richardson. I had a significant loss in my life and, because of it, I was struggling to find my way. How would I live this new life that was stretched out ahead of me? I always felt there were signs all around me, but I didn't understand their influence. This book opened my eyes and my heart to a new way of looking at myself and the world. I now believe more strongly that I am going in the right direction and that I am guided by the touch of grace.


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