CRN 2018 Women of the Channel Details

One of our "Power 100 Vendors"

Betsey Pashayan

Director, Worldwide Channel Marketing, NetApp

Location: Waltham, MA


Number of years in current position: 3

Number of years involved with indirect sales: 13

Twitter Handle: @pashayanb

Fun Facts:

Has a female boss (or is top executive at company)
Has worked for a solution provider organization
Has a mentor
Is a mentor
Is an extrovert
Has climbed a mountain
Likes playing video games
Has always wanted to be a teacher

Biography and Background:
Betsey Pashayan is director of Global Channel Marketing for NetApp, and is responsible for the development of marketing resources to activate NetApp's reselling and alliance partner community. Betsey and her team have oversight for collaborating with the company's global Product/Solutions and Corporate Marketing teams to build revenue-generating programs across NetApp's portfolio of data management solutions. In this role, Betsey heads the creation of marketing strategies, development of partner campaigns, creation of to-partner assets and content, collaboration with ecosystem partners to do joint marketing, and development of demand generation platforms and campaigns for partners. Prior to NetApp, Betsey was at EMC where she pioneered new organizations in field marketing overseeing programs and operations as well as Alliance marketing with partners Cisco, VMware, Brocade and VCE. Prior to EMC, Betsey led Americas Field Marketing for RSA, the Security Division of EMC and held leadership roles at Progress Software. Betsey earned her Bachelor's degree in Communications from the Newhouse School at Syracuse University. Betsey's passion is solving business challenges through innovation of processes, systems and organizational design.

How have you personally helped advance your company's channel business over the past year?
In 2017, I made it easier for partners to activate sales, collaborate across our ecosystem, and drive demand across our expanded solution portfolio. I focused on optimizing launch and campaign packaging for partners, including building an integrated, standardized set of resources across multiple products as part of a broad portfolio launch. I improved field and partner awareness prior to launch through a series of advance web-based trainings. I led the creation of a new model of Sales Activation Kits for the NetApp HCI launch engaging partners 4x more than prior launches. I led an initiative to increase understanding of the channel business across Marketing by bringing channel industry experts together with our teams in cross-functional workshops on delivering messaging, content and tools for partners. I focused on increasing digital content and social outreach, including hosting a new video series 'on Partnering' for NetApp's YouTube channel. Increasing partner-led demand generation was a key priority in 2017. My team expanded content across our multi-tool platform, offering partners pre-packaged, customizable, solution-based programs to drive awareness through digital campaigns, improved content syndication, lead generation, tele-prospecting, and the rollout of a new social engagement platform. Partner execution of demand gen programs increased 30% Y/Y.

What are your goals for your company's channel business over the next year?
1. Accelerate Partner Growth: Target new accounts for lead passing and demand for Flash to lead market share, activate partners on NetApp HCI targeting new markets, and support partner-delivered services to increase their profitability. 2. Increase Partner Self-Sufficiency: Leverage our network of global Distributors to support partner-led sales. Deliver products targeting a velocity business, create the tools and resources needed to enable partners to drive demand. Capture new customers with increased demand for our Flash, HCI and FlexPod CI solutions. 3. Improve Partner Experience: Create new tools, improve infrastructure, and deliver predictable materials to activate sellers across our expanding portfolio.

What honors, awards, or commendations have you won over the past year?
I was awarded CRN's Women of the Channel 2017 for increasing partner-led demand generation for NetApp. As part of this, I was also selected as one of the member's of CRN's Power 100 list of the most powerful women of the channel.

Outside of your family, please name a woman you admire and why:
In my small-town Bank of America branch, 'Mary' can be found sitting at her desk in front of the safe deposit boxes. She's manned that post for close to 70 years. She started as a young woman, left when she married (because wives didn't work back then), and returned a short time later 'when I wasn't married anymore'. Though decades past retirement, Mary goes to work most days, setting her own hours, because she loves her job. I love her independence and that she doesn't let chronology define who she is or what she should be doing in life.

What advice would you give your 16-year-old self?
You are a visionary. Start looking ahead, see yourself in 3 years, in 5, in 10. What do you look like? You may not know what you want to do but start to envision the life you want to lead. That will help you pick a school, decide what to study, prioritize extracurricular activities. Don't try to have the answers, but start asking yourself the questions - What motivates me? What am I good at? What am I proud of? Be bold, be brave, and be patient. Be positive and keep your eyes open. The path will emerge.

If you could master any new job-related skill, what would it be and why?
I was trained to write, but still haven't fully mastered the art of rapid, real-time writing for social consumption. I Tweet and gain followers every day, I share on Facebook, I'm becoming one with Insta. My goal is to retrain my mind to construct thoughts in 20 words or less in a split second...and get my fingers to speed it up too! Thank goodness for Nuance and voice recognition.

What's the best book you read this past year and why did you like it?
I was inspired by J. D. Vance's life story Hillbilly Elegy. I admired his fearless and relentless belief that your background or where you start in life does not have to define you or limit you. He tapped into the resources that supported him, loved flawed family members for who they were, and credited them for his character development. He took an unconventional path to success, but still stopped to write the memoir which, to me, seemed like an eloquent 'Thank You' to the family for his tough-love hillbilly upbringing. My dad had a similar story, so it resonated.

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