CRN 2018 Women of the Channel Details

Elizabeth Martin

Senior Director, Global Channel Partner and SME Marketing, SAP

Location: Palo Alto, CA


Number of years in current position: 3

Number of years involved with indirect sales: 21

Twitter Handle: @channel_gal

Fun Facts:

Has a female boss (or is top executive at company)
Has a mentor
Is a mentor
Loves Instagram
Has climbed a mountain
Can ride a horse

Biography and Background:
Elizabeth (Liz) Martin is a proven technology marketing leader in marketing strategy, product positioning, social and digital brand, demand generation and business development for both indirect and direct selling models. With over 20 years of experience, Liz has driven partner revenue growth initiatives globally and regionally across all partner types - Strategic Alliances, OEM/ISVs, SIs, VARs, Distributors and Volume Resellers. Additionally, Liz has had leadership roles with global small and midsize marketing management and field marketing. In 2017, she was recognized by CRN Magazine Women in the Channel and in 2013, Liz received industry recognition with the Sirius Decision Channel Program of the Year. Previously, Liz has held senior positions at Business Objects, Sun Microsystems and SGI. Currently at SAP, Liz heads worldwide channel partner and small and midsize business marketing innovation, focused on strategic digital awareness and social media marketing initiatives. A native Californian, Liz was born and raised in the Silicon Valley and she calls Mountain View home. Liz enjoys traveling and she is an outdoor enthusiast, who disconnects from all devices as much as possible to go adventuring.

How have you personally helped advance your company's channel business over the past year?
Over the past year, I supervised the SAP Partner Social Selling Program globally, recognized by IDC as a Best in Class Partner Innovation offering, which supports partner pipeline generation toward SAP's corporate target of 40% indirect revenue and $1.5 billion in marketing generated opportunities per year. Additionally, I led a team launch of the SAP Growth Matters Network, a new small and midsize business thought leadership community to support SAP's 10X net new business expansion initiatives and to establish the SAP brand as trusted advisor within this market segment. This site was designed with SAP Channel Partner engagement in mind, as partners can highlight their business value via blogs, videos, live streams and podcasts within the site. Moreover, I provide team leadership for all global SAP small and midsize business social media channels Twitter (#SAPSmallBiz and #SAPMidSize), LinkedIn (Small Business by SAP) and Facebook (SAP For Small Business). SAP Channel Partners leverage this content via social content syndication tools. Finally, I co-led the development of SAP SME product portfolio positioning and messaging to improve the customer journey and to incorporate into global digital and social media programs all of which SAP Channel Partners leverage into their own demand generation efforts.

What are your goals for your company's channel business over the next year?
This year, my team and I will continue to be focused on expanding leading edge social and digital programs to grow our global channels business in the Small and Midmarket Business space. SAP is making a big investment in the space and it's a huge opportunity for Channel Partners.

What honors, awards, or commendations have you won over the past year?
Over the past year, I have been nominated into the SAP Woman in Leadership community and I have been recognized as a SAP Catalyst employee.

Outside of your family, please name a woman you admire and why:
There are so many women I admire! Recently, I have been reading about Madeleine Albright. As the first woman United States Secretary Of State (1997 - 2001), she was the highest ranking female in government at that time. She is an amazing women who broke barriers and continues to lead in her own authentic way. And, I admire her wisdom from many of her famous quotes such as "There is a special place in hell for women who don't help each other." So true!

What advice would you give your 16-year-old self?
Have no fear! Have more faith in yourself and have confidence in your capabilities. Don't be afraid to share your ideas even if you think your ideas aren't fully formed yet. Enjoy the moment you are in and don't stress out too much. And, don't forget to practice self-care.

If you could master any new job-related skill, what would it be and why?
To become a better Multiplier leader. I recently took a wonderful training called "Lead SAP Teams to Great Results" where the Multiplier leadership concepts and skills were taught. Multiplier leadership is all about extracting people's full capabilities to get the best team performance and how the best Multiplier leaders make everyone smarter.

What's the best book you read this past year and why did you like it?
I enjoyed reading "My Life on the Road" by Gloria Steinem. My daughter had an opportunity to see her speak at an event and she sent me an autographed copy of the book! It was a fascinating to learn more about the beginnings of the women's equality movement and her own personal growth journey.

Unedited Content Provided By Participants