Has a female boss (or is top executive at company)
Has an advanced degree (a degree higher than a bachelor's degree)
Has worked for a solution provider organization
Has a mentor
Is a mentor
Has climbed a mountain
Has written a song
Has studied abroad
Biography and Background:
Kristina is a partner marketing, communications and enablement leader with experience building successful programs for a broad range of partners, including resellers, distributors, alliances, integrators and technology partners. She is a resourceful strategist, marketer and problem solver who has counseled management from Fortune 500 companies to startups, built a successful marketing consulting practice, and gained cross-cultural experience through expatriate positions in Japan and Germany. She is currently the first channel leader at Seclore, a security SaaS company that is the technology leader in the high-growth field of digital rights management. She is responsible for the full-cycle partner experience of Seclore's distributors, resellers, OEMs and system integrators worldwide, including operations, enablement and to/through partner marketing. Prior to joining Seclore, Kristina directed a global team at Brocade delivering messaging, communications, sales enablement, demand generation and other marketing programs, and partner marketing infrastructure for Brocade's global partner ecosystem. She has also held various roles in Cisco's Sales, Strategic Alliances, and Value Chain Management organizations and served as Director of International Corporate Relations at Visa. Kristina has a B.A. in International Affairs from Grinnell College and an M.P.A. from Princeton University.
How have you personally helped advance your company's channel business over the past year?
In just eight months with Seclore, I built the foundation for the company's worldwide, partner-led revenue growth. I had to be highly resourceful, building capabilities on a tight budget and aggressive timeline that will serve widely divergent geo sales requirements. In India and the Middle East, for example, VARs account for the majority of sales revenues but deal registration was handled offline on spreadsheets (inefficient, unreliable) and training was ad-hoc, instructor-led (costly, inconsistent, time-consuming). Asia Pacific was actively recruiting a channel. And in the Americas, the go-to-market focus had been on OEM integration partnerships. Results include: - Launched a Partner Operations function, enabling tracking and measurement of partner sales and pipeline through dedicated SFDC records and dashboards, and initiated partner-focused nurture and communications streams via an integrated SFDC-Pardot workflow. - Created a online, video-based Partner Sales and Pre-Sales Training curriculum, reducing incremental partner training cost from $4000 to $0 with tailored content by geo, partner type and persona. - Rolled out a Partner Portal, with automated onboarding and deal registration. Within only 30 days of launch, Seclore has seen partner applications increase 10% compared with the prior month, and more than 50% of Seclore partner accounts are using the Portal.
What are your goals for your company's channel business over the next year?
Over the next year, I will be adding tailored sales and marketing support for each of our OEM partners and distributors, accessible via custom views on the Portal. For instance, our OEMs selling Seclore as part of a managed service to law firms will be able to download campaigns-in-a-box specific to the Legal use case. Another goal is to upload Seclore's existing channel pipeline into our Portal deal registration system, for a complete, consistent and real-time view into our global channel funnel and revenues. This will enable us to more effectively manage partners, investing more with our most productive partners.
What honors, awards, or commendations have you won over the past year?
In February I received a Seclore recognition award for my contributions to building the partner operations, enablement and marketing foundation for the company's next phase of growth.
Outside of your family, please name a woman you admire and why:
I admire German Chancellor Angela Merkel for blending values-based leadership with hard-nosed, pragmatic politics. This combination has enabled her to become Europe's longest serving, democratically elected leader. Merkel insisted that Germany has an ethical responsibility to open its doors to refugees who are fleeing war or persecution. She has not wavered on this conviction despite growing opposition, but agreed to curb new migration flows. She has built a relationship of mutual respect with Russian President Vladimir Putin. She prevailed after months of negotiation, convincing a reluctant coalition partner to join forces, forming her fourth-term coalition government.
What advice would you give your 16-year-old self?
Worry less about grades, and more about gaining new skills. Once you start a career, no one asks you for your transcript. But they will care about what you can do. Can you persuade the other team (or partner) to go along with your business plan? Can you write a headline that makes people want to read the article? Can you identify the different angles to a problem? Join the debate team. Write for your school newspaper. Volunteer to be a tutor for kids in your community. Those kinds of activities translate into skills that future employers will value.
If you could master any new job-related skill, what would it be and why?
I would like to ramp my skills in producing and editing videos. Video is such a powerful communication and education vehicle and video tools are becoming more affordable and easier to use. I'd like to be able to add visual effects, green-screen footage, closed captioning, and optimize video for a wider set of screen sizes. I'd also like to become better at capturing and producing high-quality video on the go, to, for instance, efficiently capture success stories on site with partners and customers, or to do live video blogging to partners around the world from events.
What's the best book you read this past year and why did you like it?
My favorite read this past year was a series of four books, the Neapolitan novels by Elena Ferrante. Ferrante is a brilliant storyteller, combining gripping, emotional narrative with keen psychological insights, woven against the shifting political and social fabric of Naples. I love her strong female characters and how she captures the complexity of their friendship. And I found inspiring for my own growth as a storyteller Ferrante's ability to keep her reader hooked on a chain of engaging interlocking stories. Whether through words, graphics, video or other media, storytelling has become an essential craft for Partner Marketing.
Unedited Content Provided By Participants