CRN 2018 Women of the Channel Details

Tracy Ashton

President, Southwest Office Solutions, Inc,

Location: Los Alamos, NM


Number of years in current position: 11

Number of years involved with indirect sales: 11

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
Can ride a horse
Has always wanted to be a teacher

Biography and Background:
Tracy Ashton is the President of Southwest Office Solutions, Inc., a technology company, that specializes in workflow optimization solutions for their customers. Through their partnership with Xerox Corporation, Southwest Office Solutions, Inc. brings world class technology and services to the greater New Mexico Area. Tracy started her career with Xerox in 1998 as a Client Account Manager for a major account in Albuquerque New Mexico. She quickly realized her passion for utilizing technology to solve customer business problems and moved to Xerox's sales organization where she was a top performer for the next few years. In 2007 she had the opportunity to expand her passion by leaving Xerox to create Southwest Office Solutions Inc. as a Xerox Authorized Sales Agency. In the beginning she started with one large customer in one city and has now grown the company to cover hundreds of customers that span across half of New Mexico. She has a passion for people and problem solving and feels honored to lead a group of highly talented people in their commitment to helping their customers reach their office optimization goals.

How have you personally helped advance your company's channel business over the past year?
My main focus over the last year has been to ensure our infrastructure and market coverage strategies support our growth and expansion efforts. It is my role to ensure that we deliver consistent service in all market centers and that we adapt to our customers every changing environments. I focused on what was needed to support our core value of excellence and identified the areas where additional resources were needed. We made investments in additional key personnel to make sure we are delivering the quality of service that we are committed to and our customers have grown to depend on. We sought out talent that would enhance our customers experience and bring value to our cross functional team. We also made coverage adjustments where it made sense to provide better customer service. We made capital investments that will enable us to be more proactive in providing quick turn around time requests from our customers.

What are your goals for your company's channel business over the next year?
Our goals for the next year are really to capitalize on the investments we have made over the last year. 2017 was a year of growth and restructuring so we are looking at 2018 as a year to start receiving a return on our investments. We are positioned to deliver year over year growth through our channel partnerships and services offerings. We are focused on delivering more advanced solutions and helping our customers solve more complex problems.

What honors, awards, or commendations have you won over the past year?
2017 Xerox Excellence Club for Recognition of Top Performance

Outside of your family, please name a woman you admire and why:
I would have to say Oprah Winfrey for so many reasons. It's not her wealth that I admire but rather her tenacity, strength, spirituality and ability to overcome the obstacles in her life. I appreciate the fact that she owns all of her decisions both good and bad and leads by example. I admire the compassion she has for people which she demonstrated through all of her philanthropic efforts.

What advice would you give your 16-year-old self?
Believe in yourself. You are stronger than you know. Trust yourself. Risks are worth taking. All of the hard work will pay off! Life is a journey, make sure to have fun along the way!

If you could master any new job-related skill, what would it be and why?
I would love to master the skill of time management. There is always so much to do and only so many hours in the day. I've tried all kinds of tricks, if only I could see into the future so I could anticipate all of the interruptions and solve the problems before they happens.

What's the best book you read this past year and why did you like it?
I really enjoyed the Leadership Journey by Gary Burnison. It focused on four main principles of leadership: Look in the mirror, Embody purpose, Don't walk alone and Navigate beyond the horizon. It was a great reminder as to why the leadership role is so important. It helped me reflect internally to ensure that I'm on the right track.

Unedited Content Provided By Participants