CRN 2018 Women of the Channel Details


Holly Garcia

Vice President & NA Business Unit Leader, ATEN Technology, Inc.

Location: Irvine, CA

URL: http://www.aten.com/us/en

Number of years in current position: 1

Number of years involved with indirect sales: 21

Twitter Handle: @HollyGarcia_21

Fun Facts:

Has a female boss (or is top executive at company)
Has a mentor
Is a mentor
Loves Instagram

Biography and Background:
A 22-year veteran of the channel, Holly Garcia is currently Vice President, ATEN NA. In this role, she is responsible for overall strategy, growth, and profitability of ATEN's North American business, inclusive of sales, marketing, product management, and channel strategy within its value-based product portfolio. Her duties also include leadership of the California and New Jersey campuses. Before working at ATEN, Garcia worked at Ingram Micro for 17.5 years in various roles. In her last position at Ingram Micro, she was executive director within the Advanced Computing Business Unit, responsible for Ingram Micro's Data Center Software, Power and Cooling, and Dell EMC Business. Prior roles include executive director, sales - Major Accounts, sr. director Components Business Unit and sr. director, Cisco Business Unit.

How have you personally helped advance your company's channel business over the past year?
At ATEN, I have put my over 20 years of channel experience, distribution expertise, and partner relationships to work in driving out costs within our channel ecosystem, and improving customer experience and ease of doing business. This includes driving toward a 100% channel model with a focus on leveraging distribution for its strengths. We recently launched a survey and called out to our partners to better understand their needs and how ATEN could support them more effectively. This was instrumental in helping our organization evolve our go-to-market strategy. I also led a reorganization of the sales team, which included the creation of an inside sales team and redefined partner segmentation.

What are your goals for your company's channel business over the next year?
ATEN goals are: 1. Be 100% channel focused 2. Achieve annual revenue targets while delighting our partners and customers 3. Drive ATEN NA brand awareness

What honors, awards, or commendations have you won over the past year?
None to report.

Outside of your family, please name a woman you admire and why:
I admire Nancy Nygren, former Girls Scouts of Orange County CEO for her passion and leadership in making a difference in hundreds of young girls' lives. Nancy is very passionate about STEM; she often spoke about being a "STEM girl" herself as she had a career as an engineer. Nancy inspired many, including myself, when she led a STEM consortium in 2015 to develop a Girl Scout badge focused on STEM. She exposed many young girls to careers and possibilities within STEM fields. Nancy created a legacy in Orange County that will have a positive impact for years to come.

What advice would you give your 16-year-old self?
Be confident. Speak up. Live without regret.

If you could master any new job-related skill, what would it be and why?
Currently, I am working toward mastering the use of Salesforce. ATEN implemented this CRM solution, but has not leveraged its capabilities and strengths to its fullest. With the changes we are making to our go-to-market strategy in North America, the ability to use Salesforce successfully will be critical to our short and long-term successes.

What's the best book you read this past year and why did you like it?
"Brag: The Art of Tooting Your Own Horn Without Blowing It" by Peggy Klaus. It brought forward practical and hands-on ways in which I could speak up about my accomplishments and feel comfortable in doing so. I've always been a "heads down and deliver results" person, but I've learned in the last few years that approach will only get you so far and now I have higher aspirations. I leave this book on my nightstand atop books I plan to read in order to remind me to "Brag".


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