CRN 2018 Women of the Channel Details

Tanja Froehlingsdorf

Senior Director, Global Channel Marketing, Veritas Technologies, LLC

Location: Mountain View, CA


Number of years in current position: 1

Number of years involved with indirect sales: 15

Twitter Handle: @tanjafdorf

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
Loves Instagram
Has climbed a mountain
Can ride a horse
Has studied abroad

Biography and Background:
With over 15 years of experience within the channel industry, Tanja Froehlingsdorf joined Veritas Technologies at the beginning of 2018 as the Senior Director of Global Channel Marketing. In this role, Froehlingsdorf is responsible for Veritas' worldwide channel marketing and is focused on accelerating revenue through our channel and alliance partners. Froehlingsdorf joined Veritas from Gigamon where she led the development of programs to recruit, onboard, enable and activate channel partners. Before Gigamon, she worked in several senior marketing roles for Brocade, Mattson and STEAG. Froehlingsdorf has a wealth of knowledge related to the channel and a track record of creating global channel marketing programs that drive partner-initiated revenue opportunities.

How have you personally helped advance your company's channel business over the past year?
In my previous role, I focused on building out and improving the partner infrastructure to increase the ease of doing business for our channel. We all know partners have a lot of different vendors that they do business with, and if they must jump through hoops to sell your product, they can't be successful - it impacts their margins. I managed the launch of a single-pane-of-glass partner portal and partner locator, significantly improving ease of doing business and partner satisfaction. I also oversaw the implementation of a Partner Marketing Resource Center offering free "through partner" demand generation campaigns to increase partner-generated opportunities by 50 percent. I also launched a partner lead management tool and processes to help the company track channel-initiated business and campaign return on investment (ROI). With the new tools and campaigns, we increased partner-initiated revenue by 20 percent, "new logo" growth by 30 percent year-over-year and the program I was responsible for achieved the CRN 5-Star Program Award for the third year in a row.

What are your goals for your company's channel business over the next year?
I'm currently reviewing our existing channel portal and partner marketing tools to streamline how Veritas engages, enables and incentivizes partners to maximize their ROI. This'll include creating an experience layer on top of our existing channel partner portal to serve role-based content to partners and make more information available to them on a mobile platform. I 'm also working on a strategic communication program to improve how Veritas provides information to partners, and move to an on-demand approach. Ease of doing business and maximizing partner profitability will be a key theme for our new partner program, launching in April 2018.

What honors, awards, or commendations have you won over the past year?

Outside of your family, please name a woman you admire and why:
Michelle Steinke-Baumgard is an author, speaker, fitness coach and a widow, who is now re-married. After losing her husband in 2009, she turned to fitness as an outlet for grief. Michelle found it so powerful that she eventually quit her corporate VP job to become a fitness coach. I subscribed to her blog after losing my fiance to cancer in 2012 and it provided me moral support during a difficult time in my life. She's helped thousands of widows and widowers in their journey of honoring their lost ones by living a healthy and active life.

What advice would you give your 16-year-old self?
It's okay to make mistakes as long as you make up for what damage the mistake caused, you recover from that mistake and most importantly you learn from it. Don't beat yourself up because of it.

If you could master any new job-related skill, what would it be and why?
During my career in the channel, I've worked for companies who have used as their Customer Relationship Management (CRM) system. Veritas just recently switched to a different CRM vendor and I need to quickly learn a new system. It's important for my role to understand the channel-initiated funnel, based on the campaigns we run to and those run through our partners. Veritas invests a significant amount of contra dollars into our partner ecosystem and I need to be able to show the ROI up the management chain. Not knowing your CRM is like driving without GPS.

What's the best book you read this past year and why did you like it?
Healthy Healing - a book that addresses the physical, mental, and emotional effects of grief in a way that no other book in the category has ever done. It provides a 12-week plan that empowers people to work through loss by using the power of exercise and endorphins, and rediscovering happiness by strengthening body, mind and spirit through fitness. It also dispels common myths about grief and replaces them with relatable advice and lots of inspiration. I learned how to channel my grief and pain into something productive - I've been living my "list" for the last 5 years.

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