CRN 2018 Women of the Channel Details

Liz Anderson

Vice President of Marketing, YayPay

Location: Scottsdale, AZ


Number of years in current position: 1

Number of years involved with indirect sales: 18

Twitter Handle: @liz_az

Fun Facts:

Has an advanced degree (a degree higher than a bachelor's degree)
Has an MBA
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:
Liz Anderson is Vice President of Marketing at YayPay, a cloud-based, predictable accounts receivable workflow solution that leverages data and automatic payment communications to accelerate collections directly from a customer's existing accounting system. She has dedicated more than 15 years of her career to her passion for channel marketing and sales. By working on multiple sides of the channel (vendor and reseller), she understands what's needed to engage and motivate partners, and drive mutual success. Liz oversees all aspects of marketing and delivers a world-class strategy and execution of programs that drive demand and accelerate revenues. Her deep expertise in marketing and channel automation tools has positioned her as a sought-after thought leader that helps organizations learn how to scale quickly. Previously, Liz held multiple channel management roles, and most recently was Senior Director of Partner Marketing at Avalara. She received a Bachelor of Arts in Business and Organizational Communication at Concordia College in Moorhead, Minn., and has an MBA from the University of Phoenix.

How have you personally helped advance your company's channel business over the past year?
Since starting at YayPay as Vice President of Marketing, I have helped the organization take a channel-centric view of how we can best engage partner sales and marketing teams to drive demand. My experience enables me to leverage a simple framework of integrated marketing tactics that helps lay the foundation for scaling partner programs. For example, we are creating a hub on our website where partners can easily engage with YayPay, as well as creating onboarding enablement kits and turnkey marketing programs. I am also leveraging the YayPay ARV, a mobile roadshow on wheels, to engage partners with customers and prospects with a personal touch as we drive across the country. The goal for all these efforts is to drive more meaningful relationships with partners that allow us to be a top-of-mind and a value-added solution.

What are your goals for your company's channel business over the next year?
YayPay has committed to a Partner Go-To-Market strategy, so I have a unique opportunity to build a channel program for a startup that is rapidly growing. My goal for our channel business in 2018 is to develop a world-class partner sales and marketing program that enables our partners to easily drive demand and accelerate sales with minimal effort. I will be creating foundational enablement tools and marketing resources as well as implementing processes to create a full funnel marketing view, so we can leverage the data to help drive future decisions.

What honors, awards, or commendations have you won over the past year?
I was recognized by CRN as a Women of the Channel recipient in May 2017. Last year, I was also awarded the Top Growth Hacker Marketer Award from my previous employer. This was a nomination from the partner marketing team for an individual who applied rapid experimentation across marketing channels to identify the most efficient ways to grow a business.

Outside of your family, please name a woman you admire and why:
One female I admire, who is also one of my mentors, is Kathy Visser-May, Chief Marketing Officer at Acumatica. I have followed Kathy's career growth from her time at Microsoft to where she is now as CMO and aspired for a similar path. Kathy always appeared to be approachable and willing to take risks - admirable traits for a leader. I was able to experience this last year because our organizations were partners and she worked closely with me. Kathy has taught me a lot and eagerly shares insights and best practices that help me expand my knowledge.

What advice would you give your 16-year-old self?
First, I would remind myself that life is short, slow down, enjoy being a kid and not take life too seriously. Second, I would reiterate the importance of having confidence, believing in myself and not let what others say affect how I feel about myself. Most importantly, I would emphasize that failure does not define me; instead what I learn from failure will often help me grow the most.

If you could master any new job-related skill, what would it be and why?
In my role at YayPay, I oversee all marketing functions and I am seeing first-hand how important it is to have an inbound marketing strategy. Inbound marketing is vital to long-term success because it enables brands to have a two-way, ongoing dialogue with customers based on their interests and needs. Whether the content is built to engage partners or drive demand, if the content is thought leadership in nature, it will build an audience who will be emotionally attached to your brand. Luckily, YayPay has hired a top inbound marketing firm that will help expedite this process.

What's the best book you read this past year and why did you like it?
Double Double: How to Double Your Revenue and Profit in 3 Years or Less by Cameron Herold. When I first read it, I had no idea how much this book would impact me in my new role at YayPay. While it outlines practical and actionable ways a business can quickly double its revenue, when you drill down, it provides great insight on how to meet professional and personal aspects of work and life more efficiently to grow. The concept that stuck with me most was the "Can you imagine?" wall, which is like a suggestion box for big dreams.

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