One of our "Power 100 Vendors"
Biography and Background:
Tricia Atchison is the Vice President of Global Partner Marketing for CA Technologies. In her role, she is responsible for leading the global partner marketing organization. She drives the Partner Marketing strategy and creates channel marketing programs to enable partners to drive demand, pipeline generation and relevance with their customers across all regions and partner routes to market. Prior to joining CA, Atchison was responsible for Americas Channel Marketing at Symantec and Veritas. She created programs and promotions focused on enabling Symantec/Veritas partners to help them be more successful. Atchison has worked in the channel for more than 20 years, with broad experience in marketing programs, communications and partner programs. Atchison earned a bachelor's degree in Business from the University of Central Florida.
How have you personally helped advance your company's channel business over the past year?
As a company we are always looking for new and innovative ways to engage with our partners so we can both achieve long-term sustainable growth and provide exceptional customer experiences. Over the past year, I have been focused on developing deeper relationships with our focus partners across our various routes to market to better engage with them to develop joint go-to-market plans that drive thought leadership, as well as help them leverage the tools and programs we offer to generate demand and accelerate pipeline. By spending time with our partners, I have been able to better understand their business, the opportunities we have together and how we can help them capitalize on their investment and their program earnings. For instance, when our partners earn MDF, we want to make sure our partners have every opportunity to utilize the funds they earn to grow their business. In this past year, we have seen our partners increase the utilization of their MDF which has resulted in demand creation, pipeline acceleration and more customer engagement.
What are your goals for your company's channel business over the next year?
I will continue to focus on driving deeper engagement and relevance with our focus partners and provide tools to help them develop integrated marketing plans with a focus on digital demand. I will work them to understand their go to market strategy, customer segmentations and key business initiatives to build joint plans and provide tools to enhance their marketing knowledge and skills. As the buyer's journey continues to evolve and digital information plays a greater role in how customers get their information it's important to align our marketing programs to reach prospective customers in the way they consume information.
What honors, awards, or commendations have you won over the past year?
In 2017, I received CRN's Women of the Channel and Power 100 Award. I also have the honor of serving on the Women of the Channel Advisory Board. In my personal life, I was appointed to a 3-year term on our Staff Parrish Relations Committee at First United Methodist Church in Winter Park, FL. In addition, I received a Running Series Award for completing a six-race series that included four 5K's, one four-mile race and one 10K over an eight month time frame. This is the 5th year in a row I've completed this Running Series.
Outside of your family, please name a woman you admire and why:
I admire Mary Barra, Chairman and CEO of General Motors Company. Barra is the first woman CEO at any Automaker, a male dominated field much like IT. Forbes recognized her as one of the most powerful women five times and took the number one spot in 2017. Among her many accomplishments, she has been focused on pushing GM to transition into the tech space with the development of electric cars to rival Tesla. In a recent interview, she spoke about the importance of feedback and when someone takes the time to give you feedback, it is a gift.
What advice would you give your 16-year-old self?
The one thing I would suggest is to try new things to broaden your experience. When you try something new and are a bit out of your comfort zone, you might be surprised by what you learn or even like. Keeping an open mind and having new life or career experiences might lead you to a different career path or help you develop skills you never knew you had. By focusing on a life of learning and exploring, you will never be bored, and more importantly won't be afraid to embrace new opportunities which will broaden your experiences.
If you could master any new job-related skill, what would it be and why?
I would like to develop deeper technical skills in the area of Solutions Architecture. Technology is at the foundation of every organization and we are seeing that organizations are working to be agile in their approach without compromising their results. Key areas such Security and Continuous Testing are critical to every organization. It is fascinating to me to see how technology can transform an organization, making it easier for both employees and customers to do their jobs. I would love to go "behind the scenes" on how technology solves some of the most critical issues utilizing a variety of technologies.
What's the best book you read this past year and why did you like it?
"The Best Teams Wins: The New Science of High Performance" by Adrian Gostick and Chester Elton provided insights into what motivates different generations, how to encourage leaders to initiate regular career discussions and the best way to disagree on ideas in meetings without causing offense. We often make assumptions about what we believe motivates different generations but don't always really know some of the nuances within each generation. For instance, their research revealed that Millennial's like collaboration and working in a group setting where Generation X prefers autonomy. These insights are very valuable when managing a diverse team.
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