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Tiffani Bova, Global Customer Growth & Innovation Evangelist at Salesforce, Joins the ASAP Advisory Board

Posted By John W. DeWitt and Cynthia B. Hanson, Wednesday, February 7, 2018

Saleforce evangelist and former Gartner analyst Tiffani Bova has quickly become a familiar face in the ASAP community over the past year, presenting two well-received talks at ASAP events—first, at the March 2017 Summit in San Diego, and again in June, when Bova helped to kick off the inaugural 2017 ASAP Tech Partner Forum in Silicon Valley.

On Feb. 2, ASAP officially announced (see http://www.prweb.com/releases/2018/02/prweb15161458.htm) that Tiffani Bova, global customer growth and innovation evangelist at Salesforce, has joined ASAP’s global advisory board. As a high-tech industry thought leader, Bova watches overall market trends to uncover best practices on how to improve sales performance and enhance the overall customer experience.

“We are thrilled to have Tiffani as a board member. She has already made a significant impact by presenting in 2017 at two of ASAP’s four signature events, the ASAP Global Alliance Summit and the ASAP Tech Partner Forum,” said Michael Leonetti, CSAP, president and CEO of ASAP.

Bova is a respected former Gartner analyst and popular keynoter. In her talks at both 2017 ASAP events, Bova addressing ways companies of all sizes can create new business practices that leverage technology to strengthen collaboration with customers and partners and accelerate sales and growth. She challenged the audience to recognize how in the business-to-business world, “customer and partner expectations are changing” thanks to technologies that were previously considered relevant only in the business-to-consumer world. 

See the official ASAP press release at http://www.prweb.com/releases/2018/02/prweb15161458.htm. To learn more about Salesforce and how the company empowers companies to connect with their customers, visit www.salesforce.com.

Tags:  accelerate sales and growth  best practices  business-to-consumer  collaboration  Gartner  Salesforce  Tiffani Bova 

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Q4 Sneak Preview of Strategic Alliance Magazine: Cloudy Days Ahead—The Channel Manager’s Role Becomes Collaborative as High Tech’s ‘Third Platform’ Accelerates Disruption

Posted By John W. DeWitt, Thursday, October 23, 2014

The forthcoming issue of Strategic Alliance Magazine takes an in-depth look at the changing role of the channel manager in today’s high tech industry—a business landscape that can look very much like the 100-foot North Atlantic waves in the movie “The Perfect Storm.”  

 

“Many seasoned channel managers have remarked that while disruptive technologies come and go, they’ve never seen anything quite like this. This disruption goes to the heart of the business model of many technology companies, and those companies and channel managers who don’t adapt are doomed,” writes Norma Watenpaugh, CSAP and principal of Phoenix Consulting Group, in our feature titled “Disrupting the Channel, or: ‘How I Learned to Stop Worrying and Love the Cloud.’”

 

“To succeed, today’s channel executives must become savvy business managers—transitioning to new revenue models, finding new partners, and working collaboratively to understand and serve entirely new groups of customers outside of the information technology (IT) department,” writes Watenpaugh, citing Gartner data documenting “a tectonic shift in IT purchase decision making.” Twelve years ago, spending on IT outside of the IT department was only 20 percent of total technology spending. But by 2019, Gartner says, almost 90 percent of technology will be purchased by business lines, not the IT organization

 

“There are more buyer personas,” explains says Kristina Scott, manager of global channel marketing for Brocade, a data and storage networking company, and corporate member of ASAP. “Customers need the options explained in the language they understand.” Watenpaugh explains, “This means making the translation from technical benefits to business impact. These shifts are leading Brocade and other technology vendors to re-evaluate whether they have the right partners in their channel and what they can offer their current partners to gain new skills.”

 

Channel managers today increasingly must become savvy business managers who understand not just innovative and disruptive technologies, but also adaptive business models. Watenpaugh talks to IDC’s Steve White, program director of the Strategic Alliances Leadership Council at IDC, who says, “There are no rules! And failure doesn’t matter.” Reaction speed does matter, though. “Demand can be gone before you have all the planning done.”

 

Watenpaugh notes that the traditional start-up partnering model was to associate with big brand names to build credibility with customers. “Today, that may be a disadvantage,” according to White. “It is more important to find a likeminded partner with some synergy in the partnering opportunity and just go. Have some success or, if you fail, fail fast and move on.”

 

Learn more in the forthcoming Q4 2014 issue of Strategic Alliance Magazine, available as a free benefit to all ASAP members.

Tags:  Brocade  channel manager  Gartner  IDC  Kristina Scott  Norma Watenpaugh  Phoenix Consulting Group  Steve White  Strategic Alliance Magazine 

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