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March 03, 2014

2014 Nominee: Valerie Fawzi, CloudShare

Company: CloudShare

Nominee's Achievements:

Valerie Fawzi brings more than 20 years of technology marketing experience to her role as head of marketing for CloudShare. Before joining CloudShare, Valerie served as VP of worldwide marketing for EVault, a Seagate company delivering cloud storage application services. Prior to EVault, she held marketing leadership roles at startups Corticon & DecisionPoint Software, which she positioned for its ultimate acquisition by Teradata. Valerie also led the global product marketing function for Autodesk’s AutoCAD design software and related products. Valerie holds a bachelor’s degree from University of California at Berkeley, and an MBA in International Marketing from San Francisco State University.

Valerie has been driving sales and marketing alignment in B2B technology marketing for 20+ years. She has an extensive track record of cultivating synergistic sales/marketing cultures. Valerie runs marketing as a highly collaborative function with sales, focused on driving awareness, creating preference, increasing win rates and accelerating time to revenue. She is an early adopter of the waterfall-based marketing methodology – holding marketing accountable, alongside sales, for revenue generation. Valerie has directed dozens of global product launches, crossing the globe to train and empower regional sales and channel organizations.

Nominee’s Achievement in the Field of Sales Lead Management:

Valerie has worked extensively to create sales enablement programs that work – thinking about how to package information they need, in a way that sales can really digest it, while making the process interesting and engaging along the way.

Valerie has created many innovative, boundary-pushing programs that further sales and marketing alignment and increase revenue results, including:

  • Customer Reference: Led development of intranet Victory Site for Autodesk sales to highlight customer wins – well before rise of CRM and customer reference solutions.
  • Channel Programs: Created and launched breakthrough channel program to enable VARs to deliver their own Cloud data protection offering.  Highlighted by CRN as one of the 10 biggest storage stories of the year.
  • Selling skills: Drove sales enablement programs that brought real end users directly into the sales role-playing sessions – with real time feedback on selling skills.
  • Sales Enablement: Ran sales contests – such as March Madness competitions - to accelerate adoption of corporate presentations and create evangelists across the entire sales organization.
  • Valerie created a March Madness competition to teach the entire global sales organization the new corporate pitch. First, she drove the development of the presentation using the sales directors  as key contributors. There were lively debates on how to tell the story – and sometimes a strong-willed sales director was overruled by this peer group. Ultimately, product marketing had the final call – but it was an educated one. Sales directors were then appointed as March Madness Coaches. The presentation was locked in and the coaches went on to train their teams for the competition. Each rep had to present for the coach, then present again in front of a panel of judges – in 20 minutes or less. Presentations were narrowed down to the final two, who delivered the pitch in front of the entire company, while the executive team served as the judging panel. The winner received a terrific gift and the title of Chief Evangelist for the year. And of course, the entire sales team was able to deliver a consistent presentation – across the globe.
  • Sales Kickoffs: Re-invented the format for delivering product and program information at sales conferences with exhibit, hall-style booths that encourage 1-on-1 communications with sales people.
  • Competitive Analysis:  Directed company-wide competitive program that assembled SWAT teams across sales and marketing for each competitor. Held weekly webcasts in which each SWAT team delivered a deep dive into their competitor. Drove sales and marketing alignment, got everyone engaged, and kept the whole team (sales and marketing) up to date on the market.
  • Training at Annual Sales Conference:  Valerie reinvented ‘training’ at the annual sales conference. Sales kickoffs are usually dry and boring in the daytime, and quite the opposite at night. Last year, her team re-imagined the format for daytime sessions. Presenters (product and program managers) had only 20 minute sessions to deliver their synthesized message to each sales team. The rest of the interaction was in the form of an extended lunchtime exhibit hall. Each product/program group was given a 'booth', with signage, demo stations, logo merchandise, giveaways, etc. The exhibit tables encircled the dining area. Everyone ate, mingled, and visited the ''booths' that they were most interested in learning about. Each salesperson got a personalized conversation with the product managers - with information delivered at exactly the level they needed. No more ‘one size fits all’ content delivery that actually fits only a few. It was fun, engaging, and filled the room with a buzz that carried through the entire conference.
  • Valerie has been a featured speaker at many corporate sales events and industry conferences. Most recently, she spoke at REVTalks 2014, The Pedowitz Group’s Revenue Marketing Summit, on sales and marketing alignment.

Valerie is nominated by Debbie Qaqish


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