Maria Chien

Service Director, Channel Marketing Strategies

Maria is an industry thought leader in b-to-b channels with more than 20 years of experience defining and implementing marketing and channel strategy. She is experienced in a variety of disciplines including channel marketing, channel readiness, partner enablement, partner program design and field marketing, and has expertise in leading and executing innovative go-to-market strategies to and through the channel.

Prior to joining SiriusDecisions, Maria spent the majority of her career at Sun Microsystems, Inc., where she had leadership roles in global channel marketing, partner programs and services and field marketing. She was responsible for designing and implementing a global sales enablement strategy for key products and programs to ensure channel readiness and increase partner adoption. Maria was also a key architect and evangelist for developing and launching the premier partner sales engagement benefit offered through Sun’s global partner program. She designed and delivered programs to enable ISVs, field sales and reseller teams worldwide to build alliances and monetize those partnerships through joint sales opportunities.

Maria’s experience encompasses all stages of partnering strategy, levels of program maturity and spans a wide variety of partner types. Having worked for global marketing, market development and field sales organizations, she brings a unique perspective and insight to building global revenue-generating programs that are tailored to be implemented through field and partner resources.

Maria holds a BA in English from The Catholic University of America.

Blog posts by Maria Chien

Results:
Title Date

Channel Technology Integration: Can We Talk?

August 02, 2016 | By Maria Chien

Many suppliers have invested in foundational systems such as channel marketing and management (CMM) solutions to deliver demand programs
CMM platforms allow suppliers to increase the effectiveness and quantity of partners’ marketing efforts but fall short on driving incentive usage
As programs evolve, suppliers look to integrate incentive management systems so partners can see what funding is available when considering programs

Top 10 Considerations for Choosing a CMM Solution

May 18, 2016 | By Maria Chien

Best-in-class channel marketing organizations are investing in technology to automate and scale the delivery of partner-led demand programs
There are many options and vendors for channel marketers to evaluate when selecting a channel marketing and management (CMM) platform
By asking the right questions, suppliers can identify major differences and determine which CMM platform aligns best to their requirements

What Keeps Channel Marketers Up at Night?

May 02, 2016 | By Maria Chien

SiriusDecisions has identified three key issues that should drive the agenda of channel marketing leaders in 2016
New approaches to marketing require suppliers to train partner marketing resources as well as identify metrics to evaluate effectiveness
Channel marketers are examining how they can integrate evolving partner types into existing partner programs

Pipeline Acceleration in the Channel

February 16, 2016 | By Maria Chien

SiriusDecisions research shows that companies that align sales and marketing efforts focused on the pipeline outperform their peers
A systematic, collaborative pipeline accelerations is necessary to drive consistent channel sales and marketing activities
Acceleration tactics can impact the following acceleration zones: rapid entry, intra-pipeline and last mile

Secrets of Success From Our Channel Programs of the Year

July 24, 2013 | By Maria Chien

Marketing Certification: The Missing Ingredient in Partner Enablement

June 20, 2012 | By Maria Chien

In much the same way, suppliers commonly provide channel partners with sales and product training, but often miss essential marketing training. Partners frequently lack the expertise to develop and execute demand programs that align to target markets and address specific buyer needs, so they need a recipe to follow to skillfully market supplier solutions. That recipe is marketing certification.

For Channel Success, Focus on Total Partner Experience

May 29, 2012 | By Maria Chien

“Before you put yourself in someone else’s shoes, you first have to take off your own.” In other words, before trying to examine a situation from someone else’s perspective, an observer must try to abandon all biases and preconceptions. A case in point in the b-to-b world is the concept of total partner experience (TPE), used by leading organizations to review their channel programs from a partner’s perspective.

B2B Channel Strategy: Getting a Seat at the Product Marketing Table

August 03, 2011 | By Maria Chien

As B2B organizations rush new products to market, failing to carefully plan a channel strategy is a common mistake. Often the biggest challenge with a new offering is forging a cross-functional alliance across the enterprise that includes channel interests earlier in the process.

Always a Bridesmaid, Never a Bride: B2B Channel Engagement

April 20, 2011 | By Maria Chien

Our research reveals that most partner reps manage one or two key relationships and up to six minor partnerships – each vying for greater mindshare. How can a supplier command enough of a partner’s attention to obtain the coveted top spot?