A10 Networks’ Samantha Sene

“It is important to make paths to leadership clear.”

Samantha Sene is channel sales leader for UK&I, Benelux and the Nordics for A10 Networks.

CF: How long have you worked in the channel?

SS: I have been working in the channel for 20 years, in both vendor and distribution roles.

CF: What’s your favourite part of your job?

SS: I love working with people and teams and seeing them succeed in business. Taking a partner through the journey of onboarding sales, technical and marketing and helping them win new customers is a real win for me.

CF: What are some of the biggest changes you’re seeing in the channel today?

SS: Due to the pandemic, partners and distributors have had to think about how they can not only maintain their customer relationships, but also win new business. In the last 18 months, I have watched the channel pivot in the way that they have operated. We have all had to learn how to sell remotely and I have seen an increase in using video and digital channels for sales promotion. There has been some amazing and impactful content from the partner community, which will continue to evolve in 2022.

CF: Is there one thing you believe channel organisations and vendors can do to encourage or enable more women leaders?

SS: It is important for any organisation to make the paths to leadership clear. Female mentorship programs, in which young women can speak to other women who have risen through the ranks before them, will not only demystify the path for growth for these top leadership positions, but will inspire young candidates to aim high for themselves. For similar reasons, these same organisations will attract more female talent simply by having female leadership. The more women that a potential candidate can see in senior and executive positions, the more she will be inspired to join that business.

There are things that these organisations can do at all levels that will inspire and retain their female employees. Flexible working and a true culture of work/life balance ensures that valuable talent feel valued and accommodated, regardless of the life decisions they make outside of work.

CF: What can we expect from A10 Networks in 2022?

SS: A10 Networks had incredible success with our channel initiatives in 2021. 2022 presents an exciting opportunity to build upon these initiatives, particularly as physical events come back to the fore. With our channel partner program firmly established, and many of our partners well on their way to achieving Elite Partner status, we are looking forward to developing deeper relationships as we focus on working with quality partners.

The success of our channel initiatives in EMEA will also be replicated globally, particularly in APAC, as we continue to harness and enrich the knowledge level of our partners. Alliances, like the ones we hold with Dell and Ericsson, will be a key focus in 2022, driving combined technology solutions to deliver better outcomes for customers.