Building a Winning Channel Program

Rachel Canales, Iceotope’s Vice President of Strategic Alliances, has been named one of CRN’s 2024 Channel Women on the Rise. This fifth annual list recognizes up-and-coming women leaders whose commitment and innovative strategies are driving success for solution providers throughout the IT channel.

This recognition celebrates Rachel’s dedication to advancing Iceotope’s channel program while impacting the industry. In this Q&A, Rachel dives into what this recognition means to her, the work she does for Iceotope and provides a future look at Iceotope’s channel growth.

Q: Congratulations on being named one of CRN's 2024 Channel Women on the Rise! What does this recognition mean to you?

A: Thank you so much! It’s incredibly meaningful to me to be recognized for my efforts to innovate and lead within the IT channel, which can be both challenging and competitive. It energizes me to continue advancing the role of women in technology and to mentor others starting their journey in this field.

Q: Tell us about your role in developing a comprehensive strategic alliance strategy at Iceotope.

A: My focus at Iceotope is on guiding sales, channel and licensing strategy, working closely with cross-functional teams to develop and implement legal and operational processes, including adoption of new Salesforce procedures to deliver exceptional service to customers and partners.

Since joining Iceotope, I’ve developed and implemented a comprehensive channel strategy from scratch that focuses on creating and nurturing deeper, more strategic partnerships that align with our long-term business objectives. My ultimate focus is on creating relationships that can help us grow.

Q: What were some of the initiatives you’ve led that have contributed to your channel expertise?

A: At Lenovo, I managed several high-impact initiatives that honed my expertise, especially in global account management and OEM partnerships. My role involved restructuring our approach to OEM partnerships to streamline operations and enhance customer satisfaction by resolving inherent conflicts in the previous setup. These experiences were essential and taught me the importance of strategic foresight and the ability to adapt to dynamic market conditions. A lesson I learned along the way is that partnerships aren't just about transactions — they're about creating mutual value.

Q: Since joining Iceotope, how have you transformed their partner program?

A: Transforming Iceotope's partner program was one of my initial priorities. I implemented a targeted strategy to focus on selective, impactful partnerships rather than sheer volume. We’ve seen an 800% increase in our partner base, and a 500% increase in licensing partners as well. We're focusing on very specific types of partners — value-added resellers, service providers, data center architectural firms, and even referral agents. Our goal is to create a partner program tailored to our unique Precision Liquid Cooling solution.

Q: How important is data-driven strategy in your work?

A: Data is everything! We're making competitive comparisons, tracking market evolution and using insights to help customers understand their liquid cooling journey. With a data-driven strategy, we've been able to accurately assess our market position and identify growth opportunities. This enables us to tailor our products and services to better meet customer demands and to anticipate market trends. Our ongoing projects, like enhancing Salesforce capabilities and refining our sales processes, are all informed by data analysis, ensuring that our strategies are grounded in reality and set up for success.

Q: Looking ahead, what are your goals for Iceotope’s growth in the channel?

A: My main goal is to elevate Iceotope's presence in the channel by strengthening partnerships and refining our operational strategies. As liquid cooling approaches an inflection point, we want to leverage our partners' strengths and enhance our sales infrastructure to support a more effective team. This will not only expand our market reach but also drive innovation in channel partnership management. We're focused on helping customers transition to more advanced options. It's exciting to be part of this technological shift, where we're not just selling a product but shaping the future of data center technology. By concentrating on these objectives, we're positioning Iceotope for sustainable growth and impactful collaboration in the industry.

Q: Any advice for women aspiring to leadership roles in the IT channel?

A: That’s a good one. My advice to women aiming for leadership roles in technology is to embrace resilience and strategic networking. The path to leadership can be complex, with numerous challenges along the way. Aspiring leaders can influence their careers and the broader tech landscape by building a solid professional network and continuously developing strategic skills. Also, find a mentor who can provide guidance and support your growth—mentorship has been invaluable in my career development and is one of the most fulfilling aspects of my role now. I am deeply committed to promoting a culture of excellence, innovation, and accountability, and I take great pride in helping my team grow professionally and achieve their goals.