On the road: Maisa Fernandez, ServiceNow

In this episode, Rick sits down with Maisa Fernandez, Director of Global Partner Marketing at ServiceNow, to delve into the world of tech marketing and how taking risks can lead to big wins. Maisa shares her wealth of experience, revealing how her professional journey led her to Partner Marketing. Networking plays a pivotal role in any marketing endeavor, and Maisa provides expert tips on how to effectively expand your marketing network. Rick and Maisa discuss the power of face-to-face interactions in the partner marketing ecosystem, highlighting its role in building trust and rapport. Furthermore, this episode delves into the intricacies of the partner marketing ecosystem at ServiceNow, offering listeners a rare glimpse into the inner workings of this innovative tech company.

Building success through relationships: insights from Maisa Fernandez

In the latest episode of On The Road, Rick Currier sits down with Maisa Fernandez, the Director of Global Partner Marketing at servicenow. Broadcasting from sunny San Francisco, the conversation delves into Maisa’s inspiring journey from her early days in tourism to her current influential role in the tech industry. Her story is a testament to the power of perseverance, adaptability, and the importance of building strong relationships.

A journey of resilience and adaptability

Maisa’s background is as diverse as it is impressive. Born in Wisconsin to Argentine parents, her childhood involved frequent moves between Argentina and the United States. This nomadic lifestyle instilled in her a unique resilience and ability to adapt. “When you’re a fourth grader coming back, it’s tough,” Maisa recalls. “But it teaches you to move, adjust, and learn about people’s personalities.” This adaptability became a cornerstone of her career, especially in the dynamic field of partner marketing.

From tourism to tech

Maisa’s professional journey began in tourism, working at Carlson Companies in Minneapolis. There, she honed her skills in communications and marketing, representing various tourism boards and promoting destinations worldwide. “We worked all over the place – Kenya, Peru, Patagonia, and even states like Louisiana,” she says. Her role involved significant travel, which although exciting, became challenging after starting a family. This phase marked a pivotal point in her career.

Transitioning to the tech industry, Maisa faced the daunting task of re-establishing herself. “It was a very humbling experience,” she admits. After nine months of searching, she joined servicenow, initially working in Account Based Marketing. This role eventually led her to partner marketing, where she found her true calling.

The power of knocking on doors

Maisa’s entry into partner marketing was not straightforward. It required persistence and strategic networking. “I started knocking on the door of the VP of partner marketing,” she shares. Her determination paid off, and she soon joined the partner marketing team, where she now plays a crucial role in fostering relationships and driving growth.

Maisa emphasizes the importance of relationships in partner marketing. “It’s all about relationships; it’s all about nuance,” she explains. Her ability to listen and connect with people has been vital in her success. This skill, cultivated through her varied life experiences, enables her to navigate the complexities of partner marketing effectively.

Achieving together

One of the key takeaways from Maisa’s story is the importance of collaboration and shared goals. “It’s really understanding how we can connect and achieve the things we’re looking to achieve together,” she says. This philosophy is central to her approach in partner marketing, where building and maintaining strong partnerships is crucial.

Challenges and opportunities

Maisa also highlights the challenges in partner marketing, particularly the measurement of success. However, she views these challenges as opportunities for growth and innovation. Her proactive approach, coupled with her ability to forge meaningful relationships, positions her and her team to tackle these challenges head-on.

”It’s so critical for us to focus on where we are ready to go to market right? Otherwise, don’t spend the money and don’t spend the cycles”-Maisa Fernandez

Conclusion

Maisa Fernandez’s journey from tourism to tech, and her rise in the field of partner marketing, is a story of resilience, adaptability, and the power of relationships. Her insights offer valuable lessons for anyone looking to navigate the complex landscape of partner marketing.

“knocking on doors and building relationships are key to advancing your career.”-Rick Currier

Maisa Fernandez is the Director of Global Partner Marketing at ServiceNow.

About ServiceNow

ServiceNow makes the world work better for everyone. Their cloud‑based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. For more information, visit: www.servicenow.com.