Linda Patterson

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Marketing director, Avnet Technology Solutions, North region, EMEA

What achievement are you most proud of?

Avnet being awarded CRN Best Sales and Marketing Team of the Year for two years running! Great testament to a great team.

What has been the biggest change in the channel since you started working in it?

The extent to which many businesses have shifted from working as a single entity, often on a single technology area (and vendor) to working across many areas of technology and often collaboratively. When I joined Avnet we were an IBM distributor of hardware and software; now we work with 60-plus suppliers and cover solutions across cloud, converged, big data and analytics, IOT, social, mobile and commerce, and security.

What three things could you not live without?

Assuming all the basic requirements are still available (food, water...) then I'd say iPhone/iPad - do I need to say why?! My trainers - I'd break my neck if I had to work out in my heels, and my feather mattress topper - the secret to a good night's sleep!

What has been your most embarrassing moment so far?

It was bad enough at the time, so I have no intention of reliving it!

What do your family think you do all day?

Colouring in... and I doubt that it's just my family who thinks that.

Who is your ultimate celeb crush?

James Cracknell - as a rower I have total respect for his achievements (clearly it has nothing to do with his physique).

What is your guilty pleasure?

I don't feel guilty about any pleasures in life...

What would be your first act if you were made Prime Minister?

Making different types of sports, such as rowing, more accessible to get more people enjoying sport and drive the health agenda.

Has 2015 been a good, bad or ugly year?

It's been a good year. We've worked hard to evolve the Avnet UK business, and the results and customer feedback confirm we've moved in the right direction.

If you didn't work in the IT channel, what would you do?

Go globetrotting - minus the suit and laptop.

What major issues will the channel face in 2016?

With the trend towards customers doing their own research on IT solutions, finding the most effective communication channels to get your brand and message across will continue to create a challenge.

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